3 Ways to Become the GO TO Agent in Your Neighborhood without Leaving Your House!

HomeActions™ President, Albert Clark, co-hosted a “Coffee Chat” with RETechnology to discuss strategies that will benefit agents as the business of real estate process becomes increasingly virtual.


As originally posted on RETechnologyCLICK HERE for the original article.


We’re all trying to figure out what our next normal looks like. The truth is that there are solid business disciplines that have always worked and may even work BETTER as the real estate sales process becomes more virtual.

Albert Clark of HomeActions joined me on a Coffee Chat last week to teach us how to support your clients with insightful and unique homeownership information and market data to become THE go-to agent in your neighborhood.

Here are three key takeaways for you:

1. A clean database is the basis for effective marketing

Without a consolidated, up-to-date and, ideally, even segmented database, it is really difficult to succeed at online marketing. Now is the time to look at all of the places you have customer and prospect information and consolidate it into one list on an Excel spreadsheet as a start. Then it can be uploaded into your client relationship management system and into direct marketing and social media solutions.

2. The days of ME, ME, ME advertising are OVER

If your advertising campaigns focus on all the ways that you are amazing and nothing about how you can help your clients, you’re wasting your money. Instead, share your insights about how the market is doing, political issues regarding homeownership, mortgage news, and the best ways to maximize the value of your home. You are not relevant. Period.

3. Consistency is key

You can be the best agent in the world and deliver amazing service during a transaction—but if you don’t stay top of mind, you are not likely to get the referral or the next listing. You need to find disciplined and, ideally, automated ways to contact your sphere at least every two weeks with information that MATTERS to them.

Watch the recording below to learn more:

If you would like to learn more about HomeActions, you can contact Albert Clark at aclark@HomesActions.net.


HomeActions is also working to help agents thrive as the real estate process becomes more virtual. Catch our next webinar session to learn more about the benefits of HomeActions. 


We’re Helping You Stay Connected During the COVID-19 Pandemic

In the wake of shelter-in-place measures to stop the coronavirus, our team is here to help our clients leverage informative content and timely digital communications.


Here is what some of our clients had to say about us…


“Thank you and your team for all you do to help us and our clients especially with pertinent communications during the COVID-19 pandemic!”

Michele E.


“Thank you for your reminders about the available coronavirus-related content and all of your ongoing help. I’ve been very pleased with my decision to move over to your company.”

A Client


“Thank you for the reminder and all of your ongoing help. I’ve been very pleased with my decision to move over to your company. Stay healthy and safe!”

Del R.


 

“I just wanted to reach out to you and let you know what a great support team you have. With current events happening, we have issued two OnTarget [single message] launches in the past week, and we expect to launch more in the coming weeks. [Your support team] did a wonderful job allowing us to quickly get important information out to our clients. The OnTarget feature is amazing, and we will definitely be utilizing it more often as things develop regarding the changes in business practices due to COVID-19. It gives me great peace of mind knowing your support team is there to help out with these emergency short notice launches. You have a great team!”

Cheri G.


“Thank you so much for suggesting your service to us. Seriously, if we were using Checkpoint I would be going insane today. The best decision we have made as a firm. I appreciate you being persistent with me and showing me the way. No one sees value in the newsletter until they have to use it in times like this. I’m very thankful for your honesty and a truly great product. We have recently sent seven targeted emails and the people that we have reached are about four times more than the clients we sent it to as they share it. Our phones have been off the hook for the last two weeks, partly because of the content. Truly if we didn’t have the IN service we would have never been able to reach out to them in the first place.”

Alba H.


 

Want to hear more from our satisfied clients?

CLICK HERE to see what other HomeActions clients had to say about our service.

Your Guide To A Cleaner Marketing Database

Marketing database maintenance can be a chore, but taking the time to tidy up is vital.

