Archive for real estate email marketing

What to Send: Real Estate Email Marketing

Real Estate Email Marketing - What to Send

You’ve probably heard that you need to have an email list to effectively market your real estate business. However, if you’re like many Realtors®, you have very little idea what to actually send out.

Fortunately, we can help. There are three kinds of emails that can help create engagement with your email list, building your relationship with each lead and helping them be receptive to your offers.

Consider putting at least one of these email types out to your list on a regular basis, and see how much your open rates and engagement improve!


Newsletters can get a bad rap because sometimes they’re thrown together and don’t have much in the way of quality content. Make sure your newsletter breaks the stereotype.

Consider sharing the following valuable information in your e-newsletter:

  • Latest posts from your blog
  • A valuable informative paragraph or article if you don’t have a blog
  • Information about new events, businesses, or developments in your target neighborhood
  • One or two useful or informative articles from another website, linked
  • Information about new listings or recent sales you’ve achieved
  • Customer testimonials
  • Pictures from your target neighborhood, or pictures of beautiful homes in the area
  • Something just for fun – a puzzle or comic

One great resource for finding information about your target neighborhood is a locally-focused website, for instance, one maintained by the city or a local association. They often announce the opening of new businesses or local events.


A digest is less comprehensive than a newsletter and requires less original content. Usually, a digest is full of quick-hit, easy-to-digest information. You might consider:

  • Links to a local neighborhood association’s announcement or news
  • Link to updated neighborhood assessment information
  • Links to your own blog posts
  • Links to your listings
  • NAR news reports or updates

Promotional Emails

You want to communicate relevant information, but you also want to promote what you do. You can do this in a way that doesn’t come across as salesy or pushy. Here are some ideas for promotional emails:

  • Regular market updates and recent listings
  • Offering a report about the market conditions in your target neighborhood, with an invitation to call you for a free assessment of their home
  • Running contests that create awareness about your business, create referrals, and drive traffic to social media and your website

Of course, when doing promotions be sure that you’re following the rules of your brokerage and the state real estate association.

What Will You Do?

These three types of emails will give you a good start on how to reach out to your list via email. As with all marketing, being consistent is vital. So what will you do? Share in the comments – I’d love to know!

If you’re ready to update your print marketing to complement your email outreach, we’re here to help. Check out our marketing postcards, business cards, and more!

Real Estate Emails That Make an Impact!

Real Estate Emails That Have an Impact

The other day I got an email from someone who has a very professional website. Their business is all about constructing a professional brand image online. I love their website!

There was one problem. The email was dismal.

It was full of grammatical errors. It was too short. It lacked a point. It gave a sloppy call-to-action that directed me to a blog post that wasn’t even connected to the company.

It did NOT make me want to work with that company.

Is that the impact that your emails have? Do they match up to your professionalism, or do they fall short?

You can create real estate emails that make a real impact and build your business. For every $1 in marketing, email marketing can return $44.25! If you’re not seeing that, consider making these changes.

Use the Right “From” Address

One of the most important aspects of an email is often overlooked – what “from” address shows when you email your list?

If it’s not a personal email that seems to be coming directly from you, you have a major problem. In fact, the “from” address of an email matters more than the subject line. And the subject line is vital!

People aren’t interested in irrelevant email, and an email that comes from a company (, for instance) screams advertising. And an unknown Gmail address seems like spam. Instead, make sure that your name is involved. That way, your recipient knows exactly who is contacting them.

An effective “from” address has these characteristics:

  • Comes from someone the contact knows and trusts (you, not your company)
  • Helps readers find your messages if they get misrouted or put in the junk folder
  • Stands out in a sea of other email addresses

Be Personal and Engaging

Using your customer’s name – without overusing it, of course – is essential to making a connection with your reader. The subject line might say, “-Name-, thought you might enjoy this article” or something equally personal.

In addition, an email should always begin with the prospect’s name. That way, everyone feels like they are hearing directly from you even if the email is automated.

