By Renwick Congdon
RISMEDIA, July 10, 2007–What do you do the minute you go online? If you’re like 90% of Internet users, you check your e-mail. E-mail has become so ubiquitous that a study performed by the California Association of Realtors found that when given a choice, twice as many real estate customers preferred to be contacted via e-mail than by telephone.
However, according to NAR, only 39% of agents considered e-mail as the primary tool used to stay in touch with active clients (compared to phone calls at 48%). Even though repeat business and referrals are considered “very important” by almost 80% of agents, agents kept in touch with former clients mostly with mailings (38%) and market updates (24%); e-newsletters and e-mail correspondence trailed at 16% and 6%, respectively.
Talk about an opportunity that isn’t being met.
To take advantage of this opportunity, all you need to do is implement a permission-based marketing campaign.
Start off on the right foot by asking prospects and customers if they would be interested in receiving pertinent information via e-mail. Then, make sure the e-mail campaign programs you consider have these key attributes:
-A large selection of design templates from which to choose
-Content (who wants to write all those newsletters?)
-Statistics on open and click-through rates to track ROI
-”From” line that includes your name and not something like “email@example.com,” since people open e-mails from people they know
-”Subject” line customization to pique recipients’ interest
-An easy way for recipients to unsubscribe
The bottom line is, e-mail marketing means savvier marketing for you. It also gives you an excuse to follow up—via e-mail of course.
Renwick Congdon is the president and CEO of Imprev. For more information, visit www.imprev.com.
Copyright© 2014 RISMedia, The Leader in Real Estate Information Systems and Real Estate News. All Rights Reserved. This material may not be republished without permission from RISMedia.
Content on this website is copyrighted and may not be redistributed without express written permission from RISMedia. Access to RISMedia archives and thousands of articles like this, as well as consumer real estate videos, are available through RISMedia's REsource Licensed Content Solutions. Offering the industry’s most comprehensive and affordable content packages. Click here to learn more! http://resource.rismedia.com