Turning $1 Into $40…The “Write” Way -The Development of a Robust Marketing Campaign #GenBlue

Turning $1 Into $40
The “Write” Way
The Development of a Robust Marketing Campaign
Coldwell Banker
Generation Blue 2013
Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue

How This Will Flow …
 Why use email marketing?
 Can-Spam considerations
 Gathering and grouping contacts
 Content ideas
 Creating a schedule
 Tools: DIY and paid services
 Best practices when you DIY
 Measuring success

Email Marketing Magic
If the average ROI on email marketing is $40+ for every $1
spent, shouldn’t we be doing a better job with our $1
investment? While broadcast tools (including those
provided by the brand) are very functional as part of a
bigger program, what else is there that could make you
stand out from the crowd?
In this session we will investigate the development of a
robust campaign, the methods for segmenting an
audience properly, tools for list-building and much more.
We will also look at specific tools for creating full-
scale, year-round, email programs online.

Email Marketing
Matters
For every $1 spent, $44.25 is the average
return on email marketing investment. (Experian)

Go Beyond Email
Your email marketing can often be posted elsewhere – on
your blog, social sites, or even your old website. Try cross-
posting on your various channels for more exposure.

Can-Spam
Serious stuff

CAUTION: Can-Spam
Whenever you send an email message promoting
a product or service – you will need to comply with
the Can-Spam Act.
To comply, your email message should have:
An opt-out notice & mechanism
Your physical office address
Clearly note that you are advertising/soliciting

Sample Opt-Out Text
To be placed at the bottom of your marketing
emails:
Please note: If you do not wish to receive further
emails from us, please reply to this message with
the word REMOVE in the email subject or
body, and you will be removed from our mailing
list.
Here is the REALLY IMPORTANT PART … if they ask
to be removed – remove them.

Properly Identifying
Yourself
Make sure you have properly identified yourself
in everything you send.
Stefanie Ainge Hahn
Coldwell Banker Hearthside, REALTORS
350 W. Main Street | Collegeville, PA 19426
610-489-7700 x7106 | 484-452-4008
s.hahn@cbhearthside.com
www.StefanieHahn.com

Gathering Contact Info
The hardest part

Contact List
Management
Here’s the bad news. This part may be
painful.
Getting your list together can be
tedious, but totally worth it. Go through
your email contacts, old holiday card
lists, excel spreadsheets and social
media.

Grouping Contacts
Create small and targeted lists.
A contact’s groups can and likely will
change. If you are consistent and
persistent with your email marketing
(without being annoying) you will be
front of mind when they are looking for
an agent.

List Segmentation
Hot Buyers (1 – 3 months)
Lukewarm Buyers (6 months)
Cold Buyers (12 or more)
Hot Sellers (1 – 3 months)
Lukewarm Sellers (6 months)
Cold Sellers (12 or more)
New Homeowners (1 year)
Homeowners (1+ years)
Farms
Renters
Family
Friends
Neighbors
School
PTA
Church
Other groups

Storage of Contacts
Once you begin gathering your information, where to store
your contacts becomes important.
• An Excel or Google Docs spreadsheet
• Within your email program
Tip: Keep the version in your email up-to-date and
download it as a spreadsheet every so often.

Gathering More
Contacts
• Using forms on your website
• Asking for the add
• In your email signature
• On your social sites
• In print via QR code
• Snail mail postcards/promos

Using Forms to Increase
Your Reach
Consider adding a form to
your website asking people
to sign up for your
newsletter or other email
marketing.

Beware - Unsubscribes
Happen
PHOTO: http://theprominentcircle.com/permission-email-marketing

Content Ideas
The best places for content and writing it yourself

Write it!
Write it? Yes … or photograph it. Better yet – video
it!
Write about:
• Local market stats, events, area information
• New store or restaurant openings
• Ask a resident – Why this town?
• An experience (how you helped, what you learned)
• How you work (steps involved in listings, FTBH’s)
• Share area photos, history, architecture
• Homeowner tips, garden advice, whatever you are into
• Real estate terms and tips

Get Inspired
The best thing you can do to
get inspired? READ.
Newspapers, area
blogs, local newsletters and
magazines – all great places
to find inspiration!
Figure out what inspires you
and build some time into
your day to do it!

Think F.A.Q.’s
Those questions that you get
asked all the time? They
make fab content for your
real estate marketing. Make
a list and write, photograph
or video your answers.

