Why Some People Are Ignoring Your Marketing Emails

When you send a marketing email, do you assume most of the people who receive it will open it? Big mistake.

Most novice marketers don’t realize it, but you need to entice recipients into opening a marketing email. Most newbies mistakenly focus all their energy on the words and photos in the text of the email but pay little attention to one of the real keys to success: the subject line.

How-to-improve-your-emailsIf you want to experience more of what email marketing experts call “opens,” you have to be creative (and smart) with your email subject lines.

Make them interesting

Think of your subject line as an advertising headline. It’s got to grab the recipient’s attention and make that person want to open and read the email. Examples include:

  • How to sell your house when no one is buying.
  • An 8-week plan to finding your dream home.

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Use a Single Space between Sentences (and Other Grammar Tips)

There are plenty of high-achievers and successful professionals who have poor grammar. It’s not for a lack of smarts.

However, prospective clients often don’t see it that way. When they find a grammar goof in your marketing materials, sometimes that’s all the reason they need to go someplace else for their real estate services

When it comes to marketing materials, your first goal should always be to engage your target audience, put them at ease and write in a way that makes them want to keep reading. Marketing materials that are too formal and grammar-restrictive are just plain boring. But you don’t want to do anything that will embarrass you or your business.

grammar is goodThe biggest stumbling block for non-professional writers (and even professionals) is that there are a number of different interpretations of the grammar rules. The so-called “laws of grammar” would never hold up in court. More conventions than rigid rules, they change with the times, are different in academic and professional environments, are always being updated, and are much debated among individual writers. The truth is, much of the English language is open to interpretation (“style” it’s called). Yet, every stylebook differs somewhat. Even more confounding: Most large companies have their own proprietary stylebooks.

The best strategy is to choose a style (based on a respected style guide) and use it uniformly and consistently. Consistency is the key. Most professional marketing writers use the same style guide that newspapers use (the Associated Press Stylebook), combined with a personal style guide they’ve compiled on their own.

Included below are suggestions you can use to resolve some of the more common grammar goofs.

Use single spaces between sentences

The practice of putting two spaces between sentences is a carryover from the days of typewriters and their monospaced typefaces. Including two spaces made it easier to see where one sentence ended and the next began. Computers – as well as modern-day typewriters – use proportionally spaced fonts, so only one space is required today.

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How to Encourage Facebook Friends to Comment on Your Posts

Setting up a Facebook page for your business is a snap. Getting people to comment on your Facebook posts is not.

The truth is, most users of social media today have become spoiled. Now that the medium has matured, people no longer feel the need to interact and engage with those who post. Everyone is using social media. And everyone wants comments. But few are taking the time to slow down and actually leave them.

How to Encourage Facebook Friends to Comment on Your Posts

How to Encourage Facebook Friends to Comment on Your Posts

If you want Facebook interaction today, you have to ask for it directly – or post something they can’t resist.

Make your posts interesting – People can only stand to read about you and the homes you’re selling for so long. So write about the larger real estate industry in your city, post facts from industry reports, share some of the personal stories of your clients (with their permission, of course).

Having trouble thinking of interesting topics? Find a few other sales professionals with interesting Facebook pages and use some of the same content ideas. Or, ask your readers for ideas: Just post, “Dear readers: What kinds of things would you like to see me post?”

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Summer Seasonal Marketing Ideas from Xpressdocs

Let’s face it, who doesn’t like to receive a fun postcard to celebrate the summer season? Real estate seasonal marketing is a great way to connect with customers and clients because it applies to most everyone in your sphere. By connecting to your clients year-round, it increases the chances that they will think of you when they need a service like yours.

Keep in touch with your sphere with a cheerful summer postcard or generate more leads with our new Real Estate Market postcards .  Summer postcards apply to everyone in your network and we have many designs to choose from so you are sure to find a favorite. Here are some ways that Xpressdocs can help you market your business and stay in touch over the summer:

  • General Summer Postcards
  • Fourth of July Postcards
  • Green Living Postcards
  • Recipe Postcards
  • New! Real Estate Market Postcards

Log in to your xpressdocs account to see the full collection of summer seasonal postcards. To find out more about our online and print marketing tools or to help with your personal marketing strategy, visit http://www.xpressdocs.com. Be sure to join our Facebook Community and follow us on Twitter for real estate marketing tips.

The Do’s and Don’ts of Open House Marketing

Public open houses are an ingrained part of the real estate business. Sellers love them. They’re ideal for getting feedback. And, of course, they’re one of the best means for meeting prospective clients.

10 Do's and Dont's of Open House MarketingThe trick is to maximize the business-boosting elements. Included below are some dos and don’ts.

