Constructing Your Marketing Plan Part 2 – Not Just An E-newsletters
A marketing strategy should not only include multiple impressions on your sphere of influence, SOI, over a long period of time, it should also include tactics that make those impressions using multiple mediums. As we have stated previously, we sadly see many agents that employ useful tactics fruitlessly because they lack the planning needed to execute a successful strategy in their marketing. One of the most common mistakes of this fashion is the e-newsletter.
Many salespeople confuse data and reality when it comes to marketing with an e-newsletter. As I talk to agents in recruit meetings I have learned they often stay or go with a company because they have “technology.” I’m surprised by how many agents actually believe that a real estate e-newsletter with an average open rate of 16.9% will be a driving factor of sales in their real estate career. According to MailChimp, an email service provider that sends upwards of 600 million emails a day, the highest open rate comes from hobbies. Still, these emails only have an open rate of 28.46%.* The averages for most industries are much lower. Trusting solely in marketing with numbers as low as these is one reason why many agents are disappointed with the results of individual tactics. Salespeople and their companies are simply not looking at the numbers that make a difference. The word technology in online marketing has somehow infected the minds of the people in business. This idea seems to have such a grasp on people because it is an easy process to automate the delivery of generic data in a template style that does not differentiate the salesperson. In real estate, agents believe in these e-newsletters with the same blind faith they have in the one-size-fits-all template of a website that drives little to no business.
We send out e-newsletters, but they are branded to the individual agent because we know while content certainly matters, it is not the only important factor in a successful e-newsletter campaign. The brand itself is how the SOI identifies the agent as someone they know. People who have been a victim of mass-produced real estate e-newsletters tell us they do not care about national averages for sales or the current mortgage rate. In creating our e-newsletters we realized the importance of having a few nuggets of information that pertain to the prospect. Rather than just providing data about the overall market we address more specific concerns prospects may have with real estate and local government, inform them about events around town that affect their lives locally and provide helpful information about homes in relation to Central Texas, such as how to void the issues hot summers can cause. By providing content they are interested in we see a greater open rate than one expects from generic stats, however, the number is still far too low for our agents to rely solely on this type of marketing to grow their business. Understanding this, we know to focus more of our time on an overall marketing strategy that reaches an agent’s SOI.
If only one in five people are going to open your e-newsletter the time spent on it and content provided need to be worthwhile. Knowing this Sky Realty provides our agents with the opportunity to have their branded e-newsletter sent on their behalf. This ensures that this element of the marketing plan is done consistently while allowing the agent to focus on other valuable aspects of their business.
*MailChimp. (2017, February 1). Email Marketing Benchmarks. Retrieved Sepember 11, 2017, from http://mailchimp.com/resources/research/email-marketing-benchmarks/
Sky Realty isn’t like other brokerages; the agents are all passionate about their careers, about their clients, and about helping each other. There is a real drive in the office to learn and invest in your personal growth. We are more than a business, we are a family. I know that I can reach out to any agent in the office if I need help and that it will willingly be provided.
I have thrived in this nurturing environment and have always received the guidance asked for. I have seen a significant increase in my personal business, as well as having a sense of fulfillment that I am doing something I love with a company that is committed to me, my clients, and most importantly, to provide exceptional service and kindness to each person that walks through our door. To anyone looking to further their career, their personal growth, and their sense of accomplishment, I would recommend making a move to Sky Realty. I don’t plan on going to any other brokerage, or anywhere else…ever!
The agents at Sky are a dynamic mix of experienced professionals. Along with Curtis, my co-workers have been there to answer countless questions or to offer support over the years. They make coming to the office an engaging and welcoming experience.
Sky's talented marketing staff did an incredible job creating personal marketing material and building my website. I cannot express how grateful I am to Sky for making it so easy and making it look so good! They worked with me every step of the way to make sure I was completely satisfied. Sky's commitment to marketing and technology ensure that I am able to attract new clients and provide current customers with exceptional service in a highly competitive market.
We have a very talented marketing team to help with our websites, marketing material, and any other marketing ideas we may need to grow our business. Curtis is committed to helping every agent build their business, and gives them the tools to provide existing clients with first class marketing materials and current technology in this competitive and fast moving market.
Sky Realty has a strong group of agents, that are actually a team, not in competition with one another. I know I can always count on any agent to give advice, help, or guidance when needed. I worked in the corporate world as an Executive Assistant for many years. I understand what it's like to be part of a team. I was told in Sales you don't always have a true team environment. I can tell you from day one, I always felt like part of a team. I always knew there was someone pushing us to success.
Unlike the past three brokerages, Sky Realty is really set up to help its agents do their best and excel. Curtis has an open door policy and is here to help if there is a real estate question, need for support, and so on. Then there’s Mary, supporting us as well in her role as office manager. And out of sight, but also working hard for us is Jackie, our creative website, and advertising guru.
