REALTORS® know that their database is an essential component to their success in the industry. Staying connected with their contacts will lead to new business and exponential growth because it establishes them as likeable, active professionals in their community. The best way to start working with contacts is to begin with an understanding that they are not all created equal — different categories of people (based on how you know them) need to receive different email marketing approaches.
It’s easiest to keep it as simple as possible and break contacts into two pools:
The Sphere (People who know you)
New Leads (People who don’t know you)
The imperative difference that guides the dichotomy between the two is that the Sphere already trusts you, and when those people are ready to buy, they’ll come to you. The New Leads, on the other hand, don’t know you, don’t trust you, and have no reason to choose you over anyone else (yet).
Keep reading for a simple guide on the best way for REALTORS® to approach these two groups with their email marketing.