Sending out a monthly e-Newsletter is one thing that you, as a REALTOR®, can do to stay in touch with prospects and clients over time. In fact, it should be an important part of your real estate marketing strategy.
Later in this article, we’ll talk about how your real estate contact management system can help with this.
Here’s a good plan for deciding exactly who in your database to send out an e-Newsletter to: categorize your database (group your contacts) by A-List, B-List, and C-List.
Your group of A-List contacts will be comprised of mostly past clients who you value the most (perhaps they’ve given you a large number of referrals or they’ve done a lot of business with you in the past). Your B and C lists will be comprised of both clients and prospects and you can choose which contacts to put in which list depending on your relationship with them. You may put a prospect who hasn’t been returning your phone calls in your C list, for example.
We recommend sending out monthly direct mail pieces to your A-List because direct mail often has the most impact. But, it can be costly to send direct mail to everyone in your database, so for your B and C lists, we suggest sending out a monthly e-Newsletter.
Sending a monthly e-Newsletter is highly beneficial for both you and your clients for a variety of reasons:
1. It’s a fantastic, easy way to keep in touch with people over time (and to continue to build the relationship).
Why is keeping in touch so important? Consider this: the National Association of REALTORS® (NAR) found that 85% of home sellers said that they would use the same agent again or recommend the agent to others. If you’re not keeping in touch and staying “top of mind” and relevant with past clients, they’ll forget you or move on to the next real estate sales professional they happen to come across.
2. If your e-Newsletter contains valuable advice for your prospects and clients, they will love receiving it and look forward to your e-Newsletter every month.
Make sure your e-Newsletter is not an ad but instead filled with useful information that your clients would find helpful and interesting. For example, one month you may want to write about home design tips and the next month you may choose to write about how to deal with noisy neighbors.
It usually doesn’t take a whole lot of time to write an article or two for your e-Newsletter and every minute you spend on it will be highly worthwhile. You may even be able to find articles that your brokerage wrote and you can, with permission of your brokerage, use those articles in your monthly e-Newsletter.
3. An e-Newsletter every month with useful home-related tips positions you as an expert and authority in your field.
By sending out a monthly e-Newsletter and positioning yourself in this way, your clients will reach out to you for information on this or that, or for recommendations on various business professionals. Think of how nice it would be to have prospects and clients calling you instead of you always being the one to reach out to them and initiate the conversation.
As a real estate salesprofessional, your goal should be to build your business based on repeat clients and referrals. An e-Newsletter is one great way to keep in touch with people over time, build relationships, and subsequently increase your referral and repeat business.
With IXACT Contact’s real estate contact management system, e-Newsletter templates have been pre-designed for you. All you have to do is choose your template and insert your images and text. It can’t get much easier than that!
What do you think of the idea of sending out a monthly e-Newsletter?
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