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Is Your Marketing Email Driving Away Business?
There are many very successful real estate professionals who are masters at real estate email marketing. They generate leads on their websites and use email to develop a relationship that leads to the closing table. They also follow up with past clients with email to build repeat and referral business. If you use email for prospect and client marketing, how is it working for you? Do you have any hard data to show whether it's working or not? Could your real estate marketing email be driving away business instead of bringing it in? Here are some tips to help you make real estate marketing email work for you instead of against you.
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How to Create a Real Estate Email Marketing Strategy
Email marketing has long been a popular online marketing tool for real estate professionals because it allows you to stay top-of-mind, share your expertise, keep in touch, and ultimately generate a steady supply of qualified leads. But that doesn't mean success with email marketing is automatic. In order to make the most of your email marketing investment, it's critical to have a strategy based on proven, effective email marketing tactics. Let's take a closer look at what it takes to build a real estate email marketing strategy that grows your business.
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Twilio Acquires SendGrid for $2 Billion -- Real Estate Tech Wins
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8 Best Practices for Reaching the Inbox
Good inbox placement is the goal for anyone doing email marketing, and there are a lot of factors that can affect your ability to reach the inbox. There's no one single answer to getting great results, but there are plenty of considerations to give you the best advantage. Below are some of our time-tested tips for reaching as many inboxes as possible.
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Real Estate Email Marketing: How to Increase Opens and Clicks
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Top 3 Audiences to Include in Your Video Drip Marketing
Adding drip marketing to your marketing strategy is a powerful method of engaging potential clients and nurturing your relationships with them. Drip marketing that focuses on three primary segments of the real estate population — potential home buyers, previous clients, and home sellers — provides the most value. Here's how to target each of them:
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How RE/MAX Integrity Overhauled Its Recruiting Success Rate
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Friday Freebie: Broker Success Kit for Recruiting and Retention
Recruiting quality agents has long been a top concern for brokers. After all, the success of your company is dependent on the success of the agents who work with your firm. If you're looking to up your recruiting efforts--and retain your existing top players--this week's Friday Freebie is for you. Today, we're highlighting a collection of resources that brokers can lean on when developing or refining an agent recruitment and retention strategy. Read on to learn more!
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Get Better Open Rates with These 5 Subject Line Best Practices
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Why Newsletters Always Have Been – and Always Will Be Powerful
"Email is the original social media." – TechCrunch Social media can be an absolute battlefield for your attention, and while social vehicles are very important platforms to broadcast your content, there's a lot of competition for your attention. And while this war rages on, e-mail newsletters have consistently been there as a way to get to more eyeballs – by invitation only. If you look at most major publications on the web – from Inc. Magazine to Fast Company to TechCrunch – they all have huge sign-up forms for their newsletter on every page. Why is this? Because they understand the inherent value that newsletters hold – and they have the data to back it up. There's a greater sense of intimacy and connectedness between publishers and readers in the form of an e-Newsletter and it gives publishers more control by owning their mailing list. Now before we dissect the anatomy of why newsletters still remain the constant in a marketing strategy, let's backtrack a bit here and look at how marketers once abused their power in the first place – which led to sweeping changes in the industry.
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3 Steps to Better Lead Nurturing Through Email Marketing
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7 Steps to Make, Use and Perfect Automated Email Workflows
Compiling a solid email list is a time consuming, but incredibly valuable undertaking. And once you've created the perfect email content to help convert that list into customers, the only thing left to do is build an added level of efficiency into the process with a streamlined, automated email marketing workflow. As a busy real estate professional, you may not have the time to personally follow up with every inquiry you receive and stay in touch with clients who have contacted you in the past. But, a structured email marketing workflow would take much of this burden out of your hands altogether. Here are seven steps to set up your email workflows:
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How to: Determine the Best Newsletter Strategy for You
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4 Brokerage Marketing Tools that Help Agents Succeed
For many real estate agents, marketing is one of the toughest aspects of the job. It doesn't only require a considerable amount of time and consideration to be successful, it also requires a significant amount of market research and a good understanding of trends in the industry. One of the biggest struggles that solo agents face is being able to find the time to put together a strong marketing campaign while also tending to their other obligations. For this reason, many turn to brokerages for guidance with piecing together a strong marketing strategy. Here are some of the groundbreaking marketing tricks that solo agents can learn from brokerages:
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9 Tips to Improve Your Email Writing Skills
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How to Send Email Newsletters People Will Actually Read
According to one study, users spend an average of 15 to 20 seconds on emails before deciding whether to continue reading it or not. This means you need to create captivating email newsletters if you want to increase the chances of your subscribers engaging with them. If you're a business planning to use email marketing to reach your audience, we've come up with some tips on how to make your newsletters stand out from a sea of other emails that land in your subscribers' inboxes on a daily basis. Here are six tips to sending better email newsletters:
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Creating a Custom Email Experience with Mail Merge
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The Results of Digital Engagement Part III: HomeActions
Welcome to the third part of our Series: The Results of Digital Engagement. If you missed the first part of the series, you can find it here. In this installment, we explore the second company using digital engagement to generate new business. HomeActions is an email marketing solution for real estate agents and mortgage brokers. The service emails two newsletters a month on behalf of their clients. Clients can upgrade to a premium newsletter, which includes an in-depth property report in every issue, thereby increasing engagement. Business Challenge: Increase Engagement on Real Estate Newsletters HomeActions newsletters are seeing increased engagement and click-through rates as a result of the engagement system from Onboard. Early indications are that their clients are pleased with the results and HomeActions is generating more revenue from this up-sell.
