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Real Estate Marketing 2020: Special Dates and Themes
2020 is coming, which means it's time to start planning your marketing strategies now. Because there's so much content out there, today's consumers--and future homebuyers--expect a little something extra to inspire and inform them. No matter whether you're focusing on email, social media, or even a real estate blog, here's a list of special and themed days you can use to inspire and inform with your content!
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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
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Twilio Acquires SendGrid for $2 Billion -- Real Estate Tech Wins
Twilio sent out a press release about buying SendGrid on October 15, and it seemed to fly past the radar of everyone in real estate. Maybe the lack of interest is because both companies supply backend services to products who need communication services. Building multi-channel communication features in an app just became easier.
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8 Best Practices for Reaching the Inbox
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Real Estate Email Marketing: How to Increase Opens and Clicks
Email still reigns king in real estate. Whether emails are used to nurture a lead with newsletters or send property alerts, emails are an real estate pro's greatest ally. Unlike text messages, emails are best used to serve rich content. Even though email marketing is one of the greatest sales and marketing tools available to real estate agents and brokers, it is often poorly utilized in most lead conversion strategies. To help you increase opens and clicks, here are four real estate email marketing tips:
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Top 3 Audiences to Include in Your Video Drip Marketing
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How RE/MAX Integrity Overhauled Its Recruiting Success Rate
RE/MAX Integrity broker Paul Blumenstetter noticed when reviewing his business and going through planning sessions that the overall growth of the number of agents joining the brokerage had become somewhat stagnant. A call-down campaign was implemented and the firm quickly realized that it is difficult to create and build relationships via cold calls. Blumenstetter needed a different, softer approach to stay in front of his prospects and knew that intelligent, engaging email has been proven to do just that.
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Friday Freebie: Broker Success Kit for Recruiting and Retention
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Get Better Open Rates with These 5 Subject Line Best Practices
A successful email marketing campaign starts with an attention grabbing subject line that entices your clients to open the email and read through your content. Great subject lines are descriptive, personal and give the recipient a reason to open the email. Get better open rates with these five subject line best practices.
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Why Newsletters Always Have Been – and Always Will Be Powerful
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3 Steps to Better Lead Nurturing Through Email Marketing
When it comes to nurturing leads, one of the easiest and most effective methods is through a carefully constructed email campaign. We're not talking about an impersonal and generic email that immediately gets marked as spam. This is an email that shows up in your inbox from a real human with an enticing subject, filled with engaging and compelling content that is relevant to your prospective lead. Why is lead nurturing essential? Thirty to 50 percent of qualified leads aren't ready to make a purchase when they initially seek out information about your business, but 75 percent of those leads become sales-ready within 12 to 18 months. So as a marketer, what should you do for the next year while you wait for that lead to be ready to make a purchase? Take a year-long vacation and hope they remember you? Friend them on Facebook and invite them to your next birthday party? Maybe. Or should you create an engaging, helpful and unobtrusive email campaign to keep your business top of mind until they have a need for your service?
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7 Steps to Make, Use and Perfect Automated Email Workflows
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How to: Determine the Best Newsletter Strategy for You
We've previously said that we don't think that email newsletters are the best way to generate leads but, just like anything else, there is a time and place for everything. While newsletters aren't the best at attracting new people to make a purchase, we do believe that an advanced newsletter strategy has the power to increase brand recognition, loyalty, and a better relationship between a business and their readers. Experts say that in order to achieve maximum readership and engagement, companies should provide both! Read ahead to hear why.
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4 Brokerage Marketing Tools that Help Agents Succeed
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9 Tips to Improve Your Email Writing Skills
As a real estate professional, you could be handling countless numbers of emails every single day. These tips aim to help you write better, stronger messages. Why Email Writing Is Important It's not uncommon for email to be your primary method of communicating with your clients and other businesses. Yet there are many problems that can accompany this written form of communication. As it turns out, there are many people that are unaware of how to effectively write an email to have the effects they desire.
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How to Send Email Newsletters People Will Actually Read
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Creating a Custom Email Experience with Mail Merge
Do you send emails en masse to your network of contacts? It's okay, you can tell us—we've all been there! And under the right circumstances, a mass email can often be effective in reaching your network and sharing news or updates as you maintain some of those crucial relationships. If you use a program like MailChimp, Constant Contact, or even Contactually's own ScaleMail, chances are you've utilized mail merge—even if you didn't realize it. Basically, mail merge should be (if it isn't already) your best friend in your email outreach as you look to personalize your emails on a large scale and keep your messages relevant to each individual you're sending them to. While it might require a little work on the front end by getting your contacts organized with different tags and creating a system that's consistent across your whole contact database, it'll pay off big time when you start sending better emails, no matter what software or email system you're using. Here's how to integrate mail merge into your strategy today: What is mail merge? We're glad you asked! Mail merge was originally created as a way of utilizing spreadsheets to import information into your email or even snail mail processes. It gave you a chance to import personalized information, like names and addresses, for large scale mailings. As technology has improved and changed, the idea of mail merge has also changed, but the gist is the same. Think about it as a tagging system for everyone in your contact database. Do you keep notes on your contacts or people in your network? This is where you put them to use! Spouse's and children's names, birthdays, and where folks work are all appropriate ways to tag your contacts for a start with mail merge.
