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RISMEDIA, July 10, 2008-As the housing market in the United States shifts, successful Realtors are focusing on traditionally effective marketing techniques to make sure they thrive, says a real estate newsletter marketing expert, Simon Payn.

“Realtors who want to continue being successful understand the need to build a relationship with their clients, past clients and sphere of influence,” says Payn.

“Now that the market has slowed, the smartest real estate agents and brokers are investing in tools to build and maintain that relationship.”

“They understand that people like to do business with people they know and trust, so it is becoming crucial in this competitive market to build trusting relationships with householders.”

While the number of subscribers to his real estate newsletter service continues to grow, Payn says he has seen several real estate agents leave the profession.

“There are two things happening,” says Payn. “Some are going back to their old careers and leaving real estate but others are digging in, investing in marketing tools, and working hard to make a successful real estate business in these challenging times.”

Essentials of Relationship Marketing for Realtors

Payn advises Realtors to do the following to build a strong relationship with their farm:

1.) Develop a way of communicating regularly with people, using print newsletters, e-mail newsletters, postcards or greetings cards. Write and design communication devices yourself, or choose an off-the-shelf product.

2.) Make sure to provide valuable, interesting and entertaining information to prove your expertise and to be of genuine service to your clients and prospects. Beware of cookie-cutter newsletters that don’t allow you to customize the content. To build a genuine relationship with your farm you need to provide relevant, personal information to your readers.

3.) Communicate on a regular basis-at least every month-in order to build and maintain that relationship. People have short memories, so it’s important to have a continual presence in clients’ lives to maintain a strong connection with them.

4.) Be aware that building relationships with householders in your farm and with clients is a long-term project — keep communicating with them on a regular basis for months and years to get the best results.

5.) Understand that marketing is an investment, not a cost. If, for example, you close just one transaction per year as a result of your newsletter program you will have paid for it many times over.

A strong relationship with your farm and clients is like an insurance against a slow housing market, according to Payn. Realtors who invest in these relationships will thrive during tough times.

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