A Constant Point of Contact –e-Newsletter Keeps Agents in Touch with Consumers

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By Stephanie Andre

RISMEDIA, August 14, 2008-When Lowe’s decided to launch a new e-newsletter for consumers through its Program for Realtors®, it was specifically designed as an easy way for agents to send useful information to buyers and sellers.Launched in May, this professionally designed newsletter-called Inside Out-contains helpful hints and tips, new and innovative products and projects, and periodic money-saving coupons at Lowe’s.

With one-time, multiple-upload capability and the inclusion of the Realtor’s photo, website and e-mail address, it seemed like an easy “yes” for Christopher Walker, broker with Mission Grove Realty in Hemet, California. As of press time, Walker had signed up more than 1,000 contacts in his database.

“Its simplicity, ease of use and consumer-friendly format makes the e-newsletter a great value,” says Walker, who’s been a member of the Lowe’s Program for Realtors since the test rollout several years ago. “It truly adds value for my business. It’s something that most consumers will look forward to receiving. It’s just another piece that can help a Realtor tout his or her prowess in the market.”

Inside Out offers Realtors the ability to automatically send out valuable information to their entire client base, whether they’re a past client, someone they’re working with now or someone they hope to work with again in the future. Each e-mail comes with features to help Realtors personalize their message, including: monthly tips on selling, buying and moving; the ability to educate clients about innovative products and projects around the home that yield the highest return; and important home maintenance tips. What’s more, the e-newsletter also offers a biannual Project Starter coupon for special savings at Lowe’s.

In addition to the e-newsletter, Walker also uses the program’s direct mail pieces, which include coupons, discounted gift cards and discounted magazines.

“Branding with the Lowe’s program adds consumer confidence to our marketing,” he says. “All of their programs have added value to our service and increased client satisfaction. Electronic marketing is an excellent tool that will typically follow our clients as they move without any additional administration on our part.

“It is also a responsible and ‘green’ form of media,” Walker adds. “Our clients appreciate the lack of non-stop and nearly worthless snail mail-soliciting business. Lowe’s pieces have true value to our clients. Not just from a ‘green’ perspective, but their e-mail and print campaigns include valuable information that homeowners can actually use, valuable coupons that save money on items they actually need, and tips to help them maintain the value of their property.”

Since the late-spring launch, Realtor members have signed up more than 30,000 consumers to receive Inside Out-and Walker himself understands why.

The Lowe’s Realtor Benefits program is free for Realtors and offers personal marketing tools from Lowe’s and the National Association of REALTORS®.

For more information, please visit www.lowesRealtorbenefits.com.

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