Building a great real estate company is a marathon, not a sprint. Taking great care of current clients in order to generate referrals takes time. Nurturing new leads takes time. Warming up cold leads takes time. And all of that relationship building adds up in terms of both time and money.
One of the most valuable parts of your marketing plan also takes time: list building. If you are marketing your services, you need a great list to market to. And with all of the technology available to you today, this is not your old Sphere of Influence list that you sat down and handwrote note cards to when you started out. This new Sphere includes all of your Facebook friends. All of the Facebook groups you run and participate in. Your Twitter followers, your leads from online sources or open houses, the list go on.
In addition, it’s not enough to send an occasional New Listing flier to all of those contacts. You need to nurture those relationships so that they grow into brand recognition and converted leads. As marketing guru Seth Godin says, “One subscriber is worth 1000 surfers.” Taking good care of your list will pay for itself many times over, as opposed to constantly trolling for new clients.
So how can you nurture your mailing list?
- Know them. Sure, you can send a generic newsletter to your list, but how much more effective is it to send a targeted and specific market update, geared to the preference and area of interest for that client? That’s the way to really make an impression.
- Motivate them. It’s one thing to send a list of homes in their market and another thing to get your potential clients looking in real life. Keeping your marketing list informed about Open Houses happening in their area is a great way to ensure that they are actually out there seeing what the market has to offer. And if they happen to find their dream home, you could turn them from a couch surfer into a closed client.
- Inform them. Ensure that your potential clients know what listings are available in their targeted area or areas. Keep them up to date so that, especially in a hot market, they are the first ones to schedule a showing. That early notice might just give them the edge in a multiple offer situation.
- Talk to them. An incredible marketing program requires incredible content. Content that is targeted and specific to the client’s (or potential client’s) needs and preferences. And that content should be beautifully presented and optimized for maximum engagement and conversion.
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