Entering A New Market: Relocation Specialist

Through the years I have found myself in positions where I needed to matriculate to a new town or a new city quickly. I have been asked by many how I successfully made the transformation so expediently, so it started me to thinking, how did I become so known so quickly? How did I land here and in 3-6 months know half the town? Some even sarcastically at times have referred to me as "The Mayor of Charlottesville" mainly because I walk downtown and get stopped 40 times by people, and this was after living here only 6 months. Many presume I might have lived here for 30 years or the other obvious insinuation: I must secretly be plotting to run for Mayor ;)

I have been in banking and other ancillary services within the financial business where I have always taught to be successful you need to be known, respected, trustworthy, knowledgeable and likable. Not necessarily in that order, but people do business with who they know, trust, like, and respect.

When I landed here in Charlottesville and stops previous I came in having to build from ground up having no foothold and no connections in the area. I was representing a bank here no one even knows existed. Location was tucked behind some trees, no signage allowed as considered on the frontage of the development and was about 15 minutes north of where would be seen (the epicenter being UVA or Downtown areas). Being a newbie to town I quickly learned that was about 15 minutes too far!

True the brand name was universally known for credit card, had highly paid spokespersons and an internationally recognized name, but not here. There is simply no print, radio, TV, digital, no marketing or advertising for the bank of any kind.....single location only that couldn't be further off the map (literally or figuratively) in terms of the City of Charlottesville. For all intents and purposes, mirrored that of a new build. So how did I get the bank and myself known? It took a strategically concentrated effort. Color this the simple Top 10 or ten minute guide of "How to get immersed into your new town quickly."

1) Live Where Your Natural Market Lives. First things first. Before even landing, I figure where will I work, where will I play, where will I go to school, etc. Just like in the real estate business, location, location, location. True the internet, mobile banking, billpay, online, full serve ATM's and the like have diminished the need for a physical bank but it still holds true for the most part: in the retail banking business specifically people will bank where they live, work, school, and/or play. If going to be an ambassador for the brand, need to live work and play in the same area your prospects and clients do. I committed to my hiring manager and will again, anytime take a new role, if it is a sales producing role, I will commit to landing within a 5 mile radius of where will work. It makes me right in the heart of my natural market. Why would I drive 45 minutes to a networking meeting that will never deliver business? Why build up a small army of potential clients at my apartment complex or waste that much time gas and money every day if it's 35 miles away. In banking we cannot take deposits, we cannot sign your name, we cannot authorize pulling credit for your HELOC application - you need to come in, even if only once, so it only makes sense to land in the heart of your natural market. Of course there are always exceptions and loyalty means a lot, but I cannot think of a bank that I would intentionally look to do business with, particularly in a smaller town, if it was further than 5 miles away. Odds are my prospects feel the same way

2) When In Rome Do As The Romans Do. I think back to when I first arrived in Dearborn MI in 2011. I was a bank manager that in soliciting for business had driven to many a business owner. Unbeknownst to myself, pulling up in a Toyota with Ohio plates was not necessarily the most endearing first impression when moved to the home of Ford World Headquarters. There is this little thing called a rivalry between OH and MI that I first discovered living in the land of the red O-HI-O and now here I land in the brazen blue Wolverine Country. Needless to say I needed a shiny new Ford and some MI plates but better still, when went to the dealer, I didn't want to buy just a Ford, but a Ford that was built locally. Yes there is a difference - It's all about local support! I asked a lot of questions and next thing you know I was pulling away in a 2012 Focus, built in Wayne, MI. I spent years in and around Metro Detroit. When moved to Auburn Hills, Chrysler World Headquarters, while not quite the same fierce loyalty, it was still better for me to be riding through town in my new Chrysler. Detroit is after all known world-wide as the motor city and for good reason. They take their cars seriously. Since moved to Charlottesville I have spent a lot of time learning the lay of the land, learning what makes this town tick, and one certainty I uncovered quickly was this is Cavalier Country. Needless to say one of my first tasks, find and become indoctrinated into UVA, and what better way than the power of Sports. I quickly embraced the UVA Spirit, joined Camp Wahoo for football and this year now tailgating with The Valley Hoos! Fun indeed, and what better way to become one with the UVA Faithful

3) Be Patient! I am in the people business, but more specifically sales and service. I am very passionate about what I do, but patience is not one of my highest level attributes. I always expect to win and I expect to win yesterday. I am always acting with a sense of urgency. While that has made me successful in sales, it is also an albatross when needing to start anew, needing to plant seeds and nurture them. Be patient with yourself, give it time. We are our own worst critics sometimes. This is going to take at least six months to see the seeds you plant today start to nurture and grow. Some of the biggest gains we had that netted top deposit growth for example started around month five. We had momentum and it was starting to snowball. After a year fully immersed is when the real dividends came through.

Its the simple formula B x A = R.