Once you have the personalization, be engaging! Don’t send boring, shop-talk style emails. No one wants to read that. Instead, focus on the following types of email:

  • Q&A: Answer common questions that your prospects have
  • Story-Based: Tell a story about something you encountered and then draw a short applicable lesson from it. The story should be fun – and don’t underestimate how much people want to know the real you!
  • Testimonial: Use a review or testimonial to share a great experience that a client had with you. It helps others want to work with you as well. Be sure to end with “This is why I love what I do”, along with a gentle call-to-action. No need to be too salesy.
  • Drive to a Blog Post. If you have a blog, consider having one email a month that directs people to the blog. That will get readers to your site so they can see your listings and other materials.
  • Having local events can be a great way to share information and get leads. Use your email list to promote any local appreciation or workshop events that you hold.

Be Entertaining

One mistake many Realtors® – and other professionals – make with email marketing is that they think their subscribers want to learn more information.

The truth is, everyone has far too much information. No one wants to learn more! Instead, you need to be as entertaining as you can be. Try to be 80% entertaining and 20% educating. That way, you are getting a point across, but you’re doing it in a really fun way.

Don’t feel like you have to be a professional comedian to entertain. All of us have silly, funny, or even embarrassing things happen in our daily lives that we can share. Those things are often great stories! By sharing a story about yourself, your family, or your business, you can be authentic while also selling your business.

Be Consistent

Are you worried about how often you email? Do you wonder if you email too much? Let me tell you a secret – there’s no magic number. The trick is to be consistent.

If you email once a month – sometimes – but are inconsistent, you’ll get complaints and unsubscribes every time you send an email.

On the other hand, if you set the expectation that you’ll email every week or once a month, and you actually do, you’ll get more engagement, fewer complaints, and fewer drop-offs. It’s not about how often you email. It’s about setting an expectation and being consistent.

Consider varying your emails to make them easier to craft and more predictable for readers. For instance, you could email weekly using a cycle like this:

  • Week 1: Just for Fun
  • Week 2: Testimonial and Ask for Referrals
  • Week 3: Story and Ask for Business
  • Week 4: Drive to a Blog Post

This way, you never wonder what to say next. Your readers will also know what to expect. The consistency will work wonders.

Email marketing is very effective. It just has to be done correctly. It’s also best done in conjunction with regular postcard and mailing campaigns. If you’re ready for your next batch of Just Listed or Just Sold postcards, let us help! We have tons of templates to choose from.

How do you use email marketing? Share in the comments!

New Rules that Affect Email Marketing

New Rules That Affect Email Marketing

One of the most effective marketing strategies for any business – and especially for Realtors® –is email marketing. And with an average ROI of 4,300%, it’s not difficult to see why email marketing is not only successful but also extremely popular.

However, there’s a little thing called DMARC that could really throw a wrench into your email marketing plan.

What is DMARC?

Short for Domain-based Message Authentications, Reporting & Conformance, DMARC is essentially an email protocol which works to determine whether or not an email is authentic. Its main purpose is to put a stop to spam mail – specifically mail that is considered to be a “spoof.”

You’ve likely either seen or fallen victim to “spoofing” at some point if you use email regularly. It’s the method of choice for spammers looking to send fake emails to the inboxes of people all over the world under the guise of a real email.

So for example, you might receive an email from a company that you’ve signed up to receive emails from, but a “spoofer” could actually be sending you fake emails which only appear to be from the original company and in reality are from a spam company looking to steal information or lure you to another website.

DMARC was put in place to stop all of this nonsense and cut back on the amount of spam reaching your inbox on a regular basis. The most common domains used to “spoof” are,, and As a result, emails that come from those domains are specifically targeted.

How Does DMARC Affect Email Marketing?

And while less spam is definitely a good thing, DMARC can be seriously bad for email marketing.


Because it may prevent emails being sent from a Gmail, Yahoo, Microsoft or AOL account through an email platform such as MailChimp, Constant Contact or Aweber from reaching the individuals on your email list.

If your return address is listed as being a,, or something similar, chances are that when DMARC takes full effect, individuals on your list with a Gmail, Yahoo, or AOL email address won’t be receiving your emails.

These emails from your marketing system, since they’re not being sent directly from Gmail, Yahoo, AOL, and the like, won’t be authenticated and as such will be treated as spam.


That’s obviously not so great for your email marketing strategy.

Here’s What You Can Do About It…

But don’t fret!

There’s a relatively simple solution to fix this email problem. All you have to do is make sure that you are sending emails to your email list subscribers from an email that uses your business’ own unique domain.

