Email Marketing

Improve Your Rainmaking

Do you have the exceptional ability to attract loads of clients?  In such a highly competitive business compounded with a slumping housing market, there are lots of Realtors competing for the same clients. What separates top producers from average ones is the ability to generate clients with less time & effort and less money.

There are plenty of good marketing strategies that can help you produce clients. What’s important though is you find ways to differentiate from competitors and get prospects to trust you quicker. For a prospect, selling or buying a home is their most important decision. You have to convince them you are the one who can make it all happen before your competitor does.

Education, Not Solicitation

Too often Realtors are in a hurry to make a sale. Instant gratification rules the day and a huge marketing opportunity is missed to build your empire and become a great Rainmaker. The opportunity being missed is education. Education is a commonly known, but seldomly used, marketing strategy. 

Like all other marketing strategies, its purpose is to get the attention of the clients you want. With consumers having the Internet at their fingertips, they can get any information they want in a nano second. In the past, if a consumer suffered because of inaccurate information, he or she would get some sympathy. However, today it is different.

Consumers expect other consumers to do a check on what they have been told. A traditional approach would be to tell the client why he or she should list their property with you. Today’s consumers do not want to be sold, they want to be educated. If you offered a free report about the five top mistakes when selling or buying a house they would listen. This is something that could benefit them and you would be using education to establish a dialogue. It builds trust and accelerates the relationship process.

Make Education Special

Being able to offer your client accurate information is proof that you are doing your job. Most clients shy away from setting up meetings in order to give a Realtor an opportunity to advertise. To be honest, most clients find it offensive because they feel manipulated. On the other hand if you used education as your initial approach, you would find clients happy to meet because they perceive you as an expert not a salesman.

You can package education in the form of special reports. A special report is a well crafted message that educates clients and shapes their perception of your expertise. Once they perceive you as an expert, it’s much easier to generate quality leads. Since purchasing or selling a home is no simple task and involves large sums of money, clients are more comfortable choosing experts.

Instant & Affordable Leads

Using email is a preferred method for offering special reports. You eliminate graphic design and printing expenses and postage keeping your marketing costs minimized – combined with Magnetic Email and you can see which clients are paying attention you can convert into leads. You can promote special reports in different ways:

• Send an email message with an invitation to download the report.
• Promote as an advertisement inside your electronic newsletter.
• Offer to guests at open houses to secure more registrations

Here are some examples in the table below you can test. The main article is written in first person with a conversational tone. For instance, you could send it as an email message and then offer the special report as an incentive. Recipients who click the link to download or request the free report become a potential lead.

Being Visible Isn’t Good Enough

Are you constantly visible with clients, but you’re still not getting all the referrals you deserve? Are your efforts not producing results? Although there could be several reasons, it’s possible your content strategy isn’t paying dividends.

Content is King

Being visible isn’t enough to generate a steady flow of referrals. Heck, even delivering exceptional service isn’t good enough for today’s customer. Your content strategy has to be at the top of it’s game. But wait, what is a content strategy? It’s not a coined phrase thrown around in real estate circles.

Your content strategy has everything to do with how you keep visible with clients, produce referrals, improve word-of-mouth and position yourself ahead of competition. In today’s competitive marketplace, you’re judged beyond what you say in an advertisement. With the help of the Internet, people can express their opinions to the world about you.

Many real estate agents confuse content with advertising. They believe the message in their advertisement is content. It’s not – it’s solicitation – something consumers have grown tired of. Content is information that educates, even inspires someone to action. And unless you were born to be a persuasive writer, it’s a skill Realtors are missing.

Magnetic Articles 

Fortunately, persuasive writing isn’t a skill you need if you know where to find the right content. Voila! Right here in the marketing center is where you can get content. Now you can send great email newsletters filled with eye-popping information.

The table below includes main articles accompanied with their supplemental articles.