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Effective Email Marketing
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Property Reports Increase Client Retention for Fox and Roach
Real estate values are constantly changing, challenging agents to provide clients with the most detailed, up-to-date property reports available. While there are many valuation services available, selecting a solution that provides agents with the ability to deliver strategic comprehensive property reports can maintain valuable connections between agents and consumers. To understand how a property valuation service can optimize agents' long-term relations with their customers, Swanepoel undertook a case study of how Berkshire Hathaway HomeService (BHHS) Fox and Roach successfully implemented ePropertyWatch, a company-branded solution that effectively cultivates a client-for-life strategy. Here is a summary of the Swanepoel T3 Sixty report. Property Valuations Aid Client Retention Generally speaking, valuation services look at local property tax assessments and other public data, including sales price histories, for comparable properties in an area to derive a trend line that can applied against the target property's assessment to estimate its market value. The reports generated by the various services differ with regard to the scope of data they include and the way they present it. Property valuations provided by different services can differ significantly as they may use varying property comps and proprietary algorithms. In addition, the data sets that each service relies on can diverge in quality and comprehensiveness.
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Does Your Email Blast Stack Up?
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How to Email Market without Spamming Your Clients
How do you think your clients respond when they see your name in their inbox? Ideally, they will recognize it and be immediately curious about what information you might be contacting them with. The last thing you want is the eye-roll-and-delete, but that can become the standard response if you ignore some best practices for email marketing. First off, let's be clear that email should have a prominent place in your marketing strategy. It may be the stodgier cousin of Twitter, but email is a powerful tool. A survey found that 98% of top-producing agents say that email is the best lead conversion tool available. So using email for marketing is a must, but watch for signs that you're becoming an annoyance. Hubspot recommends that we be especially wary of the "unsubscribe." "However, an unsubscribe isn't the end of the world. In fact, it can actually serve as a helpful signal. For example, if you notice that your unsubscribe rate is starting to climb, it might mean that you're overloading your audience or failing to target them with sufficiently relevant content." Two things to avoid here: overloading the audience and failing to send relevant content. That's what not to do, so how about some positive steps you can take? #1: Be Mindful of Your Timing 91% of consumers check their email daily, but it's also true that some days and times are better than others for making contact. Many sources report that Tuesday is the best day of the week (closely followed by Monday and Wednesday) to send an email, meaning, that's the day it will most likely be opened promptly. This makes a real difference. When was the last time you got a reply on a Friday afternoon? As far as time of day, 11 a.m. is generally found to be the sending time most likely to result in an open message.
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New Ways to Find Sellers and Take More Listings (7/7)
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3 Reasons Why Email Marketing is Essential for Real Estate
Real estate professionals can feel pressured to out-spend one another when it comes to digital marketing. A recent article by EContent illustrated 3 key reasons why email remains the go-to solution for digital marketing. We're going to share those reasons, along with some marketing tactics to help boost your conversion! Jonathan Treiber, CEO and co-founder of RevTrax calls email "an incredibly viable channel for marketers." Here are his three reasons why: Email is the least expensive communication channel that allows a brand to communicate directly with the end consumer. Email offers one-to-one marketing and personalization. Treiber says that email is a "personalized channel" that has unrealized potential. Email sustains consumer engagement. Treiber points to the plethora of special offers and coupons that are delivered through email directly from businesses to consumers. In turn, this leads to sustained consumer engagement. Email has more "reach" than any other digital marketing channel! Of course, your prospects are getting emails from many companies – and maybe even a few of your competitors. To win attention, your email subject lines must be brief and compelling. Your message must be succinct in order to be read. Your offer must be compelling in order to induce action. We've offered plenty of suggestions on these points, and we're going to add a couple more ideas here.
