While at one time considered ?tacky and dated?, the predominance of Social Media in the marketplace has once again given email marketing it?s chance to make it?s mark. Constant status updates, multiple social media property platforms, and a general sense of ?noise? on social networks has made email, specifically e-Newsletters, a great way to stay in front of your prospects and clients, give them value added and timely information, and keep you and your bran at the forefront of their minds, when it comes to Real Estate and their home buying and selling needs.
To those ends, I?ve put together three tips to consider when preparing a e-Newsletter for your clients and prospects:
1) Your content must be pertinent and compelling, and NOT ?salesy?
Much like my post last week about best practices with your social media marketing plan, content in your newsletters has to be useful, helpful and informative. You cannot use your newsletter as a vehicle for your latest pitch of why your prospects and clients need your services and should refer you to their family and friends.
Give your clients and prospects information that is pertinent to your marketplace. Comment on that information and give them your analysis. Establishing yourself? as a Real Estate expert will do far more for your success than telling people things like ?I?m the top 1%, your neighborhood expert, etc.? ever will.
2. Speak to people at their level to peak and keep their interest
With any Real Estate e-Newsletter, statistics are generally a good portion of the content. One pitfall we see time and time again, when examining an agent?s marketing efforts is the fact that they are not presenting statistics in a way that is understandable or interesting to their clients and prospects.
FACT: The average bear does not really understand statistics.
If you speak in terms that nobody can understand, or speak in a plain, uninteresting way, your prospects and clients are going to delete your newsletter.
Whether you are talking sales trends and statistics, describing a new listing, or talking about new legislation Congress is passing, BE INTERESTING. Put it in ?every man? terms the reader can easily understand. Put it in terms that your reader can relate to, specifically how what you are telling them relates specifically to them (after all, as humans, we are all selfish. Showing someone ?what?s in it for them? will never do you wrong).
3. Show your unique brand and let your personality shine
The last thing we see time an time again is when an agent uses a ?canned? newsletter as a marketing piece. DO NOT DO THIS.
Newsletters used in this fashion are the laziest form of marketing possible. If a prospect, or even worse a client happens to get the same newsletter from another agent, this will put you in a horrible light. You will not only be looked at as lazy, but also lose your credibility as a knowledgeable agent that specifically knows about your specific marketplace.
Obviously ?some? content from outside sources, such as newsletter services is helpful, but NEVER lean on 100% of that content. Craft your content to reinforce your brand position, showing your unique personality, your value proposition and your differentiating factors in the marketplace, compared to your competitors.
Any time you have to customize something, it takes time. Perhaps time you feel you do not have. I cannot though stress enough the fact that this time and effort will pay off tenfold.? Are you currious about other best practices for an e-Newsletter? Are you currently sending an e-Newsletter that isn?t getting ?pop? and you want to know why? Have you been considering starting an e-Newletter, but don?t know where to start? If so, contact me anytime and I would be more than happy to chat with you and help you in any way I can.
Chris Leo is a Silicon Valley, CA entrepreneur, complete workaholic, top notch marketer, type ?A? personality, shameless self-promoter and never ending ?connector?.
Even though he is seemingly always working, when he does take breaks, the ?work hard, play hard? motto takes on a whole new meaning. His life is controlled chaos and he loves it.
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Source: http://leadingagent.net/blog/?p=676
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