The Virtual Farm: Email Marketing Success

So you bought the website, you have the leadto be out of the game.Here are eight important
generation forms, you got the traffic, and nowkeys to remember when running an effective
you have a a bunch of names and emailemail marketing campaign...1. Subject Line: 2
addresses with no clue of what to do next.objectives1. A good headline. 75% of all articles
"Internet leads are useless, I have no idea who'sare read because of the power of the headline.2.
coming by, what they're looking for, and theyBack it with your name and company.EX: 10 steps
never respond to my efforts to contact them.""Ito getting your offer accepted - Jason Benesch,
have called every number in my lead database,Coldwell Banker. 2. Provide Information That Is
and those with whom I spoken weren't exactlyCurrent and Pertinent -Given the current market
serious about buying a home.""I have emailedconditions, today's news is big news to both
everyone in my lead database and most havebuyer and seller. Bringing the news to them builds
not responded.""I just assumed they wouldtrust and awareness. The faster your audience
contact me if they wanted some morefeels that you are the best source of knowledge
information."If you find yourself thinking theseand news the faster they will be willing to be
thoughts, you are not alone. I get theseengaged by you. I believe this may be the most
responses from agents all day long.The closingimportant point I can make.3. Include Specific
process a Realtor runs a buyer through is efficientInformation -Avoid the ramble. No one cares.
and clockwork: Meet with buyer, get themSpecific information about a listing, or about a loan,
prequalified, drive around looking at homes, buildwill keep interested buyers reading your emails,
trust and then get an offer in... But when thatwhich is half the battle. Get to the point.4. Send
first step doesn't happen, then what?YourThem Out On A Regular Basis -Whether that be
website is pulling names, emails and numbers fromonce a week, or once a month, by continually
the traffic you have driven to it. You make andropping a line, the email will spark residual interest
effort to contact every lead. When you get noand better your chance at developing a lead. Don't
response, or the brush off that they are justrely on canned drip email programs to do all the
poking around online do you simply move on towork for you. They can suffice as a crutch, but
the next lead? You shouldn't... you are throwingas I mentioned in tip 2, it is the current and
away your future's quality leads.I find it amazingpertinent that builds trust.5. Brand Yourself -Make
when speaking with a client who feels thatsure they not only know who the email is coming
they've exhausted all 50 of their inbound webfrom, but that they remember what images
leads in just two days or even two weeks! Theserepresent your brand (website, logo etc). Branding
clients not only need to change their approach toyourself through an email marketing campaign is
handling their leads, but also their understanding ofnot only cost effective, but a very efficient way
the online audience.An online lead is not the sameto build mind share. When your potential clients
as someone who has just called on a sign, walkedthink of searching for homes online, they should
in the office, or referred to you. The internet hasbe thinking of you.6. Come Up With Effective Call
made us more independent and avid selfTo Actions -Before you send out any advertising,
educators. When was your last flight booked by amake sure you always ask yourself "why would I
travel agent? Your next car...how many hours willgo to my website if I saw this ad?" If you can't
you log online researching it? Vacations, medicalanswer this question, don't send out the ad.
issues, career development it's all beingDevelop your incentive and drive home the
researched passionately online. The home buyingmessage. If your email addresses the last three
and home selling process is no different. instead ofyears of home appreciation rates, then your call
the 6-18 week development of a traditional lead,to action would be, "Come see how much your
Realtors need to understand that an online lead ishome is worth at Make It Personal -Make sure
a 6 to 18 month incubation period. Buyers gothe email is not dull, unoriginal, and overall junk
online to research every element of the homeemail. We all receive junk email and know exactly
buying process and along the way will leave a cluewhat it looks like. Make sure you plan your email
or two as to who they are. This clue is day oneto be personal. By following rules 1-6, you should
of a long incubation period that needs to behave no problem with this but one more little trick
executed effectively to develop into a seriousis to make sure you have a program that will
lead.Old way: Spend $500 monthly on postcards,address each client individually in the title. ex:
fliers, newspaper ads, etc. then wait for a handful"Good morning Jason, have you seen that the
of phone calls and work the leads.New Way:national mortgage rate dropped a quarter point
Effectively market your website, get hundreds oflast night?"8. Let Them Go.Finally, adding an
people visiting your site a month, convert the'unsubscribe' option at the bottom of every email
traffic into leads, incubate those leads through anwill not only help you avoid spam traps, but also
effective email campaign, engage developed leads,assure your database that they are free to leave
and then find them their home.In other words,at any time.Jim Cronin is the creator and author
the process has changed, the competition hasof The Real Estate Tomato:
changed, and if you are not looking for theMission: To Provide Realtors With A Destination
audience that will be ready to buy a home six,For The News, Knowledge, Technology and
nine, eighteen months down the road, you're goingService They Need To Be Successful.