Successful agents understand the importance of maintaining awareness with past clients. They also understand that reaching out to potential buyers and sellers is equally important. Either way, they want to be the first name to come up when clients and prospects start thinking about their next move.
Think eNewsletter. It’s an effective and personal way to keep in touch on a regular basis. Done right, an eNewsletter is an effective way to send out useful information monthly (quarterly if you’re busy, weekly if your’re ambitious). It builds credibility, trust and establishes you as an expert in your area.
Whether for prospects or past clients, recipients come to not only expect your eNewsletters, but actually look forward to receiving them.
MAKE IT EASY ON YOURSELF
Using a marketing tool such as the ROQlogic solution makes that extremely easy. Pre-built eNewsletter templates are ready for you. Just add your stories and images and you’re done.
WHAT SHOULD YOU TALK ABOUT?
Stories should be of interest to the reader. Include topics that offer help, information, tips, etc. There’s a terrific resource for tapping into that information. It’s called Google. Here are a few ideas to get the juices flowing:
Homeselling tips
- Staging ideas and suggestions
- Dealing with pets while showing a home
Homebuying tips
- What to look for and what to avoid
- Getting your loan together before searching
Homeowner tips
- Remodeling
- Gardening and landscaping
Local market trends
- Provide data specifically about your area
Local events
- Highlight local businesses
- Announce community or charity events
General topics of interest
- Recipes
- Health and fitness tips
DON’T GET TOO DEEP IN THE WEEDS.
Keep stories interesting, short and pithy. It’s easy to fall into the trap that readers are as passionate about details as you may be. If they’re not, one risks losing them by spending too much time with long-winded minutiae. For that reason, include maybe 3-4 stories that are short and compelling. And above all else, avoid the sales pitch. An instant turn off. It’s better to offer help, useful information and interesting insights. Basically, stuff readers can actually use.
Keep the tone conversational. It should sound like normal people talk… not stiff and calculated. Readers will appreciate that they are not being “talked down to.” Instead, they will engage with the subject and are more likely to read on.
USE LINKS FOR THOSE DEEPER DIVES.
Sometimes a topic requires more depth. As mentioned previously, one should avoid putting too much into the actual eNewsletter. Put that depth in a blog article or a pin on a Pinterest board. Or link out to another site altogether such as a third-party survey or research article.
The story for the eNewsletter should give a 30,000-foot overview of the topic with links out to those other reference sources. An eNewsletter should be a quick, easy read, yet compelling enough to get some useful information across, with the option for the reader to dig deeper if he or she desires.