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The Results of Digital Engagement Part III: HomeActions
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Effective Email Marketing
Email marketing can be a great way of reaching clients and prospects. Done successfully, it can be an effective lead generating tool and a great way to educate and nurture existing clients. However, done ineffectively, and all of your efforts can end up in someone's trash, spam folder – or worse, you could end up on the "Do Not Email" or "Unsubscribe" list. Don't let this discourage you from sending emails to your clients and prospects, though. Email marketing is also a really powerful tool for keeping you and your business top of mind with prospects and current customers. What exactly is email marketing? If you have an email address that you use on a pretty consistent basis, then I'm sure you've seen marketing emails. Martketingterms.com defines email marketing as simply, "the promotion of products or services via email." Marketing emails are usually sent with the intent of educating consumers and prospects through newsletters, announcements and press releases about new or current products, sales promotions or other exclusive time-sensitive information. Most of us are probably guilty of deleting some of these emails before opening them or even allowing them to add to the number of unread messages that sit in our inbox for eternity. However, this isn't favorable for effective email marketing or lead generating. So here are a few tips for successfully sending these emails and getting them read. Where should I begin? Build your subscriber list. Building a continuous list of subscribers is key. This can simply be done through an information capturing form located on your website. Just make sure you are upfront and honest about what you are providing the subscriber or what you are doing with the information they provide, prior to submission. Here is an information request form on our sister brand, Displet's website. Talk with your audience, not at them. Engaging conversation is always more appealing to clients than just throwing information at them. Your clients probably already understand that you are the expert in your field; this is why they have provided their information to you or requested more information from you. Therefore, spitting hardcore facts at them instead of engaging text will likely get your emails unread time and time again.
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Property Reports Increase Client Retention for Fox and Roach
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Does Your Email Blast Stack Up?
MLSs and brokerages struggle constantly with how to build communications that break through to their agents. Sometimes, it's hard to know how your marketing efforts stack up against others, so I thought I would share this study to give all of us some perspective. As all online marketers know, open rate and click-through rate are two key metrics that need to be closely monitored to ensure that you getting the bang for your marketing buck! According to a recent study called the 2016 Email Marketing Benchmarks Study, published by IBM, the average click through of emails sent in the United States is 18.3 percent. The strongest performers on average enjoyed an unprecedented 41.6 percent click through rate. So how does your email blast compare? What are the key drivers of open rates? Headlines, timing and targeted relevance are key, according to the experts. At our sister company, RE Technology, we have found that click-through rates are strongest when there's a compelling message tied to real estate success. REALTORS® are sales people and they love to be sold to. Don't be too cerebral or technical with your message. Don't be too verbose, either. REALTORS want the quick answer – give them a reason why they should take time to click on your message.
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How to Email Market without Spamming Your Clients
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New Ways to Find Sellers and Take More Listings (7/7)
Thursday, July 7, 2016 at 4:00 PM PDT Find sellers who are planning on listing their house now, before they are working with other agents so you can take more listings, without cold calling, to keep your pipeline full and production growing all summer and into the fall. Also Learn the Seven Essentials for successfully finding more sellers in your Sphere-Of-Influence (SOI) and how to make your Social Media generate more seller leads. Drive traffic to your website or company web page. See how to be successful finding more sellers even if you are not PC savvy. Register now!
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3 Reasons Why Email Marketing is Essential for Real Estate
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Your Email Newsletter is Worthless for Generating Leads
Was that a little harsh? Okay, we'll back it up a little bit. There is a time and a place for your email newsletter or big marketing email to be successful, but when you're trying to generate qualified leads, this is not the place. Newsletters certainly serve a purpose and when they're done well, it can create some of the best emails we've ever seen. But, their purpose is not best served for lead generation. Here at Contactually, we're a firm believer in the art of personal engagement, especially when it comes to generating your leads. And sending out an email newsletter in bulk is no way to get up close and personal with your contacts. While you may get your contacts to open up the email and possibly engage with the content you share, how many of them reach out to you and become a lead? Here's how to do it better: Think about it this way, how many email newsletters do you get a day? By noon on a Monday, I've already gotten at least 15 commercial newsletters in my inbox... and the day's not even half over yet! Most days, I don't even get a chance to take a look at what I received, let alone open them all. But here's the thing–even if I did open a couple of those newsletters, I wouldn't think to respond to them, would you?
