Chapter 5:
turbocharge your business with a relentless focus on email marketing
In our role as real estate agents, we often find ourselves in the complex world of various technologies and lead generation sources, each trying to position themselves as a go-between in our relationships with clients, and quite boldly, expecting us to pay for this intrusion. The danger of depending exclusively on lead-generation platforms like Zillow or Realtor.com is that it can make us overly reliant on their algorithms and their governance of client interactions. These platforms serve as intermediaries, creating a buffer between us and our potential clients, and this arrangement comes with its own set of costs.
It’s not just a matter of financial outlay but also about losing control over how we communicate. When we don’t control the communication channels, we find ourselves playing a game by rules set by others. Allowing any external vendor to interfere in the direct relationship between us and our clients – the cornerstone of our business – is something we simply cannot afford. It’s crucial to maintain independence and direct connections with our clients to avoid being unduly influenced or controlled by external platforms.
The undeniable strength of weekly email marketing emerges as a key player in this scenario. Owning a well-cultivated email list means you’re in charge of the communication channel. There’s no intermediary to filter your messages, impose fees, or dictate the terms of your interactions with your client base. Email marketing stands as the most direct form of communication, giving you the power to shape the narrative. This autonomy enables you to forge stronger relationships and, more importantly, protect the long-term vitality of your business. While platforms like Zillow might offer the allure of quick leads, email marketing delivers something exponentially more valuable: a consistent, direct connection with your clients, free from third-party interference.
Reflecting on my six years of running ads, I’ve come to a significant realization: the most effective marketing strategy is one that reaches consumers directly. This approach not only ensures a more personal connection with your audience but also establishes a channel of communication that is entirely under your control, fostering lasting relationships and trust.
Getting clients and driving referrals is the name of the game, and we’re here to help.
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In “Six Weeks to Real Estate Success: An Actionable Guide for Ambitious Agents,“
Dustin Fox provides a comprehensive guide for real estate agents looking to transform their careers. Drawing from his own journey to becoming a top producer, Dustin shares practical advice, innovative strategies, and personal anecdotes that demystify the real estate industry.
