Real estate agents. These are the slides from a live webinar presented in July 2016 by Broker Melissa Zavala with tips and tools for generating more real estate sales through email marketing and drip campaigns.
2. www.melissazavala.com
Today’s Agenda:
ü Review the anatomy of email newsletter and drip campaign systems
ü Simple strategies for engaging prospects, clients, and referral partners
ü 5+ newsletter hacks you won’t believe you didn’t already know
ü Create a master plan for staying top-of-mind with clients and prospects
ü Best practices for creating dynamic email newsletter content
ü Consider available success tools for enhancing online productivity
ü Questions + Answers
6. www.melissazavala.com
Must-Know Facts About Email
Of people who
“opt-in” say the
email is useful
95%
Of consumers always
open emails from their
favorite companies
70% 72%consumers
prefer to use
email
18. www.melissazavala.com
HTML vs. Plain Text
• Hypertext Markup
Language (code/
language use to add
‘pretty’ to the Internet)
• Plain text may seem
more natural, like a
regular email between
friends
3
19. www.melissazavala.com
RSS Feeds
• Way to deliver
changing content
(such as the news)
• Rich Site Summary
or Really Simple
Syndication
• Most blog sites
have RSS feeds
4
21. www.melissazavala.com
Pre-Written Content
• Real Estate CRMs often have
pre-written newsletters
• Be careful not to plagiarize.
Always cite sources.
• Advantage: You do not have
to create the content
• Disadvantage: All users have
the same content
1
22. www.melissazavala.com
Create Your Own Content
• Always unique.
• Represents you.
• Advantage: Speaks to
your prospects with your
own voice.
• Disadvantage: Time
consuming to create.
2
23. www.melissazavala.com
Curate Content
• Share relevant content
and infographics.
• Use sites such as Pinterest
and Buzzsumo to gather
ideas
• Advantage: Unique.
• Disadvantage: May drive
traffic to other sites.
3
24. www.melissazavala.com
Use RSS Campaigns
• Add an article to your blog
and it automatically goes to
your list.
• Advantage: Automation
• Disadvantage: Content
may not speak directly to
your audience.
4
32. www.melissazavala.com
Set Your Email Schedule
• Which day of week is
best for opens?
• What time of day is
best?
• When will I prepare my
emails?
• Can I be consistent in
my email schedule?
2
33. www.melissazavala.com
Plan Your Content
• Remember: E – E – C.
• Educational: Will the
recipient learn something
useful?
• Entertaining: Will the
recipient smile after
reading?
• Conversational: Will the
recipient want to continue
the conversation?
3
34. www.melissazavala.com
Follow Up
• Look at the analytics
• Who is opening?
• Who is clicking?
• What are they reacting
to?
• Can I contact them to
continue the
conversation?
4
40. www.melissazavala.com
Remove the Smell of Spam
• Email real prospects
only
• Delete standardized
template text and
change subject lines
• Be conversational
and light
42. www.melissazavala.com
Use Good Photos
• A picture is worth
1000 words
• People capture
visual messages
60,000 times more
quickly than text
• Use Canva.com
and Ribbet.com
43. www.melissazavala.com
Share on Social Media
• Add Social Sharing Buttons
• Boosted Posts and Shared Content
Increases…
• Page likes
• Traffic to your website
• Social Interaction
• Exposure / Visibility
46. www.melissazavala.com
Inbound Marketing Campaigns
• Create multiple
plans and pathways
for different inbound
marketing
campaigns
• Use autoresponders
and scheduled
emails when
applicable
• Deliver immediately,
if applicable
48. www.melissazavala.com
Simple Tips to Remember
1. In General
- Create an email marketing plan and consistent brand.
- Be consistent and professional in your online activities
- Stick with it!
2. Content Tips
- Be Educational
- Be Entertaining
- Be Conversational
3. Leverage Social Media
- Get people to opt-in (you don’t own your Facebook or Instagram, but
you own your email list)
- Boost or share to increase exposure
49. www.melissazavala.com
Recap: Rev up your email marketing
by…
• Sticking to a regular schedule
• Having a structure for adding leads and emails to
your list
• Providing value and not overselling
• Set in place tools to continue to deliver value with
market reports and listing alerts
• Convey trust, fun, and enthusiasm in everything you
do!