ILLINOIS 1-10-22

ILLINOIS EDITION

5 STEPS

How to Recognize

TRUE LUXURY PROPERTIES

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

INCORPORATING CHARITABLE GIVING

IN YOUR REAL ESTATE PRACTICE

FEATURED AGENT

ANNE LENZINI COVER STORY

PENNY O’BRIEN

ILLINOIS EDITION

ANNE LENZINI

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Having called Chicago home for over 30 Through the years, Anne has ear 9 21 years, Anne Lenzini has always been pasreputation throughout Chicago sionate about service within her community. jority of her volume coming After starting her career in the garment busiclients and referrals. And the k ness, she decided to transition into sales in the cess? “I truly enjoy my career,” early 1990s. Inspired by her husband, himself married to a contractor, my gr a successful contractor, and some of their cola successful real estate invest leagues in the real estate industry, she went on oper, my children work in the to pursue her license—and the rest is history. our family rehabs homes in o In the 25 years since, she has gone on to author Because of that, I bring a wea an accomplished career as an agent, building a solving skills to each transactio PENNY O'BRIEN ANNE LENZINI robust network ofPENNY satisfied clients that spans the city.

O’BRIEN Outside of real estate, Anne is deeply com Today, Anne is a Licensed Real Estate Broker for Compass community. On top of volunteering in he Real Estate where she assists clients throughout Chicago district and starting a successful silent aucti CONTENTS and the surrounding areas. Experienced in everything one of the city’s top selective high schools, from commercial to residential real estate, sales to leasing, President of her Neighborhood Association she possesses the expertise, integrity, and insight needed now leading a new project to restore the b 4) to5 navigate STEPSeven TO the ACHIEVE 15) EMBRACING SMART toughest transaction. nal stone pillars of her neighborhood, The V LONG TERM SUCCESS AS A HOMES:she DOES NEW friend and business asso and a longtime WhenESTATE listing aAGENT property, Anne prefers an in-depth area launched a women’s networking group REAL TECHNOLOGY REALLY approach. After helping her clients fully prepare their borhood.

Aimed at connecting women wit INCREASE HOME VALUE? home for the market, she shares their listing via a blend ing women to support each other, the gro 6) ofINCORPORATING highly targeted marketing campaigns which start long bothTO social and philanthropic, looking to gi 18) HOW RECOGNIZE CHARITABLE GIVING YOUR before the property hits theIN market.

Moreover, she levercommunity. When she’s not with clients o TRUE LUXURY PROPERTIES ages ESTATE her own sizable social media presence, as well as the she can be found traveling, tending to her ho REAL PRACTICE suite of resources available through Compass Real Estate, projects, or spending quality time with her 22) HOW TO SEND to give the property as much exposure as possible and to SMARTER EMAILS give each seller an added advantage. Forever dedicated to Continuing to increase her sales volume y staying on the cutting edge of her industry, though, she is Anne has exciting plans for the future of constantly pursuing new training and coaching opportunithat include adding to her team and prov ties to keep her clients| Fax updated on the latest market trends. full service to all her clients. New marke Phone 310-734-1440 310-734-1440 organizational systems will also play a k mag@topagentmagazine.com | www.topagentmagazine.com Meanwhile, Anne is just as hands-on when assisting her professional development. As she contin No portion of this issue may from be reproduced in any manner whatsoever without consent ofthe the community, publisher. Top Agent buyers.

Drawing her decades of experience in theprior within she intends on sca Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published Chicago housing market, she carefully guides her clients tique model of service that has set her materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. each step of the way,send educating helping them make Chicagoland area. “I genuinely love our c To subscribe or change address, inquiry to and mag@topagentmagazine.com. informed decisions on their future.

In fact, she keeps in “Through the years, I feel so lucky to have Published in the U.S. touch long after the closing to provide them with ongoso many great people. No matter the client ing support and connect them with her extensive network of nothing more rewarding than ensuring a of contractors, lenders, and real estate professionals. sition into their new homes.”

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 6

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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PENNY O’BRIEN Top Agent Magazine

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PENNY O’BRIEN Top Agent Penny O’Brien’s tireless work ethic has lead to a meteoric rise in the real estate industry, taking her from $0 to $50 million a year in 8 years.

Energetic and determined, Penny O’Brien is a real estate professional dedicated to getting her clients exactly what they want. Her tireless work ethic has led to a meteoric rise in the real 10

estate industry, taking her from $0 to $50 million a year in 8 years. Her extensive real estate knowledge and continued commitment to clients has made her the go-to agent in Naperville, Illinois.

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Penny is among the top 1% of all Chicagoland Brokers serving buyers and sellers throughout the western suburbs. Her track record of success has helped her build a solid repeat and referral client base. “I love building relationships & helping clients Top Agent Magazine

achieve their real estate goals!” she explains. She believes in continued education and is always staying on top of market trends so that she can give her clients the best possible representation. She also holds many designations including Negotiation Real 11

Estate Expert, Sellers Representative Specialist and Pricing Strategy Advisor.

On pace to finish this year with $52 million in sales volume, Penny’s business continues to grow, and she has expanded her team with the addition of two buyer’s agents as well as a transaction manager who operate with the same type of passion she does. With a staggering total of 97 transactions, she reveals that her greatest strategy is her savvy and innovative marketing, for which she

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spares no expense. “I invest in topnotch marketing with a large emphasis on digital marketing. I always include a professional video with my listings, as well as drone shots and a 35-picture spread,” she says, and adds, “Additionally, I professionally stage all of my listings. I hire a company that makes sure the home looks its best before it hits the market. It’s a complimentary service I provide for all my listings, which really changes the game and allows my clients to get top price for their property.”

