Online newsletters can help you increase commissions while reducing your expenses. Here are some ways to build up your email address book.

First, don't ever buy a list. I had a couple of readers ask about doing so, and my answer is don't do it. Never send unsolicited email. Your online newsletter is meant to foster a relationship with a consumer, the same objective as your Web site and other Web marketing tools. Unsolicited email is "spam"....it doesn't in any way foster the relationship you're looking for.

Second, use what you have at hand. If you've been in the business a while, you've got a "snail mail" mailing list, postal addresses for prospects, buyers, sellers and your Sphere of Influence. Use this list to send out a special mailing. Tell the recipients that you'll be starting a free online newsletter, give them a benefit to subscribing, and ask them to email you if they want to be included.

Third, set up situations where a prospect can get information only by providing his or her email address. You might, for example, offer a special buyer's kit in your real estate magazine ads. To get one, the prospect would have to email you at a particular email address. CyberStar(tm) Vikki Morvant of Keller Williams Realty, Mandeville, LA, for example, offers free property value reports for folks to use when evaluating their tax assessor bill.

NOTE: If you're not using AOL, you can use a good email program, one that lets you set up "mailboxes" behind the scenes and have replies to particular ads go directly to specific mailboxes. Makes tracking your advertising effectiveness a snap! If you haven't learned how to do this yet, check your email program's "Help" file. There are lots of uses for mailboxes.

Fourth, put your email address on everything you distribute: your card, your ads, your flyers, your promotional giveaways, etc. I'm continually amazed by the number of sales associates who don't do this! Email usage is so prevalent today that a large number of folks would rather contact you by email than by phone, and you've gotten their email address to add to your newsletter list.

Fifth, make sure your voicemail message mentions not only your Web site address but also your email address. Again, add a special giveaway here and ask them to email you to receive it.

Sixth, do you have a good, deep consumer-oriented Web site? If so, you get responses via. email: add them to your newsletter list. If you don't have one, get one today...you're getting left behind in today's real estate marketing world!

Finally, the best tip: Ask everyone you meet for his or her email address. In today's world, this has to become a habit.

Sum and substance: you can keep using the marketing methods in use since the 70's or you can begin marketing more effectively and less expensively if you start compiling your email lists today! Editor's note: Another good way to get your email newsletter in front of people is to include a link to it in your online signature. Everyone who gets an email from you has the opportunity to click on your newsletter, and depending on which newsletter you use, you can then ask for the person's email address to be added to your emailing list - a great lead capture tool!

Published: July 18, 2000

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