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Your Email Newsletter is Worthless for Generating Leads
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New CoreLogic Partnership Aims to Be the Next CARFAX for Real Estate
The trade show portion of the conference formerly known as "Midyear" kicks off this morning in Washington, D.C. It's a prime opportunity for brokers gain hands-on experience with the latest and greatest in real estate technology. One of the new ventures debuting at the NAR Legislative Meetings & Trade Expo is CoreLogic's new partnership with Housefax. The company is marrying its drip marketing solution, ePropertyWatch, to Housefax's comprehensive property history reports to "paint a complete picture of a property that ... consumers are going to love." The move combines ePropertyWatch's monthly home valuation and neighborhood activity report with Housefax property details like natural hazard risks, fire incidents, building permits, inspector alerts, and more. Now brokers can engage their database with valuable, hyper-personalized information at regular touchpoints. This new partnership is part of the recent launch of ePropertyWatch "2.0."
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The Perfect Follow-Up Email
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Improve E-Mail Open Rates by 40% with Personalization
I just listened to an amazing webinar on e-mail marketing. It featured Nate Johnson from Realtor.com (very smart) and great tips on personalizing your email marketing (also very smart). What were some of the key takeaways? Email Marketing is Still Relevant According to the survey behind this webinar, e-mail has a 246% return on investment for midsize companies. Those are some strong numbers. Because over half of people look at their email at least six times a day, you can get in front of targets effectively through email. Email is a dominant channel for most marketers. Everyone in the survey is spending more time, resources, energy, and effort on email and seeing bigger returns year-over-year. "I get really excited about email. I've seen how effective it can be as a marketer and a product executive," said Johnson.
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Spam Emails vs. Email Marketing: Know the Difference
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The Importance of Knowing Your Audience
Content is king, and while much of our success here is owed to our content, we'd be remiss to overlook the driving force behind a successful email. It's not always what you're sending, as much as it is who you're sending it to. Identifying your audience and messaging them appropriately is the real reason behind a high open rate...and we'll tell you how to do it. The first thing we ask our customers to do when they join Happy Grasshopper is to separate their database into two groups: People you know, and people you don't. Sure, this seems simple (and, in truth, it is), but the results can be very, very powerful. Answer us this: Do you speak to strangers on the street the same way you do with friends, family, or the people you work with? Probably not. So why are you emailing everyone the same way? You shouldn't be...
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[INFOGRAPHIC] Nurture This Way: The Best Tactics for Nurture Campaigns
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[INFOGRAPHIC] Subject Lines That Will Get Your Emails Opened
I've had a variety of results in testing subject lines. They all yielded different results because it really depends on who I'm sending the email to in the first place. That of course didn't mean I went crazy with a bunch of different subject line tests, but there were some strategic methods to my marketing madness. For example, did you know that marketers do not use question marks in their subject lines?
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The Power of E-Newsletters for Real Estate
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Can Email Marketing Be a Conversation?
Can email marketing be a conversation? The answer is absolutely yes, but using email marketing conversationally is as much a philosophy as it is a process of following the basic rules. First, let's just kill the elephant in the room. Email rocks! It has become the digital glue for all online channels, and returns the best ROI at more than 40:1, far surpassing any other channel at your disposal. If you aren't seeing this kind of ROI, then listen up. We are going to walk you through how to see this kind of ROI using the basic concepts of Email Conversation Marketing. First off, it's important that you understand that most of the traditional strategies and tactics used to sell widgets won't work for you. Why? Your product or service can't be downloaded or paid for with a swipe. You are a professional salesperson, and you don't sell concert tickets, e-books or other downloadables. You sell houses--something that requires you to build and nurture relationships. To generate outstanding returns on your investment in email, you need to use what we call conversation marketing.
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The 7 Best Tactics For Personalizing Bulk Messages
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The Top 3 Places To Engage With Your Audience (Backed by Data)
There are virtually no barriers for communication now as people can communicate with each other through many different channels like, email, social media, blog posts, text messages, etc. We have access to all of those forms at our fingertips making forms, other than talking in person, instant and real-time. So how do you best engage with your audience without facing a sense of overwhelm because there are so many channels to interact with them on? Where are the top places to engage with your audience? It will depend on your audience and the behaviors of those individual users that determine the specific communication channels; however, there are staples that almost every audience can be found on. Are you in those places? 1. Social Media Channels Over 74% of US internet users are using a social media platform, which makes it one of the perfect places to engage with your individual contacts in your audience. Granted, each social media platform behaves and delivers content differently, but taking the time to interact with a contact on these channels can be very effective. LinkedIn LinkedIn has become my favorite social media platform and it is now responsible for 64% of all social media visits. It's no longer a network for users just looking for a job, but it's almost a complete media platform where users can publish their own pieces and share content that pertains to their network. Now, "the two biggest reasons professionals access content on LinkedIn is to 'keep up with industry news' and 'discover new ideas within the industry,' at 78% and 73% respectively." People, like your prospects, are using LinkedIn as a content source and are waiting for you to engage with the content they share or post. Another example of engagement can be found with an automated email I received from WordStream the other day about connecting with their CEO, Larry Kim. Although I knew it was automated, it didn't take away how engaging it was. Of course, I want to connect with Larry Kim on LinkedIn! 51% of LinkedIn users have 0-500 connections and many are looking to expand their connections. Connecting with your users on LinkedIn is a simple method to stay engaged with them. You'll then be able to see what content they post to then interact from there. Take it a step further by asking influencers in your company to connect with your prospects. Your prospects will feel delighted that the executives in your company care who they are to connect with them on LinkedIn.