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New CoreLogic Partnership Aims to Be the Next CARFAX for Real Estate
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The Perfect Follow-Up Email
"I appreciate the email follow-up. If it's any representation of your agency, then I am sure you exceed expectations..." This is an actual reply to the drip campaigns that Ryan Poppe and Jeff Brown, real estate agents in Durango, CO, are sending from Happy Grasshopper. The best part is it's not the only one. They get replies like this weekly. Ryan took the time to reach out (thanks, Ryan!) to let us know about all the replies his emails have been getting. This is what the perfect follow-up reply looks like:
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Improve E-Mail Open Rates by 40% with Personalization
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Spam Emails vs. Email Marketing: Know the Difference
Raise your hand if half of your inbox is flooded throughout the day with emails that mainly get sent straight to the trash. Everyone? Yeah, we thought so. But, can you tell the difference between spam emails and email marketing? Sometimes, the difference is more subtle than you may think and the last thing that you want to do is start sending your client spam. Because that's just bad business. So where do you go from here? It starts with defining both spam and email marketing. You can then move forward with an understanding how you can utilize email marketing and more personalized messaging to best reach out to your network in order to build the best relationships. The best business relationships are built on trust between both the client and the business, and you can't gain anyone's trust by sending spam. Don't be a spammer. Read on to understand how.
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The Importance of Knowing Your Audience
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[INFOGRAPHIC] Nurture This Way: The Best Tactics for Nurture Campaigns
Did you know that over 79% of leads from marketing do not convert into sales? Or that over 65% of marketers have no established lead nurturing systems? Did you also know that leads who are nurtured make 47% larger purchases than non-nurtured leads? All of these stats put some things in perspective, right? As we've stressed the value of personalized relationships, these do not just come out of thin air. You have to build these relationships up and/or nurture them. When leads aren't ready to buy, they aren't ready to buy. You can lead a horse to water but you can't make him drink...but you can send them consistent messages that provide them with timely pieces of content that add value and relevancy to your service. This is where the nurture campaign comes in. We've covered everything you need to know on nurture campaigns through our Naughty by Nuture eBook, but we wanted to outline it in a more visualized way. On the next page, you can find our Nurture This Way infographic with the best tactics for nurture campaigns.
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[INFOGRAPHIC] Subject Lines That Will Get Your Emails Opened
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The Power of E-Newsletters for Real Estate
What's the most important trait for a real estate professional? A dedication to customer service. The competition can be fierce for listings, and how you treat your clients goes a long way in whether they sign you up and/or recommend you to friends, Being reachable by prospects and clients before, during and after the home-transaction process is one of the best ways to stay in business. This type of dedication creates those precious repeat customers and word-of-mouth referrals. As we've said plenty of times before on the blog, social media, texting and email communications are great tools for being reachable and staying in touch. So if you haven't yet adopted the e-newsletter format for your real estate business, you might as well give it a whirl in 2015. Here are some simple steps you can take to adopt a newsletter strategy for real estate: Choose Your Service A simple Google search will bring up a number of e-newsletter services (Mail Chimp, Campaign Monitor, etc.) that will allow you to build and manage your e-newsletters. But do your research so that you can settle on a program that works for you price-wise and functionality-wise. Compile Your e-Mail Database If you've been on top of things the last few years of your business, you have a healthy email database of prospects, clients and colleagues. Your e-newsletter program should allow you to compile, edit and manage these lists. In addition, most programs will allow clients to opt-out and edit their settings, like if they change e-mail addresses.
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Can Email Marketing Be a Conversation?
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The 7 Best Tactics For Personalizing Bulk Messages
Living in the digital world provides clear benefits, from real-time communication to an all present connection. Sometimes those things may come across as negatives, but the general consensus is a positive one. One stand out negative is that, with these new capabilities of being present every minute of the day and the ability to communicate with anyone in seconds, this often creates a sense of robotic, inauthentic, and automated communications. We can get the feeling that rather than communicating with another human, sometimes messages come across as a bulk email, sent to a huge list, without any personalization at all from this faceless entity. People no longer respond to robots, although I don't think we've ever responded to robots in the first place. Come to think of it, in all futuristic movies that I've seen, the robot has always been the villain. People are craving authenticity. After being inundated with messages every single hour of the day from different channels, individuals want to connect with someone on a down-to-earth, genuine basis. But as someone with thousands of connections, how do you do this at scale? How do you personalize a bulk message, so it doesn't seem like it's coming from a robot behind a desk? After looking at our own habits and a few of our experiences, we've come up with some best practices in personalizing your bulk messages.
