How Today’s Agents Are Utilizing The Personal Marketing Company to Boost Referrals
Today, the competitive advantage is everything. And while many agents are focusing on the digital aspect of marketing, the more traditional touch points can sometimes be the most effective. That’s why three RE/MAX agents have decided to leverage the newsletters provided by The Personal Marketing Company (TPMC) in order to stand apart from the crowd and stay top of mind to increase referrals and repeat business.
For Sara Snook, a REALTOR® at RE/MAX Revolution in Kansas City, Mo., it’s all about focusing on those relationships that have already been developed.
“I utilize the newsletters for past clients, friends and family—my tighter sphere,” she says.
Mark Wiesemann, a REALTOR® at RE/MAX Heritage who has been using TPMC’s newsletters for about 18 months, has found that they’re integral to his comprehensive referral strategy.
“The majority of my business is by referral, so obviously, you have to stay in touch with people that you know like and trust you,” Wiesemann says. “One of the pieces of that strategy is the monthly newsletter.”
For Tracy Thomas, a RE/MAX Elite associate whose business is focused solely on referrals, the constant follow-up, which is enhanced by newsletter sends, truly makes a difference.
“I work a little differently than a lot of agents,” says Thomas. “I strictly try to run my business on referrals, so I’m not spending money on online leads like Zillow or any of that. I put all of my energy into my past clients. Staying in touch is huge for my business, and The Personal Marketing Company helps me do that.”
The newsletters allow agents to develop ongoing relationships through a consistent follow-up program that creates a lasting impact. For an affordable cost, agents can choose to send out newsletters on a monthly, bimonthly or quarterly basis, either choosing one specific theme or alternating between the different newsletters. There are five different content themes to choose from: Homeowner’s Update, Insights on Real Estate, Living Well, Money Talk and Spotlight.
“I use the Homeowner’s Update,” Snook says. “I love that one because it has home trends, maintenance, and lawn and garden [information]. There’s a lot of good tips and information.”
Wiesemann also sends Homeowner’s Update to his past clients and sphere.
“It’s branded on the front and the back, and I think it has good content. Because people are more likely to set this one on the table, I stay front of mind,” says Wiesemann. “That way, they think of me and refer me.”
Thomas sends out both real estate-related newsletters—Insights on Real Estate and Homeowner’s Update—to keep the focus on the industry without wearing out her buyers.
“I alternate those to just keep it a little bit fresher, but I do want to focus on real estate and homeownership,” she says.
Consumer response-wise, the product is a hit.
“People tell me that they really like the newsletter,” says Snook, adding that many will go out of their way to tell her they love the recipe on the back—a popular component on several of the newsletters.
“One of the things that comes up quite frequently is the recipe,” says Wiesemann. “That seems to be something that people hold onto.”
There is one element, however, that all three say is the differentiator for their business, and that’s automation.
Wiesemann, who is ecstatic about the fact that the only work he has to do is upload new clients into the mailing list, says he loves that he doesn’t have to touch anything else.
“It’s set to go out automatically. I can log into my list at any time to update addresses. It’s super simple. It’s just one thing I don’t have to worry about because I know it’s going to go out,” he says.
Snook agrees, saying “it’s a big deal” because it’s something she doesn’t have to think about. She has it set to go out automatically once per month, “without having to interact to have something happen.”
For Thomas, the flexibility to manually update the contact list or have a representative assist when needed is key to running an efficient business.
“I can just call my rep and get the new names that I’ve added into my database,” says Thomas. “If I want to take anyone off, they just roll with it—it’s perfect.”
While the benefits associated with the newsletters are numerous, Snook, Wiesemann and Thomas are looking forward to exploring some of the other options available through TPMC.
“They have other things, such as postcards, that say Just Listed or Just Sold,” says Wiesemann, who plans to do more postcard mailings with TPMC in the future. “For what you get for the price, it’s a no-brainer.”
The proof of a great product is in continuous business, and a long future with TPMC by their sides is the ultimate end goal.
Because real estate is all about person-to-person interactions, Snook says there’s tremendous value in these offerings.
“It’s about people seeing my face,” says Snook. “So many get out of this business, so it’s important that people know I’m still in real estate.”
It’s not always about the consumer relationship, however. For Wiesemann, vendor interactions can be just as important, and that’s why he’s such a fan of TPMC.
“It’s a great company. One of the things that makes it really easy is the customer service—it’s fantastic,” says Wiesemann. “I talk with Pam Lockey [director of National Sales] most every time, but whoever I’m talking to is helping me try to figure things out.”
Thomas’ relationship with the company will continue on for a long time, as well.
“I don’t see a time when I won’t be using The Personal Marketing Company. They do a quality product,” she says, noting that being able to advertise yourself at an affordable price is a valuable advantage.
“It streamlines everything and frees up my time,” she adds.
For more information, please visit tpmco.com.
Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at email@example.com.