RISMedia's Real Estate Magazine

JUN 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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24 June 2019 RISMedia's REAL ESTATE T oday, the competitive advantage is everything. And while many agents are focusing on the digital aspect of marketing, the more traditional touch points can sometimes be the most effective. That's why three RE/MAX agents have decided to leverage the newsletters provided by The Personal Marketing Company (TPMC) in order to stand apart from the crowd and stay top of mind to increase referrals and repeat business. For Sara Snook, a REALTOR® at RE/MAX Revolution in Kansas City, Mo., it's all about focusing on those relation - ships that have already been developed. "I utilize the newsletters for past clients, friends and family—my tighter sphere," she says. Mark Wiesemann, a REALTOR® at RE/MAX Heritage who has been using TPMC's newsletters for about 18 months, has found that they're integral to his compre - hensive referral strategy. "The majority of my business is by referral, so obvious - ly, you have to stay in touch with people that you know like and trust you," Wiesemann says. "One of the pieces of that strategy is the monthly newsletter." For Tracy Thomas, a RE/MAX Elite associate whose business is focused solely on referrals, the constant follow-up, which is enhanced by newsletter sends, truly makes a difference. "I work a little differently than a lot of agents," says Thomas. "I strictly try to run my business on referrals, so I'm not spending money on online leads like Zillow or any of that. I put all of my energy into my past clients. Stay - ing in touch is huge for my business, and The Personal Marketing Company helps me do that." The newsletters allow agents to develop ongoing re - lationships through a consistent follow-up program that creates a lasting impact. For an affordable cost, agents can choose to send out newsletters on a monthly, bi - monthly or quarterly basis, either choosing one specific theme or alternating between the different newsletters. There are five different content themes to choose from: Homeowner's Update, Insights on Real Estate, Living Well, Money Talk and Spotlight. "I use the Homeowner's Update," Snook says. "I love that one because it has home trends, maintenance, and lawn and garden [information]. There's a lot of good tips and information." Wiesemann also sends Homeowner's Update to his past clients and sphere. "It's branded on the front and the back, and I think it has good content. Because people are more likely to set this one on the table, I stay front of mind," says Wiese - mann. "That way, they think of me and refer me." Thomas sends out both real estate-related newslet - ters—Insights on Real Estate and Homeowner's Up- date—to keep the focus on the industry without wearing out her buyers. "I alternate those to just keep it a little bit fresher, but I do want to focus on real estate and homeownership," she says. Consumer response-wise, the product is a hit. "People tell me that they really like the newsletter," says Snook, adding that many will go out of their way to tell her they love the recipe on the back—a popular component on several of the newsletters. "One of the things that comes up quite frequently is the recipe," says Wiesemann. "That seems to be some - thing that people hold onto." There is one element, however, that all three say is the differentiator for their business, and that's automation. Wiesemann, who is ecstatic about the fact that the Staying Top of Mind With More Touch Points How today's agents are utilizing The Personal Marketing Company to boost referrals by Liz Dominguez

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