Why you shouldn’t put your e-mail marketing on hold

by Marty Kramer   If you’ve told yourself you’ll get around to creating an e-mail marketing program someday, you may want to step up your timeline. Why? By the time you finally make good on your plans, you may have very few recipients to send your e-mail to.

E-mail marketing differs from traditional mail in many ways. You can send postcards and paper newsletters to anyone you choose–regardless of whether they’ve asked for your marketing materials or if another agent dominates that farming area. E-mail addresses are harder to come by than street addresses, and when you do obtain an e-mail address, you will want the recipient’s permission before hitting the send button.

Once a consumer agrees to receive one agent’s real estate e-mail newsletter, he’s not likely to open up his in-box to others. So, while you’re thinking about how your e-mail marketing might look and work, agents with a program in place are building their distribution lists with prospects you wanted–but may never get the opportunity–to send to.

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