Be The Expert Who Saves Homeowners Money

Be The Expert Who Saves Homeowners MoneySince 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 here to back you up. You can send question to me at editor@dev.homeactions.net and I’ll draft a response for you to send to the client. -Dona DeZube is Chief Content Officer for HomeActions.

Why You Need Email Exclusivity

Why You Need Email ExclusivityThe original Mona Lisa is priceless, but you can buy a $10 version from any poster shop because mass produced items are always cheaper than their one-of-a-kind inspirations. The same value proposition holds true for your email marketing.

Do the emails you send to stay in touch with clients have unique value or are your competitors sending the same email or robo-blog post to your clients?

In today’s real estate market, much of the “stay in touch” emails used to build relationships with clients and prospects follow a me-too formula.

It’s usually a campaign of drip content set up via the broker’s intranet and shipped out once a month by every agent in the office. If you share a prospect with the agent across the sales floor or across town, your clients may get the same email on the same day from another agent.

The client instantly realizes the content isn’t special and isn’t really from you.

9 Tricks for Writing Great Email Subject Lines

9 Tricks for Writing Great Email Subject LinesTo work, an email newsletter has to get opened. That’s what makes coming up with a great subject line such a huge challenge.

Even viewers who recognize your name will give you only a few seconds to grab their attention via your subject line and the few words that show up in the preview pane of their email.

Try these nine tips for getting the clicks you need to succeed:

  1. Your word budget = 50 characters. Overspend it and your open rate will drop. Envision your subject line as a promo from a magazine cover.
  2. Identify yourself. Your clients screen emails and delete marketing messages from strangers. Using a consistent short phrase increases recognition.
  3. USING ALL CAPS MAKES YOU LOOK LIKE A SPAMMER. Use capitals sparingly.
  4. If your email is neither exciting nor relevant, exclamation points won’t make it so!!!!!!!!!!!!!!!
  5. Customers value your local real estate market knowledge. Highlight it by putting the name of your market in the subject line. If you’re blogging about a local paving scam, your subject line might be: Driveway Scammers Go Door-to-Door In Smithtown.
  6. Questions can grab attention when they trigger a need to answer. You could also write about the scammers like this: Have Smithtown Driveway Scammers Hit Your House?
  7. Tell me what’s in it for me. Shoot for a subject line that promises a benefit or the solution to a problem: 3 Ways to Outsmart the Smithtown Driveway Scammers.
  8. Avoid these words: Free, help, percent off, reminder. Would you open this email: Reminder: Free Help Still Available for Homeowners Hit By Driveway Scammers?
  9. Focus on what your viewers are most interested in: See Where the Smithtown Driveway Scammers Hit.

Don’t get this? Go with an email service provider who knows your market – homeowners. Our customers can set their email’s subject line as the title of the first article. That’s handy backup for times when they don’t add custom copy or for those too busy to write great subject line.