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Real Estate Technology & Marketing News!
Retechy.com brings you the latest real estate technology and
marketing news, tips, and tricks. We hope to empower you with
the information necessary to stay ahead, while providing the
highest levels of service and efficiency to your clients.
We depend on feedback from professionals like yourself to
ensure we are continuing to provide the highest quality
content. Here’s how you can help keep RETECHY fresh:
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SHARE THIS – Nothing makes us happier than creating
something worth sharing. Share now, and now, and now
SUBMIT NEWS – You are our greatest source of new
information. If you find something interesting, others will too.
ADVERTISE – If you have a service or technology you think a real estate
professional may like, consider advertising on http://retechy.com
2 ©2008-2013 RETECHY | http://retechy.com
Email marketing maximizes ROI for real estate agents
Realtors are in many ways, small business
owners, independently responsible for their own
time, efforts, and budgets.
Are we bashing real estate agents still
prospecting using direct mail – YES! Snail mail is
for hand written Thank You cards after a
successful close
The expected return on every dollar you spend
should be your primary focus when determining
how to allocate your marketing budget.
Unlike snail mail, email can provide you valuable
insights and actionable data.
Email marketing provides the following, valuable,
information.
Who Cares? Email allows you to see
exactly who is opening (and clicking) on
your emails.
What’s Interesting? By understanding
what people are clicking, you can make
adjustments in your marketing to improve
relevancy (and know who to call first).
How Much Money Am I Making? Email
allows you to track every dollar, to every
lead, to every deal.
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“Effective marketing begins by
understanding if your marketing
is effective”
3 ©2008-2013 RETECHY | http://retechy.com
Create Content That Empowers People
Potential clients don’t want to be marketed to,
they want to be informed. With comfort comes
confidence, and the better you prepare clients
the more comfortable (confident) they will feel
working with you.
Before you hit send be sure to ask yourself a
couple basic questions:
How Will This Information Help THEM?
Everyone already knows Realtors facilitate
buying and selling homes. They don’t need
you reminding them, they need information
that will help them through the home
buying/selling process.
Is This Information Relevant? Use email to
establish yourself as a real estate expert,
rather than a peddler of miscellaneous
information. Provide valuable information
such as answers to questions like, “how to
prepare a home to sell” or “what to look for
when buying a home.”
Do I Sound Consultative or Salesy?
Determine how clients perceive you by
avoiding typical salespeak. As a consumer I
don’t want a saleswoman, I want an
experienced industry consultant.
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4 ©2008-2013 RETECHY | http://retechy.com
Make Sure You’re Delivering the Correct
Message to the Right People
Database segmentation does not have to be
daunting. A little preparation ahead of time can
save you hundreds and make you thousands of
dollars in the long run.
Segmenting your database enables you to
ensure you’re hitting your audience with relevant
messaging. For example, if immediately after
selling my home I received an email from you on
“Prepping Your Home to Sell” I would assume
you’re not aware of my needs, thus not an agent
I want to work with.
Your marketing efforts can just as easily turn
someone off from ever working with you.
Segment your email list into logical buckets and
develop relevant content for each of those
buckets. Examples of segments include: buyers,
sellers, residents of 98004 zip code, women,
people with 6 digits on their right hand,
prospects, clients, et cetera.
It’s easy to get carried away, so start with the
basics. Is this person looking to buy or sell? Start
creating emails for those two segments and
you’ll instantly be ahead of most competition.
5 ©2008-2013 RETECHY | http://retechy.com
If You’re Creating Compelling Content, There
Are Plenty of Others That May Benefit From
Your Expertise
Leveraging social media is becoming more
important every day. As more and more people
turn to social media platforms for their
information it’s becoming imperative to integrate
social into your marketing strategy.
That being said you may be wondering where to
begin. Here are three things you can do
immediately to elevate your social game.
Let Peeps Know You’re Social – Include
links to your social profiles and encourage
people to friend or follow you to receive
your updates in more ways.
Post Your Email Content To Social Sites
– Repurposing information is a brilliant
method for saving time.
Using social platforms to post your content
serves multiple purposes. Firstly, it gets
your content to the public. Secondly, it lets
people know you provide informative
content they may subscribe to.
Build Your Email List – Solicit email
subscription signups from your social
profiles.
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6 ©2008-2013 RETECHY | http://retechy.com
According to the 2013 Digital Marketer Report, 44% of total
email opens occur on mobile devices
When writing keep in mind many will read your email on their
phones; engagement on phones is higher than desktops.
Brevity & Clarity – No one appreciates a verbose email
when reading on their phone. Keep your emails short and
to the point.
Mobile Friendly Design – Create emails no greater than
580px wide. Easy rule of thumb is 22px for headlines and
14px for sub copy; separate calls-to-action by at least 40px
so people aren’t accidently clicking on the wrong link.
Mobile Friendly Landing Pages – Ideally email is used to
drive a user back to your site or a landing page. It does
you no good when you have a great mobile-optimized
email that directs users back to a non-optimized landing
page.
7 ©2008-2013 RETECHY | http://retechy.com
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Who’s Clicking on What When Where?
Understanding who’s opening your
emails, what device they’re on, and what
they are clicking on is marketing gold!
If I send an email to my client database
with a link to an article on my blog called,
“Tips for Selling Your Home” what can I
assume about everyone clicking on the
link?
You bet I’m sending each of those people
a personal follow up email, or phone call,
to see if I can provide any additional
assistance.
Use the behavioral insights provided by
your emails to direct where you spend
your resources, time and energy.
8 ©2008-2013 RETECHY | http://retechy.com
©2008-2013 RETECHY | http://retechy.com 9
Thank you for downloading and reading this RETECHY eGuide!
Since founding RETECHY in 2008 I’ve striven to maintain a simple driving mission for the
blog and it’s subscribers:
Let’s continue working together to build a truly great online resource for real estate
professionals across the country.
Please continue to email me your questions, ideas, requests, and tips to
[email protected], or you can email me directly at [email protected], and I vow to
continue publishing the best real estate tech & marketing content on the web.
Please help build the RETECHY community by sharing this with your colleagues.