To get the (R)esult need to modify the (B)ehavior and amp up the (A)ctivity

4) Meetup.com If not using Meetup but in business, take a look at the thousands of offerings where you live. One of the first things I always do is sign up for last 5-7 meetups that make sense. Business networking, social groups, foodie groups, sports, outdoor groups, new in town transitional groups...you name it, if there is an interest out there, odds are there are groups for every one of them. If not already on it, once see the lineup, there are literally thousands of groups for EVERYTHING. Jump in, have fun, make connections personal and business both. It works incredibly well especially when first moving in to a new town. (sample)

5) Social Media Talk about the great equalizer! Every place I ever move, I need two things, my GPS since I am guaranteed to be lost for 6 months, and social media. I cannot even imagine a world where was not interconnected through all of the different forums out there. LinkedIn, Plaxo, Facebook, Twitter, Instagram just to rattle off a few: Resistance is futile! Embrace it! Learn all about social media as there is no quicker equalizer to learn all about events, people, and places in town. The ways can get your name out, both brand name and personal, is phenomenal. Of course learn social media etiquette, always be professional, be careful what you post for all the world will see it, and learn the rules if not already familiar. But I cannot even begin to describe how much difference this makes when connect the dots, meet the people, check out the venues and see all the sites first discovered online. It is the place to be and the place to be seen. You are reading this right now courtesy the power of LinkedIn or because of a tweet, yet odds are we never even met nor will we. The power of the internet is amazing, but learn the rules. For ex. working in baking cannot post rates, loans, terms or even mention the words, but receive so much attention and so many business or loan inquiries just by letting people where I work, when there, or asking to stop in while in the shopping plaza etc. My profession implies I must be generic and vague in all my status updates so even though they are vanilla statements like "How can you make the most of your money?" or "working until 6 pm. today so why not stop in while dropping your dog off at PetSmart." These simple status updates get someone thinking or asking...."there's a bank next to PetSmart?," "What kind of promos or deals do you have?" or maybe I do need to stop in. Make separate personal pages for your fun stuff, but always always always keep it clean, keep it simple, and avoid drama. No pics or updates wouldn't want the world to see. Better still make separate business profiles that are strictly business related. But do not miss the power of the internet and social media. (Facebook Business Page currently down as cannot change titling until start new employer https://www.facebook.com/DuaneBuziakAreaManager but watch for update as soon as land)

Quality recommendations right here on LinkedIn, Facebook business page or other business pages such as Naymz, ReferralKey and Glassdoor instill instant credibility in a place even where you are unknown.

One VITAL thing about social media: You ARE the Brand. Whether marketing yourself or a global giant, once you identify yourself as the Manager or Owner of XYZ Company, in the minds of all those that see you or read about you or look at your profile and pics, they are looking at XYZ Company every time they see you. What they see is what they will attach, and in some cases I have seen this go bad quickly. If you are representing yourself or your company always act as if on stage, for in these days and times, you always are!

6) Start Your Own Group Find a niche and fill it as the old saying goes. Has nothing to do with business, but find a void in your area, find something different you bring, and fill it. For example I run a huge social entertainment board here in Cville for I think it was long overdue. Take streams from Cville Weekly, Facebook feeds, events mailing list, arts event calendars, meetups, entertainment feeds, social media events, create my own events and the like, and combine them all into one. Invite all my friends to join, ask them to set up events, then they share, post, link, comment, calendar etc. They get involved, they take ownership, and they invite their friends, they invite their families, their social circles and so on. Next thing you know there are over 4000 local people on this board, and I am the Admin. Talk about nice free advertising and appeal for small businesses as well with that strong following. Above all keep it clean, keep it professional, have an active block button when drama or bad apples enter the scene, and the fun and the growth has happened organically. I started this last month, and it has spiraled growing daily almost like a snowball effect. Do the same with business groups, tech groups, teaching / coaching...whatever your expertise, interest or passion.

Better still make a group that has nothing to do with your business at all. It opens the door to horizons that may have never been otherwise channeled. I am admin for the single largest social megaboard calendar in all of Charlottesville, one that rivals local news publications with size, readership, and contribution. I embedded a calendar and removed all admin rights so all can freely share (purely interactive). Unlike local publications the members make the rules so to speak, have ownership, create the posts, share, comment and link. I ask that everyone contribute at least one event a month and share among all of their friends and colleagues. We only have four basic rules: Keep it clean, NO politics, NO religion, NO direct sales. In turn it is extremely natural for people to start talking and in that conversation uncover what you do, what brings you to the area, how we can help one another etc. It is very natural and fluid, brings people together - never forced or coerced. People do business with people they know, like, trust and respect. This goes a long way with the know and like portion of that equation!

7) Ask For Intros And Referrals Such an easy concept but still to this day the most overlooked! The business card is an old school art it seems, but if someone likes talking to you, likes doing business with you, appreciates what you do for them, why did we ever stop asking for who else they know that could use our service? Seems almost too good to be true, but this system never stopped working. It takes on even more significance when new in town as need to work harder to get that initial business or those initial contacts, but once get in with the right people, the referral and intro network should start to take full effect. Again have to be patient and systematic with this one. Just like all good things to properly grow and nurture, it will take time. I still live by the old rule and it works everywhere lived in business. If someone truly likes and values your service, I live by a three business card minimum. One for them, two for their friends family or associates.