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3 Resources and Tools for Creating Better Emails
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The 20 Subject Lines That Will Get Your Emails Opened
Although I'm a marketer, I fall victim to clickbait all the time. And I'm most likely to click on emails with engaging subject lines that just entice me to click. Granted, we could get into the argument on why clickbait is terrible and can mislead readers if they content behind the link is equally as bad (I fully support that argument), but as long as the quality of your content is high then maybe you need a little extra oomph to entice even more readers to give it a look. Millions of emails are sent daily, which means your subject lines might need an extra oomph to get the subscriber open and read the inside of the email. I did a quick search on some supporting material about the best subject lines and came across an abundance of information on the exact subject lines you should use that will get your emails opened. Ranging from eCommerce to networking examples, here's a roundup of the top ones we've found. Don't worry about using these with their specific use cases as you can use some creativity to form to need for your own subject line. 1. "You are not alone" One of the first tips on subject lines I ever read was from CopyBlogger on this phrase. Using "You are not alone" had some of the highest open rates on average. Aweber conducted a study and found that this phrase got at least a 90% open rate every time. Being a little understanding and compassionate with your subscribers with a subject of "You are not alone" could trigger those opens you are looking for.
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Why You Should Send Video Email
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The Cuttlefish Method: Friend-Zoning Your Email Marketing is a Good Thing
Cuttlefish are brilliant creatures. They can change the colors of their skin so fast that sometimes it looks like they're shooting electric rainbows up and down their skin. It's such a beautiful display — the males use it to attract their mate, and the biggest male who shines the brightest wins the female's affection. ... most of the time. We usually refer to the "friend zone" as a bad thing — but cuttlefish turn it around to their benefit. Sometimes, a smaller male cuttlefish will adopt his skin to look like that of a female's and become her friend. He'll pal around with her for MONTHS before mating season. While cuttlefish don't use this tactic too often, when they do, the smaller male will have a 30% higher chance at winning the female's affection come mating season. It's because she already knows him, is familiar with him, and likes him. Thus, we have our favorite approach to email marketing: The Cuttlefish Method. REALTORS® and professionals in industries with a long sales cycle have a lot to learn from the most fascinating cephalopods in the sea — stop marketing; start making friends. Templated messages, giant billboards, and wrapped vehicles are the real estate equivalent of an "electric rainbow." They're flashy, shouty, and preachy, and they're trying to steal your customers. How do you compete? Try the Cuttlefish Method.
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When It Comes to Email Blasts, Timing Is Everything
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The Greatest Online Marketing Tool for Real Estate Professionals
As social media explodes in popularity and mobile use expands, you might be re-strategizing how to spend your marketing dollars. You might also be cringing at the idea of spending an inordinate amount of money on relatively new, untested waters, like social media ads. But, you have to go where the eyeballs are, right? Absolutely! Fortunately, the eyeballs haven't really moved, from a marketing standpoint. Think about where you spend some of your online time, several times a day, every day. Now think about how many years you have been visiting that same location. That's right; we're talking about your email inbox! According to an iConsumer study by McKinsey Consulting, email remains the most effective marketing tool when it comes to converting leads to customers and sales. Here are a few highlights from the study: 91% of all studied consumers use email on a daily basis Conversion rates to purchase are 3 times higher in email than in social media Email is mobile! 45% of email is read using a mobile device
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Emails That Keep Customers Engaged After a Purchase
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Email Marketing for Real Estate: How One Message Can Grow Your Business
The cycle of marketing never stops turning. What was once tried and true becomes hackneyed and cliche. We observe this in fashion, music and art – and in today's real estate email marketing, as will be our focus today. Millions of email marketers have now been taught the same tactics: optimized subject lines, strong calls to action, captivating images, and so on. The result is that even the least hardened email recipient understands they're being sold to. We do this as professional marketers, even though we understand that no one likes to feel like a target. Clothing stores and various merchants overcome the sense of inbox attack by giving their recipients exclusive access to discounts on their products and chances to access items that aren't open to the general non-email-registered public. AND THEY CAN DO THAT BECAUSE THEY'RE SELLING SOMETHING THAT CAN BE PURCHASED WITH A SINGLE CLICK. The problem is that most professional salespeople can't do that — especially real estate agents and brokers. They have to find a different way to create value in their email marketing. So let's examine some strategies for sending email that can achieve this goal.