So for example, instead of using for your email address, you should set up an email using your specific business, like

And setting this up is also quite simple. Most hosting companies – like GoDaddy, BlueHost or Network Solutions – also provide email services in conjunction with your website hosting. So if you already have a website set up (which you should!), just check with your hosting company about setting up a unique email address for your real estate business.

With the right email address in place, the only way in which DMARC will really affect you personally is that you should receive less spam in your inbox…which is always a good thing.

Just because the rules are changing doesn’t mean you have to throw in the towel when it comes to email marketing. Protect your marketing plan and set yourself up for email success by complying with the rules – that’s all there is to it!

While you’re updating your email marketing, don’t leave your print marketing out. Updating business cards or marketing postcards with your new email address is vital. Click here to let us help you update today!

How to Use Email Marketing in Real Estate

Email Marketing

Email marketing delivers an ROI of 4,300%. You read that correctly. This is surprising to most, but not to those who are doing it correctly.

The numbers prove that for every $1 spent, email marketing generates $38 in return-on-investment. This means Email marketing still remains the heavyweight champion of the ROI.

The good news is this powerful lead generator is predominantly under-used or misused, so you can really stand out immediately by doing things the right way.

Let’s take a look at how Realtors® can leverage this tool and turn emails into sales.

Even Email Marketing Needs a POSTAL Return Address

First, and most importantly, don’t leave yourself open to unnecessary and expensive fines.

This may seem counterintuitive, but always make sure your business snail mail address is somewhere in the body of the email – generally at the bottom. Otherwise, the FTC can slap you with a fine that would completely destroy your marketing budget for a whole year.

“With each separate email in violation of the CAN-SPAM Act subject to penalties of up to $16,000, there’s a lot at stake if you screw up. For that reason, and for the sake of marketing with integrity, it’s wise to educate yourself—and anyone helping you with your email marketing—about the law,” wrote Forbes Contributor, Nellie Akalp.

Avoiding this can be as simple as adding your business office address or a PO Box to your signature or footer.

You’re in Real Estate, So Provide Real Value!

To make the most of your email campaign, you need to do more than simply talk about all the great work you’re doing, and send out a weekly blast of your current listings.

People need to see you as an expert, not just a salesperson. So take an email marketing campaign as a chance to share tips, trends and helpful anecdotes that will entice your recipients to open your emails AND look for more next week.

Of course, you can share your current listings. But don’t lead with them. Lead with value, and add a link to your listings subtly in the body of the text, or in a soft-sell call-to-action at the end.

Tailor Your Message with Drip Email Marketing

You know you can automate the entire email process. But did you know you can actually automate the cultivation of an entire relationship? You can, with what’s called a drip campaign. Simply put, you’re automatically sending subscribers an email that’s specific to an action they’ve taken.

“For instance, those who visit your site and fill out a form could begin to receive a string of drip emails that slowly but surely nurtures them through your inbound sales funnel,” wrote marketing expert, Matthew Bushery.

“The first email could welcome them to your newsletter, while the second and third could provide an overview of your social media profiles and what you offer on your website.” Infusionsoft offers a great platform that allows you to fully customize email campaigns in exactly this way.

Create a Checklist and Use it

Ideally, lots of people are going to see each email you send. So make sure it’s as good as it can be.

You’re going to proofread the copy. Great! You’re going to use more than just one proofreader and have someone else read it too. Even better! But embarrassing mistakes aren’t limited to typos, so experts recommend a “pre-flight checklist” to look at everything. Most Realtors® don’t do this, and most pay for it in lost leads without even realizing it.

“Those marketers are leaving their program open to simple mistakes — like missing links, missing approvals or using the wrong audience segment — increasing the possibility of needing to send an apology email,” wrote Chad White of

When you implement these four strategies to getting the most out of your email campaigns, you will instantly put your email marketing ahead of most other Realtors®. You’re going to know how to avoid spam fines, provide information that really engages your audience, be more dynamic with a drip campaign, and create a checklist to follow before you hit send. These are the little things that set you up for success in email marketing.

While you’re revisiting your digital advertising, how does your print marketing look? Is it time for new business cards or postcards?  If you need new materials, you can easily create your own design online, and give your branding a quick refresh.