Google It: RE Content
Ideas
http://www.inman.com/2013/06/27/101-
topic-ideas-for-your-real-estate-blog/
http://bradsdomain.com/50-content-ideas-
and-topics-for-blogs/

Need Content?
HouseLogic!
NAR has a great
content resource for
Realtors® located at:
members.houselogic.com
You will need your
NRDS # to access this
content.

Using
HouseLog
ic Content

Creating a Schedule
Start NOW! But pace yourself with a schedule.

Determine Frequency
Different groups will require different contact frequency.
This is why grouping your contacts is so important.
Most likely you would not send a hot buyer lead the
same piece as a client you just settled in a new house
last month.

Scheduling
Suggestions Pick one day a month to get your content ready. By
ready I mean – have the emails in your draft
folder, complete, spell-checked, addressed and truly
ready.
 Calendar your send-out dates. Stick to them. Write it
down.
 Keep yourself prepped one month in advance (at least).

A
Content
Calendar
Example
Planning is critical if you want to
succeed. Take some time to
figure out WHEN, WHAT and
WHO.

Content Planning Ideas
For your locals:
Market update
Local news
Area events
NOVEMBER
 Give thanks video message
 Showing your home during the holidays
 How to price your home to sell
 Energy (and money) saving tips
 Title Insurance explained
Photo Ideas
Thanksgiving
decorating
Pep rally/football game
Front doors

For your locals:
Market update
Local news
Area events
DECEMBER
 Holiday video message
 Fun winter holiday options
 Mortgage term explained
 Evaluating an offer
 Good credit goes a long way
Photo Ideas
Christmas lights
Holiday traditions
Families

For your locals:
Market update
Local news
Area events
JANUARY
 Happy New Year video message
 Beating the winter blues
 Selling your home in winter
 Keeping the heat in
 Book list
Photo Ideas
Popular resolutions
Winter fun around
town
Snowmen

For your locals:
Market update
Local news
Area events
FEBRUARY
 Happy Valentines Day video message
 Presidential history
 Building your Spring “to do list”
 Renting vs. Owning
 Winter remodeling projects
Photo Ideas
Hearts
Couples
Great date spots

For your locals:
Market update
Local news
Area events
MARCH
 Spring forward announcement
 Getting your garden started
 Spring cleaning – get the cobwebs out
 Spring market tips for sellers video
 Benefits of buyer agency
 Who pays for what?
Photo Ideas
1st signs of Spring
Gardens
Windows

For your locals:
Market update
Local news
Area events
APRIL
 Questions to ask before hiring a
contractor video
 Tips for a successful Open House
 The listing process
 Rainy day boredom beaters
 Understanding a home inspection report
Photo Ideas
Rain/rainbow
Roofs
Opens

For your locals:
Market update
Local news
Area events
MAY
 Gardening tips and tricks
 Happy Mothers Day video
 Multi-generational living
 Consider downsizing
 Is it time for a price adjustment?
 What to offer
Photo Ideas
Outdoor living
Moms
Decks

For your locals:
Market update
Local news
Area events
JUNE
 Outdoor living
 Patio and deck remodels
 The grass is always greener …
 Understanding the sales contract
 The loan process video
Photo Ideas
Kids!
Classic summer
shots
Pools

Tools
You can DIY your email marketing or use a service

eMarketing from Coldwell
BankerColdwell Banker offers agents FREE eMarketing on CB
Works. Setup your profile and create eCards and
eNewsetters in minutes.
To get started, go to http://cbworks.coldwellbanker.com
On the green left menu (Sales Associate Quick
Links), find and click on eMarketing.

Banker
Mouse over eMarketing Tools
Click on Settings

Banker
Add/Edit your
information as
need here.
Switch out those
old photos and
click SAVE
(bottom right)
when you are
done!

eMarketing
from Coldwell
Banker
Let’s look at the steps
to create an eCard
with the Coldwell
Banker eMarketing
program.

Creating & Sending an eCard
Mouse over eCards
Click on Create
Step 1:
Pick a card …
any card. Click
on a card to
preview and get
started

Step 2:
Everything is
already filled
in – but you
can customize
to fit your
needs
(headline and
message)
Click Continue

Step 3:
Write a subject
(this is the
email subject
line), craft your
message and
add your
recipients.
Click Continue

Step 4:
Send now or schedule for later! Click Send/Schedule to
finish.

eMarketing
from Coldwell
Banker
Let’s look at the steps
to create an
eNewsletter with the
Coldwell Banker
eMarketing program.