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The Top 3 Places To Engage With Your Audience (Backed by Data)
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3 Resources and Tools for Creating Better Emails
Last week, we published The 20 Subject Lines That Will Get Your Emails Opened. In the second part of this article, we're taking a look at tools that can make your emails the best they can be. Subject Line Checker from Litmus I just found this tool after doing some research and I think it's my new favorite for email campaigns. With Litmus's Subject Line Tester, you are able to see what your subject lines look like on 34 different email clients. Wondering what that subject line actually looks like in Gmail — you can test it out with the tester.
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The 20 Subject Lines That Will Get Your Emails Opened
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Why You Should Send Video Email
2014 is the year we started sending video emails. We're hooked, and being in the real estate world, we know that what works for us may work great for you, as well. So here are my thoughts on why you should send video email. Digital video has been called one of the greatest tools a marketer can use. Research conducted by Comscore revealed that video consumption increased by 800% between 2008 and 2014. According to Google, video appears in 70% of the top 100 search listings. What does this all mean? It means that when people are online, from their computers, laptops, tablets or mobile phones, they are looking for videos to help them make decisions. So when people move from online search to their inboxes, you can give them what they want. In a sea of emails, you can make yours stand out by giving them video before they even have to go looking for it! We use BombBomb's video email service. One of the great things about BombBomb is that they understand the needs of the real estate email marketer. The service even integrates with Realtors Property Resource (RPR), which means you can attach branded RPR Market Activity Reports based on city, neighborhood, zip code, region, etc. to your video email. Including valuable market activity information along with video in your email means you are addressing even more needs proactively and readily, boosting your chance of hitting your target.
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The Cuttlefish Method: Friend-Zoning Your Email Marketing is a Good Thing
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When It Comes to Email Blasts, Timing Is Everything
Most real estate brokers have made the switch from paper newsletters to e-newsletters, sending out market reports and other news to practically anyone their business has touched. But are they reaching people during a time when they're receptive to opening the email and reading the message, or will they just click "delete"? Email and e-connectivity have made staying in touch with real estate clients, prospects and colleagues on your mailing list a lot easier. If you're sending out a quarterly newsletter, you're really going that extra mile. But research shows that there's a right way and a right time to check in with your real estate contacts. According to data from sources like Hubspot, there are certain times of day and certain days of the week where contacting people as part of your real estate agent marketing strategy is optimal. According to the data: Sunday is the worst open rate day Thursday is the best, followed by Wednesday and Tuesday Between 2 and 4 p.m. is the best time to send Between 4 and 9 a.m. is the worst
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The Greatest Online Marketing Tool for Real Estate Professionals
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Emails That Keep Customers Engaged After a Purchase
Staying in touch with your customers after a sale is important to maintaining lasting relationships and repeat business. Today we're talking about email campaigns that can keep customers engaged no matter where they're at in the buying cycle.
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Email Marketing for Real Estate: How One Message Can Grow Your Business
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How to Get Away With Email
The thing about murder is that it's hard to get away with it. You have to discredit witnesses, provide reasonable doubt, and make evidence disappear. It's messy. Kind of like email. But email doesn't have to be messy. It doesn't have to be a black hole where sales leads and marketing promotions go to die. It's much easier to get away with email than with murder, you just have to understand the basics. Remember when you used to dial into your AOL or Earthlink account and your email inbox was empty? The only thing waiting for you each day was a personal email from your internet pen-pal or maybe your best friend. No? You don't? Yea. Neither do I. Because that time never existed. Since the dawn of email, inboxes have been cluttered. Obnoxious companies (and scammers) jumped right on the email bandwagon at the start of Al Gore's internet and were ready to bombard unsuspecting users with ads, completely real girls just looking for a friend, and erectile dysfunction pills. With that kind of spam from day one, it's a wonder anyone stuck with email to the robust tool it is today. But here we are, email aficionados. Any company worth it's weight in gold understands the importance of email, and how integral it is to success and growth. Understanding the importance of email and understanding how to get those emails read, however, are two completely different ideas. Just because you know you should be sending emails doesn't mean you know how to send them in way that encourages recipient reading and responses. While it may sounds as easy as "just send an email" when you think your product speaks for yourself, it isn't and it doesn't. Let's break it down into a couple of tips across three key components.
