With the hundreds of online channels that offer real estate information designed to engage the consumer, countless options for services, and with Alexa equipped with the ability to answer almost any question on demand about real estate, the question to ask is: Do newsletters even really work?
The internet has proved that the consumer’s level of interest or urgency to buy or sell may span from as short as a quick 8 weeks to longer periods of time, like 3 years. If you survey real estate agents, it is rare to find one that deploys strategies to put themselves top of mind on a consistent basis. Implementing a monthly “touch” system has proven to keep the agent connected and available to their clients, customers and prospects to ensure future and referral business.
The challenge is creating the “habit” of connection through a system that incorporates three distinct intentions: A face to face meeting, a handwritten letter of value, and a phone call. When you add a monthly newsletter, print or digital, you deploy a platform that is consistent. When you regularly become a resource for all things real estate, and position yourself as a local expert, you have earned the right to be the one they call to help them with their real estate services.
If a newsletter initiative is missing from your marketing plan, here are a few strategies to incorporate into your newsletters:
1. Go for hyperlocal information. It is clear that general real estate information is ubiquitous and available all over the internet. When you narrow the information down to a specific zip code, the interest of the consumer is accelerated because it has relevance to their immediate surroundings.
2. Instead of offering a complimentary “What is your home worth” invitation, offer a more general “report” on Home Valuation Prices in the specific zip code you are targeting. When you offer information on the property values around a prospective seller or buyer, they are more likely to request the report. Make it easily downloadable or available through a link on your website so the consumer feels “safe” until they choose to reach out. This adds value to your newsletter, and generates more interest than general city or state transaction statistics. .So get really focused to get star status.
3. Video is the key to becoming the “celebrity authority” in your community. It’s never been easier to add a short intro video link to an electronic newsletter to allow the consumer to “experience you” in a way that supersedes text. Make it short, informative, and add a call to action at the end either with a graphic or to verbally to contact you and be sure to mention no obligation. Video formats that are easy to incorporate into email work well too (check out CoVideo.com or BombBomb.com)
4. Shine a spotlight on a community leader, business, or upcoming event. People are naturally inquisitive, so feature a short interview, post a local achievement, schedule of upcoming activities, park schedules, farmer’s market hours, fireworks dates and times, or block party happenings. Keep it friendly, community driven and not all real estate.
5. Add a Call to Action. Set up your newsletter with opportunities that promote engagement or conversation. For example, talk about establishing a kid’s toys exchange, garage sale postings, or interest in organizing a holiday pet parade. Ask for responses on your business Facebook page, or through a short survey link, and include email and an old fashioned phone call.
Staying connected should be a premier status on your daily worksheet. When you stay connected, you reap the reward of going beyond a single transaction into developing mutually beneficial, long time relationships that keep you in the profit zone.
For a free copy of the Daily Success Habits Tracker, and other success tools, click here.
For a newsletter resource from RealtyTimes click here.