I love the friendly atmosphere, the support, and the expertise of the other agents. We share and never feel we’re in competition with each other because we all want the best for everyone. I will always remember what Curtis said when I interviewed: “Only nice agents work at Sky Realty. If they’re not nice, they can’t stay here.” All said and done, I’m proud to say that I’m associated with Sky Realty.
You may not be in Kansas but if you’re looking for a Real Estate brokerage that’s Supportive ~ Inspiring ~ Creative & Fun this is a great place to work! The staff is very helpful and equally important the Broker, Curtis Reddhase is accessible and stays informed of cutting edge trends that will help you stay on top or your industry. Whether you are a new agent that needs training & guidance or an experienced agent that wants to roll up your sleeves, Sky Realty is a warm and nurturing environment that is creative in their approach focusing on your personality-strengths & goals that makes you feel like you’re right where you should be…a shining star at Sky Realty!
Curtis wants each agent to achieve their own unique goals. A great deal of time and money has been spent to educate and market Sky agents.
We also have a great support staff. Mary, our office manager is the absolute best at keeping us within TREC guidelines. Chrystal and Jackie are top notch marketers.
I have never regretted moving to Sky Realty and cannot see myself leaving.
Our in-house marketing director is passionate about creating brands that reflect the unique personality of each agent. We create personal brands for our agents at no extra cost because we believe that once an agent is branded they have the tool they need to invest in themselves.
The exposure to our clients and prospects, combined with the latest in technology and support is phenomenal. I can confidently say that our company is unmatched in this industry. Contact me to see why your move to Hill of Texas Sky Realty may be the best business decision you will ever make. I look forward to hearing from you.
Curtis told me about why he decided to open a brokerage and his philosophy really hit home with me. From the beginning, I felt we shared a lot of the same vision, heart for the business, and idea of what a real estate brokerage should look like. A lot of the programs we have today have come from that vision and heart for what a brokerage should be; in my mind, a brokerage is a system of support and energy. A brokerage should be a place you feel you can thrive, not just a place to hang your license.
Prior to real estate, I was in a variety of other job settings, none of which allowed me to have a voice or allowed me to contribute to the company. At Sky not only do I have a voice but I, like all other agents at Sky, am encouraged to contribute to the ideas and programs we are developing. Without that agent contribution, I don’t think we’d be the agency we are now or have the successful programs that help our business.
I can honestly say had I not joined Sky in 2009 I don’t think I’d have the business I have today. Sky Realty is more than a brokerage to me, it’s a place I can be proud of. I know that I will always have a voice and support for my business as well as systems that work and new programs to come.
The trust in our office is the foundation of the agent’s relationships with one another and it’s that trust that allows me to focus on being the best agent I can be. I do not have to worry how management will handle situations that I need help with and I certainly do not have to worry about fellow agents in my office. This company has attracted some great agents with good character and that leads me to the kindness of the office.
It’s a good feeling to work with people who see that there is plenty for everyone and that sharing actually helps all agents succeed. The sharing of ideas in our office is responsible for helping our agents create a productive work environment.
It’s about developing a can-do attitude to be the best at what you do. Working smarter with a great attitude is money in the bank. I have heard Curtis say on more than one occasion, “If you’re going to be here, then be here!” He follows that mantra by being easily available to Sky agents and being fully engaged when consulted. His example has been an inspiration.
Sky Realty is not a “one size fits all” kind of place. Curtis strongly believes an agent’s personal branding will take them further than a corporate-only identity ever could. Curtis is great at helping you help yourself. If you truly want to become a better agent, and by extension a better person, Sky Realty may be just the fit you are looking for.
I have felt so supported, both personally and professionally, since joining Sky. My colleagues are amazing and have such a diverse set of knowledge and life experiences. Truly every time I come into the office, whether it is for leads off of front desk duty or for Sky scheduled CE classes, I improve as an individual and as a REALTOR®.
Sky has helped me grow my business by providing me with the right tools, goal-setting techniques, and an encouraging company culture. The graphic designer we have on staff as well as our office managers assist me in marketing and branding. Curtis Reddehase, the owning broker, is readily available, and checks in with me sometimes several times a week. I feel like a valued member of the team and plan to be with Sky for the entirety of my career in real estate.
Next I went to work for another Real Estate company big in Canada and the United States. Although they did offer training more suited to the computer world they still relied heavily on old, outdated sales techniques. It was then I decided to seek out a Brokerage who was cutting edge with technology.
This is when I was invited to an event put on by Sky Realty. Sky Realty's broker, Curtis Reddehase, shared knowledge designed help agents build and run their own business. I knew this was the brokerage from me and joined Sky Realty over 6 years ago. Since then I have dominated my market by utilizing the tools Sky Realty offers its agents. I can guarantee no other Brokerage does more to insure the success of its agents than Sky Realty.
Call Curtis Reddehase to schedule a confidential meeting and tour of our office.
4501 Spicewood Springs Rd., Ste. 1029
Austin, TX 78759
14500 Ranch Rd 12 #2,
Wimberley, TX 78676
580 La Ventana Pkwy
Driftwood, TX 78619