Let’s talk about why you should be email marketing and how you can utilise email templates in your business to attract more buyers and sellers!
Some of the reasons that make email marketing so popular include:
* It is one of the most cost effective methods of marketing / advertising
* When setup correctly it is extremely simple to carryout
* When used correctly, you can use it to become known as an expert in your local area
* It’s instantaneous and can command a fast response
Following are 3 effective templates that you might look at creating:
1. My Profile
This is an extremely effective piece of marketing material that you can use as part of your pre-listing / initial communication process. As soon as you have an appointment set-up with a prospective vendor, just send them this email with your pre-list kit. The idea behind this email is to pre-sell yourself and your expertise / services to the prospective client, before you even meet them.
You can even add images of recent properties that you listed & sold in the local area. The Agents who use this on a regular basis find that their prospects are very impressed with the testimonials, the information about how they do business, etc.
This is exactly like giving your business card and company profile all rolled into one, which is easily accessible in their inbox and may even be forwarded to other prospects.
One of the systems we have successfully used with some of our clients, which you can easily replicate with your website / software provider, is to send this My Profile to all those who enquire online (from your websites).
For example, if a visitor sends a request for an appraisal, an automatic email will be sent to the visitor with your details (including photo, testimonials, other useful information on what a seller will want) thanking them for their enquiry and promising that you will be in contact shortly.
You can see how powerful this kind of email can be, especially in this day of instant gratification. The prospective seller feels that their request was acknowledged and they have been provided with more relevant information that they can use whilst they wait for your call. It also has the added benefit of acting as an easy referral mechanism. The prospect can also onforward your details with a simple click of the button.
This email can be used to send to both Purchasers and Vendors.
Imagine the following:
Sending a prospective purchaser an email as soon as their offer has been accepted by the Vendor congratulating them on purchasing the property. This email has the “next action” steps that the purchaser needs to take, such as organise finance, building & pest inspections, etc.
A similar email goes again when the property actually settles. However, hold on to this thought as we have another Email HTML template coming your way and the details to download it will be available in the next blog!
You can also send a similar congratulatory email to the Vendor when the property goes under contract and then when it settles.
So why do you need to send these emails and why ask for referrals now rather than wait till the property settles?
The experts in human psychology talk about RAS (Reticular Activation System), that’s a mouthful I know! What it basically means is people who are buying a property normally meet / talk / discuss with others who are also buying a property or looking to buy a property. Similarly, vendors normally talk with other vendors / prospective vendors.
The bottom line is this (30 or so days) is the best time to ask for referrals! And you can educate the vendor or buyer that you ideally work via referrals and ask them for people they know who might be interested in buying / selling. As we all know referrals really do form the core of a successful business. Understanding how to tap into the psychology of the buyer / seller to maximise the number of referrals
is therefore essential to your business.
In foxEnterprise (one of our software products), these email templates are already provided and are linked to changes in listing status. As soon as a listing goes from Listed to Under Contract, one or more emails are automatically sent to the Vendor and the Purchaser. The same thing happens when the listing status moves from Under Contract to Settled. These emails are automatically sent out when these triggers happen, without you or your PA having to remember to do them and physically spend the time doing these routine activities. Systemisation of your customer service processes in this way really does make these initiatives achievable.
Now for our plug:
If your current software system cannot do the above then perhaps you should give us a call!
This is one of the most effective marketing tools and, unfortunately, under utilised by many in the real estate industry.
It’s a simple technique but not easy to implement! That’s exactly why we diligently train our clients to gather latest local and national news (weekly) and on a monthly basis, choose maybe 2 to 3 relevant news items and send that out as part of their newsletters. When these newsletters are used in conjunction with Blogs (we will discuss on how you can setup a Blog in detail in a later blog) you will be able to cement your position as an expert in your area.
The newsletter is an extremely important piece of marketing material that you should use to keep in touch with your entire customer database. This includes prospects, current clients, past clients and your referral network. You need to think of it as your primary marketing piece for ensuring you are “top of mind’ with your customer base. Real estate is such a competitive and dynamic marketplace that being top of mind with your customer base is essential to success.