I’m sure that at some point in the past you have been on holiday and then found yourself on some kind of holiday specials email list.
Most of the time you just ignore them (if you haven’t already unsubscribed) but occasionally an offer catches your eye. Could be a destination, the price or you have just been thinking about going on holiday. You ring, visit the website, you book.
The gamble for the travel agent has just paid off. You opened their email just at the right time you were thinking about a holiday. The marketing the travel agent was doing is similar to your marketing in the sense that you are sending your sold properties and listings in the hope someone is thinking of selling their property.
But here is the kicker – most people go on holiday every year, unlike buying and selling properties which they do on average every five to seven years.
You can see from this analogy that you need to be incredibly lucky for a property owner to be thinking about selling their property, receive your marketing message, make the connection and take action to contact you for an appraisal. More likely is that because you only send selling style emails, the potential vendor unsubscribed from your list a long time ago.
Savvy travel agents are now inspiring travellers with stories – I mean who doesn’t love a good travel article to take you away from the day to day for a few minutes? Sending stories, advice, warnings, tips and tricks has greatly increased their email open and retention rates. It keeps the travel agent top of mind so when you are ready to travel you think of them.
With so much focus on the property market in the media, it is difficult for a property owner to know whether selling or buying a home is the right move for them.
As a real estate professional, you can follow a similar strategy as the travel industry to increase your reputation as an informative, educational, valuable property resource
When you consider the majority of property owners in an existing database are not actively looking to buy a new property right now, it will be worth sending them email newsletters with informative and educational content. This means that when the time comes for them to sell, you will be the agent they will know will be giving them the best property advice, not just offering a “free appraisal”.
So take the lead that the travel industry is offering. It’s time to upgrade the content in your email newsletters to increase your professional profile and levels of engagement with your database of property owners. Make sure you include some articles that will educate and inform so that even if they are not ready to buy or sell, you keep them on your mailing list and top of mind when they are ready.
If you are stuck for ideas for your articles, or simply don’t have the time to write them, you can always browse our article library.