Every other Saturday morning, I send out my personal newsletter, which typically includes storytelling, personal experiences, and things I have learned over the last 15 years of digital marketing, designing for conversion, and online business.
Once thought of as yet-another-thing-to-do, email has become fun, and I have performed the proverbial about-face when it comes to hitting the send button.
One of the best decisions I made is to write everyone back who replies to my emails personally. If somebody is taking time out of their day to share something with me, I feel it’s only fair to do the same in return.
I have always tried my best to make myself available to those interested in doing business with me. In my opinion, good support and customer service are paramount to being successful online.
In his book This is Marketing, marketing expert Seth Godin says:
“Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread.”
Studies show that email converts significantly better than social media, but for Paul Jarvis, it’s more than that—it’s personal to him:
“Email is a 1-to-many relationship that feels like a 1-to-1 relationship because it’s a message from you, sent directly to each member of your audience. It feels personal and special—but only if you make it those things. It’s important to let your own unique brand and voice shine through in everything and not become some marketing robot or corporate-speaker just because it feels like the ‘professional’ thing to do. People signed up because they want more you, so give them that.”
The Connectivity of Email
Technology and social media will continue to play a significant role in the real estate industry, and agents and brokers should build a strong online digital presence that sets them apart from their competition.
The connective powers of email are undeniable and are the backbone of a marketing formula I love:
Tell your story. Build an audience. Grow your business.
There are several reasons why real estate agents should consider using email for marketing with potential clients. Here are three of them:
1. Showcase your knowledge of the industry.
In any given local area, there are scores of agents that a buyer or seller can choose from. To stand out, agents should demonstrate their knowledge of the real estate industry and prove that they know what they are doing.
Whether it be market trends, insight into mortgage rates, or common homeowner mistakes, your ability to demonstrate knowledge and understanding of the buyer’s journey will help you land more clients.
2. Become the hyperlocal expert a buyer needs.
Buyers who are coming from out-of-state need your help in the process of moving. Sure, anyone can browse a photo gallery of a pretty house online, but it’s quite challenging to get a feel for a community in the same way.
Email is ideal for building trust, and it’s essential to be consistently present in your subscribers’ inbox. When you show your dependability, you are more likely to get the call when someone is ready to buy or sell.
3. Share new property listings to your clients.
We all know that real estate juggernauts such as Zillow exist, but why run the risk of losing a potential client to another agent? After all, a direct line is quite powerful.
Whether they are currently looking to buy a home or not, frequently being emailed the latest listings is extremely helpful. Perhaps a buyer isn’t quite ready to hunt for houses, but the perfect home might encourage them to take immediate action.
Email Marketing Articles
Below are some resources that lay the foundation for email marketing. While it might be hard to grasp, connecting with clients is huge.
- Seven ways to successfully collect email addresses
- A Beginner’s Guide to Real Estate Email Marketing
- 5 Emails Real Estate Agents Should Send to Every Lead
I encourage you to carve out some time each week to invest in a strategy. Not only will it help you build your real estate business, but it might help you find the dream home for your clients—and that makes you the hero.
