Why building an email list will help you sell more houses
As a realtor, you know how important it is to connect with home buyers as well as sellers in order to become successful. You might be in the middle of an open house where you are showing a beautiful home in the Toronto area. As people come in and out you do your best to connect with each of them; introducing yourself and handing them your business card. Chances are, your card is going to end up becoming lost or left somewhere, without much more thought being given to you as an agent.
This is where email marketing comes in as an effective way to connect with your potential clients whether it be for this house, or another house you are listing in the future. This is a guaranteed interaction in the future at some point so why miss your opportunity as being the agent they choose? Building an ongoing email list will help you sell more houses and allow you to become more successful in the future.
Email As A Measurable Marketing Tool
While there are many different ways that you can market yourself to the people in your target area, email marketing is a tool that can easily be measured. With the right email system, you can determine who read your email and who deleted it, you can find out who visited your website after seeing the link in your email, etc. People would much rather you send them an email to review instead of cold calling them or sending them direct mailings. With the popularity of social media and the use of smartphones, email is worth taking advantage of.
Trusted Client Base
When you build your email list, you are doing so because someone willingly provided you with their contact information. This means that not only are they interested in finding a house within the Toronto area where you work, but also, they are interested in your services. You can trust that they will open your email, and read what it is that you have to say.
When you meet with some either at an open house or out in the field, you usually will speak to them for at least a few minutes. This allows you to find out what they are looking for; whether it be assistance with the sale of their house or help finding that dream home they have been looking for.
If you jot down a little bit of information along with each email address, you can provide relevant information in your emails to different demographics including homeowner tips, market updates and financial trends that might affect them. This might mean you compose a couple of different emails to send out, but it’s worth it in the long run.
Building up an email list is a very helpful tool that allows you to sell more houses by being top of mind, delivering relevant and timely content, and proving that even if they haven't engaged with you as a realtor, you can provide them with value. That alone speaks volumes, and begins to engender trust between you and the prospect. You never know when that magical moment will come where the client will go from reading your emails to giving you a call, so keep at it.
Make sure that you're following CASL rules properly when sending out emails. If you're not sure, talk with your broker/manager and go over the laws that govern email marketing now in Canada for realtors. Stay on the right side of the regulations, because you certainly don't want to be on the wrong side!
It is worth a try if it means increased success in the future. The rule of thumb though, is to keep the process simple. The more complex you make the signup process, the less likely people will be to work with you.