Creating & Sending an
eNewsletter
Step 1:
Mouse over eNewsletters
Click on Create
Select header
Select layout
Name your project
Click Continue

eNewsletter
Step 2:
Type in your headline and start adding content! Free-form
article, OnLocation video, existing property, CB library
article, new property or an image. Don’t stuff. Click Continue

eNewsletter
Step 3:
Write a subject (this will be your email subject line) and
add your recipients. Click Continue

eNewsletter
Step 4:
Click Send now or schedule to send later. Click
Send/Schedule to finish.

eNewsletter

Other Options
There are options
outside of the
eMarketing on
Coldwell Banker, but
you will have to spend
a bit of cash.

Constant Contact
www.constantcontact.com

Sharper Agent
www.sharperagent.com

Happy Grasshopper
happygrasshopper.com

Pop-A-Note
www.popanote.com

AWeber
www.aweber.com

For the DIY’ers …
How to Email. (Really).

Send Individually or
BCC
If your lists are small enough – send individually. If they are
larger, use the blind carbon copy box (or BCC). Do not send to
more than 50 people at one shot if you are doing this on your
own.

Keep it Simple
Want to be read?
Keep it simple –
honest.

Un-market Your
Marketing
Try to take the “marketing” out of your marketing:
1. Make it useful
2. Personalize it
3. Strive for interaction

100 Words to Avoid
in your Subject Line
The following list was compiled by Marketing Sherpa of the top 100 words you should avoid in email
subjects, as presented by Tony Loxton on Digital Dialogue.
100% free 50% off act now all words that relate to sex or pornography all words that relate to
cures or medication amazing anything that looks like you're YELLING apply now as seen as
seen on Oprah as seen on TV avoid be your own boss buy call now cash bonus cialis click here
collect compare consolidate contains $$$ contains word "ad" credit Dear Friend discount don't
delete double your anything double your income e.x.t.r.a. Punctuation earn earn $ earn extra
cash easy terms eliminate debt extra income fast cash financial freedom for only for you FREE
free free access free gift free instant free offer free samples! friend g a p p y t e x t get get out
of debt hello herbal hidden home based hot information you requested instant levitra life
insurance limited time loans lose lose weight lower your mortgage rate lowest insurance rates
make money medicine mortgage multi level marketing notspam now only numerical digits at the
end offer online degree online marketing online pharmacy only open opportunity promised you
refinanced removes reverses satisfaction search engine listings serious cash starting with a
dollar amount stop or stops teen undisclosed recipient valium vicodin winner work from home
xanax your family Your own You're a winner!
Via: http://www.easyemerge.com/upgrade/blog/2010/07/100-words-to-not-use-in-email-subject-lines

Best Days & Times to
Send?Monday and Tuesday have the highest open rates, with the
high end of that in the 8am to 12pm time frame1, 2.

Most Photos Will Be
BlockedMany of our email services block photos in embedded into
emails automatically – requiring the reader to “click to view
photos”.
Consider that most people are reading the majority of their
email on their mobile device and will not click to view your
photos (or might move on if they do and have to wait for the
download).

Best Practices for
DIY’ers
1. Plan ahead
2. Schedule yourself
3. Group contacts and email accordingly
4. Be consistent
5. Add some personality
6. Track your open rates
7. Tweak
8. Track some more/evaluate progress

Measuring Your
Success
One of the best reasons to use email marketing? You can
actually measure your success!

Tracking Open Rates
Look at open rates, clicks, bounces, unsubscribed – for every piece.
Even more important – who has replied? Clicked? Interacted?

Tracking Open Rates

Were You Consistent?
Remember, Rome
wasn’t built in a day
BE CONSISTENT – FOLLOW YOUR PLAN

Did Business Improve?
Your business will
improve with consistent
email marketing. Learn
from your stats … tweak
as you go and be willing
to spend some money.

Thank You!
Thank so much for coming to
our email marketing session –
we hope you learned some
good stuff that you can
actually use! Have a nice rest
of the day.
Happy GenBlueing!
For the class slides:
www.StefanieHahn.net/slides
Stefanie Hahn
s.hahn@cbhearthside.com
Chris Beadling
c.beadling@cbhearthside.com

Turning $1 Into $40…The “Write” Way -The Development of a Robust Marketing Campaign #GenBlue

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