A home can be the
biggest investment a family will
ever make so it’s very important for people to have a high level of
trust in their real estate agents. To help you be that
trusted agent, we’d like to provide you with some helpful tips on how to build relationships and maintain them successfully after a purchase.
Segmentation is crucial
Before we dive into the tactics, we want to
emphasize how important everything you do – from advertising, to open
houses, to newsletters, to listing updates – must be segmented so the
information you’re providing is relevant and useful. This is important
advice for every email marketer, but it’s especially critical in a
“people business” like yours.
Start out by
dividing your customers into those who
want to buy and those who’ve already purchased. Segment further based
on the i.e. region they’re interested in, neighborhoods, house type and
requirements, etc. The more details you know about your readers’
preferences, the more trust they’ll place in you − and the better your
chances for a sale.
Show AND tell!
Real estate is about curb appeal, landscaping,
lighting, layout, color, views, and the all-important kitchen! This list
could go on forever, but the point is − what a perfect business for
using
Email Marketing Tips Blog Video and
Email-to-Speech
to inspire trust, inform, and motivate potential buyers! What better
way to “show” a house, when the client is remote, or wants to get the
family’s approval before setting up the appointment.
Video is so easy,
and we know many agents already use it, but it’s good for tons more
than virtual tours. How about getting that ecstatic customer you just
closed on to say a word or 2 about their experience?!
Now for our list of email types and tips – and remember,
automate when possible to keep the momentum going!
As soon as you get a new client, ask them to opt into your newsletter
subscription list, then make them feel welcome with a customized letter
on the first mailing. Whenever possible,
segment your newsletters into major selling categories that work for you, then
personalize and customize
with local events, neighborhood closings, customer success stories,
travel tips, and any economic or regulatory news that may affect them.
- Information about the town or city
Once you’ve narrowed down the location of interest, send an “email
package” of practical information and anecdotes about the area,
including links to town government sites, city/town statistics,
historical and recreational areas of interest, etc. Have the basic
template (
300+ to choose from)
for this informational type of email ready for customization and
updates so it won’t take any time at all to prepare or update.
Buying a home is considered one of the most stressful activities
humans engage in! Send out bulletins on a regular basis to help guide,
inform, and demonstrate your expertise in areas of special interest to
your clients. Whether it’s advice on how to calculate total cost of
ownership, alternative financing, buyers’ rights, interest rates,
whatever! Your customers will definitely
appreciate your help, and it’s a great way to
demonstrate your commitment and dedication. Oh, and don’t forget to
include a list of awards, certifications, recognitions, etc. along with your bio to confirm your expert status.
- Market analysis and updates
When markets fluctuate and your clients read about it, it can cause
panic. Or worse, scare them out of the market! From time to time, or
just depending on the market environment, it’s a great idea to provide
some colorful charts, a few bullets, and perhaps a video talking about
recent changes or statistics that may affect their purchase. And wouldn’t it be useful to offer some
comparisons of neighborhoods
or towns etc. based on certain known criteria to show clients areas
they may not have considered, but perhaps should. Sometimes it’s better
to show comparisons, especially if they’re hesitating on the area.
Better to know if the grass is really greener before you buy!
Communicate messages that help build trust in you. Presenting
audio-video clips of actual customers
holding the keys to their new home is powerful. Even more so when they
describe in their own words how they couldn’t have done it without you,
and how you’re the
best agent in the state! Share
stories of previous customers whose dreams came true with the help of
your real estate agency and they’ll believe that you can do the same for
them. In real estate, you can never have enough referrals, especially
if they’re video!
Maintain a relationship with customers even after they purchase
A customer who already bought a house from you
isn’t a “lost” customer. You still can keep in a touch without much
effort. Real estate is also a
word-of-mouth business
and your customers could offer referrals for years to come! And if your
messages are useful like those below, they’ll think of you as a
caring expert who’s not just in it for the paycheck:
Now that they’re homeowners, why help them out with some tips on home
maintenance? They can be links from other expert sites, abstracts from
books and magazine, or knowledge you already have. Perhaps the most
important topic of all would be how to increase the value of their home
investment. Here’s another opportunity to include cool pics or a simple
“how to “video. Make it fun and
practical!
As we’ve said many times before, buying a house is an intense, often
life-changing activity – possibly one of the most important decisions
people ever make. So why not
celebrate the occasion.
It’s a nice gesture on your part to remember a closing date and send a
custom email or card to thank them, again. Let them know
they weren’t just a sale to you. Because it’s true.
- Events and seminars in their area
While it’s a bit arduous to keep former clients
up to date
on local events, it’s always good to let them know when seminars and
events in their areas of interest are coming to their town or city,
especially if it involves real estate investing, home inspections and
valuations, etc.!
Email marketing is the
ideal marketing medium and an irreplaceable tool for real estate agents. Automated email messages have the power to
keep your audiences engaged
and informed instantly and regularly, while you’re out showing
properties. While nothing can replace in-person meetings, you can always
chat, demonstrate, and pour on the personal charm with multimedia email
marketing from Email Marketing Tips Blog!
Good luck and please feel free to share with us any stories or tips of yours!
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