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How to Find and Interest Sellers and Buyers Using Email Marketing

How to Find and Interest Sellers and Buyers Using Email Marketing

How to Find and Interest Sellers and Buyers Using Email Marketing

Can you reach more buyers with email or social media? It’s a better question than you think.

When marketing through social media, you’re only reaching a small percentage of your followers. Organic reach has been declining on Facebook and Twitter for years, whereas email has remained one of the most effective lead generation strategies for decades.

If you’re just looking for some quick advice, here’s the three things that are killing your ability to reach and interest buyers and sellers using email.

1. You’re misinterpreting a group of individuals as a list of potential leads.

2. You’re thinking of email as a throw-until-something-sticks lead generation strategy.

3. You’re not improving on the messages you’re sending.

You’re misinterpreting a group of individuals as a list of potential leads.

Your email list isn’t really an email list. It’s a group of unrelated people with entirely different needs. You’ve just collected their contact information and grouped them together, in a list that only exists in your PC.

People differ from names on a list in crucial ways. People need to be engaged, naturally, in a way that considers how they think and what’s relevant to them. People are also different.

Every person can be distinguished from the general population in many ways, and it’s understanding those distinctions that will make your email marketing effective.

Here are some ways that you can use this understanding of your contacts as individuals to great effect.

  • Customise your sign-up form.
  • Create a strong welcome email.
  • Notify users that their subscription is confirmed.
  • Ask three important questions to help guide your tone when presenting your offer.
  • What distinguishes this contact from the general population?
  • How do they prefer to be communicated to?
  • How important is your offer to this specific person?

Being able to treat your contacts as people requires that you know a little about them. You won’t be able to get a complete understanding of your contacts the first-time round, but you should be actively trying to learn more about them.

Email marketing, while cost-effective, depends on a healthy reputation and contact list, and losing either will very quickly devalue what could be a hugely valuable lead generation channel.

You’re thinking of email as a throw-until-something-sticks lead generation strategy.

Another consequence of seeing your contacts as a list of potential leads rather than actual people is forgetting about their whole customer experience.

You may only be thinking of one element of the marketing process, but your leads will be experiencing every aspect of it, as well as the elements of sales and support that form part of their customer journey.

Your leads will develop expectations as soon as they read your subject line, and you need to manage them.

  • Plot out your prospects experience, from reading your email to speaking to you. Make sure that what you have in your head matches up with what they will actually experience.
  • Allude to this process in your email body. For example, “Click More Information and I’ll get in touch with you personally within a day.”
  • Do you have technological dependencies? Landing pages, cell-phone numbers, email addresses, links? If so, make sure they work!

As we’ve already said, email marketing depends on a healthy reputation. A throw-till-something-sticks strategy is likely to result in unsubscribes, which will undermine the value of your email strategy – and potentially have some impact on your brand reputation outside of email.

You’re not delivering and improving consistently high-quality messages.

 

Slapping your Facebook or SMS marketing messages into an email isn’t going to get you the kind of results email can deliver. Neither is sending out unoptimized messages to the same people every week.

Because email is so cheap it’s a great opportunity to test which subject lines, copy, tone and language works the best. Once you start measuring your results, you will be able to see what works best, start experimenting and continually improving on your emails until they deliver the results you want.

For a comprehensive, step-by-step explanation on how to test and improve your email strategy, check out our free guide below.

There’s a lot that goes into a successful email strategy. But by avoiding the above mistakes and following the advice we’ve set out, you’ll be protected from the mistakes that are killing your potential to succeed with email marketing.

Interested in reaching more buyers?

Learn how Bonni reached potential buyers in a way that they actually appreciated.

Reach more potential buyers with relevant messages using email marketing.
(Fill in this form and get it first!)

How To Get More Listings from Past Clients

How To Get More Listings from Past Clients

Repeat customers are great. They refer more often and they’re less likely to try pay less than your asking price. It’s also easier (and cheaper) to maintain client relationships than it is to consistently acquire new customers. Here’s how you can make the most of your past clients.

How to Use Sincerity to Drive Referral and Repeat Business

How to Use Sincerity to Drive Referral and Repeat Business

How to Use Sincerity to Drive Referral and Repeat Business

We all want positive relationships with our clients. It drives referral business and makes them more likely to work with us in the future – helping you get more listings without having to canvass new buyers and sellers.

When it comes to improving your professional relationships and making yourself memorable to clients, focus on sincerity. Understand the journey your clients are on, use your casual conversations to build toward establishing common interests and make use of genuine praise and positive reinforcement.

A relationship to aspire to

As we all know from experience, you can’t please all the people all the time. What’s far easier is building sincere relationships based on commonalities and genuine expressions, even if these relationships don’t have great depth.

Your clients know that your relationship is professional. They don’t expect the two of you to become close personal friends. But you can still make use of the power of sincerity to drive business by making sure your professional relationships are friendly, sincere and genuine.

So how can we apply this to the work of a South African real estate agent?

A house vs a home.

Finding common ground, asking personal questions, offering genuine praise and compliments – all of these are tried-and-tested ways Agents have endeared themselves to clients, and they work. But for your engagement to appear sincere and genuine you must understand and acknowledge the personal journey your client is on. 

You might be buying or selling a house, but your clients are buying or selling a home. Some are considering where they will be raising their children. If your clients feel that you aren’t considering the significance of their decision, they aren’t likely to trust you with it.

If you really consider the depth of the decisions buyers and sellers are making, you should automatically become more patient, considerate and discerning. This will broadcast your commitment and thoughtfulness, making those buyers and sellers more likely to trust you with the opportunity to oversee one of the most important investments they will ever make. 

Genuine praise.

Flattery will get you nowhere? Not quite. Again, the key here is sincerity.

Genuine praise is a great way to endear yourself to clients. Instead of looking for opportunities to offer direct compliments, which can be rare and sound forced, look for opportunities to offer positive reinforcement. 

Some examples could include:

  1. “That’s a good point.”
  2. “You’re absolutely right.”
  3. “It’s good that you’re thinking about this.”
  4. “I’m glad you thought of that.”
  5. “Thank you for bringing that up.”
  6. “You’ve thought about the most important factors.”
  7. “You have a good idea of what you need.”

There are opportunities to include this kind of praise in practically any conversation. They are easy to give, sounds natural and because you can include a few of them in every conversation will be more powerful than the random forced compliment.

In Summary

  • Build sincere relationships based on commonalities and genuine expressions, even if these relationships don’t have great depth.
  • For your engagements with clients to appear sincere and genuine you must understand and acknowledge the personal journey your client is on.
  • When speaking casually with clients, speak with purpose. Ask questions that might guide you toward a shared interest.
  • Instead of looking for opportunities to offer direct compliments, look for opportunities to offer positive reinforcement

Interested in building strong professional relationships?

Learn how Bonni was able to endear herself to buyers and sellers in ways that helped her build strong personal connections.

Maintain positive and rewarding client relationships using email marketing. (Fill in this form and get it first!)

How To Get More Listings from Past Clients

How To Get More Listings from Past Clients

Repeat customers are great. They refer more often and they’re less likely to try pay less than your asking price. It’s also easier (and cheaper) to maintain client relationships than it is to consistently acquire new customers. Here’s how you can make the most of your past clients.