Social media for real estate agents by Peter Fletcher.. » Email

Email Blows Away All Other Social Networks

Peter Fletcher — Sat, 05 Feb 2011 13:12:08 +0000

While all the focus is on Facebook, with its 500 – no, make that 600 gonsquillion users email is still the primary online means of connecting people. Over 91 percent of 18-64 year olds stay in touch using email. That’s a lot.

The take out message from Max Kalehoff is clear: Don’t dismiss email and don’t get dazzled in the glare of the headlights. Email is still the primary social network.

Now consider the natural, authentic and deeper social connections inherent in email. Steve Hodson, who blogs at WinExtra.com, noted that his email connections “have risen up the ranks of the network over time and as such have more of a trust factor associated with them that you will never find elsewhere.” Actual writing, thoughtful interaction and more manual contact management lead to connections far more significant than superficial layers of distributed pokes and passive status feeds.

via attentionmax.com

What is Flowtown?

Peter Fletcher — Tue, 29 Jun 2010 04:05:28 +0000

I have a confession. I only heard of Flowtown today. And it’s got me excited in a kind of “I know there’s something here but I’m not sure what” way.

Here’s a video that explains what it is and does. I think there’s some exciting ways agents will use it to craft highly targeted, relevant emails to their prospects and clients. I’m going to experiment with it and will let you know what I discover.

4 principles to make your email marketing more effective

Peter Fletcher — Tue, 29 Jun 2010 02:34:03 +0000

Done well email marketing is an efficient and effective marketing tool. It can help build a brand and generate sales. But there are guidelines. If followed they will make an email campaign far more effective.

According to Max Kalehoff email remains “the default social network”. As a result he recommends following these four principles. They’ll help increase email readership and campaign effectiveness.

Treat email addresses like people. Why? Because there are people on the other end. Respect their privacy and preferences the same way you would if you were sitting in the same room with them.

Ask for permission first. An email address, alone, is not permission to market to someone. An email address is a channel with which to market to someone — only after you’ve secured permission.

Make opt-out easy, extremely easy. If you do market to people with email, it’s necessary to make opt-out easy. That means your opt-out links within emails and corresponding Web sites should be prominent, one-click and instant. It’s not o.k. to hide your opt-out links with gray text on white background, or require tedious click-throughs and confusing forms in order to opt out of an email marketing program. In fact, opt out should be easier than opt in.

Honor opt-outs…When recipients opt out, don’t keep their email activated in your marketing program. Deactivate requests for opt-out immediately. Don’t disturb means just that.

I know many agents who harvest email inquiries and promptly send out a weekly email of their latest listings. I suspect it’s not what the customer intended and that it’s doing more harm than good. What say you?