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5 Quick Tips to Help You Grow Your Real Estate Email Marketing List
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7 Ways to Segment Email Lists For Better Marketing
The big, stupid email list is dead The next person who uses "email blast" and actually means it will be publicly flogged. Long gone are the days that you send your entire list of contacts the same email, not taking into account what the person may care about, how you know them, where they are located, and what they may ultimately buy from you. Continuing to do this is email marketing suicide. The good news is that there are sophisticated (and fairly simple) ways to fine tune and segment your email list so that your company's name is consistently a welcome breath of relevant fresh air in the dank, stagnant black hole that is the email inbox. Dramatics aside, failing to segment your email list and send targeted messages results in mistrust and inability for your audience to separate the harmony from the noise (think Charlie Brown's mom). When you have something important that they may actually want to read, you will have lost them already.
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Are Your Agents "Fluffernutter" Marketers?
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Save Me Money and I’ll Be Your Friend
Once you've helped someone buy a home, you quickly fade from their lives unless you give them a reason to stay in touch with you. Since everyone likes to save money, sharing articles about reducing homeowners' ongoing costs is a great way to make your clients keep opening your emails. I see how well that strategy works when I look at which articles were clicked on by the more than 1 million homeowners who received the HomeActions e-newsletter in August. The most-opened HomeActions article in August was Will Shutting Vents Cut Your Energy Bill? The article, based on a blog from one of my favorite energy experts, explained why shutting too many vents can cause problems in your HVAC. The article worked because it delivered an "ah ha!" moment to viewers who thought they were saving money by closing off HVAC vents in their home. You wouldn't expect an energy-efficiency story to be contentious, but this one was. One viewer suggested the article was funded by oil companies. Ironically, there was also an email from a viewer with an oil company email address arguing that shutting vents couldn't possibly harm the HVAC. A few days later, a viewer wrote one of our Realtor clients and said the article was spot on. He'd had to pay $6,000 to remediate mold caused by shutting off about half the vents in a home.
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How Technology Can Save Recruiting
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How to Identify Warm Leads Using Tools You Already Have
How can you tell "good" leads from the not-so-great? The answer may be to analyze the data available in your real estate apps and software. Brokers can use this information to detect patterns in consumer behavior and identify which leads may be more ready to buy. By targeting these "warm" leads, brokers and their agents save time that may have been wasted on those not ready to buy or sell a home. The good news is that real estate apps are increasingly giving users access to this data via built-in analytics tools. We've rounded up three common types of real estate solutions and ways you can identify warm leads in each. 1. Call Capture/Text Message Services Do your sign riders feature automated phone numbers that prospects can call or text for more information? If so, most of these services feature call capture capabilities that record a prospect's phone number at the moment of peak interest--curbside. More advanced solutions, like VoicePad, go one step further by funneling prospect information into a lead management program and giving those prospects the ability to search for other properties from their mobile device. The program can then track all properties that prospect has viewed, how many times they've viewed it, what homes have been favorited and more. Agents and brokers can use this information to target the most active prospects and craft a tailored follow-up strategy. You can see all your options for call capture and text messaging services here.
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Drip + Social + Personal = AWESOME.
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Do You Need to Worry About the Zillow-Trulia Merger?
If Zillow does manage to close its acquisition of Trulia, the combined entity will be spending millions to compete with you for consumer mind-share. The two real estate websites share a common goal – using your listing and real estate articles to gather consumer leads and then selling those leads back to you. If you don't want to buy back your own leads, you have to beat Zillia at its own game. Agents and brokers already have the tools to win the game. You likely have a sizable sphere of influence because you worked hard to build a customer network. You have clients' contact information. And you know more about the local real estate market than Zillia's entire editorial staff. The acquisition should be a wake-up call for agents and brokers who aren't leveraging the contact information they collect -- other than storing it on their smartphones and in their email, social media and MLS accounts. You have to defend your customers by moving that contact information into one spot and then nurturing those relationships. We know a lot of folks who have trouble with this task. Many of our clients have us do this for them instead of doing it themselves (although, a cynic would argue that they let us do it because we don't charge for that service). Real estate is a relationship business. It always has been and we don't think that axiom is going anywhere. The brokers and agents we work with agree that 95 percent of everyone they know will not be on their websites this year. Why? So few are engaged in a real estate transaction. Homeownership? Yes. Buying or selling a home, not so much or so often.
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Want To Get Ignored? Share Generic Content.
