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Newsletters - Getting agent attention...

By
Real Estate Agent with Keller Williams First Coast Realty - The Marro Team

I've had several people request that I blog on this for more information.  I've offered this advice to many who have asked the questions, "How do I get business?", "How do I get agents to understand what I'm offering?", and "How do I get testimonials?"  My answer for all of these is the same.... EMAIL Monthly Newsletters. (If you want to see copies of my newsletters, go to www.RedesigningCharleston.com and visit News, Articles & Links or click the photo below)

Newsletter

Constant Contact is my primary email newsletter source.  I'll first explain why I use them and then I'll explain how to write a really good newsletter - one that AGENTS will read!  Constant Contact generates a database after your newsletter has been sent that tells you WHO has OPENED the newsletter and WHO has CLICKED THROUGH. It gives you their email addresses, when they opened it and what pages they looked at.  To me this is really valuable information.  I can track what is actually interesting to them.  I know who to later target additional marketing through, etc.  After my first newsletter I send (snailmail) a handwritten thank you card with my business card to every single agent who clicked through (around 500).  - I've discussed handwritten cards in another blog. 

Ok, now you know who to use to help you - how do you write one?  I have a simple formula that works.  In the opening section I advise something seasonal or local - this month is was spring is here, azaleas are blooming, etc and reminded them that it was time to plant seeds, to assess their gardens (business) - what's working what isn't.  Hey, have you thought about STAGING?  They are always basically the same questions, phrased around what is timely....

Next paragraph - You want business?  You want testimonials?  Let other agents do this for you.  When I do a good job on a home (which should be everytime, right?) I ask for the quote and mention my newsletter - they may or may not receive and/or open it.  I advise that I'm always looking for quotes from agents who are happy with my work.  When I use their quote I add photos and the MLS information so the other 1300 agents on my list can take a look at the property.  What agent would NOT give you a quote then?  Didn't you just tell them you were going to advertise their property FOR FREE? I have no issues getting testimonials.  They are lining up to be the quote of the month.  Boy can you get some fabulous quotes then!  I always add links to before and afters in this section.  (I use Kodak Gallery )  This is the highest click through area of your newsletters.  AGENTS WANT TO SEE THE BEFORE AND AFTER PHOTOS!

The next two sections are interchangable but they should always include the following:  How staging is an excellent marketing tool & What's new in the industry (yours or RE in general) - this month I featured Active Rain. These are both about making THEIR businesses better.  Yours will be better if you can make theirs better.  Be careful on the self gratification on your newsletters - as with any marketing you do.  I always make it a point to remember that I am not desperate for business (which I'm not - that helps) and that karma is always a good thing - in the end it will take care of you. 

The very last section is the closing.  I always thank everyone for their support and advise that I'm looking forward to talking to more agents & clients.  Short & Sweet.... we're done. 

Now you want to know what the results are, right?  In my first month of newsletter writing (I had what I call snow blindness on my datebook - all the pages were covered in white) I had 10 appts within 20 minutes of the first newsletter being sent.  YES, you read that correctly!  Now, after 8 months of mailing them I still receive an average of 3-5 jobs off of each one.  Other stagers in my area write newsletters too.  I don't hear good things about them.  I usually get copies from the agents - "hey look what your 'competition' is doing - no compitition for you at all" 

Why are mine more successful?  I would of course like to think it's me... but I'm sure it's not.  Here's what I belive it truely is.  My newsletters are consitent.  I send them out on the Tuesday or Wednesday of roughly the 15th of every month.  NEVER on Mondays - agents are too busy catching up to deal with your silly newsletter. NEVER on Fridays, They have checked out of the office and are working on the upcoming weekend.  Thursday might work, but in all honesty I find that statistically speaking my numbers are best on Tuesdays and Wednesdays. 

I also add points of interest - visually appealing photographs - slideshows - links they want to click on.  I keep my newsletter clean.  I don't use bold, italics or underlining excessively.  Honestly I'm probably over the top in this blog, but I'm trying to link and I don't have a beautiful format to use to create boundries and focal points.  I also make the newsletter about them, not me... of couse I'm plugging my business, but I"m showing them how I can make them better, not how they can make me better. 

Ok, so there is one more question, right?  Where do I get the 1300 email addresses?  Well, I'll be completely honest here.  I am a licensed RE agent (I only use my license for MLS & lock box keys).  This makes my job really easy.  Why aren't you a RE agent?  It only costs about $300 in most areas and you are given the keys to the kindgom so to speak.  It's the kiss of death to list homes or actively work at RE and be a full time professional stager, but why don't you work on your true knowledge of the industry?  Consider it continuing education.  Besides, the lockbox card is worth it's weight in gold.  I never have to have anyone let me into a vacant home.  I come and go as I please.  I don't go pick up keys, etc. 

