Email signatures are probably one of the most underused marketing tools in real life.
estate.
Many real estate professionals, if they even have an email signature, are missing out on
tremendous value from that little piece of text that is added to every email they send.
Your email signature is a very effective and low-cost way to build your mailing list.
and bring traffic to your website…
IF you are smart about how you use it.
Take this signature I received a few months ago. (All details have been
changed to protect the innocent, but the essence remains the same).
———————————
Juan Perez, GRI
working hard for you
Licensed Real Estate Agent ******(tm)
Phone: (222) 555-1234
Cell: (222) 555-2345
Email: [email protected]
Now, from a content point of view, the signature is fine. If I need to contact
John, I know how to do it. In that aspect it is very clear.
However, from a marketing perspective, John is leaving money on the table.
Think of your email signature as a mini “sales letter.”
The top 3 things you need for an effective sales letter are:
1. An Offer – (What you have.)
2. A Deadline – (When you stop offering what you have.)
3. A call to action – (Do it now!)
So let’s take these three parts and rework John’s email signature into a
effective marketing tool that helps you build your real estate business.
===========
THE OFFER
===========
Let’s say John specializes in working with first-time buyers. He knows his needs.
inside and out and is extremely skilled at making them feel comfortable with all the
purchasing process.
John could post a little 3 page guide to help first time buyers prepare for even
before they call it. You could call it something like “Top Ten Most Important Things You
You MUST know before you buy your first home.”
==============
LIMIT DATE
==============
If there is no deadline for your offer, then there is no logical reason to respond.
immediately. No deadline, no urgency at all. In John’s case, not having
a deadline will mean that Jim and Sue will wait until they are about to buy their house
before you get your hands on your guide, DO keep John’s contact information that
length.
For John’s email signature, let’s say he’s going to offer his free guide to the first
100 people who download it.
===============
CALL TO ACTION
===============
This is Sales 101. No matter what the deal, the terms, or the benefits, sometimes
people just need that extra, “Do it now!” Push.
For John’s firm, your call to action could be as simple as: “Don’t delay. Get your
free guide today.”
So let’s put all this together and take a look at Mr. Doe’s NEW email signature,
designed to produce a specific response from a specific group of people.
======================================
Juan Perez, GRI
working hard for you
Licensed Real Estate Agent ******(tm)
Phone: (222) 555-1234
Cell: (222) 555-2345
Download my FREE first-time homebuyer guide, “Top Ten Things You HAVE
know before you buy your first home.” Don’t delay, the report is only available
to the first 100 people to sign up.
========================================
In just a few minutes, John has transformed his email signature from a waste of space.
into an effective marketing tool.
Of course, in exchange for his free guide, John requests that people submit their
Contact information. Over time, John’s prospect list will grow and grow, all thanks to
to a small snippet of text at the bottom of your emails.
Take a few minutes and make YOUR email signature work for you.