4 Tips for Those Just Starting in Real Estate

New Realtor® Tips

Getting started in any new industry is never an easy task. There’s always so much to learn, and often money is tight.

And with so many different marketing strategies and promotional ideas out there, how do you know which ones are worth investing in? How do you know what’s best to help you get started?

Real Estate is no different. Starting a new career as a real estate agent is fun and exciting, but can also be pretty scary and intimidating at times. Because of this, we’ve put together a list of 4 great tips for those just starting out in the business of real estate. Hopefully, you’ll find some of these helpful, especially when deciding where to invest your time and money.

Develop a System to Generate New Leads and Stay in Touch with Old Ones

Lead generation is, of course, extremely important to real estate. In fact, it’s important to pretty much any business out there. With that said, the best thing that you can do when just starting out is to develop a solid lead generation (and client retention) strategy right from the get-go. For example, you could send mailers out to people in your area or host an event for locals interested in buying or selling their homes.

Don’t do it just once – keep it going regularly by creating a system that will remind you when it’s time to reach out again. And once you have clients, you also need to keep in touch with them on a regular basis through phone calls, additional mailers, or via email, which brings us to our next point…

Email Marketing

A great way to both stay in touch with old clients and also reach potentials is through email marketing. Not only does email marketing have an awesome return on investment – 4,300% on average – but it’s also great for promoting new deals you might be offering or even local events that you might be hosting. Generally speaking, people who are on your email list have opted in to be there through your website, so they’re already interested in what you have to say – they want to hear from you! Don’t be shy. Keep them in the loop and informed about what’s going on in the industry.

Email marketing that uses automation, like Infusionsoft, can be a great way to make sure that no leads fall through the cracks and that you follow up on a regular basis – without having to drive yourself crazy with a mile-long to-do list.

Blog and Website

If you’re just starting out in real estate and you don’t have a website and blog yet, that should definitely be your first order of business. Having a website is pretty much a necessity in today’s world. The majority of people are looking online to find real estate agents, so you’re going to want to be where they are already looking. You can use your website to showcase current listings, share success stories, host your blog, and offer free information in return for email addresses so that folks will join your email list.

Blogging on a regular basis is a great way to provide your clients with useful real estate related information, such as what’s going on in your target neighborhoods, how to care for and organize a home, staging tips, and more. As a bonus, they keywords you use in those articles will also help to push your website towards the top of search results in search engines. Finally, an active blog will help draw people to your website so that they see your listings and learn more about you.

Design Quality Business Cards

Even though we live in an increasingly digital world, there’s just something about a physical business card that will never go out of style. A business card helps potential clients remember who you are, and makes it simple for them to recall your contact information when they are ready to do business with you. So don’t skimp on your business cards! Make them truly shine and stand out from the crowd. At Printerbees, we offer a wide variety of business cards – take a look at some on our website to get an idea of what you should be going for!

With so many people focusing only on digital marketing, there’s less competition in printed advertising that ever. Having high-quality business card, postcards, and flyers will help you stand out in your target neighborhoods and help you establish yourself as an exceptional full-service Realtor®.

When you follow these four steps, you’ll be well on your way to establishing yourself as a trusted real estate agent within your community. And even if you’re struggling at first, don’t give up – consistency is vital and over time you’ll really begin to develop a solid client list.

Are you a newer Realtor®? What’s the biggest struggle? Share in the comments!

Are You Making These Common Email Marketing Mistakes?

Common Email Mistakes

Email marketing is a great way to reach your customers, especially millennials. Even more, it’s an extremely effective marketing tool, with an amazing return on investment. Recently we talked about how automated email marketing could effectively give you a full-time marketing assistant for $199/mo. It’s amazing what email can do!

However, there are some common mistakes that Realtors® make when they implement email marketing. In order to get the full effect of your marketing efforts, make sure to avoid these five common blunders:

Typos and Grammatical Errors

Nothing looks less professional than an email with typos or grammatical mistakes. Unfortunately, some agents put in errors on purpose because they think it makes the email look less automated and more human! This is a mistake. Remember that your clients are trusting you with one of the biggest financial decisions of their lives. If it looks like your attention to detail is lacking, they will definitely find someone else to help them.