Ok, now that that rant is over - you can take forever gleaning the information off of the internet.  You can take all of the business cards you've gathered from realtor presentations, open houses, etc and create a database for them, etc.  If you aren't super busy with work, then you should be doing these things anyway.  When you get super busy you won't have time anymore. 

If you are interested in getting a $30 credit with Constant Contact, send me an email and I will refer you.  When you sign up you will receive a free trial and $30 credit!

I hope I addressed everyone's questions... If you have more, you know where to find me..... I am going to take this moment and insert a shameless plug for my business since one of the services I offer is a monthly newsletter..... If you don't want to read my shameless plug - please just ignore it, don't send nasty grams, I'm warning you about the shameless plug in advance.

Melissa Marro, First Impressions Home Staging & Interior ReDesign, www.StagingAndRedesign.com

Shameless plug inserted here:  In the coming weeks, First Impressions (http://www.stagingandredesign.com/ ) will be adding a new membership level to our website allowing stagers and redesigners not certified under the FI banner to be represented on the website.  Members will be added to the "Find a design specialist" page with links to their website, contact info etc.  They will also be eligible to use our newly designed message boards to interact with those in the industry.  Monthly newsletter designed specifically to help enhance and expand business and industry education will be provided to all members who are interested.  This is designed for those (clients/agents) looking for stagers and redesigners in their parts of the country.  New members will be given logo to use for marketing and link back to FI.  Cost of membership is $175/yr.  If interested, please contact Melissa Marro @ Melissa@StagingAndRedesign.com

 

 

Posted by

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 Author Bio: Melissa Marro, Home Staging Industry leader, Realtor, and entrepreneur offers a unique perspective on New Home Construction, Resale Residential Real Estate, and Home Staging

For more information on buying or selling in the Fleming Island, Orange Park, or Jacksonville, area, visit StageListSellNEFL.com or call Melissa Marro (marro.melissa at gmail.com), Keller Williams First Coast Realty, for more information (904-466-2093).

 

Comments (53)

Julea Joseph
Reinventing Space - Chicago, IL
Julea Joseph House Stager - Reinventing Space

Melissa,

Great post!!!  Constant Contact is awesome, and so simple to use, it's plug and play.   It's good to read your creative marketing ideas, and to hear that your business in SC is booming.  My husband's brother, 1st cousin, best friend and business associate all just got transfered there in the past year - They must be putting something in the water...

Aug 12, 2007 07:20 AM
Abby Roselli
ALR Home Staging and Showcasing, LLC - Staten Island, NY
Staten Island Home Stager

Hey Melissa,

I missed this post!  I just found out about Constant Contact the other day, trying to find out about inexpensive newsletters!  Loved it!  Juliette linked your post to hers, which is how I found out about your blog.  Yes, CC is great.  Will track the progress.

Thanks!

 

Aug 23, 2007 06:34 AM
Kathleen Lordbock
Keller Williams Realty Professionals - Baxter, MN
Keller Williams Realty Professionals
Too bad the ratings are gone, but you got an imaginary 5.  thank you for sharing all that valuable info - I bookmarked so can reference back again.
Oct 20, 2007 04:13 PM
Lea-Ann Virnig
Lea-Ann's Home Beautiful Staging and Design LLC - San Antonio, TX
Home Beautiful: San Antonionulls Premier , Home Staging Company
I bookmarked this  and will be startiing to formulate my ideas on a newsletter soon!  I may e-mail you for that refferal - help you get $30 off too!  Thanks for sharing such great insight!
Oct 21, 2007 01:54 PM
Heather Klein
Emmy & Me Interiors - Naperville, IL
Emmy & Me Interiors

Melissa,

Thanks for the information and sharing the value of newsletters.  Certainly another way to get ones name in front of real estate agents regarding our industry.  Now I have an incentive to check into Constant Contact.

Heather Klein - Emmy & Me Interiors

 

Oct 21, 2007 03:29 PM
Lisa Sherman
Interior Aura - Salem, OR
Home Stager, Interior, Redesign & Decorating - Salem Oregon

I've been using CC for about 3 mo. now and really like it.  I feel the most valuable feature is the reports that provide the statistics regarding % of opened, forwarded, etc.  And... the fact that you can actually see who opened your email!  I love your idea of highlighting AR and will add that to my November newsletter.

Thanks for sharing!