Deliverability is determined by algorithms using a wide variety of signals to determine if an email list gets through. When your subscribers open your emails, click through on email content or have some other positive responses to your messages, this helps your deliverability.

If readers simply delete your emails without opening them or mark them as spam, they are sending negative signals that can hurt your deliverability.

Here is your guide to help you keep a squeaky-clean marketing database and improve your deliverability.


Suppress Or Fix Bad Email Addresses In Your Marketing Database


A bad email is marked as such by ISPs because it has one of the following errors:

Bad Format – A format error could indicate that an email address is missing a period, contains a misspelling, or has other incorrect or duplicated characters in the email address. This type of error could simply be a typo that needs to be fixed. When the format error is obvious, like a double period, this can be corrected by making a small adjustment to the email address in your subscriber record.

Bad Domain – Sometimes domain names are changed, merged with other companies or simply deleted. When this happens, it renders the domain portion of your email (or everything after the @ sign) ineffective. Watch out for company name changes, mergers, email service provider domain name changes and other domain name issues in order to avoid bad domain issues in your database.

Bad Account – When an employee leaves a company, their email often becomes invalid after a certain period of time. For example jsmith@abccompany.net may have retired. In the case of professional office environments, staff emails might be forwarded to a third party for a period of time before they are rendered invalid. When this occurs, there are often autoresponder emails sent out asking you to delete or update a former employee’s contact information. Pay attention to these autoresponder messages and take action to update information in order to avoid bad account issues.

On occasion, it will be impossible to tell why an email was marked as bad. If you have attempted to remedy format, domain and account issues, and the email is still being marked as a bad email, it is time to suppress the contact record to ensure that future messages are not launched to the bad email address. Some platforms will automatically suppress bad emails for you.


Remove Generic Email Addresses 


When an email address is publicly available, it is able to be harvested by unethical list sellers. Because of this, generic email addresses are often heavily policed for spam. Unless you absolutely know that the person or people behind a generic email address expressly consent to receiving your messages, you should remove any of the following generic emails from your account:

  • accounts@
  • admin@
  • billing@
  • billings@
  • contact@
  • help@
  • info@
  • inquiries@
  • manager@
  • sales@
  • subscribe@
  • support@
  • webmaster@
  • welcome@

Additionally, generic emails often have low open rates and low engagement, which also negatively impacts your deliverability.


Remove Inactive Subscribers


To keep up to date with email deliverability best practices, we consult with some of the top delivery and anti-spam engineers from major mailbox providers, as well as senders that are like our company, in order to coordinate better ways to get wanted emails to the readers.

One of the most important email marketing best practice trends we identified is to track user engagement and remove inactive subscribers. Engagement means that your readers have opened, read and/or clicked a link in your email. The major mailbox providers such as Gmail, AOL, Hotmail and Yahoo all track how long a message is open and whether the links within it were clicked. They take note if a message was deleted without opening it. They also detect when messages are sent to accounts that no longer check email at all.

Clean Up Dead Weight

A common suggestion for cleaning an email list is to remove all disengaged or inactive subscribers. What this means is that you will be determining all the people who have not opened or clicked on one of your emails in a given period of time and simply removing them from your list.

Why Does This Help?

You may feel like it stings a bit to remove members from a list that you’ve worked hard to grow, but if they are sitting in your marketing database in an inactive or disengaged status, they are actually hurting your sending reputation. A bad sending reputation means you’ll be less likely to be successfully delivered to those who really want to hear from you.

Improve Your Reach

If there is no engagement for a large portion of your list, then it is more likely that your marketing emails will not reach a majority of your audience. To increase the chances of reaching inboxes and not getting filtered out, take steps to remove all list members who are not engaged.

Take a Tiered Approach

You can begin removing people in waves. First, remove those who have not clicked or opened in the past two years. Then change your email strategies to see whether you can boost engagement among your existing members. When you see open and click rates improving, take some time to do a second purge of all those who have still not engaged within the past year. You may also repeat this process as a last step, and look at all those who have not engaged within a six-month period as your final purge.

