Can E-mail Build RE Relationships?

Your Value Proposition... How do you cultivate your personal business relationships? Does e-mail support your business development efforts? Probably not too much, if you're in the real estate industry.

Of course, everybody "communicates" via e-mail. But how many real estate firms really promote e-mail marketing as a business development strategy? Not many.

Sure, you'll find "sign-up" boxes at brokerage web sites enticing you to receive "marketing alerts," "global opportunities" and "insight reports." But are these firms simply harvesting your e-mail address to send you more spam? Or will you receive real value?

According to Stefan Pollard, Director of Consulting Services at EmailLabs, establishing your "value proposition" is critical to any successful marketing campaign. (Full Disclosure: EmailLabs provides e-mailing services for the PikeNet Dispatch.)

So start with your "value proposition." How frequently will you contact your clients? What will a typical communication look like? How can clients remove themselves from your list in the future?

Pollard defines spam as "unrecognized, unexpected or unwanted e-mail." But if your clients understand up front exactly what they are signing up for, they will only receive recognized, expected and wanted e-mail -- a marketer's dream.

Oops! I just checked the home page of PikeNet, and I don't do a very good job of articulating my value proposition. I should clearly describe the purpose of the Dispatch (to challenge, entertain and educate) and the frequency of its delivery (twice a week). Get with the program, Pike!

-- Peter Pike