Real Estate Email Marketing

Real Estate Email Marketing Can Be More Enticing With This Data Tool

Real estate email is a beautiful invention. So why do so many real estate brokers and agents not utilize it correctly?

There’s a real estate data tool that can fix that.

First of all, despite all the new social apps out there such as Instagram, Snapchat and Tumblr, the old stalwart of real estate email marketing is as dependable as it ever was.

After all, as a business person you possess that most precious of all marketing items – an opt-in email. It’s a situation where you don’t have to reach out to people with Google Ads or direct mail or newspaper ads. You already are in contact with them and they have given you permission to reach out to them.

That’s a tremendous value. Your real estate email list is a precious asset. A free asset by the way.

So why do so many marketers treat that opt-in privilege so nonchalantly?

Maybe because it’s so easy to send out an email. There are no stamps, stationary or envelopes. All you have to do is type in a few words and hit send. In fact, some marketers just send out automatic messages, the cruelest, most non-personalized form of contact of them all.

This is what a consumer gets in exchange for giving up their precious contact info and precious space in their inbox? Come on.

Email marketing experts will tell you – when you have an opt-in email, you need to respect that permission and make the effort to send that subscriber items of value.

Put content in that email that meets their needs. Don’t sell. Inform.

Sure sending new listings is fine. But just sending the same listings over and over again or sending a listing an agent knows is not really suited for what the consumer wants, is really a waste of everybody’s time.

So what else do you send?

First all, in today’s age of real estate big data, an agent in a small office can have access to a BIG database of hyper-local information. Providers such as Home Junction can add a real estate data widget to a agent’s website that literally gives them access to a gigantic database of valuable content relevant to a particular marketplace. Even down to the neighborhood level.

Here’s how you can use that real estate data:

1. Send out local market updates. Show the latest trends

2. Answer this question for them: Are home sales going up?

3. What about pricing? Are home prices going down?

4. How is the market trending quarter by quarter? Should I buy now or wait?

All this is incredibly useful to home buyers and might be just the motivation to get them to the offer stage.

What about schools?

When school information changes or you know home buyers that have children and are concerned about schools, tap into the Home Junction database for local school information.

Send them notes on different schools.

1. Student/teacher ratio

2. Demographic makeup of the school

3. Contact info for the school principal and other relevant information.

There’s more.

Home Junction also offers a map-based tie-in to their massive database.

So an agent or broker could send a link to map showing where the new Whole Foods is being built or Trader’s Joe is planned next year. Those are very, popular assets to any neighborhood.

And here’s the big point in case you missed it – engagement. When you send those real estate emails out with valuable local data from Home Junction, that information resides on your site. They have to go to your site to get it.  Put in a call to action. Persuade them to go read, sign up or call.

The right content drives consumers to your website. That’s really the point isn’t it? Because on that website they are one step closer to making a move. And they are not on someone’s else’s site, where they could be tempted by an ad for a competing agent.

Don’t take email for granted.  Don’t give them a reason to unsubscribe. Make your real estate emails educational. Worth reading.

That’s how you retain that precious opt-in email relationship with a consumer that in their minds, is worth continuing.

Real Estate Neighborhood Data

Real Estate Neighborhood Data Matters and Here’s How to Show Home Buyers & Sellers Why

How important is neighborhood data? A recent article in US News & World Report talked about real estate trends that a person in Chicago should consider before they sold their home.

One paragraph was particularly interesting about how “Neighborhoods Matter.”

In the article, the writer goes on to talk about how what surrounds a home can have a tremendous impact on its sale price in addition to the property itself. Properties that are near nice restaurants and stores will fetch more than homes located far away.

Then there are parks. Parks are huge. People love the idea of walking out of their home and into a green space, no matter what size. Their children need fresh air and exercise. Their dog needs to go for a walk. (By the way, the odds of a home buyer having a kid or a canine in the US are very, very high). Just a little patch of nature has big value to home buyers.

Unique neighborhoods are golden. Everybody wants to live near the newest trendy downtowns, a place where there are cool bars and a popular arts and theater scene.

Then there is the question of public transportation. Take Chicago for example. How close is an “L” train station? Traffic on major highways is bad enough; how many lights does a person have to wait through just to get to the expressway?

The key point is this attention to neighborhoods doesn’t just apply to Chicago. Or just New York City or Los Angeles. The concern for neighborhood is universal. And there are hyper-local tools that gives real estate brokers and agents an advantage when it comes to promoting neighborhood data.

One such tool is SpatialMatch developed by Home Junction. This software was basically built around the whole “neighborhoods matter” concept.

With Home Junction data and their special SpatialMatch tool, rather than tell home buyers (and sellers when you explain how well you can promote their location), there is an actual map integrated into a broker or agent’s website to show them the local assets. (You can also order a data-only version of this resource of local amenities).

A neighborhood data widget is also integrated with the local MLS and a massive hyper-local database. So in essence, a broker can pull up a property or type in an address and instantly display all the local neighborhood amenities surrounding it.

This process is incredibly persuasive and powerful since what it does is show a prospect how great the location is that they are considering. That strategy can be as powerful as the home itself.

Say for example, an agent has a drab 3/2 townhouse they are trying to sell. It looks just like the other 50 townhouses in that community and frankly, not a whole lot different than other townhouses around the state.

So, the agent walks the buyer through the property. White walls, beige carpet,  half-shiny appliances, blah, blah, blah.

You can only get so excited about this type of listing and if you pretend to be overexcited, well, people can certainly see through that.

However, the excitement can be created when that agent pulls out their laptop and starts showing that couple all the really exciting attractions in the area.

Home Junction has a database of businesses, schools, parks, highways and other critical hyper-local addresses built right into its geo-spatial database. So every amenity can be pulled up with distances included relevant to any home listing.

A savvy agent can point out there’s a Starbucks nearby that the couple can bicycle to. Over here there’s an enormous, tree-filled park with some outdoor fitness equipment and exercise stations. Nearby is an super-popular sushi restaurant that quickly reaches capacity at 7 pm. But since this property is so close, the couple can be there by 6:30 pm. And after dinner, there’s that fun brew pub across the street that features folk singers and bluegrass music every night.

Get the picture? Neighborhood data can be a beautiful thing, especially when showing a property that has minimal charm.

Yes, neighborhoods do matter. Be sure to have the best hyper-local real estate tools embedded on your site. Show buyers and sellers that promoting a neighborhood matters to you as a broker or agent as well, and that is why you have this technology at your fingertips.