Purging long-term inactive subscribers also means you’re much less likely to end up in a spam trap. An extremely inactive list with long-term disengaged members can be “gravestoned” by ISPs. This means that ISPs will flag your messages as irrelevant or meaningless to your subscribers, thus negatively impacting your deliverability.

“Healing” Your Deliverability

Even though this process will cause the number of active list members in your database to go down, you will receive the benefit of better delivery rates among those recipients who enjoy your messages. When you view your metrics and reporting, you may notice that the number of opens and clicks will remain steady, but since fewer inactive email addresses are on your list, the open and click rate percentages will gradually increase as mailbox providers begin to recognize your improved sending reputation.

Over time, this process will result in more emails getting into the inboxes of your recipients, producing higher traction and engagement with fewer complaints and filtering issues. When the mailbox providers detect the higher percentage of recipients reading and clicking on links, they will tend to give those messages more favorable treatment by keeping them out of the spam folder. The absolute numbers of clicks and opens will likely go up as well, based on experience from testing this strategy with our existing customers.

 


 

Do you need help organizing your marketing database? We’ve got you covered.

CLICK HERE for more info about how HomeActions can help build your marketing database.

Top 10 Real Estate Articles of 2019

Check out our list of the top 10 real estate articles of 2020

Top Article #1

6 Landscaping Ideas to Avoid Like the Plague

Don’t ruin your yard with bad landscaping. Make sure to avoid these landscaping blunders. Check out these valuable tips on making sure your grounds are up to Downton Abbey standards.

Number of Click-Throughs: 28,273

Top Article #2

6 Home Design Concepts That Stand the Test of Time

You want to add items to your home that you won’t have to replace once the trend has died out. Since redecorating is such a hassle and expensive, you should add pieces to your home that you know will stand the test of time.

Number of Click-Throughs: 14,762

Top Article #3

6 Kitchen Renovation Trends

Is your kitchen the welcoming and inviting heart of your home? Or do you feel it needs an upgrade? If you need some renovation ideas, check out these current kitchen trends that will make over your space.

Number of Click-Throughs: 14,722

Top Article #4

Are You Making Any of These 5 Organizing Mistakes?

You might think you’re doing the right things to keep your home organized, but there are some bad habits that many people fall victim to that will keep your house from ever being clutter-free. Learn about five organization mistakes you could be making.

Number of Click-Throughs: 13,978

Top Article #5

Where to Splurge and Where to Save on Home Improvements

It’s hard to know where your dollars are best spent when it comes to improving your home. There are even conflicting opinions out there about what upgrades offer the best ROI.

Number of Click-Throughs: 12,803

Top Article #6

How to Marie Kondo Your Kitchen

You may have heard of the Marie Kondo method for organizing, and we’re here to tell you that it works. Learn how you can make simple changes to your kitchen that will fill the space with joy.

Number of Click-Throughs: 12,653

Top Article #7

5 Smart Home Upgrades Worth the Money

Do you think adding smart technology to your house would be worth the money? It may give you the house of the future, today!

Number of Click-Throughs: 12,032

Top Article #8

The Quickest Ways to Upgrade Your Bathroom

Your bathroom should be a place of peace and relaxation, but if the space has outdated features, it can make it hard to unwind. Here is the quickest ways to upgrade your bathroom.

Number of Click-Throughs: 10,004

Top Article #9

The Myth of the 20% Down Payment

Conventional wisdom holds that you should put down 20% to buy a house. But this is not always necessary, or even wise.

Number of Click-Throughs: 9,501

Top Article #10

Simplify and Downsize in Your House

You don’t have to sell your home and move into a postage stamp-sized house to take advantage of the downsizing trend. There are easier ways to “go small.”

Number of Click-Throughs: 9,472

As in past years, home improvement dominated the list, with just one financial story.

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