Napoleon Bonaparte was a firebrand, a man who tossed out outrageously controversial and insensitive quotes. Yet, he has one gem that is loved by the masses. He quipped, “if you want a thing done well, do it yourself.”
That wisdom holds true in life and business. Need proof, just think about social media. Facebook has well over a billion users. Yet, email still is the best investment in marketing, giving marketers a 4300% ROI. Not only is email the most effective marketing tool, it’s also the most reliable. Platforms like Facebook are not in your control. You can be suspended or banned. You don’t own your content. However, email largely insulates you from caprice. Here are four proven email formulas for busy realtors. They are a great core for an effective sequence.
The “hello” email is your most important email. After all, it’s your first impression. This email needs to address several salient points. First, tell your prospects who you are. Second, let them know how you got their email. Show them you’re not violating CAN-SPAM. Lastly, let them know what value you provide. Perhaps your website shows new listings quicker than all your rivals. State your value proposition clearly.
Your welcome email should reach your prospects the day they sign up for your email. The “building anticipation” email typically arrives the next day, or perhaps the day after that. This email has straightforward goals. First, it lets your prospects know how often you’ll be in touch while reaffirming your value. For instance, you may have a helpful weekly newsletter, or your software may send automatic housing alerts whenever a house in a certain zip code becomes available. Second, include your phone number in this email, so prospects can get in touch with you if they have any questions. That wraps up the building anticipation section.
As the old saying goes, content is king. If you’re not currently producing elite content, the first thing to do is to benchmark your local competitors. Take inspiration from their content emails, and then improve on them. Naturally, there also standards you can throw in the mix as well. For instance, you can offer local market updates, infographics that show data about home prices, a range of costs for fixer-upper projects in your area, and much more. The more hyperlocal your content is, the more it will stick.
There’s nothing like a good testimonial. 89% of people trust online reviews as much as a personal recommendation. Testimonials are impactful and relevant. Here are a few tips for your testimonial emails. First, include new testimonials when possible. Second, if possible, make sure the references refer to current market conditions. For instance, perhaps your quick communications helped your clients secure a desirable home in a buyer’s market. Ensure your testimonials highlight these types of successes. Lastly, include a CTA in these emails.
Don’t solely rely on social media to make sales. Make sure you’re investing in the platforms you control- namely your website and email. That’s what a good strategist, like Napoleon, would do. If he wasn’t too busy conquering the world, of course.
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