Have you ever got an email from someone that was unclear, confused or full of grammatical errors? In commercial real estate brokerage, the emails that we send should be of the highest quality in all respects.
Low quality communications are usually ‘deleted’ faster than you can imagine. They are typically not read beyond the first sentence. If you want to have any chance of converting new business from email marketing and communications, your messages should be accurate and specific.
We typically send out lots of emails every day as part of connecting with prospects, clients, and colleagues. If anything, the volume of emails that we send is growing. Quality in the email process is really important.
It is not unusual for a top agent to be sending out 40 direct emails per day with specific client or prospect communications; you can add to that number a few hundred or perhaps thousand emails from marketing based auto-responders.
Rules to Electronic Marketing
The quality of your email and written message is a direct reflection on your business skills and communication intelligence. Consider these factors in your email marketing campaigns and or general business emails:
- Property updates – If you are sending out property information make sure that it is up to date and accurate. Generic property information doesn’t work in our industry.
- Personal facts – Always ensure that you have the person’s name and title correct for the purpose of sending the email. Any errors with addresses and names made will ‘kill’ your message and content.
- Contact information – Provide your contact information so it is easy for the other person to connect with you. Include your email, website, mobile telephone, and social media connections. Give the other person some alternatives in reaching out to you.
- Informational – If you are providing attachments, convert them to pdf so that the formatting is stable and presentable. A pdf will usually get to the other end or person with accuracy and integrity.
- Spell check – Get a spell check done automatically as part of message creation. You can set the email client program to do that for you automatically.
- Timing – If you are sending a marketing based email it is generally more effective to send it around the middle to end of the week. Certainly avoid sending marketing emails from Saturday to Monday (inclusive) as most people have other interests away from business on those days.
- Length – Long emails are generally not read in entirety. Your message should be contained in just 3 or 4 paragraphs. Adults don’t like to read long and complex marketing emails. The ‘deletion’ button is the common approach to lengthy emails.
- Images re-sized – If you are sending photographs then make sure they are re-sized for dispatch. Compress the image size so it can send easily across the internet. There are plenty of image based programs that let you create smaller file sizes for images.
- Headings and highlights – If you have something specific to say then you will have a need for heading simplicity and highlighting of key issues within the message. Understand the important points that you want the other person to note. Highlighting those points in a particular color is helpful with some important communications.
- Hyperlinks – Check out your hyperlinks before you send the message.
- Follow-up calls – If you are sending out marketing type emails, then you should be making follow up calls.
- Title or topic relevance – If you are sending out emails as part of a marketing process, choose your key words and images with relevance and care. Professional photographs and message copy will always help open conversions.
The email process in commercial real estate is specific and direct. Make sure you have all the elements of the communication process under control and optimized.
Every commercial real estate broker or agent today should have a technology plan to help them build market share, and customer contact. We have so many great tools available to assist with the process.
The essential focus here is to allow technology to simplify your business life and grow your market share. Certainly it can do that, as long as you establish the plan and a process. Make commercial real estate easier for yourself in so many ways.
Here are some specialized tips relating to technology and marketplace communication today:
- Every opportunity in all your conversations and meetings, capture the e-mail information and the mobile telephone information from the prospects and the clients that you talk to. Get their approval and consent for ongoing contact. Remember that in any client or prospect today is likely to bring the value over time. It simply a matter of remaining in contact for the correct and well-timed opportunity.
- Understand the challenges that apply to e-mail marketing and e-mail communication. Ensure that you do not breach the spam legislation that applies in each case. You must have the consent of the person that you are connecting with. You also need to allow them to easily opt out of the process if they choose to do so. It is worthwhile noting here that a professional approach to communication will usually minimize the loss of people.
- You should have a plan that relates to cold calling and prospecting. The telephone numbers that you use should comply with the local communication laws and the do not call register. Understand the differences in laws that apply between telephoning a business, and telephoning an individual.
- You can get a wide variety of auto responders on the Internet today to help with your management of your database and your newsletter. All of the auto responders are very user friendly and relatively cheap to use. You can create a banner for the newsletter so that your branding is consistent to the image that you wish to spread.
- Establish your blogging platform so that you can write articles and provide information relative to the local property market and the industry trends. As part of that process, you can obtain a domain name that can be pointed to your blogging platform. Choose a domain name that is either relative to you individually, or relative to the property speciality and location. A well-chosen domain name will help people find you. On your blog, make sure that you have an entry point to your database and auto responder. Write a blog so regularly so that the search engines start to notice your relevance and experience.
- Get involved with social media and use a number of platforms to do so. Choose two or three platforms that can work for you. Link your blogs back to your social media activity. You can also link your quality listings back to your social media activity. Every prospect or client should be invited to join your social media group. Update your social sites regularly with meaningful and interesting information.
So there are many things here for you to do when it comes to technology and commercial real estate brokerage. Use the technology to market yourself personally to the people that you can serve.
You can get more tips for commercial real estate brokers in our Newsletter.
Today it is a fact that email newsletters are a part of commercial real estate marketing. Every agency should have a solid system of client or prospect contact using a database and an email newsletter.
Permission marketing is part of the email process in that you should only send these emails to people that have agreed to be part of the process. You can easily get ‘permission’ through refined strategies when talking to clients and prospects. That will be in:
- Telephone calls
- Property inspections
- Previous marketing efforts with other listings
It should also be said that the email system you adopt should have an opt-out provision and capability so that any person can step out of the newsletter system if they require.
What do you want to do?
If you are going to create a newsletter in this form, it is essential to develop the right strategy and processes. There are just too many poor quality email newsletters sent today. Relevance is everything.
So let’s look at how you can improve the process and make it a valuable part of your marketing effort.
- Use an auto responder to send the emails and track the open rate. You will then see what articles or properties create more interest.
- Many agents struggle with the issue of frequency in sending the newsletters. At a minimum they should be sent every 2 weeks. In an ideal situation they should be sent every 7 days with meaningful and new market information and listing detail.
- The best time to send the newsletter is between Wednesday and Friday. The ‘open rates’ on emails are generally higher at that time. Publish on time every time. Get a pattern to sending your emails.
- It is easy to get an email template established to start your newsletter. You simple add content inside the shell of the email
- Add to the value of the contact process by providing quality professional photographic images of properties for sale or for lease. Think and display quality at all times in your newsletter. One poorly photographed property will detract from the entire newsletter.
- Your exclusive listings should be marketed in your newsletter. Open listings should not get the newsletter treatment (open listings are a process of luck). If the owner of a property did not trust you enough to give you an exclusive listing, then they do not get the quality marketing processes.
- Have property relevant information in your newsletter that tells the reader about the local commercial real estate market and any changes that are coming up. At the top of the email, have an editorial area for this process. As agent you should write the commentary of 3 or 4 paragraphs and include a photograph of yourself in the process. You are building your ‘brand’ remember, and a photograph will help with that.
- All of your newsletters should feature links to your website listings, your informational blog, and your social media channels (Twitter, LinkedIn, and Facebook). Make it easy for people to follow you.
- Each email newsletter sent should be about 6 properties in depth, plus an editorial. If you work on different property types, you may like to make the newsletter specialised to the property type (eg Retail, Industrial, or Office).
When it comes to marketing yourself and your listings today, these are critical issues to take your listings and your real estate business forward.
You can get more tips like this in our free Newsletter for Commercial Real Estate Agents.