What 98% of Top Producing Agents Do That You Should To

Reblogger Roy Kelley
Real Estate Agent with Realty Group Referrals 16766

Make email marketing a priority

Celeste Grupman, from Grasshopper, offers some very good advice for real estate professionals. Email marketing is one of the keys to success in 2013.

Please go to the original blog if you wish to leave comments that will be seen by Celeste.

Have an outstanding week!

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Photograph by Roy Kelley using a Canon PowerShot G11 camera.

Roy and Dolores Kelley Photographs

Original content by Happy Grasshopper

What are agents making over $100,000 a year spending their resources on?  Surprise, it's email marketing!*

It's the perfect time to put new systems in place.  Have you made email marketing a priority?  If not, it might be time to give it some consideration.

So how do you get started?  Here are some tips:

1. Define Your Audience and Purpose


Are you looking to communicate with past clients, friends, and acquaintances so that you can get more referrals?   Are you looking to improve the relationships that you are trying to build through networking?  Do you want to better communicate with leads you get from sign calls, open houses, or your website?  Are you trying to become the king of local in your area?


The first wrong turn many make when starting a new email marketing campaign is failing to really understand their audience.  Sending a market report to your buddy from the Y is more likely to make him feel like a mark than a friend.  That is, of course, unless he asked you for it.


Audiences can be classified into two groups: Friends and Leads.  Don’t get caught up on the terminology just yet.  First, let me explain.


Friends are people who know you and with whom you’ve had some personal contact. You know “Friends” to varying degrees.  They can be anyone from your mother to someone you met last night for the first time at a cocktail party.  The two qualifications for people in your “Friends” category are that you have a real desire to have further interaction with them and they have to know who you are and why you are contacting them.


Leads are people who you know who are actively looking to engage in a business relationship with you.  If your mother has decided to look for a new home, she can be classified as a lead.  The email marketing campaigns you plan for your Leads Group need to be much more targeted than those you plan for friends.  This group generally requires some sub-grouping in order to deliver them truly meaningful content.


*Note: Many people in your database will fall into both categories.  After a few interactions, leads will quickly become friends.  Friends will also turn into leads when a need arises for them.  The important thing is to not to alienate people in your contact sphere by not respecting the kind of relationship you have with them. 


The Right Message


The right message is a different message for each of these groups.  Sending just listed fliers once a week to your “Friends” will quickly irritate them.  Neglecting to stay in close contact with your “Leads” will translate into missed opportunities.

What to say to Leads!


Give them what they need.  If they need market data, make sure you are the source for that.   If they are looking for listings – provide them appropriately.  They may need tips on home ownership, a field guide to their new city, or help finding great places to eat, shop, and integrate in their new neighborhood.  Providing meaningful content to leads should be easy once you have taken the time to understand who they are and what their needs are.


What to say to Friends!


While you don’t want to treat your “Friends” like leads, sending regular communications will help you deepen the relationship you have with them and keep you on top of their mind so that when they have an opportunity to refer business to you they remember and act.  Sending quick notes, holiday greetings, remarking on funny things in the news, and reporting to them on important events in your life are all appropriate communications.




There are plenty of tools to pick from.  Happy Grasshopper is one of the easiest for staying in touch with your friends - Check out this blog by Karen Salmon about how easy it was to incorporate email marketing into her business.  Like her - you'll be shocked on the immediate results it will bring.




Read Karen's Blog here >>




 *Per Chris Smith's presentation at Inman Connect NYC, viewable here.  (Jump to 8:04 for quote)


Effortless E-Nurturing
Our professionals write and send timely, engaging, relationships building email messages to your database. You simply edit and approve them! No more forgetting to keep in touch or struggling with what to say.  Get Your First 30 Days for $5  - Get Started Today >>




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Randy Bocook
Keller Williams Coastal Area Partners - Richmond Hill, GA
Selling Coastal Georgia

Great article. Great tips. Email marketing is a great thing. Have a wonderful 2013

Jan 28, 2013 05:03 AM #1
Bill Reddington
Re/max Southern Realty - Destin, FL
Destin Florida Real Estate

As always love the flowers. Great points about e-mail marketing.

Jan 28, 2013 05:18 AM #2
John Pusa
Berkshire Hathaway Home Services Crest - Glendale, CA
Your All Time Realtor With Exceptional Service

Roy - Email marketing can generate leads. Thanks for the list of information about generating leads through email marketing.

Jan 28, 2013 06:48 AM #3
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

It is always good to hear from you. Thanks so much for stopping by.

Jul 02, 2015 05:27 AM #4
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Montgomery County Office of Consumer Protection (OCP) gives consumer advice and enforces laws that prohibit unfair/deceptive business practices. If you have a consumer problem, call 240-777-3636. Meantime, learn safety tips to avoid phone scams

Nov 16, 2018 10:31 AM #8
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