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Tips & Tricks For Real Estate Marketing

How to Write About Politics Without Getting Blasted

As a Realtor, your job is to interpret the real estate market for clients. Should your interpretation include commenting on politicians’ attempts to influence and regulate homeownership? Or should you just keep your mouth shut and hope your clients’ political yard signs aren’t blocking your for sale sign? I believe that when you do it right, talking about politics can position you as an informative commentator. Done wrong, it can alienate your client base. Here’s a simple two-question test that tells you which political issues will help improve your reputation and which will cost you customers: 1. Does the issue influence my clients’ home value or their ability to buy or sell property? 2. Is NAR’s position on the issue one that benefits my clients, too? If you answer “no” to ether question, it’s not a good issue for your communications with homeowners. An issue is only appropriate to discuss with clients if it’s directly related to real estate. When an issue benefits Realtors but not homeowners, you’re wise to avoid the topic, too. If you can answer “yes” to both those questions, the political issue is one you should be talking about to your client base. It benefits them to know about it and it benefits your industry as well. Political Topics Garner Clicks That was the case with one of the most-read articles among the nearly 3 million newsletters HomeActions sent out last month. House Democrat Wants Big Changes In Credit Reporting explored changes in credit reporting proposed by California’s Rep. Maxine Waters. If it passes, the bill would likely make it easier to get a home...

Be The Expert Who Saves Homeowners Money

Since everyone likes to save money, sharing HomeActions articles about reducing homeowners’ ongoing costs is a great way to make your clients keep opening your emails. The proof is in last month’s article click rates. The most popular article, Will Shutting Vents Cut Your Energy Bill? explained why shutting too many vents can cause problems in your HVAC. The article worked because it delivered an “ah ha!” moment to viewers who thought they were saving money by closing off HVAC vents in their home. You wouldn’t expect an energy-efficiency story to be contentious, but this one was. One viewer suggested the article was funded by oil companies. Ironically, there was also an email from a viewer with an oil company email address arguing that shutting vents couldn’t possibly harm the HVAC. A few days later, a viewer wrote one of our Realtor clients and said the article was spot on. He’d had to pay $6,000 to remediate mold caused by shutting off about half the vents in a home. You Have Backup Things that influence a homeowner’s wallet will engage them. Another very popular story in August looked at changes coming to the FICO score this fall. FICO Changes Score Calculations: Will Your Score Rise? highlighted what’s changing in FICO, when those changes will happen and why mortgage credit likely won’t be immediately affected. Explaining the details of the change (and the likely influence on how much homeowners have to pay for credit) positioned you as an expert in consumer credit. Any time you explain something complicated, people are going to have questions. When that happens to you, I’m...