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Increasing the Value of Real Estate Professionals One Offer at a Time
The purchase of a new home is a milestone in anyone's life. Whether it's your first home or your fifth, the excitement never fades. Neither does the cost of moving. A study by the National Association of REALTORS® found that movers spend, on average, $9,000 on goods and services during their move. While expenses increase, brand loyalty decreases. Epsilon's 2012 Movers Report shows that movers are twice as likely to switch brands as non-movers. The categories with the highest rate of change are home internet, followed by television and insurance. In the middle of a move, people are looking for the best deal possible, especially since they're likely to rack up $9,000 in additional expenses. A company that offers a discount on the same product or service as a mover's current supplier is more likely to make the sale during the moving process. In the real estate business, these buyer behaviors are great to know. It's the real estate professionals that recognize the needs of their clients beyond just the purchase or sale of their home that have seen a payback in their own business. Home buyers and sellers are in contact with their real estate agent more than anyone else during their move, affording agents a unique opportunity to deliver value in the eyes of their clients. What brokers should be looking for today is a way to tie their agents' value to the needs of buyers and sellers.
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Email Marketing: Fight Spam, Retain Your Agents, Attract New Ones
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The Best Voice for Your Email Marketing is…
Okay grammarians, we have some groundbreaking news for you. Take a deep breath. This might shake the foundations upon which you so eloquently express your insight and ideas: In your email marketing for new real estate leads, write like an 8th grader. Seriously. We aren't trying to steer anyone into language degradation — there are many reasons for this, the most important of which is getting results for you. It turns out, most people talk and communicate on what would be labeled as the writing level of an 8th grader—having a firm grasp of the language while paying no heed to formalities—until they decide to publish something. It's not that we don't know how to talk more eloquently or communicate in a formal manner; it's just that we don't do it unless we have to. When you're trying to convince someone to use your services, your best bet is to start off talking to them the way they want to communicate — not the way Strunk and White tells them they should. What's that look like in the day-to-day of your email marketing?
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How to Stand Out From the Crowd? Make Your Competition Invisible
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Your Prospects Are Rounded Up – Now What?
Now that you have those names and email addresses, the money is flowing right? Hardly. You've merely converted some suspects into prospects. And a prospect isn't going to hand you money. You don't get paid unless these names and email addresses end up next to you at the closing table. The one thing the Internet has done with amazing efficiency is to allow the real estate buyer or seller to spend as much time as they want in research and shopping without ever once talking to a real estate professional. The buyer process in finding a home has moved from a few weeks, most in the presence of a real estate agent, to many months online. Sellers also have a number of comprehensive resources online to gather information about the selling process and find out what homes in their neighborhood are selling for. Even if they like and continue to use your website and IDX search function, you're still just a website that works for them. You're no more valuable than any other real estate website, and you're still competing with the Zillows and Trulias of the world. The most important function in your lead generation plan is now in play. You must follow up and build a relationship to get them to your closing table. Drip email, or scheduled emails is the most effective way to start a discussion, but you need to do it right so that you don't alienate the prospect. First, develop an email campaign that's tightly woven around information of value to the niche. Don't send "make your kitchen smell good" emails to first time home buyers. Don't send residentially oriented emails to investors or commercial prospects. If you captured your prospects with focused reports, the forms would have grouped your prospects for you.
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Understanding "Context Marketing"
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What Engaged Homeowners in April
What content grabs the attention of homeowners? To find out, you need a lot of data. Drip marketing solution HomeActions has just that--information on the articles that over 1 million consumers are reading. They share those insights here every month so you can use it as a guideline in your own marketing efforts. The more than 1 million homeowners who got the HomeActions e-newsletter in April were most interested in avoiding scam calls, learning to be wise appliance shoppers, and losing a little weight without eating less. Fear Motivates The most-opened HomeActions article in April was, If Your Cellphone Rings Just Once, Don't Call Back. This engaged viewers because it warned something bad could happen if you do something many of us do without thinking -- return a one-ring call. The article revealed that scammers were calling U.S. consumers phone and hanging up after one ring to lure people into calling pay-per-minute phone lines in the Caribbean. When you share information about scams, like the article in last month's HomeActions e-newsletter, you position yourself as a trusted adviser looking out for your customer's financial well-being. Three keys to scam stories being engaging: It's got to be a new scam. Writing about a widely known scam makes you seem behind the curve. It's got to be a clever scam. The one-ring scam is interesting because it's so innocuous to call back someone who calls your phone. The report has to come from a reputable source. This one was from the Federal Trade Commission.
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Daylight Savings Time Is Dead. Long Live Daylight Savings Time.
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4 Amazing Ways to Grow Your Real Estate Database
If you think about it, your real estate contact management database is the only tangible asset that you, as a REALTOR® have, so naturally it should be your most valuable business asset. Having a large database filled with quality contacts that you nurture over time will lead to a steady flow of referrals and repeat business. Building Your Real Estate Database Here are four ways to build your database and get your real estate contact management system working for you: 1. Add people from your personal and professional network to your real estate database Is everyone you know in your database? They should be. While you may not think of friends, family members, past colleagues from another career, and other business professionals as leads, they very well could be. It's important to build long-term relationships with these people and position yourself as a "home expert" in their mind. Do this by adding them to your real estate contact management system. From there, you can send them your e-Newsletter, put them on a drip marketing campaign, make quarterly keep in touch calls, and more.