Lisa Sherman ~ Interior Aura

Oct 29, 2007 03:45 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
bumped for Natascha......
Feb 07, 2008 01:32 PM
Natascha de la Court-Wolter
Ferndale, WA
Thank you! :)  I will get working on it pronto!!!
Feb 20, 2008 09:23 AM
Natascha de la Court-Wolter
Ferndale, WA

Would you please email the constant contact info if that $30 rebate still applies??

natascha@simplystagingsolutions.com

 I actually thought about getting a RE license....I think I will do it now just for the ease of staging....

Thanks!

Feb 20, 2008 09:29 AM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Natascha - You are welcome!  I sent you the referral.  Good luck!
Feb 20, 2008 10:02 AM
Stephanie Heron
Dressing Rooms LLC - Scottsdale, AZ
Weeber - Dressing Rooms

Hi Melissa,

I was researching newsletters and came across this post from exactly a year ago - as always fabulous information and so generously shared. A question I have relates to Terry's comment above about having the recipient's permission to send them the newsletter - can you explain what might constitute 'permission'? I am a member of the local Real Estate Association - does that constitute having other member's permission? I also have a million (or so it seems) business cards from agent's open houses or from giving talks at their offices etc - by giving me their card did they give me permission to e-mail them a newsletter? Thanks for the help - I am eager to start a newsletter but not sure who to send it to:)

Stephanie

Mar 20, 2008 12:39 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Stephanie - If an agent has provided me with their email address through a business card or email I add them to CC.  It has been my experience that many agents are excited to receive the newsletter as long as it is about them.... If the newsletter is just to grow your business you may have more spam reports.  If it is to grow theirs you won't.  Give them information they can use and you will have virtually no spam reports and a great following!
Mar 20, 2008 02:19 PM
Lillianne Dunstall
Homes Staged by Lil - Mississauga, ON

Always find your newletters enlightening.  Thanks for sharing and keep up the good work!

Lillianne

Homes Staged by Lil

Staging Homes with BUYERS in mind!

www.homesstagedbylil

 

Mar 21, 2008 08:45 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Lil - Thank you!  This was an old article, but still applies.  We still use the same format and still receive incredible responses from it. 
Mar 22, 2008 03:28 AM
-- Casey Brischle
Columbia Bank - Spokane, WA
Spokane Home Loan Mortgage Professional
Great post.  I am going to check out your website.  Do you offer products geared toward realtors (from mortgage professionals?)
Apr 17, 2008 08:58 AM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging

Casey - my newsletters are geared from stagers to agents....  The same premises would apply, however.  I just don't write articles in that area of RE.

Apr 17, 2008 09:31 AM
Tori Lynn Wallitsch
Prudential Ambassador / Ross Designs, LLC - Omaha, NE
I LOVE THIS COMMUNITY!!!  Thank you Melissa for sharing the info and thanks everyone else for their comments and feedback. I have wanted to do something like this for awhile now but never seem to have the time to research options. Thank you for giving me a road map to follow!!!!
Apr 17, 2008 09:33 AM
Michele Kurelich
Triangle Home Staging & Design/Lasting Impressions - Raleigh, NC
Raleigh Home Staging and Design

Melissa,

 I wanted to say thank you for the inspiration!  My first newsletter is ready to roll!  I am excited because I don't have the time to stop inton REA offices and I feel that this is a way for them to not forget about us and show them how we can help their businesses.  It was easier to put together then I thought, so thank you again.

Apr 18, 2008 12:11 AM
Judith Lowe
Twiques: The Art of Home Comfort - Vancouver, BC
Twiqued homes are unique!

Melissa,

Thank you for the information.  I have had a newsletter in the past, but only quarterly instead of weekly, with results like you mentioned obviously I need to get in gear and improve my contacts.  I will make it a point to get one out next week~on a Tuesday or Wednesday for optimum readibility!

Nov 18, 2008 04:13 AM
Allegra Dioguardi
Styled and Sold Home Staging and Staging Training - Westhampton Beach, NY
Home Staging & Training, Suffolk Co. Long Island

Melissa,

I just stumbled upon this post. I too believe that "what goes around, comes around" and I also believe that everything happens for a reason, so it was fortuitous that I found this post now. I recently moved my business from MD to NY, in the "Hamptons" and I am  researching ways to get my name out there (thousands of Realtors!) and your post came to my attention.

I would appreciate if you sent me the referral for the free trial and the $30 credit if that is still valid. I have some concerns about the spam filters and the "permission" clause, if you could elaborate on that, that would be wonderful. Unfortunately, they don't use MLS in this area so I have to go to each RE office site and copy and paste every address individually! I keep telling reminding myself good things don't always come easy and you get back what you put into it! You have obviously put a tremendous amount of effort into your marketing (hand written notes!) Wow!

Thank you for such a great post. Beautifully writen and very generous!

Allegra Dioguardi

Dec 08, 2008 12:19 AM