EIGHT WHY EMAIL MARKETING WORKS FOR REALTORS MENTION EMAIL MARKETING TO REALTORS® AND YOU MAY FIND THAT MANY ARE STILL HESITANT
TO MOVE AWAY FROM THEIR TRIED-AND-TRUE SNAIL MAIL METHODS. OTHERS, HOWEVER, ARE RAPIDLY DISCOVERING THAT EMAIL MARKETING IS JUST ABOUT ONE OF THE MOST EFFECTIVE MEANS OF GENERATING SALES. >> WANT PROOF? WHEN SHOP.ORG SURVEYED RETAILERS FOR THEIR STATE OF RETAILING ONLINE 2009 REPORT, THEY FOUND THAT EMAIL WAS THE MOST-MEN- TIONED SUCCESSFUL TACTIC OVERALL. THE AD EFFECTIVENESS SURVEY COMMISSIONED BY FORBES MEDIA IN FEBRUARY/MARCH 2009 PLACED EMAIL MARKETING SECOND ONLY TO SEO FOR GENERAT- ING CONVERSIONS. AND, RESEARCH CONDUCTED IN 2009 BY THE DIRECT MARKETING ASSOCIATION DEMONSTRATED THAT EMAIL OUT-PERFORMS ALL OTHER FORMS OF DIRECT MARKETING. >> THE BIGGER QUESTION, OF COURSE, IS WHY? OUT OF ALL THE HUNDREDS OR EVEN THOUSANDS OF MESSAGES CONSUMERS ARE EXPOSED TO EACH DAY, WHY IS EMAIL MARKETING SO EFFECTIVE? >> THERE ARE SEVERAL REASONS, AND REALTORS®
WHO EMBRACE THESE PRINCIPLES WILL QUICKLY FIND THEMSELVES JOINING IN THE CHORUS OF PRAISE. EmaiL markEtiNg has a brOaD rEach
It’s tough to find anyone who doesn’t have at least one email address these days, which means you can reach out to your entire customer and/or prospect base. Just be sure to get their permission first by asking if you can add them to your mailing list.
EmaiL markEtiNg is prOactivE
Many real estate agents start promoting their services by taking out ads in a phone directory, a real estate guide, a local community newspaper, a billboard, or by sending di- rect mail and placing door hangers. The problem is your customers and prospects have to happen across the ads in order to see them. Email marketing goes directly to a place they’re already looking — their email in-box. And unlike
18 Georgia REALTOR®
paper-based mail or door hangers, email gives them the op- portunity to contact you directly to get a quote or more information by simply clicking a mouse.
EmaiL markEtiNg is targEtED
Most forms of advertising are based on the concept that if you hit thousands of people with your message, even though it means nothing to most of them, a few are likely to respond. Email marketing, though, is based on the idea of sending the right message directly to the right people based on their preferences, local market conditions and other factors. You can build one master list, then segment it by geographic location, marital status, gender, age, in- come, time of year, etc. It eliminates a lot of the guesswork that makes other forms of marketing so inefficient.
JULY/AUGUST 2010 REASONS ®
by WENDy LOWE
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