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On Positioning. On Conversion. On Email. On Being Smart.
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Best Emails of 2013
Your customer database should be your most valued asset. You can slice it and dice it in a million ways (maybe even a million and one), but there, sadly, is one part of it–a part that often sits there, glowing brightly like a neon sign on a roadside motel–that most people flat-out ignore. We're talking about people who know you, but who aren't looking to buy from you right now. There are all kinds of people who fall into this group. Your family, your friends, past customers, folks from the PTA or your kid's soccer team, your referral partners -- all of those people who, at one time or another, made up a valuable part of your business. Guess what? They're STILL a valuable part of your business. Just because they're not interested in buying something right now doesn't mean they won't be ready tomorrow or next week or next year. These people are all future customers and, even more importantly, they are the word of mouth for your business. Here's the problem: if you're constantly talking shop to them, they will, at the very least grow weary of hearing it ("Oh great, more market statistics." ::YAWN::) and, at worst, feel like you're only interested in them as far as they can line your pockets. That's no good. Psst! There's a way to handle this.
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Engaging Clients in Email Marketing
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movingWOLF Reinvents Drip Marketing
We've said it time and again--keeping in touch with past clients is critical to building repeat and referral business. While the "set it and forget it" ease of drip email campaigns appeals to busy brokers and agents, too often the messages sound canned or, worse, irrelevant. "Irrelevant" is a far cry from Lone Wolf's new drip marketing solution for brokers, agents and consumers. movingWOLF, the reinvention of drip marketing by Lone Wolf, pairs with national brands to send consumers coupons at exactly the moment they need them most. Clients will fondly remember your agents for sending moving truck discounts right when it's time to make reservations, or a well-timed utility change reminder with helpful offers. It's an easy way to provide value to clients, but the value it provides brokerages can't be overlooked. Thanks to an innovative revenue sharing program, movingWOLF is completely free to brokers, agents, and consumers. Here's how it works: movingWOLF syncs with client information from WOLFconnect and brokerWOLF to auto-generate emails to the consumer based on their close/move date. Based on that date, the system schedules drip emails to be sent relevant to where the consumer is in the home buying or selling process. This schedule is based on a well-researched timeline that begins up to five weeks before the close date, and extends to four weeks after the client moves. For example, clients can receive home warranty quotes about five weeks before their move, then a moving truck coupon three weeks before their move date. After the move, clients will receive coupons for services that will help them settle into their new home and neighborhood, like home security services, home improvement offers and even pizza deals for moving day.
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Brokers: Total Transparency of Agent Performance and Activity is Here
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How to Make Sure Your Real Estate Marketing Emails Get Read with the New Gmail Inbox
We hope that you're using your real estate CRM to send out informative marketing emails to your clients and prospects. And if you are, it's likely that a lot of these people use Gmail. Many professionals, including those in real estate sales, aren't yet aware that Gmail has made some changes to the way they've structured their inbox. When you log-in to Gmail, you'll see a number of tabs at the top of your screen, such as Primary, Social, and Promotions. The Primary tab is the inbox you see when you first log-in. Gmail automatically decides which emails you receive go in which tab. Here are some tips to ensure that your email marketing is actually seen by your clients and real estate leads: Ask your recipients to drag a message they've received from you over to their Primary tab (if it wasn't there already) and click "yes" when asked if they want to do that for all of your future messages.
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EWW! What’s that … SMELL?
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A new tenor to integrated solutions for brokerage
I was in Seattle a few weeks ago, visiting a broker, when I encountered the Trulia team in the airport heading over to Market Leader. During the entire flight home, my head spun with ideas about how these two companies would blend their talents to serve consumers and the real estate community better. We have clients who leverage these companies to their fullest, and others who don't. It has never been the providence of a consultant to champion one strategy over another. Helping others execute the strategy that is right for their business to maximize their opportunity is our charge. Pick a plan and make it work. With that in mind, brokers are challenged with absorbing leads from multiple sources. LeadRouter does the best job, which is great if you are a REALOGY Franchisee, other brokers are left to their own devices. But LeadRouter ends at lead distribution – there is no follow up campaign capabilities. This causes all sorts of data problems related to tracking, distributing, and reporting on leads by lead source, lead quality by lead source, and lead conversion by lead source. ListHub and reDataVault have done a respectable job of helping on the reporting side, but there is more ground to cover to perfect those reports and get a full picture. Lots of broker solutions providers have engineered lead routing and lead management tools – but you often need a programmer named MacGyver to get it to work. Leads from publishers are all unique and require unique programing to capture the email lead, scrape the information, add it to the lead management database, then try to do something with it. It's hard. Once you do have your leads being routed, you need a solution to manage those leads. Brokers who have end-to-end CRM solutions like LoneWolf's brokerWOLF, Homes.com's Homes Connect, CoreLogic's AgentAchieve, or Real Estate Digital's rDesk have these capabilities. They are all integrated. This is also true of Market Leader's broker solution.
