3 Ways to Send Your Contacts Running

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3 Ways to Send Your Contacts Running

Are You Chasing Away the Contacts on Your Email List?  

Even the best-intentioned email marketing plan can go awry.  It's important to know what will and won't work. Otherwise, all your efforts will be in vain.


Know When to Send - Releasing emails only when you have something to sell is a real turn-off to your contacts.  It's like opening your front door to a vacuum cleaner salesman. You may or may not need a new vacuum cleaner but you know he's just there to sell you something.

It's a lot like that with email marketing. By constantly sending emails with the sole purpose of selling something, you run a great risk of having your contact hit the delete button.  Like the vacuum cleaner salesman, you'd be better off to build up to the sale. Send useful information; a newsletter, a holiday card, tips and tricks, etc.  This helps you build credibility and trust. Your contacts will be far more likely to pay attention when the sales pitch is given.


Headlines - No doubt you've heard that your headlines need to be attention-grabbing.  A boring headline would say something like, "Open this Email Before It's Too Late!"  There's no incentive to open your email.

Standing in a grocery store line provides endless entertainment. There are usually "rag" magazines with headlines like, "Man-Eating Monster from Mars Gives Birth to 3-Headed Baby".  This headline might be fun to read but a clever headline like this does nothing to entice your target contacts to open your email.

It is never appropriate to use profanity. It's extremely unprofessional and gives your contacts a bad impression.

When creating your headline, avoid words like "Urgent!" or "Expiring Soon" unless your offer actually has an expiration date. People who see these words on several emails will get wise quickly.  They'll see it as a tired ploy and stop opening your emails altogether.


Does Controversy Work? The short answer is, "yes and no".  Your demographic helps you know what type of controversies will work for them.  If you're working with seniors, for instance, they're probably not as interested in the same things as millennials would be.  For instance, "large home vs. smaller home" or "close to town vs. rural living"

The point is to step back and think of topics that will help your demographic. And, in all circumstances, it's best to avoid hot-button issues.


Take these three tips and use them to create your email marketing plan. Think of ways to connect with them individually as well as in a group of other contacts.  Let them know that it's not all about the sale.

Are you looking for ways to increase client engagement? Get my 5 tips now.


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Comments (10)

Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

How often do think a newsletter should be emailed?

Nov 15, 2018 06:08 PM
Pamela Cendejas

Georgie Hunter R(S) 58089 - The frequency of emailing your newsletter depends upon your content. Time-sensitive items will need to be sent more often than evergreen ones.

Nov 16, 2018 11:59 AM
Sam Kader MLO 130505 MB 78982
Pacific Coast Financial LLC Lic# MB78982 - Seattle, WA
Real Estate NMLS 91980 Mortgage Broker Lic MB78982

Thanks Pamela! I love you analogy with a vacuum cleaner salesman. It's tremendously helpful to have a drip e-mail campaign with our past clients as well as our prospects taken into consideration all your 3 steps above!  

Nov 15, 2018 06:19 PM
Pamela Cendejas

Sam Kader - Thank you so much for your input.  I agree with you about continuing contact with past clients. It helps you stay top-of-mind.

Nov 16, 2018 12:01 PM
Rose Mary Justice
Synergy Realty Pros - Dandridge, TN
Synergy Realty Pros


Nov 15, 2018 07:00 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

You've outlined three very valid points.

Master marketer Bob Bly has a formula for how many of your messages should be "salesy" vs. how many should be pure useful information. I forget the formula, but he mails far fewer sales messages than informative messages - and I read his email every day even if I don't take time for any others.

Nov 15, 2018 07:48 PM
Pamela Cendejas

Marte Cliff - Sales "pitches" can be done in a soft manner. Adding a graphic with text and link is a super-easy way to sell without being salesy.

Nov 16, 2018 12:03 PM
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

These are useful tips. I have the same question as Georgie Hunter R(S) 58089 - How often is too often?

Nov 16, 2018 02:09 AM
Pamela Cendejas

Kat Palmiotti - Frequency is dependent upon the length of your newsletter as well as the content. If you plan to create a lengthy newsletter, it should be sent less frequently. Content that makes your reader open your emails is the most important thing. See @MarteCliff 

Nov 16, 2018 12:06 PM
Samantha Smith
214.422.0729 www.SamIAmHouses.com - Rowlett, TX
Sam I Am Houses, Simply Texas Real Estate

Great reminders!

Nov 16, 2018 05:38 AM
Monique Ting
INET Realty Honolulu, HI - Honolulu, HI
Your agent under the sun

Thank you for reminding us of the importance of "cultivating" our leads and clients, rather than trying to sell them... And do you think that direct "paper" mailings are still good? Aloha.

Nov 16, 2018 06:50 AM
Pamela Cendejas

Monique Ting - Yes, yes, yes. After several years of email-only campaigns, people are getting back to the personal touch.  Paper newsletters are expensive. So, I have started sending personal notes and cards to contacts.  The point is to let your contacts know you're there, you can help them, and they matter.

Nov 16, 2018 12:09 PM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Keeping all things in perspective, this was a great reminder not to knock on the door too many times ... thank you!

Nov 17, 2018 04:18 PM
Pamela Cendejas

Diana Dahlberg - Love your comment! Thank you.

Nov 19, 2018 11:52 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great points.  Finding the attention grabbing headline for an e-newsletter isn't always easy :)  Thank you for the tips!

Nov 18, 2018 02:54 PM
Pamela Cendejas

Jan Green - I think the headline is the hardest part. It's something a lot of us struggle with.

Nov 19, 2018 11:53 AM
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

I know many violate these suggestions and get put on my spam list, Pamela.

Nov 23, 2018 05:17 PM