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How to Get Away With Email
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5 Quick Tips to Help You Grow Your Real Estate Email Marketing List
Email marketing is still one of the preferred methods of driving new business by many online marketing gurus. Now more than ever, sales and marketing professionals have an endless sea of tools that they can add to their toolbox, and with variety comes choice. Most real estate professionals you talk to have a theory on what works, what doesn't work, and what you could be doing differently. Some swear by more traditional forms of communication like face-to-face or phone. Some swear that social media is the path to greater profits. And some see great success with email marketing. All of these tools have a purpose and show value in different ways. Email marketing is valuable because it's a quick way to share an undiluted message with your clients, when it is convenient for them. This allows you to build relationships with them in an intimate way in less time than face-to-face communication and with less distractions than social media. While all of this sounds great, the most important part of email marketing is your contact list. Here are 5 quick tips to help you grow your email marketing list: 1. Make it easy to subscribe from every page of your website These people want you to contact them on a regular basis. Make it easy for them to give you their email before they lose interest.
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7 Ways to Segment Email Lists For Better Marketing
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Are Your Agents "Fluffernutter" Marketers?
Why am I bringing up Fluffernutter and what does that have to do with YOUR business, you ask? According to Wikipedia, "The term Fluffernutter has sometimes been used disparagingly to describe something that lacks substance and has minimal to no cultural value." For those of you who don't know, Fluffernutter is a sandwich made with peanut butter and marshmallow creme, usually served on white bread (typically Wonderbread.) Lately I have had a lot of conversations about what a lackluster job most real estate agents do with post-close marketing. For those unfamiliar with the term, post-close marketing describes ongoing efforts by agents to keep in touch with their clients, using relevant and timely information that is important to the homeowner. In other words, no cookie recipes. I don't think anyone can disagree with this assessment; we're all familiar with the NAR stats. To make matters worse, brokers don't help much either because they don't want to spend the money or agents won't give them access to their database. And we all know that most consumers would use the same real estate agent again but they don't. There are two main reasons for this: Most real estate agents don't do anything to stay in touch after the close; or, Those agents that do stay in touch only send forgettable fluff nobody cares about.
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Save Me Money and I’ll Be Your Friend
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How Technology Can Save Recruiting
Liz Ryan, former Fortune 500 HVP and founder of Human Workplace, recently published a phenomenal article about how the recruiting system utilizes technology to automate an already broken form of fielding for new talent. It's crippling the recruitment process. She points out that asking for resumes and a list of tasks performed, where they worked, and how long they were at their jobs says nothing about the candidates at hand. Reading about tasks doesn't reveal what a person is like, what they care about, if they come to work on time, or if they'll add value to your organization. One of the biggest crimes committed by many recruiters is that they don't align their values. After hours of weeding through various potential candidates — their process doesn't highlight those whose values harmonize with the company's. What you really want to know is what projects each person has completed, what initiatives they took, and what they're like. Liz also makes the point that you shouldn't be talking down to your recruits — you should become more human, market to them, and show how their lives will be better when they join your team. Just like your customers, they too drive your success and should be treated accordingly.
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How to Identify Warm Leads Using Tools You Already Have
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Drip + Social + Personal = AWESOME.
Katie Lance, we've read your post, and we agree on a lot of things — but we think your title might be misleading to agents and could potentially cause them to drop one of the most powerful tools at their disposal: automated email marketing (i.e. "The Drip"). We want to preface our response by saying that we are a huge fan of yours. You're an incredible teacher, and the knowledge and insight you provide is second to none for those looking to add social media and relationship marketing into their business. Our point here is to share a different side of the coin when it comes to email drip marketing. No one wants to be marketed to — we agree wholeheartedly. In fact, we bet that if 100 focus groups studied whether or not consumers liked to see commercials, receive direct mail, or view advertisements on their favorite blogs...every person would say they didn't want the marketing (aside from those billion-dollar budget Super Bowl ads, that is).
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Do You Need to Worry About the Zillow-Trulia Merger?
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Want To Get Ignored? Share Generic Content.
