RETechTO Meetup - March 1, 2010 - Real Estate Email Marketing

UpakneeInc.March1st,2010

EmailMarke1ngforRealEstateDebunkingMyths,UnderstandingPi9allsandSharingBestPrac=ces

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

AGENDA•  WhatisEmailMarke1ng?

•  Myths

•  UsesforRealEstate•  PiAalls•  BestPrac1ces

•  Uses

•  Howtogetstarted

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

WHATISEMAILMARKETING?•  Marke1ngmedium

•  Push‐marke1ng

•  Uniquecharacteris1cs:

•  Valuable,relevantand1melycontent•  Stayingtopofmind

•  Providingvaluetoclients•  Permission‐based

•  Nurturingrela1onships•  Toolforengagingconversa1ons

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

MYTH#1:EMAILMARKETINGISSPAM•  Igettonnesofspammessageseveryday…

•  Idon’twanttobeaspammer…

•  Doyouprovidethelists?OrdoIhavetobringmyown?

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

MYTH#2:EMAILISNOTEFFECTIVE•  Emailisfree–ithasnovalue

•  Mymessagewillbelostinaseaofemails…

•  Peoplejustdeletetheemailanyway…

•  Buildsrela1onships–isrela1onshipmarke1ng

•  Only5%ofsellersfoundtheiragentsusingthemostexpensivekindsofmarke1ng,72%foundtheiragentsusingrela1onship‐typemarke1ng

•  Peoplelikeprintcommunica1ons

•  67%preferemailasacommunica1onschanneloverothersonline•  Emailwillcon1nuetobethepreferredcommunica1onchannelin

thefuture

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

MYTH#3:ICANDOTHISBYMYSELF•  Yesyoucan.

•  However,therearemanyconsidera1onstousingemailmarke1ngasaneffec1vemarke1ngtool

•  Crea1ngvisualandpowerfulemails

•  Yourinboxisnotthebestleadmanagementtool

•  Managingpreferences:Permission‐basedlists

•  Legisla1onCompliance

•  Deliverability

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

USESFORREALESTATE•  MonthlyMarketUpdate

•  Adver1sePropertyLis1ngsandRecentSolds

•  OpenHouses

•  Providetargetedinforma1onaboutneighbourhoods,communityeventsandtopicsofinterest

•  FinancialNews•  Impactsoflegisla1on

•  Tax‐savingandinves1ngstrategies

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

PITFALL:USINGEMAILLIKEDIRECTMAIL•  Emailmarke1ngcanbepersonalized

andtargetedinamannerunlikedirectmail

•  Tempta1onduetolowcosttorentlistsanduseimproperemailcollec1ontechniques

•  Emailmarke1ngdeliversreturnsover1me

•  Brandawarenessthroughreferralsandlistgrowingtac1cs

•  Engagementopportuni1es

•  Buildcredibility:trustedsourceofinforma1on,knowledgable

Emailmarke*nggeneratesan

ROIof$43.52perdollarspent.

DMA(2009)

Directmailcampaignsgenerated

$15.22insalesperdollarspent

DMA(2009)

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

PITFALL:NOTHAVINGADATABASESTRATEGY•  Understandandalignyourcontactcollec1onprac1cesandhave

amastersourcedatabase

•  Yourclientshaveuniqueinterests…

•  Capture•  Know•  Use

•  Collec1ngcontactinforma1onmul1ple1mesandnotknowingyourclientscommunica1onpreferencesistheculprit,nottheuseofthetool

•  Abilitytouseemailmarke1ngresultsinauniqueway

•  Furthersegmentbasedonuserac1ons

•  Listmanagementprac1ces•  Confirma1on,Welcome,GoodbyeEmailandPreferenceCentres

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

PITFALL:OTHERTECHNICALTRAPS•  Brandingandcodingmistakes

•  Nottes1ngforvariousbrowsers

•  Somanybrowsers,somanyemailclients

•  Usingemailservicesthathavelowdeliverability•  DKIM/SPFAuthen1ca1onandRecords

•  Whitelis1ngservices

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

BESTPRACTICE:FOLLOW‐THROUGH•  Monitoringresults

•  Followingthroughonuserac1ons

•  Usingdatatofurthersegment

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

BESTPRACTICE:ANTI‐SPAMCOMPLIANCE•  Domainauthen1ca1on

•  Notusingmisleadingsubjectlines

•  Legisla1oncompliance

•  Listmanagementcollec1onprac1ces•  Regularcommunica1on

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

BESTPRACTICE:EXPANDINGREACH•  Integra1ngemailmarke1ngwithothermarke1ng

•  Aligningmul1channels

•  Feedingintosocialmedia(sharingcontent)

•  Integra1ngintoyourwebsiteorconnec1ngyourCRMtool

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

GETTINGSTARTED•  Yourwebsitetools

•  CRMTools

•  EmailMarke1ngServices

|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces

UPAKNEESOLUTIONS•  Self‐servicesolu1ons:

•  CampaignManager•  Powerfulself‐servicetoolsareeasytouse•  Controlanddevelopyourowncampaigns

•  Plansstar=ngat$20/monthfor1,000emails

•  Full‐servicesolu1ons:

•  RealEstateReportExpress•  Star=ngat$30/month.Now$20/month.Greatwaytogetstarted.

•  RealEstateReport•  Star=ngat$99/month.Ourpla=num‐levelconciergeservice.

•  MonthlyMailing•  Yourcontent.Ourhardwork.Bestofbothworlds,from$125/month