I built my first real estate company on the back of a monthly newsletter.
Before we go further, I should give a little more background on my original newsletter. It was 12-pages long. I wrote the majority of the newsletter myself. It was an extremely time consuming monthly project. I would estimate that the newsletter required 30 to 40 hours of time each month from start to finish.
Here are a few of the goals I had with my original newsletter:
1. To lock clients to my business. I had a large team of agents and wanted to ensure clients stayed with my business when agents left. There is obviously a great deal of turnover in our business and my mission was to keep the clients regardless of the agents on my team.
2. To position myself as an expert. Expert position makes selling homes a great deal easier. It allows you to control your time and your commission rate. I worked hard to earn this positioning.
3. To create new passive income streams into the business. These streams included affiliate products, other side businesses I had started, and new services we offered within my real estate company.
There were other goals buried within my newsletter, but these three were always primary. Today, as I get back into real estate, I’m rethinking the newsletter and will be using a different approach going forward.
The main problem with my original newsletter is that it didn’t offer much leverage. I couldn’t reuse, or recycle, the newsletter once it was sent out to our clients. The time and effort invested couldn’t be reused in the future as the newsletter was locked in the past month(s).
Since my goals are different today, my new approach for the newsletter is as follows:
1. To create an “evergreen” sales asset that can be used going forward for lead generation and conversion.
2. To sell a specific property and collect a commission.
3. To create an awesome automatic follow-up campaign for all new leads generated.
The basic idea is to prepare a new
newsletter “report” each month. The new report is jam packed with content and highlights a specific investment opportunity within my marketplace. This investment opportunity is a home that represents a good value based upon the main theme of the report. The report would be delivered to my database just like a newsletter would. Since the report is jam packed with content, it has the same impact as the monthly newsletter would typically have.
However, the “report” could then also be used as a new lead generation and conversion tool going forward. I would simply prepare new lead generation advertisements offering this new report for free. These new advertisements would be put into action through the normal marketing channels of Facebook, Google Adwords, etc.
As this process moves forward, I would have a new marketing campaign to leverage each month. Each new marketing campaign would bring a consistent flow of new leads and clients. The process all starts with the targeted client I want to attract. Here are a few quick examples:
1. First time buyer
2. Investor looking for multi-family properties
3. Investor looking to buy single family rentals
4. Sellers who can’t sell their homes
5. Investors looking to achieve financial freedom
6. Luxury home buyers
Each month, I select a new target client and write a great content report. The new content report is sent to the database and it’s also turned into a new marketing campaign to attract and convert the selected “targeted” client. These new marketing campaigns can be turned on or off depending on the flow of sales and their effectiveness.
In addition, the prior months “report” can be used to setup an amazing automatic follow-up campaign to these new leads. Someone requesting this month’s report will also receive the prior month’s reports over time as the follow-up campaign is delivered to them via email. Since these “reports” are jam packed with great content, the emails will be opened instead of instantly deleted.
As I write this article, I am about finished with my 3rd report. Once complete, I’ll send this report to my database. I’ll also create new lead generation advertisements and will put them into play within the next week.
While this 3rd report is in process, I am now personally working with clients attracted by the first two reports. I am also currently still generating new leads from the two marketing campaigns offering these two previous reports for free.
Although I’m early in the process of this new newsletter approach, I can actually feel the compounding of this marketing. Each report continues working for me attracting new clients with each passing month.
As you start to think about your goals for 2015, consider shifting your “newsletter” to targeted content reports. I think you’ll enjoy the lift your business receives with each passing month as your marketing efforts compound over time.