| You market to past clients to maintain "top of mind | | | | - Humor - everyone likes to laugh, just be sure to |
| awareness" so they'll not only call you when they're | | | | keep it tasteful! |
| in the market for an agent, but refer friends and | | | | - Quotes - My customers have actually called me to |
| family to you. | | | | tell me a quote I used really hit home for them. Make |
| But... you can't just keep writing and saying | | | | sure what you choose reflects your own philosophy. |
| "Remember me!" They'd get sick of that pretty fast | | | | - Puzzles - if you consistently run out of ideas and |
| and quit reading your messages. | | | | need to fill some space, get a crossword puzzle |
| So what can you say? | | | | creator. You'll have as much fun creating your clues |
| I personally prefer a newsletter format, because | | | | as your readers will have figuring them out. |
| unlike a letter, which should carry just one main idea, | | | | - Household tips - this one is a bit overused, but if |
| it allows you to add a variety of tidbits and jump | | | | you've got something good to share, do it. |
| from one subject to another. | | | | - Personal observations - I once did a column that |
| It also allows you to offer something for everyone. | | | | listed 10 or 15 things I love most about autumn. And |
| That's good, because obviously your past clients are | | | | of course - offer a call to action. Tell them how they |
| not all alike. | | | | (and their friends) can get a copy of a new report |
| Here's a list that should get your creative juices | | | | you've written, remind them that you're happy to do |
| flowing: | | | | a free market analysis, etc. |
| - Market news - average prices, compared to last | | | | This format is the "soft-sell," which I believe is far |
| quarter, last year - or for a bit of human interest - | | | | more effective in maintaining relationships than |
| 20 years ago. | | | | shouting "Use me!" every time you communicate with |
| - New developments - a new business coming in, | | | | someone. |
| new management at an old business, new housing | | | | Probably 90% or more of your readers won't be in |
| developments, new recreational opportunities | | | | the market for your services on the day they read |
| - Retirement - News about someone well known in | | | | your newsletter. So if all you're saying is "If you need |
| the community who is retiring, and perhaps an | | | | a real estate agent..." they'll toss your letter. |
| introduction to the person who will take his or her | | | | One more important element: your photo. People |
| place | | | | forget names - and if you're just starting a |
| - Community events - Especially if you take part in | | | | newsletter program and haven't communicated with |
| one of your town's annual events. For instance: | | | | your past clients for a long time, they may have |
| "Come see our float in the parade!" | | | | forgotten yours.But if they see your smiling face, |
| - A calendar of upcoming community events | | | | they'll not only remember you, but how they felt |
| - A bit of personal news - Milestone events in your | | | | about working with you. |
| life, such as marriage, birth of a child, kids getting | | | | Since you're a top agent, that's sure to be a good |
| married, etc. | | | | feeling, so they'll read your message. At that point |
| - Personal professional news - You attended a real | | | | they might even think something like: "Oh, Joe at |
| estate conference, took an optional course, earned a | | | | work said he was thinking of listing his house. I should |
| designation, etc. - but do tell what that means to | | | | give him this newsletter. |
| your customers if you mention it. | | | | |