In Real Estate, building a Rolodex of clients (whether they are repeat clients and/or clients who were so pleased with your services, that they’re willing to refer you to other prospects) is key in building your own brand. Customer retention increases your clients' lifetime value (not to mention your salary) and it also helps in building positive and lasting relationships with the consumer.
But as a Realtor, what’s one of the most effective ways to obtain clients and retain them? Good question! Nowadays, we see multiple forms of advertising & business communications everywhere; Banner ads, television commercials, social media advertising campaigns, online viral videos, etc. (And with advertising being such a saturated market; there are almost too many ways of showing off products, goods, and services- it’s no wonder some businesses & professionals get left in the dust!) However, there is one common factor that all these ways of advertising are missing; the personal touch.
So as a Realtor, how can you display your services to prospective clients while building a more personalized rapport with them? Simple! By sending them a direct message, this can be viewed as a more intimate way of asking them if they’d be interested in your services while exemplifying how you can help with their current home-buying dilemma. (And by “direct message” we’re referring to creating an Email Marketing campaign.)
Now you’re probably wondering, “How does one create an effective Email Marketing strategy?”. Another good question! Well, here is a simplified list containing 3 steps...
What is the problem?
First, start by identifying common (or even niche) issues homebuyers are facing; Is it currently a seller’s market? It’s possible they’re facing any issue with the home itself- making it hard to sell. (And of course, the list goes on and on…)
How can we fix it?
So you’ve presented problems the Homebuyer may be facing- what’s the next step? Identifying the solution. Give them options as a gift; Gifting knowledge is an incredible way of letting potential clients know you are passionate about aiding homebuyers on their quest and that you’re knowledgable about the field itself. (And if you do it right, they’ll be hungry for more answers; that’s when you can direct them to... You!)
How can I better assist you in the home buying process?
And now, the final step… How can I (the Realtor) help you achieve all your homebuying goals while answering all your questions (and alleviating any stress that may come up)? This is where the “You” factor comes in again. Sell yourself and your services! What can you bring to the table as a Realtor that no other Realtor can? What does it mean for you personally to make homebuyers’ dreams come to fruition?
Great! Now you get the gist of email marketing. But what if you’re looking for an outline that’s a little more comprehensive? Marketing guru, Wes McDowell (host of his successful Youtube marketing channel “The Deep End”) suggests the followings steps:
Simplicity!
The body of the email should contain little to no design; Too many graphics, pictures, etc. can make an email appear “sales-y” and scare away prospects.
Tell a story!
Adding an entertaining and relevant anecdote can make an email more personal and enjoyable to read.
Incorporate Video
Marketing studies have concluded that the video gets more clicks than any other kind of content. With that being said a short video (or even a funny GIF) can bring much-needed life to an email and make it more likely that it’ll be opened. (It’s also suggested to note that there’s video content in the subject line of the email.)
Play the Hits
Repurpose content! Go back into the archives to see what hit blogs, emails, videos, etc. can be tried again!
Simple Segmentation
Divide-up your services and create individualized email campaigns based on these. Then prospect to leads that are interested in these specific services by creating clickable paths that will direct them towards these specific campaigns.
Re-engage for scrubbing
Go back and revisit your list of contacts to ensure that they’re quality leads, or leads who are interested in your services.
So there you have it! Email marketing for Realtors in a nutshell!
Want to learn more? At Get A Rate, we are a passionate, transparent and loyal community of Mortgage Experts who are willing to band together to form more reciprocal relationships with like-minded partners who want to help homebuyers and homeowners on their adventure. We also provide in-house solutions (Relating specifically to this blog, we have our own marketing team who specializes in email marketing strategies.) who’ll work hard to build up your client roster and help you retain these relationships.
What does this mean to you? This means that our marketing team will take care of the advertising and strategizing part for you! (Allowing you more ample time to focus on what you do best- helping clients purchase homes!)
Want to work with a trustworthy mortgage company? Tired of dealing with unethical businesses? Join us!
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