Wrong Property Link

When you’re sending out a lot of emails, it’s tempting to cut and paste quickly to get the work done. Unfortunately, this can result in you sending out a link to the wrong property to a customer or prospect. This is a mistake that will confuse your clients and make you look like you don’t know what you’re doing. Even if you’re serving five clients right now, each one wants to feel like they’re the only one. If you make mistakes with your links, you’ll look disorganized and your customers will likely wonder what other mistakes you’ve made – which is not a good place to be when they’re signing dozens of documents with you.

Sending the Wrong Date or Time

If you are setting up an open house or a showing, triple check to make sure the date and time are both correct. This is especially important when you are dealing with multiple buyers/listings at once. Sending the wrong information results in frustration, wasted time, and a poor customer experience. Clients will NOT think you’re the one to refer others to if this happens! You need to get this right the first time – folks may not read your follow-up email trying to correct your mistake.

Having Wrong Information in the “From” Address

Some email software programs don’t have a great default set for the “From” field of the email. In order for your marketing and outreach to be effective, you want to make sure it’s set to show your name. If it shows your brokerage or some other information, your prospects may simply think it’s spam. Having the “From” field correct is also a way to reinforce your personal brand every time you send a message.

Failure to Personalize

An email that seems like a bulk email isn’t likely to do you any favors. You want to personalize as much as you can. First, start with a greeting that includes their name. If you’re more formal, you can use “Mr. White” instead of “Mark”. But some form of their name is important. Then, be sure the email is going to a targeted list so you can mention specifics of their situation. For instance, “I know you’ve had a frustrating time selling your home,” to an expired listings list. This makes the email feel much more personal to the recipient.

There are many ways in which email marketing can extend your brand, make your outreach and follow-up more consistent, and help you land clients and referrals. When you avoid these five common mistakes of email marketing, you’re positioning yourself for amazing success.


What common mistakes do you see in email marketing? Share in the comments!

Unlocking the Power of Email Automation

Email automation

Email marketing is an incredible tool for relevant outreach when it’s done properly. You can send targeted messages directly to prospects in a way that even social media doesn’t allow. Even better, email marketing done right has a much higher response rate than other forms of marketing.

Best of all, however, is the fact that email marketing can be automated. Using software like Infusionsoft, which we strongly recommend, can take the hard work out of email marketing and allow you to reap the results stress free. Here’s how to unlock the power of email automation.

Segment Your List

To create the most effective, relevant email campaigns, you first need to segment your email marketing list into smaller groups. As a Realtor®, you’re likely to have segments like previous buyers, previous sellers, hot leads, residents of certain neighborhoods, and people who have responded to specific marketing outreaches. You may choose to segment further into those with single-family homes vs. those in multi-unit buildings, or any other groupings you find helpful in your marketing strategy.

Create Email Campaigns

The cornerstone of effective email marketing is multiple-touch outreach. As a result, you need a series of emails that will be directed at your segments. A “Welcome to the Listing Process” email series can be sent to a new listing clients, detailing what’s to come in bite-sized pieces. You can automatically send a questionnaire to new buying clients to get their budget and home specifications. A referral request email series can be sent to both previous buyers and previous sellers, either together or separately. You may choose to have a specific follow-up campaign for those who gave their contact information at a specific open house, or who met you at an outreach event. With your pre-built email campaigns in Infusionsoft, you save an enormous amount of time over sending individual emails to clients and prospects.

Automate Emails Based on Customer Response

One of the most powerful aspects of Infusionsoft is the ability to trigger specific emails or email series to be sent based on your customer’s response. If they schedule an appointment with you, and automatic “Thanks, can’t wait to see you!” style email can be sent. If they submit a request on a listing, you can have an email go out right away with additional information. Then the customer can be tagged as a “hot lead” in your database. All of this can be done without you doing a thing other than setting up the responses and triggers in advance. The power of this type of personalized service is undeniable, and it can be yours without the major time investment that usually goes along with it.

Receive Updates in a Real Time Customer Database

Have you ever daydreamed about the day that a new hot lead would simply pop up in your customer management system without you having to go in and make changes to the profile yourself? With Infusionsoft, that could be your reality. With the real-time tracking of your email recipients’ clicks and opens, you can set the program to label leads based on their actions. You can then send different emails to your hot leads, warm leads, and cold contacts. The rich customer database experience is an amazing boon for a salesperson.

