Email newsletters are a great way for real estate professionals to keep clients up to date with the market, even after activity cools in the fall. However, it is important to ensure the information in those email blasts is pertinent to the current housing situation, and encourages would-be clients – whether buyers or sellers – to get into the market even as attentions may be turning elsewhere.
One of the smartest things agents can do at this time of year is not necessarily highlight how strong the market is, but rather how much they are able to help clients on both the buying and selling sides of the real estate sales process, according to Forbes article, Robert Reffkin, founder and CEO of the technology-driven real estate company Compass. Agents should always look to highlight their personal expertise, but as the market chills, that experience may become an even more important differentiating factor.
Find what works
The good news for agents is that it’s becoming easier for them to determine which aspects of their marketing resources are resonating with prospective clients. This gives the ability to really hone in on the kind of messaging that helps them forge connections with their clients, and turn those into potentially years-long relationships.
Agents should take the time to carefully examine these issues and determine what’s leading to clicks and calls and what isn’t, and use that data to inform future decisions about email marketing that focuses on agents’ personal brands.
A stronger return on investment
Agents may wish to scale back the volume of email messages they send out this time of year. That gives them the chance to put together better content in each email blast, which could be more effective in terms of grabbing people’s attention and click through to an agent’s website. These sorts of “lead magnets” could include checklists that help people understand when it may be the right time to buy or sell, or other helpful info given the current market that could prove valuable for anyone looking to get into the market.
Agents need to be able to adjust their marketing frequently to meet the trends they are encountering in the course of their daily work. The more attuned to these issues they can be through careful examination of their marketing strategies and results, the more likely they will be to generate greater success in the long run.