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Secrets of the Internet REVEALED: The Best Time to Send an E-Mail
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Getting Into the Thick of It – Prepare For the Busy Season and Close More Deals
When preparing before the busy season, you may ask yourself, what can I do on a daily basis that will help me close more deals? The answer: be organized! With better organization comes more productivity which leads to more closed deals. Disorganization when things get busy will take time away from closing deals. Here are five ways you can become more in control and improve your organization skills. 1. Manage your active business: Use a solution that will assist you with organizing your listings and the buyers and sellers you are currently working with. It is important to maintain contact and build relationships with your past, current and future clients. 2. Reminders and to-dos: What is going on? You can schedule, plan, organize and set reminders on all tasks. With a software program in place, you can schedule your appointments, follow ups and set up notifications on what to do and when you need to do it.
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Real Estate Internet Marketing: Local Gossip Is Good for Repeat Business
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Email Communications: Timing Is Everything
Cold-calling and pavement pounding still have a place in real estate agent marketing, but email and e-connectivity have made staying in touch with clients, prospects and even colleagues on your mailing list a lot simpler. But, as new research shows, there's a right way and a right time to "pulse" your contacts. According to new data culled from sources like Hubspot, Inman News, KISSmetrics, Marketing Sherpa (and packaged together in a post called Email Marketing Tips for Real Estate Pros at Homes.com) there are certain times of day and certain days of the week where contacting people as part of your real estate agent marketing strategy is optimal. On the next page, we'll see what the best times and days for sending email are, according to the data.
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Leads Management Myths
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Inbound Marketing and Outbound Marketing: You can do both!
This post comes to us from the Kashoo.com blog: When you are building your small business, you have countless things to do every single day. Many freelancers and small business owners mistakenly think that they don't really have time to do "marketing"—until their sales funnel is empty with no new or repeat business on the horizon. It is important to realize that marketing is something that should be done every single day — like brushing your teeth. The purpose of marketing is to keep that sales funnel full of leads; yet it is also important to keep the proper balance when working your business, because you also have to provide products or services to the customers or clients you gained from your marketing efforts.
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Three Ways to Stay Visible in Your Market
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Email Marketing: 3 Things to March Away with from the Madness
With the NCAA tournament winding down and the Final Four set, I’m basking in what was a great field of teams all vying for the same thing — a championship. Email marketers can learn something from the last three weeks. The beauty of our profession is that everyone with the right game plan has a shot at generating positive returns. It’s not just limited to the big players. However, getting to the dance is one thing, converting the opportunity is quite another. Before hitting the send button again, make sure your playbook has the following edicts: 1. Prepare to win. No team ever won a game without having a plan. That strategy plays to organizations’ strengths while doing their best to shore up weaknesses. This is true in college basketball, but also in marketing departments. Be sure you understand your customers’ wants and needs. Emphasize in your emails the features, functions and benefit attributes of your products that meet this demand. Try setting up an email schedule that will be well received based on your target market’s demographics and psychographics. Younger individuals may want to view emails later in the day, while baby boomers may choose to view such materials before their day gets into full swing. 2. Don’t be afraid to adjust your game plan. Good basketball teams recognize unique conditions on the floor and modify their strategy accordingly. If for some reason the opposing players are defending the paint well, more outside shooting may be needed. A faster squad will require the other team to keep a couple of players back to counter quick transitions. Whatever the situation, teams that can adjust on the fly have a much better chance at winning the game.
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Real Estate Marketing: Broker Branding Help Desk
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Customers Are Your Most Valued Assets
Many brokers struggle to recall that sales come from customers and that marketing is the sourcing and harvesting of those sales. Regardless of the number of transactions that your business processes each year, you are building your customer lists and creating an asset base important to your real estate marketing efforts. Perhaps the best way to position the understanding of this notion is in terms of the lifetime value of the relationship that your broker has with the customer. What happens all too often in real estate is that the relationship that begins as a lead and ends at the conclusion of the transaction.
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Master the Timing of Your Email Marketing
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