The Secrets to Email Marketing Success

April 10 2014

Last week, agents from across the country joined RE Technology to learn more about a powerful way to stay in touch with their database. In "Power e-Prospecting Made Simple," we talked to three different real estate agents about how they use email newsletters to stay top-of-mind with their sphere of influence.

To learn more, check out the recorded webinar below or click through to our notes on the next page.

According to NAR, while 86% of consumers are happy with their agent, only 23% hire them again. This is largely preventable if you stay in touch after the sale. One of the easiest ways to do this is via an email newsletter.

But what's the secret to success with email? We teamed up with the newsletter experts at HomeActions to find out. Here are three standout tips:

Build Your Database

"Everytime you see an email address, get it in the system," HomeActions President Albert Clark told attendees. Seventy percent of the sales of top producing agents comes from former clients and their broader sphere of influence. The first step to achieving this is to build a robust and growing database of contacts.

Associate real estate broker Charles Olson of Keller Williams in Brooklyn, NY offers advice on how to do this. "You probably have more sources of contacts than you might realize," Olson says. One way he builds his database is by adding the email addresses of the parents of his children's peers from school and Little League. "I subscribe them to my newsletter, and they love it. They thank me for it when they see me at the next game or the next school meeting. You've got to look everywhere for your audience and everyday I'm adding contacts to my database. Just think far and wide about who you could be adding and you'll be that much more successful."

Personalize with Hyper-local Information

Next, Clark recommends ditching the canned content and adding "something personally relevant or hyperlocal. Consumers really don't care that home sales are up 12% in California, but they do care what's going on in their neighborhood. So to the degree that you can help them with that and help them understand the marketplace locally, you're going to do a better job."

Hill Slowinski, a Realtor in the Washington, D.C. area concurs. "Adding commentary and adding content to the newsletter is another feature that differentiates it from one just going out on its own. I get a lot of newsletters from people in the financial services industry, and other industries, which are pretty canned. So when my clients see mine that has something that I've added to it, they really recognize it right away."

Slowinski customizes his newsletter with commentary explaining market trends, links to market charts, infographics, and more. "I'll add a testimonial once in a while; I'll talk about what our CEO sees the market doing; I'll add preparation tips. I can feature my listings on here and add links to the video tours. It's a great way to add something that's substantive, informative--and it's useful."

According to HomeActions, other agents have had success adding things like RPR reports, local MLS reports, broker provided data, and more.

Track Warm Leads

When considering a newsletter solution, be sure to choose one with robust analytics capabilities. "Back end metrics let you see consumers engaging in content, what they're clicking on, what they're opening multiple times, and what they're sharing on Facebook," says HomeActions co-founder Clark. Analytics lets you analyse the behavior of your database and see what readers are clicking on. "If they're click on your home at 1212 Elm St, it might be a good time for a phone call," says Clark. "Work the warm leads!"

For more on staying in touch with your sphere, watch the full webinar recording.