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Known for her work ethic and exceptional communication skills, Penny prioritizes her clients’ needs and remains a resource for them even after the transaction is over. She keeps in touch with them and continues to build upon the relationships. “I remain close with my past clients. The fall mum pop-by has grown so large that I hire people to help deliver. For the holidays, a beautiful personalized ornament is hand delivered to all my buyers for that year!”

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Outside of work Penny is always willing to help out those in her community.

She sponsors events at the local high school. Penny also financially contributes to various charities, including RichEnDeed & Hesed House. When she’s not representing clients in real estate or giving back her time, she enjoys exercising. She also likes to travel and explore new places.

With the approaching 2022 new year, Penny has been busy making business 13

resolutions. She has recently met with a social media company that’s going to help her build a new website and take her social media game to the next level.

As someone who doesn’t believe in a

one-size-fits-all approach, her goal going forward is to continue the momentum of her business without having to sacrifice the personal and attentive client service she currently provides.

To learn more about Penny O’Brien, email penny.obrien@bairdwarner.com or call (630) 207 – 7001.

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Embracing Smart Homes:

Does New Technology Really Increase Home Value?

Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add Top Agent Magazine

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

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Smart home amenities range in price and return.

There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market.

On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

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How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good

architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider.

Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?

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• Practical Layout: Make sure you have enough room to live

in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.

• Unobstructed Views and Light: You want to live in

a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?

• Windows: Windows are the primary source of losing heat and

cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.

• Ceiling Height: Consider the cubic footage of the property.

You want to look for high ceilings that increase the openness of a room.

Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.

• Storage: If you’re a woman, you will understand this one. We need

lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage

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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space.

• In-Unit Laundry: In-unit laundry has become necessary for

any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.

• The Gym: Having a fitness area nearby is an amenity that is especially

important, particularly in winter when you don’t feel like walking to the gym a few blocks down.

One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees.

• Move-In Ready: I’d advise against buying time-consuming and

frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.

• Reputation: Pay attention to the reputation of the building. A

property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have.

If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property.

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ANNE LENZINI Having called Chicago home for over 30 years, Anne Lenzini has always been passionate about service within her community.

After starting her career in the garment business, she decided to transition into sales in the early 1990s. Inspired by her husband, himself a successful contractor, and some of their colleagues in the real estate industry, she went on to pursue her license—and the rest is history.

In the 25 years since, she has gone on to author an accomplished career as an agent, building a robust network of satisfied clients that spans the city.

Today, Anne is a Licensed Real Estate Broker for Compass Real Estate where she assists clients throughout Chicago and the surrounding areas. Experienced in everything from commercial to residential real estate, sales to leasing, she possesses the expertise, integrity, and insight needed to navigate even the toughest transaction.

When listing a property, Anne prefers an in-depth approach. After helping her clients fully prepare their home for the market, she shares their listing via a blend of highly targeted marketing campaigns which start long before the property hits the market. Moreover, she leverages her own sizable social media presence, as well as the suite of resources available through Compass Real Estate, to give the property as much exposure as possible and to give each seller an added advantage. Forever dedicated to staying on the cutting edge of her industry, though, she is constantly pursuing new training and coaching opportunities to keep her clients updated on the latest market trends.

Meanwhile, Anne is just as hands-on when assisting her buyers. Drawing from her decades of experience in the Chicago housing market, she carefully guides her clients each step of the way, educating and helping them make informed decisions on their future. In fact, she keeps in touch long after the closing to provide them with ongoing support and connect them with her extensive network of contractors, lenders, and real estate professionals.

Through the years, Anne has earned a fantastic reputation throughout Chicago, with the majority of her volume coming from repeat clients and referrals. And the key to her success? “I truly enjoy my career,” she says. “I’m married to a contractor, my grandfather was a successful real estate investor and developer, my children work in the business, and our family rehabs homes in our spare time.

Because of that, I bring a wealth of problem solving skills to each transaction.”

Outside of real estate, Anne is deeply committed to her community. On top of volunteering in her area school district and starting a successful silent auction program at one of the city’s top selective high schools, she is the past President of her Neighborhood Association, where she is now leading a new project to restore the beautiful original stone pillars of her neighborhood, The Villa. Recently, she and a longtime friend and business associate from the area launched a women’s networking group in their neighborhood. Aimed at connecting women with other working women to support each other, the group aims to be both social and philanthropic, looking to give back to the community. When she’s not with clients or giving back, she can be found traveling, tending to her home rehabbing projects, or spending quality time with her family.

Continuing to increase her sales volume year over year, Anne has exciting plans for the future of her business that include adding to her team and providing a robust full service to all her clients. New marketing tools and organizational systems will also play a key role in her professional development. As she continues her work within the community, she intends on scaling the boutique model of service that has set her apart in the Chicagoland area. “I genuinely love our city,” she says.

“Through the years, I feel so lucky to have worked with so many great people. No matter the client, I could think of nothing more rewarding than ensuring a smooth transition into their new homes.”

To learn more about Anne Lenzini email anne.lenzini@compass.com, visit compass.com or call (773) 203-2167. www.

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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