Never forget the simple and easy answer to making a referral network come to life. Of course need to be knowledgeable and credible and honor commitments, but most importantly you need to GIVE FIRST then ask later.

Call it Paying It Forward, but never ask until have already given

8) Volunteer Volunteer Volunteer Kiwanis, Rotary, Habitat for Humanity, First Night VA, MDA (see link), Wounded Warrior Project, Relay For Life, Financial Literacy Programs, Food Pantries, Neighborhood Clubs, 4-H, Sports/Coaching, Big Brother/Big Sister..the lists go on and on but these are a small sample of some the groups and ventures partnered with. Talk about a great way to get to know more people and at the same time add value to the community in which you serve. Some people like myself jump into a wide array of programs, other have been successful by adopting or embracing just one. I think there are advantages to both. I have received accolades and awards for much of the work done, and yes meet a ton of great and influential people along the way. But if volunteer, volunteer from the heart or it will be falsified and not genuine. Make sure your heart is in it or this will not work. My MDA Lockup Link: https://www2.mda.org/site/TR/Lock-Up/44-379-RichmondDistrict?px=2075910&pg=personal&fr_id=8649

9) Centers of Influence Chambers of Commerce tend to be big here. If not an ambassador for your chamber, at least be an active participant. Look into leadership programs within and even if cannot afford sponsorships, be very visible. Just like networking and volunteering, only get as much out of it as put into it, but specific to the chamber one of the first places go to whenever moving into the area (or even contemplating moving into an area). Another aspect along these same lines are the property managers and realtors I met, whether owners or managers, as they themselves became great contacts, terrific networking and referral partners, and of course, great personal prospects. Business owners all talk. Business owners tend to share the same circles. One the single largest commonalities of business owners from every city and town moved into. Be careful when first come in to make sure you never say anything negative about a business or an owner for the circle of connections is quite prevalent. Do not ever say anything you would not want repeated. Just as much as making positive inroads is imperative when entering a market a wrong turn or two here could have devastatingly long effects. Political Groups, Community Groups, Condo Associations, Civic Groups, PTO's – seek them out as all add value.

Be where the action is. When first moved to Charlottesville I learned that Downtown was thriving (the famous Pedestrian Mall) and also learned very quickly that UVA and the hospitals were the predominant employers. NGIC another significant player. Get to know the systems and those that work there. get in with the students, the teachers, the events listings....adopt it as your own. Find out where the action is, then make it a plan to be an active part of it. Sooner the better!

10) Be Positive, Be OPEN. Find commonality where can but stay open and receptive to the changes forthcoming. For ex. One of first things I did when moved into this area was found the Charlottesville Buffalo BILLS Backers as a lifetime Buffalo BILLS fan. Made a lot of friends and contacts very quickly as surrounded by fellow Buffalo BILLS fans, but all that being said, I also take the exact same approach where find differences. Cleveland BROWNS and Pittsburgh STEELERS have similar groups in town - embrace them. Be positive for things will be different than you're used to. This will ALWAYS be the case. Instead of holding a grudge or wishing were back home (sometimes only natural to feel homesick) embrace this change with positive energy and an open spirit! It is easier many times to get along with those that hold same values or same culture, same upbringing and the like, but especially if new, embrace change. For ex. when took over one of the centers I managed for Bank of America in inner city Richmond, this Pollock learned enough Spanish to be dangerous as there was a niche there. Not used it much since and diminished the skill but was an adaption to my new surroundings that paid many dividends. Another ex. when first moved to Dearborn and learned that is the single largest Lebanese population per capita in the US, first thing I did was learned the culture (not ready for the language lol) and took to it. Be open to all races, all men, all women, all cultures, all religions. You may never share the same views and may have differing opinions, but be open to the ideas, be respectful and polite towards all. Many a door has opened for me that NEVER would have opened if I only stayed with my own or only worked with "My type." Change is eminent, embrace it!

This is a fascinating subject for me as I am likely moving again soon, and soon to start over from perhaps ground zero yet again. The experience can be fun exciting and fulfilling if done right! It is another new adventure on the horizon. I keep thinking of all the other ideas spinning through my head. I order in and wear logo wear for my company to all prominent areas in town so my name becomes synonymous with them. I think to churches attend and how I tie in business. I wear my name tag out and about to get people to stop me and ask why wearing my name tag or just so people call me by name thus giving me the right to ask theirs and start the conversation. The list can be endless. These ideas and thoughts are constantly spinning through my marketing mind. I often brand myself as a marketing manager with a banking affliction! I typed up this quick survival guide on how to quickly embrace and become known in your new area, but feel free to add ideas, send comments. I could write books on this and maybe one day will, but in the meantime – Happy Reading!