"Dear Nancy (or Carl or Betty), how would you like to cut down on the expense of getting your listings and buyer needs known to your colleagues? Or learn of new listings, price reductions and ready buyers immediately?"

That was the text of the email I sent out last December that formed a successful email networking group of Dallas-Ft. Worth agents.

In an age where information is currency, today's agents can capitalize on this using the Internet and email. Whether you're experiencing a hot seller's market, low inventory or a slow period, setting up an email marketing group can maximize your least expensive tools while decreasing your marketing costs. You already have many of the tools to do it now.

Here's what you'll need:

1) as many email addresses of your colleagues as you can find

2) an email client list, (if you're not using a mass mailer such as WorldMerge, remember to place all recipients in the BCC (blind carbon copy) field and address the message to yourself.)

3) a web-based group syndication to use as a common area for posting messages, files, photos, as well as for having discussions and chats. (I use "eGroups". Yahoo and Excite are also available. There is no charge for any of them.)

Set your standards

Ask members for their input before finalizing the network. Collectively, here's what mine came up with:

a) No photos or other attachments (use hyperlinks instead)

b) No spamming

c) No off-topic emails

d) Be courteous and ethical

e) Actively licensed DFW agents only (no ancillary services, i.e., title companies, insurance carriers, lenders, etc. We appreciate our extended service providers, but not here.)

f) Each agent is to state his/her neighborhoods or zones of concentration

Email a concise proposal first

I emailed some 1,300 agents telling them that what I was trying to do and asking if they'd be amenable to receiving this type of cooperative email. I described the format it would be in, (no photos or attachments that would crash their email program; rather a hypertext link to it or a common uploaded area); how many other agents I'd written to. Then I offered to share the database email addresses of those agents who responded positively. The admission fee? Each agent must agree to graciously accept these emails from other members and follow up, respond or act on them whenever appropriate. None of us gets a single "please don't send me this."

Test the waters

Do send a "probe" email first. That way, you can easily determine that your members actually want the info and will cooperate by sharing their own. You'll also be able to gage which agents check their email frequently and respond rapidly. Be specific about who you are, the benefits you perceive for membership, whom else you're inviting, the rules and the cost if any. (Mine is free. I find the added benefits are well worth my duties of moderating).

Once it's active...

Do continue to collect agent email addresses. Pick up one of the listing agent's cards when you preview or show a home. Jot it down from the MLS data or graphics sheet where available. Many title companies collect lists of agent email addresses as a courtesy. If not, suggest it.

Do limit group email to text only. Even the fastest computers noticeably thud along when downloading photo attachments. Take the path of least resistance and limit photos (if any) to be viewed only by hyperlink or uploaded to a specified area on the sender's website or the group's. (The group's is preferable so everyone knows instinctively where to look. This will alleviate concerns about crashed systems, and allows the agent to view the photo(s) at his leisure.)

Do encourage members to share the successes the network has brought them. It goes a long way to promote goodwill and continued participation among other members.

Do encourage members not to rehash the MLS description. Instead remind them that while they should be concise, email doesn't have the space limitations of the MLS boxes. Tell us something about the property that couldn't fit within the MLS's confined space. "Beautiful old oak tree with handmade swing in back yard." You get the picture.

Do encourage members to use the power of the email group in their listing presentations. More than once I've taken a listing, pushed the "send button" on an email addressed to my network and received a couple of immediate replies. Impressive.

Do make sure your members know the rules. (Email a gentle periodic reminder).

Do encourage members to invite like-minded agents to join the network. I act as moderator and have all requests for membership channeled to my interactive webform.

Do verify the identity of agents who request to join after your initial probe. You and your members need the peace of mind of knowing they're among their peers. Be diligent in protecting their privacy. On my website, I have an interactive membership form which allows me to verify the identity of unfamiliar names. I request their designated broker contact and license number among other items.

Don't expect an avalanche of subscribers. Of the 1,300 agents I originally invited, only about 112 responded "yes" within a week, roughly corresponding to the percentage of agents who do the majority of sales. Seven responded "no way, but thanks for asking first." Most of the rest didn't respond at all. That's okay because now I know that we would have been wasting effort to email all the other hundreds anyway.

The reality of email networking

So how does this work in reality? True, I initially got far less participation than the original 1,300 I started with, but among those who joined, I'm reasonably sure they read the messages and act on them when they can. Best of all, their numbers are inching up each week.

I now have a Dallas-Ft. Worth area network that regularly emails each other marketing info and are enjoying some extra showings because of it. I've personally been able to refer out 3 buyers to members who areas of interest were a little too far for me to drive. One other member (not me, darn it!) picked up an expiring $699,000 listing--with the member agent's and seller's. The former agent received a referral fee to cover her costs, the new agent got a high-profile listing and the seller's house got sold. Win-win-win.

On at least three occasions, a listing agent's email was subject-titled "Help! Help! Help!" Days later, the listings were contract pending. These are small victories, but the email network can be credited for a lot of efficiency and goodwill.

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Published: September 16, 1999

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