Infusionsoft is an investment, and there is a learning curve. However, once you get the hang of it, you’ll find that creating new email templates, forms, and pages in Infusionsoft is a snap. And the investment will be well worth the tailored marketing outreach you will achieve in a fraction of the time you expect. An investment in email automation is an investment in your success.

Are you interested in the power of email automation? Contact Infusionsoft today!

Your Email Address Is Making Me Crazy!

Realtor email address . Realtor vanity nameI just glanced down at a business card sitting on my desk that belongs to a friend of mine and I wondered two things:

1) Why didn’t she order her business cards from PrinterBees?  This is a long-time friend and I can’t help but think how the quality would have been much better and the cost, likely much less.
2) Why does her email end with Why??? Why?? Why!  It makes me crazy when I think of the risk to her business.

The PrinterBees part allows me to take a closer look at our marketing efforts. I clearly haven’t done an effective job of marketing to her because if I had, she would have either ordered business cards from PrinterBees or possibly dropped me a line as to why she didn’t, such as… “I have to use the in-house printing company…, I totally forgot you print! or the worst case scenario, I used “you bees” before and you suck (Oh NO!!!)”  Either way, the marketing was lacking and I will need to take a much closer look at my personal communication with my sphere of influence, see where there is an opportunity for change. Thankfully there’s always room for improvement.

It was the email part made me crazy! Please hear me Realtors®!!!! Do not allow the success of your business to be in the hands of an internet service provider that could go out of business or change hands tomorrow. Home internet access accounts don’t provide much in a way of guarantees with anything considered critical, these type of home accounts are not intended for business-use, therefore not mission critical.  When you build a business, a brand and a reputation with an email address that belongs to someone else, you’re building on quicksand.   I learned this first hand when I had an email address, which was changed to an address without my permission when Comcast bought @Home and it “totally sucked”!  I was so aggravated and completely powerless, I had built many business relationships and contacts with that email address and it negatively impacted my business.  I had no recourse because I agreed not to use the account for business when I signed up. (Ahhh..the fine print!)

Realtors® are in the business of long-term relationship building.  Many relationships are built over time and have a high level of trust based stability, consistency and longevity.  Having the same phone, fax and email address will go a long way in a profession where the opportunity to provide your services as a Realtor® happens only once every 3-7 years, on average.

In this digital age your email address is essential to people staying in contact with you, in many cases it’s the ONLY way people may know how to contact you.

Think about this….How will it impact my friend’s business if goes away with or without warning? Her business card says and she’s given away thousands of them, not to mention all of the marketing materials she’s produced over the years.  What if she decides to relocate to an area where they don’t offer SBC Global as a service?  When I lived in California, I had Comcast as my provider, thankfully I didn’t use my email account like my husband who used it as his primary email address. When we moved to Arizona where Comcast doesn’t offer service, he no longer had access to that account and many people lost contact with him as a result.

Be in control of your own destiny by owning your own domain name - Cheap domain name registration, renewal and transfers - Free SSL Certificates - Web Hostingthat can be hosted anywhere on the Internet and will remain the same, no matter what internet service provider is or isn’t in business.  Owning your own domain not only shows professionalism, it gives you control of your own destiny and the freedom to “move about the country” as they say.

I have a friend who retired from one of the big real estate companies we all know by name after many… many… many years of service.  She had used the corporate email address a good portion of her career and she used it exclusively.   Still very active in real estate, but not as an agent, the company cut her email off because she was no longer an active agent for their company.  It’s reasonable from a corporate standpoint (potential liability and such), but completely unreasonable at the same time from her perspective and there wasn’t anything she could do because it’s their domain, therefore their property.  Her email address is their property.

Protect yourself and your business by owning your own domain. Make sure to read the article “How to avoid domain name disasters”, you’ll be glad you did before you buy that domain.

