{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"X-Factor Marketing With Wendy Forsythe","title":"Building Trust at Scale: NAR's Bennett Richardson on Serving 1.5M Realtors","html":"","width":"100%","height":180,"duration":1822,"description":"Bennett Richardson came from Google, Politico, and Semaphore to become the Chief Marketing and Communications Officer at the National Association of Realtors (NAR). Less than a year into his role, he was promoted to CMO. His job: Market to three stakeholders at once - 1.5 million realtor members, Capitol Hill and policymakers, and the American consumer. And rebuild trust. In this episode, Bennett breaks down his philosophy that \"building trust with a brand is just like building trust with a person,\" how NAR communicates at scale without hitting the unsubscribe button, the NAR Influencer Program (1,200 realtors and growing at nar.realtor/influencers), humanizing the brand by getting real people on camera, Think Again by Adam Grant and the importance of pivoting, and why his X-factor is simply loving people and keeping it human.⏱️ TIMESTAMPS0:00 - Intro: The Real Estate Industry Doesn't Hand Out Easy Moments 1:20 - Bennett Richardson: From Google to NAR 2:26 - Realtors Show Up Every Day Unemployed 3:52 - Three Stakeholders: Members, Capitol Hill, Consumers 5:05 - Putting Members First: Know Your Customer 6:28 - Diverse Communications for Diverse Membership 8:51 - Consumer Ad Campaign Launched a Month Ago 9:08 - If You're Telling Them Everything, You're Sending Too Much 10:38 - Personalization and Diversification Strategy 11:07 - Launching Broker-Specific Newsletter 12:34 - Humanizing NAR: Getting Real People on Camera 13:13 - NAR Influencer Program (nar.realtor/influencers) 15:08 - Building Trust: It's Just Like Building Trust with a Person 16:37 - How Do You Build Trust at Scale? 17:30 - Nikia Wright's Tour and Leadership 19:04 - Promises Made, Promises Kept 20:38 - How Do You Build Trust at Scale? (Deep Dive) 21:04 - Accountability-Focused Communications 22:29 - Kevin Brown Hadn't Been Home in Six Weeks 23:40 - Not Leaving Anyone Out or Anyone Behind 24:54 - Not Being Afraid to Pivot 25:58 - Think Again by Adam Grant 27:17 - Bennett's X-Factor: I Love...","thumbnail_url":"https://img.transistorcdn.com/T4nZEAAWvHZ9fu4gyaCj8bw5hXvdEz87UaJyhitOQ6A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jNjQw/ZjA4M2FmMTc4Y2Zm/OTEwODkzMWViNTky/OTI1ZS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}