We all know that real estate is a “people business,” which is why expanding the number of people in your Personal Circle plays such a huge role in your success within the industry. Unfortunately, the process of adding to your Personal Circle through in-person networking or client referrals can be incredibly time-consuming, which can be frustrating for realtors who are anxious to grow their businesses.
So what if I told you that there was a quick and easy way to grow your Personal Circle, with very little effort required on your part? Skeptical? Keep reading. The reality is that such a solution exists – it’s email marketing!
Email marketing refers to the process of gathering prospects’ email addresses and then sending them messages in the future for promotional purposes. Typically, this is done by offering a free bonus on your website – like a free ebook or a free Comparative Market Analysis – to any prospect that enters his name and email address into a form on your website. This form, as well as any follow-up messages you send, is controlled through an email list management service like Aweber or Infusionsoft.
To understand how email marketing can be such a powerful business-building technique for real estate agents, consider the key distinction between this and other traditional promotional strategies: the number of contacts you can have with a prospective client (and therefore, the number of opportunities you have to add new clients to your Personal Circle).
If a prospect who may be interested in selling his home in the future visits your website but doesn’t immediately need your services, he’s likely to leave without giving any indication of his passing (except for the hit that appears on your web analytics program). When he is ready to sell his house, you won’t have any way to reach out to him in the future – that is, unless you’ve captured his email address as part of your email marketing program.
Once your website-visiting prospects have been added to your email list, you can send them as many messages as you want (though you shouldn’t send more than a few messages a week in order to avoid irritating your future Personal Circle members!). These messages can cover everything from market updates to “tips and tricks” for buyers and sellers. You can have as many messages and as many different lists as you want, though you should look at each of these instances as an opportunity to build rapport with and demonstrate your industry authority to future prospects.
If you’re ready to start building your Personal Circle using the power of email marketing, there’s one final thing you should keep in mind. Email marketing is a permission-based activity – that is, you shouldn’t purchase email lists from other sources and add them to your own accounts. This is a violation of the CAN-SPAM act and can get your real estate agency into serious trouble if you abuse the privileges of email marketing.
On the other hand, if you do have an existing list of email prospects that you’d like to add into your new list management program, speak to the program’s customer service representatives about the proper way to integrate these contacts into your existing lists. These employees can provide you with the details you need to confirm the permissions of all the email addresses you’ll be adding to your new lists – enabling you to use this powerful tool to add as many people as possible to your Personal Circle as possible through the power of email marketing.