Out-bounding is dead. Long-live Personal Content! When it comes to developing strong relationships in your professional network, "Personal Content" is king. This has has never been more true than in today's quickly evolving business world, where there is an ever increasing torrent of mediocre content. In short, as out-bounding is dying, Personal Content is taking the throne. Personal Content is something that you write or make that's worth sharing with others, and that in the business world we hope will drive our bottom line. There is a sliding scale that qualifies something as personal content. On one hand, there's the level of personalization: the more personalized you make your content, the better. A customer is much more likely to remember (and open) a handwritten note than an email. On the other hand, there's the quality of the content itself: how impactful is the content you're sharing? Is it something trite that the customer has likely seen before? Or is it unique, helpful, and memorable? For what it's worth, nothing short of one-on-one conversation can trump sharing personalized content. The personalization helps form a relationship with potential customers by making them feel valued (which they then project back onto you) and by sharing a bit of your outlook (which helps them learn a bit about you). The quality content will stick with them, and they'll be thankful for you having shared it with them.
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Increasing the Value of Real Estate Professionals One Offer at a Time
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Email Marketing: Fight Spam, Retain Your Agents, Attract New Ones
In today's world, email marketing is one of the easiest ways to reach the community and promote your business. However, email marketing can quickly take a turn for the worse. I've outlined a few of the key components of how and why to integrate a successful email marketing campaign into your brokerage: Spam Have you built yourself a high-quality email list into the thousands, or tens-of-thousands? Give yourself a pat on the back—it's something that takes clever marketing and years of hard work. Wouldn't it be a shame if something, nay, someone, were to put this list in jeopardy? Enter, rogue real estate agent. Everyone knows that real estate agents are notorious for sending out spam email messages. At best, spam gets filtered out before it reaches the recipient's inbox. At worst, it gives the company and agent a bad name among clients, leading to unsubscribes and blocks, which can decimate the sacred email marketing list that took years to build. Save your agent's time Agents are frequently busy with the day-to-day of selling real estate–showings, open houses, glad-handing and slapping backs at networking events. The vast majority of agents do not have the time to craft well-written, tasteful, targeted and effective email drip and blast campaigns.
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The Best Voice for Your Email Marketing is…
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How to Stand Out From the Crowd? Make Your Competition Invisible
If you’re like most salespeople, what your competition is doing is probably one of your chief concerns. It doesn’t have to be that way, though. All you have to do is make your competition invisible. If you’ve implemented thoughtful strategies, run your business well, and taken care of your clients — then you’ve probably already done it. In case you’re not sure, though, let’s talk about how to send your competition into the void. (1) MAKE YOURSELF STAND OUT. Who says that doing things the way “they’ve always been done” or because “that’s how everyone else does them” is the best way to do business? If you did everything in the same old, tired way that everyone else in your field is doing them, what sort of motivation will consumers have to come to you? None, that’s what. But what if you were to do things differently? Different is awesome. Different sets you apart. Different is BETTER.You know what differentiates you from everyone else — who you are and why you’re in this business.  Break out of the mold and do the things that are uniquely you.
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Your Prospects Are Rounded Up – Now What?
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Understanding "Context Marketing"
Every customer is different Business coach Tom Ferry recently published a video about one of our favorite topics — why agents need a CRM. Let's watch it! Now, I enjoyed this for a couple reasons: Tom sounds like he actually cares about this topic. In a world of webinars and media where the host often sounds like one of the adults from a Charlie Brown cartoon (kids, ask your parents about that reference), Tom will keep your attention.
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What Engaged Homeowners in April
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Daylight Savings Time Is Dead. Long Live Daylight Savings Time.
If it's time for anything, it's time to breathe some new life into your e-mail. There are many certainties in this life: death, taxes, and that you're sure to get an e-mail reminder from your REALTOR® that it's time to "spring forward" or "fall back." This is great information, sure, but it's the same, year in and year out. It's expected and, let's face it, probably gets ignored more often than not. It's time for something different. Most e-mail campaigns—drip or otherwise—talk AT the recipients. They are jam-packed with shiny templates, clickable doo-dads, and lots of data that do little to capture your customers' attentions. Wouldn't it be nice, for a change, to talk TO your customers? That's what Happy Grasshopper makes possible. I know that if it was me, I'd be far more likely to remember the person who sent me a message about an inspiring story, funny video, or captivating photo—and who wanted to have a real, human conversation about it—than I would the one who sent data that were irrelevant to me. "But those statistics are important–my customers need to know the market conditions!"
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4 Amazing Ways to Grow Your Real Estate Database
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On Positioning. On Conversion. On Email. On Being Smart.
I've just returned from a week spent with some of the brightest minds in real estate. At Real Estate Connect New York, two thousand of real estate's innovators and most curious folks gathered at Manhattan's Grand Hyatt to seek, to learn, to discuss, to forge, and to propel their businesses forward. This is a conference to which I've gone several times and I always come away from it with new perspective. This time was no different. The thing that struck me this time 'round wasn't the abundance of shiny tech goodness. Nope. It was the LACK of it. For an event that brands itself on being the incubator for the latest in technology to help real estate professionals, the focus this year seemed to be on taking a thoughtful step back and taking a new look at the tools we already have. There was a return to simplicity. There was a return to the things that work. There was a return to SMART. Sometimes, innovation is simply looking at the tools we already have and using them in new, smarter ways. To propel your business further, you already have all the tools you need at your disposal. Propulsion is simply a matter of taking those tools and putting them to best use.
