Not only are many agents wasting money by investing in half-hearted newsletters and blogs, but they are failing to get the excellent return on investment these tools can produce
Toronto, ON (PRWEB) September 9, 2008
Thousands of Realtors who are using newsletters and blogs to market themselves and build relationships with clients are failing to maximize their investments, says a real estate newsletter expert.
Realtors are leaving hundreds of dollars on the table by "going only half way" with their real estate newsletters and blogs, says Simon Payn.
"Not only are many agents wasting money by investing in half-hearted newsletters and blogs, but they are failing to get the excellent return on investment these tools can produce," says Payn.
The real estate newsletter expert, who writes about customer newsletters on his blog at http://www.simonpayn.com , says a real estate newsletter or blog should have the following characteristics to be really effective.
Not all newsletters are created equal - just because an agent is sending out a newsletter doesn't mean they are using an effective marketing tool.
For example, the problem with many cookie-cutter newsletters is that they don't allow room for customization and personalization. The result is they don't give agents the opportunity to share their personality. Without some level of authenticity, the newsletter becomes just another bland marketing communication that homeowners will ignore. So agents are best advised to either create their own newsletter or to invest in a newsletter program that allows them to edit or add their own content.
A newsletter or blog is a conversation, not just a one-way communication. The benefits of increasing agent-farm interaction are obvious: a much deeper and more meaningful relationship with homeowners, and a way of telling whether people are actually reading the newsletter or blog. So Realtors should encourage comments on their blogs and solicit phone calls and emails through their newsletter.
Be Informative and Entertaining
Homeowners have a very low tolerance for information that doesn't improve their lives in some way. That's one reason why most marketing materials get thrown in the trash. For success, a real estate newsletter or blog needs to inform and entertain. That means the newsletter must include information that is interesting and relevant to readers and it must contain material that is entertaining - tidbits of information or humorous stories do that well. That's why facts and figures, comps and 'just listeds' - while useful - cannot be the whole story.
Be There For the Long Term
With so many marketing tools available, it's tempting to keep jumping to the next big thing - trying everything for a while, claiming it doesn't work, and then moving on. There are two problems with this approach: the grass isn't always greener with the next marketing tool, and you don't get a chance to see if one method is working before jumping ship.
If a real estate agent's goal is to create a deep relationship with their farm and past clients, they need to pursue their newsletter or blogging program for the long term. A blog, for example, will take at least six months to appear high on Google, and a newsletter should be sent to past clients over a period of years, to maintain and build a relationship between transactions. Blog posts need to be regular, and newsletters need to be mailed or emailed to a fixed schedule.
Indeed, some agents even give up, even on effective tools. Too often, agents get bored with their own marketing and do something else, even if it's working for them. The truth is: you will get bored with your newsletter or blog long before your clients do. So if it's working, keep using it.
If you are using your newsletter or blog to farm, you need to develop a way to collect the contact details of your readers so you can mail them their newsletter each month or send them an email when your new blog post is available.
One way to collect names is to offer free, valuable information. Encourage people to call or email you for the information and then, with their permission, add their name to your contact database.
On your website or blog, use a web form to collect their name and contact details, again offering valuable free information as an incentive for them to part with their personal information. You can read more about signing up people on your website on Simon Payn's blog.
Simon Payn has written his own special report, "The Truth About Newsletters", which is available at http://www.ReadyToGoNewsletters.com/freeguide.html .
You can also try his real estate newsletter - which can be fully customized and personalized - free for one month at http://www.ReadyToGoNewsletters.com .
He also produces a mortgage newsletter for mortgage brokers and loan officers.