Always use an email address, fax number and phone number on your real estate marketing materials you own, that you set up personally and personally paid for. He or she with the log in and password is the owner in the eyes of the Internet, so make sure you register for these services yourself.  Treat the purchase of your domain name as you would the purchase of an important piece of property, because that’s exactly what it is when you build a business on it.  We use and recommend NameCheap for purchasing our domains, they have great pricing, great service and it really is hassle free, I’m a fan of hassle free. - Cheap domain name registration, renewal and transfers - Free SSL Certificates - Web Hosting

How Not To Suck At Following-Up

Is following-up and knowing who to follow-up with one of the challenges you face in your business? Do you have a system for keeping track of names, phone numbers, email addresses and notes about your conversations? Do you have a “Customer Relationship Management Tool” (CRM tool) that helps you manage your business relationships so you know when it’s time to follow-up? If you don’t have follow-up systems in place, you’re likely struggling with being good at it and if you’re not doing a good job of following-up, you’re surely leaving a lot of business on the table…A LOT! It’s a very simple problem to fix, here’s how:

Automate…automate…automate! If you want to be great at following-up, you MUST automate every step of the follow-up process that can be automated. If it doesn’t REQUIRE human interaction or a very specific message, phone call or hand written note, you need to automate it. Anything you do repeatedly can be automated and automating your follow-up will explode your business…radically and quickly.

How to do it:
You need a way to create and manage a list of people who need following-up. The list needs to be in one central location, it needs to stay organized and I highly recommend a good CRM tool or an email marketing tool, like Constant Contact. Being great at follow-up is easy when you communicate via email and have the right tools to help you succeed. With smart phones being a new normal, email communication is an extremely effective means of keeping in touch. (This is coming from the owner of a real estate print marketing company, I might add)

The CRM tool we use is called Infusionsoft, it’s not the cheapest, but it IS absolutely the best. I spent years searching and researching CRM tools and upgrading to Infusionsoft from a more basic email marketing tool more than doubled our business immediately. It’s worth the time to schedule a demo to get the nitty gritty on what it can do for your business. Setting up a tool like this in your real estate business is like having additional staff, it’s so effective at handling follow-up.

Automating your follow-up can also be done with more basic email marketing tools like Constant Contact (offering a FREE 60-Day Trial), which also include basic list building tools and a central location for you to keep your leads that need to be followed-up on. These are great tools that are super affordable and will allow you to get your feet wet with email marketing and automating certain aspects of your follow-up. You can easily create registration forms, contact forms and it’s an easy way to get the people you meet in to your database. You can schedule email messages to be sent out at specified times that are just as personal as if you sat and wrote it at the time it was sent.

Emails for Small Business with Constant Contact

How to get started:
The first thing you need to do with any email marketing program is to get your contacts in to the database. All email marketing tools will allow you to upload your database as long as it is in a MS Excel or .csv format. There are very specific step-by-step instructions on how to upload your database and once you get it uploaded…you’re done! It will take you about 1o minutes if you have your database in the required format. If you don’t have a list in excel, start one immediately and work at it all day, every day until you have at least 100 people on your list you can follow-up and get in contact with.

Once you’ve uploaded your contacts:
You will need to create different email lists that your prospects and customers will be in depending on where they are in your sales cycle. You will create your email lists within the email marketing tool.
Time Saving Tip: To segment your list faster, you can create separate spreadsheets, so that when you upload your “buyers list”, you can assign everyone to the “buyers list” when you upload. You need to set your lists up in the email marketing tool prior to uploading.

You might want to create lists that include:

  • Buyers
  • Sellers
  • Past Clients
  • Referrals
  • Website leads
  • Facebook leads
  • Open House Follow-Up
  • In Escrow
  • Top Referral Partners
  • Etc

By segmenting your database and creating separate lists, you will be able to automate much more and be much more specific and personal with your automated follow-up. Buyers wouldn’t receive the same follow-up that sellers would receive and you definitely don’t want to be marketing to people who are “in escrow”, so they need a separate list too!

This is the most important step in getting started with automating your follow-up and getting some purpose and organization around your follow-up. Once you get your contacts uploaded and start keeping them in one tidy place so you can follow-up, your business will truly explode. Now all you have to do is set-up the actual following-up process which is also very easy and will save you a ton of time once it’s complete. Make sure you subscribe to Real Estate Marketing Magazine, so you don’t miss part 2 of “How Not To Suck At Following-Up”. Get those contacts organized and uploaded so you’re ready for step 2.