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Best Emails of 2013
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Engaging Clients in Email Marketing
There is no one-size-fits-all email for follow-ups, monthly newsletters, welcome autoresponders, or the ability to get your email to stand out in inboxes. Yet, email marketing is inherently about sending to more than one person at a time. So, once a potential or past client has received your marketing emails, how do you connect with your contacts in a meaningful, individualized way? Here's how you do it in three steps: segmentation, personalization, and the targeting of content. 1. Segmentation List segmentation is the ultimate tool for refining your lists to groups or demographics that make sense to send to together. Rather than segmenting based on the content you want to send, try experimenting with letting segments determine some of your content. For instance, search and segment your lists by geolocation, email domains of interest, or buyer personas. You can even check out this list of 27 ways to segment your contacts or check out how to rate your network. Segmenting your lists helps you focus on relevance when it comes to content. Practically, what Contactually does for you is also segmenting, as you get updates about who specifically to contact. Creating relevant content for list segments is the key to conversion, whether that's a purchase or a call back.
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movingWOLF Reinvents Drip Marketing
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Brokers: Total Transparency of Agent Performance and Activity is Here
Market Leader made significant additions to its market-leading brokerage CRM system last month, including an innovative lead management dashboard that gives brokers and office managers visibility into agent performance, activity and lead follow-up. Lead management services have been around in some format for years, of course, but Market Leader is the first to provide comprehensive tools specifically targeting the broker, office manager and team leader.  Agents historically (and still today) are inconsistent, at best, with responding to online leads (and are usually worse at follow-up). With Market Leader's Office Pro package and new lead management dashboards, leading brokers can increase ROI and profitability of their marketing investments, plus increase the success and retention of their best agents. Market Leader is responding to two trends we see emerging that are changing the landscape of lead management for brokers. The first one is confounding. Agents want syndication and online advertising, but only respond to about one in four leads. When they do, it is normally a "one and done" call or email. The second trend is the need for brokerages to increase their visibility, management and ROI of leads – online and offline. Market Leader is now delivering a comprehensive Office Professional solution that includes not just the new dashboard, but CRM, Lead Management, and Lead Funnel management.
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How to Make Sure Your Real Estate Marketing Emails Get Read with the New Gmail Inbox
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EWW! What’s that … SMELL?
::sniff:: Do y'all smell something ... rancid? Like ... the fetid stink of a carcass rotting in the hot summer sun? Yeah. I smell it too. But I don't think it's yesterday's garbage. It's the stench of REALLY bad marketing. This morning, we happened upon this post from Marc Ensign: meMarketing & the Worst "It Was Nice Meeting You" eMail You Will Ever Read. In it, Marc shared an email he received after attending a networking conference of some sort (which one is totally immaterial). G'head. Click the link. Read. BEHOLD a level of self-promoting douchebaggery the likes of which the world has never seen. I'll wait. ::hums "Jeopardy" theme music:: Done? Excellent. So, what have we learned? Aside from the fact that the writer of this email is clearly overcompensating for ... something and will likely live the rest of his days being kept company by his epically large ego, I mean.
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A new tenor to integrated solutions for brokerage
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Secrets of the Internet REVEALED: The Best Time to Send an E-Mail
We've DONE IT. We've uncovered THE TRUTH. We've unlocked THE SECRETS OF THE UNIVERSE. We've discovered THE BEST TIME TO SEND AN E-MAIL. Really. It's true. Or not. Look. There are gajillion "studies" out there, performed by people with impressive-sounding job titles like, "social scientist" (and so on and so forth), that talk about the precise study of when to send an email for maximum effectiveness. Wanna know something? It's all a lot of bunk. Crap. Detritus. Excrement. When's the best time to send an email? WHEN YOU DECIDE TO SEND IT. Sure, test out different times to see when YOU get the best results, but honestly. There is no "best time" to send an email. To assert otherwise is to spout a lot of hooey.