DO:

Have three types of handouts on-hand

In addition to the listing sheet / flyer for the house, you should also be ready with targeted marketing materials you can hand out to prospective clients. Handing those folks a business card with an encouraging “call me” comment is weak. It doesn’t set you apart from every other agent at every other open house. What you really need are two separate marketing flyers/brochures: one highlighting the advantages of listing with you; another highlighting the advantages of buying with you.

Why not combine them into one brochure and save money? When these marketing materials are separated, it allows you to focus on the things these two very different kinds of clients really want to hear.

If you really want to save money, use marketing postcards as your brochures. Postcards are much cheaper to print, faster to produce, easier to handle, and still capable of making a big impact on your target audience.

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The One Question You Should Always Ask Yourself: ‘Who cares?”

Too often, real estate agents and other professional-services providers write things in their marketing materials that very few people beyond their office walls would honestly care about.

For example, it’s not uncommon to see marketing statements that read something like, “Over the last three years, business at our brokerage has been growing by leaps and bounds. In 2013 alone, we managed more than 1,100 real estate transactions for our clients.”

The One Question You Should Always Ask Yourself: "Who Cares?"

The One Question You Should Always Ask Yourself: "Who Cares?"

If that sounds like a statement you might like to include in your next marketing brochure, keep reading (because it’s a bad idea).

You could argue that boasting about the number of sales completed shows you’re running a successful brokerage. But to many potential clients, a statement like the one above will come across as unimportant. It doesn’t resonate for the reader. They won’t care enough to keep reading.

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Revealed: The Secrets to Picking the Most Successful Keywords

In our previous blog post, “Keyword Stuffing: Learn What It Is, and How It Can Make Your Website a Winner” we taught you the basics about “keyword stuffing.” Now, let’s talk about the keywords themselves.

Obviously, the key to keyword-stuffing success is choosing the words prospective customers are most likely to type into a search engine (like Google). Stuff your website with the wrong terms, and it will never be found by all those people who want to do business with a business like yours.The Secrets to Picking the Most Successful Keywords

Open the phone book

Remember the phone book (that fat yellow book we used to all use before the Internet)? Well, get it out, blow off the dust, and note the terms used to describe businesses like yours. What category title is your business listed under? What are the terms advertisers use in the display ads?

While the phone book may be outdated, the terminology is still in vogue – which makes it a great place to start your keyword research.
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Double Your Direct-marketing Mailing List in Ten Weeks

If you aren’t adding new addresses to your direct-mail marketing list each month, then, frankly, you aren’t doing enough to grow your business. If a mailing list isn’t constantly growing, then it’s slowly dying, due to so many people moving and changing addresses each year.

Double Your Direct-marketing Mailing List in Ten WeeksHere are ten things you can do over the next 10 weeks to double the size of your mailing list:

Week one: Exchange lists

Ask another business if they’d be interested in exchanging mailing lists. If you’re both offering related products / services, the prospects on the lists should welcome the cross-selling.
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Two Wrongs Don’t Make a Right: Learn from Your Competitors’ Mistakes

They say imitation is the greatest form of flattery. And when it comes to marketing, many small- and mid-sized businesses are all too happy to imitate what their competitors are doing … which means they often wind up copying the mistakes, too.

Learn from Your Competitor's MistakesCopying a marketing idea simply because you see someone else doing it is not a smart way to run a business. Borrowing ideas makes sense. But you need to know they’re winners before moving ahead with something similar. And that calls for some diligent monitoring.

Start systematically monitoring your competitors

Choose five key competitors (maybe even choose a different group each year), then “Like” their Facebook pages, follow their tweets, sign up for their mailings, subscribe to their customer newsletters, and regularly check their websites. In other words, act like an interested customer.

There are also online services that can help:

  • Sign up with Google.com/Alerts, and you’ll be notified via email whenever something new about a competitor appears on the Internet.
  • With WhosMailingWhat.com, you can see actual samples of your competitors marketing mailers, marketing email and more.
  • Use Moat.com to see the ads your competitors are placing on the Internet.

Separating the hits from the misses
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Keyword Stuffing: Learn What It Is, and How It Can Make Your Website a Winner

Google your business by name, and a link to your website will probably appear on the first page of the “search results.” No surprise there.

But now for the real test: What happens when you pretend you’re a prospective customer with no previous knowledge of your business, and you search for it using some common industry terms (e.g. “San Francisco real estate agent” or “best Seattle moving service.”)

Go ahead, give it a try.

Keyword Stuffing: Learn What It Is, and How to Use ItResearch continues to show that more than 75 percent of people searching the Internet for a business only look at the first two pages of Google results. If your website isn’t listed within the first three pages, you may as well be using invisible ink.

To make your website appear in prime territory, you need to start stuffing it with keywords.

What are keywords?

Keywords are the words people are most likely to type into a search engine (Google, Bing, etc.) to find a particular type of website/business.

Most keywords are nouns: industry names (“real estate”), types of service providers (“agent”), types of products (“home for sale”), etc.

What are long-tail keywords?
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