A common problem real estate sales people have is having lots of people visiting their website yet relatively few signing up for their email newsletter.  Here are some ways you can motivate them to sign up:

Give Them What They Want … And Offer More Of The Same

Prior to the internet, it was normal to qualify prospects immediately.  Today, when someone makes an enquiry via email, they won’t want to provide this qualifying information to you.  The internet gives people much more control in sales engagements, and most people prefer it that way.  So don’t try getting control back by asking qualifying questions or you’ll lose them fast.  So when you answer an email inquiry, answer only the questions they ask.  However, it’s important to make them want more information, so once you’ve ascertained what they’re looking for, offer sending them more information on it regularly.

Be Specific On What Info You’ll Send Your Mailing List

Consumers are no longer reliant on the real estate sales person for all their information. The internet offers your prospects a vast wealth of information on real estate and the ability to quickly find what they’re looking for. So you must offer your mailing list information above and beyond what the average person can readily find on the internet.  One way you can pique their interest is specifying what information you’ll be sending.  If you say “Toronto real estate”, you’re being too vague.  However, if you offer updates on “Luxury condos in downtown Toronto” the person will readily know whether they’re interested or not in this.  So having specific information on what you offer ensures your mailing list will have the type of prospects you’re looking for.

Primarily Send New Listings To Your Mailing List

According to the National Association of Realtors, the number one reason consumers visit a real estate site is seeing pictures of homes for sales.  So send your mailing list mostly new listings.  Some real estate sales people resist the idea of having competitors listings on their website, thinking “why should I promote someone else’s listings over my own?”.  But if your website doesn’t have lots of listings, why would anyone sign up for your mailing list?  My Moneymaker website for real estate sales people ensures your website will have thousands of listings for them to browse, greatly increasing the chances they’ll sign up for you mailing list.

State How Often You’ll Send Updates To Mailing List

Most people will not go looking on the internet for properties on a daily basis for weeks or months at a time, so mention you’ll send regular updates to your mailing list on new homes for sale.  Be sure to specify how often you’ll send updates.  Some people do not want a lot of emails, so if you don’t specify how often they’ll get updates, they may not sign up for your list.  The best route is allowing them to specify how often they get updates.  Some people are motivated buyers or deal hunters and want to see listing updates daily.  The ‘nosy neighbor’ types who aren’t buying or selling anytime soon may only want bi-weekly or monthly updates.  Give them what they want, when they want it!

Assure Prospects You’ll Protect Their Privacy

With spam reaching unprecedented levels today, people are wary about giving out their email address to any business.  Giving it out just once can cause their address to get passed from company to company until their once spam free inbox soon becomes dominated by spam.  So assure prospects you won’t give out their email address by stating a formal privacy policy wherever you ask them to sign up for your mailing list.  You could word it as follows:

We value your privacy.  We only use your contact information for replying to your information requests or periodically informing you on <your farm areas> real estate.  We will never sell, rent, trade or otherwise disclose any of your contact information to any business, organization or individual.

When you state a formal a privacy policy, prospects will be more assured of you keeping your word because you have committed to it in writing.

Create An Effective E-Mail Signature

It amazes me when some real estate sales people still don’t use an email signature.  If you mail out a type written letter, you would always use your company letterhead.  In the same vein, any of your emails should have a signature at the bottom.

Here’s a sample E-Mail Signature:

Gabrielle Jeans, Associate Broker – 37 Years Experience
Providing Trustworthy Real Estate Services in the Toronto Beaches Area for over 25 years

ABC Realty Inc. REALTOR©
Bus: (905) 281-9500
Fax: (905) 281-9503
24 Hour Pager: (416) 000-0000
Email:  jeans@e2000training.com
Register for my Free Real Estate Newsletter
Click on the Link Below:

http://www.e2000training.com/newsletter

I teach a great deal more about best practices for email, mailing lists and handling email inquiries in my RECO approved course The Awesome Power of Email.