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Getting Into the Thick of It – Prepare For the Busy Season and Close More Deals
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Real Estate Internet Marketing: Local Gossip Is Good for Repeat Business
In real estate, customer retention is a long haul proposition. NAR reports that the average American moves once every seven years. Doing an excellent job for your client the first time is not enough. Even the best selling experiences fade with time. An ongoing email newsletter to your existing customers is a cost effective way of staying in touch. And it's cheaper than mailing out refrigerator magnets! The three biggest challenges to sending a newsletter are: consistency, content, and delivery. I have suggestions in each area. Consistency: I find consistently putting out a newsletter a great challenge. For me, procrastinating on working on a newsletter is the easiest thing in the world. I hate the thought of sitting down and facing a blank screen every month. Solution #1 – Don't send out the newsletter too often. Kinda obvious, but true. I suggest sending out a quarterly newsletter. There is a fine line between top-of-mind awareness and spam. Err on the side of not being spammy. Next, put the 'Sit down and write it' date in your calendar and treat it just like a meeting with a client. Just do it! Content: Local gossip is good. I've included a partial list below of topics that you get new information about all the time. Much of it comes through casual conversation and you probably never give it much thought. You may take it for granted, but it is relevant to your clients. As you include relevant information about the local area, you establish yourself as the local expert.
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Email Communications: Timing Is Everything
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Leads Management Myths
Using the Internet to capture real estate leads can be an exciting way to earn new business. It can also be a major undertaking for those without the training, understanding or systems to manage online lead generation. According to NAR, 88% of consumers are researching homes online. This is before they ever pick up a phone or reach out to a real estate agent. The rapidly evolving online world makes it imperative that you create a system to grab and retain the attention of today's home buyer. If you have hired a lead coordinator, bought smart phones for your sales associates and created back office systems to distribute leads, you may believe that your job is done. You would be wrong. Building a successful online lead generation system takes time, skill and management. Shift your focus from lead generating for a moment to lead management. How are you handling these leads and what could you do better? Let's begin by overcoming a few myths or beliefs you might have and find solutions that allow for better lead management and performance. Myth 1 – It is about lead generation, not lead management Wrong. How you manage your incoming leads is far more critical to the success of your overall lead system. Stop worrying about bringing more leads in if you are not focusing on the cultivation of the leads you have. Many real estate professionals make the mistake of taking the lead, making a phone call and then tossing it aside. Cultivating a lead requires time and effort. Whether the consumer is interested in purchasing one week or one year from now still necessitates a system where you remain top of mind. Use touch point emails and phone calls to build a relationship with your potential client. Offer valuable information that positions you as the local real estate expert.
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Inbound Marketing and Outbound Marketing: You can do both!
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Three Ways to Stay Visible in Your Market
With 2012 shaping up to be a great year for the real estate industry, it's important to make sure you stay out in front of the rest of the agents in your area. As spring gets rolling and, therefore, the busy real estate season kicks up and more folks start looking to buy, you want to make sure that when home buyers and potential home buyers near you are looking for a real estate agent your face comes to mind. Make sure to not let the busy season do all the work for you. Stay on top of being visible to clients and prospects! Here are 3 easy ways to stay visible in your area: LinkedIn – This social networking site is specifically designed for professionals. If you haven't signed up, definitely take the time to do so. (It's free!) One of the ways you can use this site to up your visibility is through word of mouth, the most powerful form of advertising. LinkedIn offers recommendations – other professionals as well as personal connections can leave recommendations for you right on your profile page. That means that whenever a prospect views your LinkedIn profile, they will be able to see all the wonderful things that your past connections have to say about you! And don't worry – your recommendations can be both personal and professional. So don't hesitate to ask both types of connections to provide recommendations for you.
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Email Marketing: 3 Things to March Away with from the Madness
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Real Estate Marketing: Broker Branding Help Desk
Brokers of all sizes struggle with brand consistency—especially if agent support of the broker’s brand is a desire and not required and/or supported by the broker’s marketing department. It is also the nature of our industry that many agents believe that because a few “rock stars” have built great agent brands, everyone can do it. That would be great, but I’m afraid this simply isn’t true. Big brokers have marketing teams that support managing the broker brand. The branded materials they create are consistent and communicate effectively. But it can still be a challenge to make sure agents consistently support the broker’s brand. In fact, small brokers typically do not have marketing teams; so worst case, they send the company logo to their agents and hope for the best. Today, brokers of all sizes need a branding help desk.  
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Customers Are Your Most Valued Assets
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Master the Timing of Your Email Marketing
How many times a day or week should you email your subscriber base or clients to get the maximum opens without getting "unsubscribe" responses? Do you know what time of day is best for emailing? Does it matter? The answer is simple: emailing is not a haphazard activity. It has evolved into a science. If you are interested in keeping a client and subscriber base informed and engaged with you and your business, it is well worth your time to invest in learning some of the research behind the science of email timing. HubSpot social media scientist Dan Zarrella discussed his research on timing. He has conducted research on the Internet for the last 2-3 years. Of all the subjects he researches, the science of timing is the number one piece of data consumers want to know. He researches and identifies best practices. This webinar presents all the data to date that Zarrella has studied. It covers three marketing mediums businesses use for inbound marketing: social media, email and blogging. This article focuses on emailing specifically.
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