Mailing in real estate niche (3)
hello stackers
i asked the question "how would you market a real estate company" in another sub-forum (http://stmforum.com/forum/showthread...-estate-agency) and although some fellow stackers tried to help, most of the suggestions were not what i was expecting (I'm still very grateful though).
while still holding my breath to see if anyone else could give a hand, i personally think listing building and emailing would play a significant role in a RE business. that's why i'm here to ask a couple of questions about mailing in the RE niche...
1) suggestion on building a high-quality list in RE
i personally think apart from the traditional offline channels (phone calls and face to face talk), an email list is a great way to capture leads online. But what traffic sources? google search? would that be too expensive? facebook? targeting is excellent for sure but user intent may not be as good as google search; display? instagram? ppv? seo? too many options
2) what content to send
most if not all RE agencies/developers send out a weekly newsletter with their featured properties, open home hours etc etc and it becomes *boring* after a little while. as soon as they see who the sender is, people would automatically think "oh that RE agent again; a few new listings on the market again". What could one write so that the newsletters become more interesting, less boring and more engaging?
3) what to send *after* they buy
Properties are high-ticket products and most people would only buy 1 or 2 in their entire lifetime; repeat customers with deep pockets would probably buy multiple but still very few are able to buy hundreds/thousands. would you still keep them on your mailing list? if so, what do you say to that sub-list? Off the top of my head, the only thing i can think of is asking for referral business. anything else?
any help would be greatly appreciated!
1. Clipboard at open houses. You should try to aggregate your list so you can send investors more specific information like cap, tenant rent info,etc...Just have a column asking them if they are an investor or a homebuyer. This is great because you can always contact investors directly if you have an interesting pocket deal cooking.
2. Send comps, state of the local market, $/sq ft sale prices, interest rates... If the prices are up your list might be looking to sell. If prices are down then you might have investors on your list looking to buy. Basically make your list know that you have intimate knowledge of state of the market and you are the go-to guy in your area.
3. Get intimate with lenders and see if you can work out some kind of commission if you refer someone that qualifies for a loan or refi. Maybe plug in a pay-per-call offer? Home improvement ideas, tips, and deals....Set up a deal with roofers, contractors,etc if you refer a new client?
After they buy you need to keep touching them with information, this can be by email, so that they contact you when the idea of real estate pops in their head. You can also make past clients advocate for you but you'll need to show them and ask for the business.
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