ILLINOIS 4-17-23

ILLINOIS EDITION

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FRESH NEW APPROACHES TO CONTENT MARKETING FEATURED AGENT

4 QUALITIES OF EXCEPTIONAL EMPLOYEES HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT

JOHN HOEKSTRA FEATURED REAL ESTATE ATTORNEY

MICHAEL FREEMAN COVER STORY

IS BRANDING THE WAY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL?

YVETTE DUPREE

ILLINOIS EDITION

JOHN HOEKSTRAMICHAEL FREEMAN

In the world of law, few can claim to very diverse, colorful Michael Freeman law firm i background,” 20 fantastic! have navigated the tides 16 of change They have exten 10-acre quite like Michael Freeman. His John says. “I live on a edge of thefarm short sale pro froma buildremarkable journey began nearly half and I’ve done everything closed number of short a century ago, cutting his teeth in pro- ing houses to being in thethem and itfield, was a seamles HVAC bate and litigation before expanding retail management, delivery would recommend jobs, and a them his expertise to real estate and corpobuyer/seller wrote, “I had t lot of different experiences that help me rate law. With the guidance of mentors of using the services of Mic people.” at every stage of his career, Michael relate to all sorts of different the buying and selling of m eventually struck out on his own and has a veritable sea of exper has never looked back. Over the past Looking toward the future, estate legalsays, matters. He cla John 20 years, real estate law has become thing to me and made me “I plan to stay in residential practice his primary focus. With his wife by with the volume of paperwo as much as I can, because I thoroughly his side working as a paralegal, they MICHAEL FREEMAN in the real estate transact JOHN HOEKSTRA are able to assist a large number of cli- enjoy it. Ultimately I would time I needed help he was like to form ents. “My wife is a lawyer under the British system, attend to my matters. I highly a team, automate a lot of processes, and recomme so she is very familiar with all the terminology and his team!” put people down the same path that I regulations as many of the laws are similar.” Their was with fortunate enough to goisn’t down.

If ithe loves r dedication to customer service, combined the When Michael working, wasn’t partner calling me on aHe’s also loyalty of REALTORS® who consistently albums, and traveling. referfor cli- mylecting the future, includeshave staying on his ents to them, has made Michael’s practice a force to know fluke two years ago, I don’t if I which ever would and possibly growing. As the years go by be reckoned with in the world of real estate law.

With eXp Realty, John serves Yorkville, Illinois and gotten into the residential side of real estate. I love for what he does remains as strong as ev the surrounding area, with a primary focus on Grundy, theto community I’m first around now. the freedom eagerItolove help more people with their la Michael’s commitment putting his clients is is Kendall, Kane, and Will counties. An impressive 80% of choice that comes with being my own boss, inand keep making a difference the lives of o what sets him apart from other lawyers in the field.

This approach has earned him not only the appreciof his business comes from repeat and referral clients, I genuinely enjoy working with people. It’s nice to ation of clients but also the respect of agents, who a strong testament to the trust and confidence John feel trusted with most people’s largest purchase that recognize the value of prioritizing their clients’ best inspires. “My clients appreciate my transparency,” they’re ever going to make. interests overhe their own commissions.

Instead of I love getting to be a part explains. “I’m a straight-to-the-point person. lotmarketing of oformy clients’alives.” focusingAon maintaining strong online presence, Michael dedicates his time and energy to agents get a bad rap for being a little pushy and trying delivering exceptional service to those he serves. to put people into something that might not be the best Michael’s practice primarily revolves around resifit for them. I wouldn’t put somebody indential a home that with a specialization in purchases real estate, my family or I wouldn’t feel comfortable in.” and sales. This focus has allowed him to build lasting relationships with clients, who often become friends, enjoying dinners John’s emphasis on guiding his clients through every or baseball games together – a testament to the strong bonds Michael forms.

For more about Michael Free

Driven by integrity, honesty, and a 7 desire to educate his clients, John Hoekstra has had a passion for real estate since an early age. “My cousin, who has been a REALTOR® for 17 years and is the president of his regional board in Iowa, got me interested in real estate about 10 years ago, when I was 15,” John recalls. “I started talking to him more and more about it, and I learned as much as I could YVETTE DUPREE from him until I could get licensed at 21.” Since then, John has been dedicated to transparency and helping his clients make their real estate dreams into reality.

CONTENTS

4) 5 FRESH NEW APPROACHES TO CONTENT MARKETING

17) IS BRANDING THE WAY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL?

14) 4 QUALITIES OF EXCEPTIONAL EMPLOYEES

21) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT

YVETTE DUPREE

step of the process and making sure they understand please call 847-459-389 everything also sets him apart. “I treatAfter a first-time working with Michael, clients love to tell othor email michaelflaw@gmai Phoneexactly 310-734-1440 | Fax 310-734-1440 ers about their time together. One agent said, “The homebuyer the same as I would somebody who’smag@topagentmagazine.com bought ten homes,” John says. “Just| because www.topagentmagazine.com Copyright Top Age they’re more experienced doesn’t necessarily mean No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine they’re going to get a different service or not get the is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top wholeAgent picture.”

Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

For more about John, call (630) 915-3749, Published in U.S. His diversity ofthe experience is another way that John

is different from the rest. “In addition to being interested in real estate from a very young age, I have a 2

email john.hoekstra@exprealty.com, or find him online at johnhoekstra.exprealty.com https://

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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YVETTE DUPREE Top Agent Magazine

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With over 20 years of experience in the industry and a background in marketing, Top Agent Yvette DuPree has made a name for herself in the greater Chicago region.

Real estate agent Yvette DuPree has made a name for herself in the greater Chicago region. With over 20 years of experience in the industry and a background in marketing, she serves the city’s neighborhoods from the Northside to the Southside and everywhere in between. One of the many things that makes Chicago so great and stand apart from other cities is the uniqueness and personality of it’s 77 neighborhoods soon to be 78. “I’m always available for showing someone around, and demonstrating what is special about a particular neighborhood which would make it special for them,” Yvette explains. “There’s so much history and culture, it’s an easy city to make your home. It’s why I personally enjoy exploring on my own, finding a great new neighborhood restaurant or a unique little boutique where you can tell your clients to go for a one of a kind gift.”

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Her main focus is building genuine partnerships with her clients, and this approach has earned her a reputation for being a trusted and knowledgeable agent who consistently exceeds expectations. With a repeat and referral rate of 95%, Yvette attributes her success to her approachable and caring personality, as well as her unwavering dedication. She only wants what is best for her buyers and sellers and will go the extra mile to ensure they’re enjoying their real estate journey. Yvette assists all types of clients, and has extensive experience in new construction, renovation, and rehab planning. She has also sold investment property portfolios and frequently works with international clients.

“I don’t look at it as transactional,” she explains. “It’s more of a partnership. I genuinely care about them, Top Agent Magazine

and I make it a goal to check in with them after the process is over.” When assisting her buyers, she gets to know them on a personal level, understanding what they’re looking for in a home and what they envision for their future. This deep knowledge about her clients helps her find the property of their dreams. When the time comes to submit an offer, Yvette ensures they’re competitive while also remaining within their price

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range. For her sellers, she spends time marketing their homes far and wide, spreading the word to other agents as well as potential buyers. If a property needs staging, she recommends it, so their home looks its best. She takes advantage of all the latest technology and tools, and is a Certified Negotiation Expert, so she can advocate for her clients at the highest level.

“Exposure is the key which is why I post on social

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Yvette has long term relationships with seasoned attorneys, mortgage lenders, designers and contractors that will assist in the process of your sale or purchase. media, send out postcards, and eBlasts,” Yvette explains. “I also call other brokers and let them know I have something coming up.” These skill sets give Yvette the training and experience to effectively market and sell homes. Her knowledgeable marketing background supports her recommendations based on research and analyzing the market gives her clients a true advantage.

Her professionalism, attention to detail and negotiating skills make her an asset to the people she helps to buy and sell. Yvette oversees that appraisal, inspection, loan process, and closing all go smoothly and that no detail is forgotten. Regardless of whether this is a first time purchase or an investment, she will Copyright Top Agent Magazine 10

make sure all aspects are taken care of from beginning to end. Yvette also has long term relationships with seasoned attorneys, mortgage lenders, designers and contractors that will assist in the process of your sale or purchase. She prides herself on ensuring each transaction is smooth and stress-free, whether the client is buying or selling. As a top-producing agent, Yvette knows exactly how to achieve her clients’ goals.

Once the journey is over, Yvette’s clients love to leave reviews about their time together. One recently said, “A true real estate professional with the knowledge and expert advice that culminated in a quick sale of our condo at a fair market price.

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Above and beyond does not begin to express the service Yvette provides for her clients. We have worked with Yvette DuPree for 8 years. She is extremely knowledgeable of her marketplace goes above and beyond what is required, and does so cheerfully, professionally, and promptly. Her patience, at times when we owners lacked patience, was priceless.” Another wrote, “Yvette was professional, and a pleasure to deal with on this transaction.

I trusted her to take care of everything, especially living out of state. Her follow thru and attention to needs was outstanding. We could not have done this without her.”

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When Yvette has free time, she can be found giving back to the community through the local food bank, traveling, or enjoying all the great restaurants in Chicago. “I love going out with my clients and trying new places, it’s a fun way to introduce them to the area.”

In the next few years, Yvette plans to take on more new development projects. As time goes on, she falls even more in love with her path, and can’t imagine herself anywhere else. “I just enjoy what I do, I get so much satisfaction from it. It’s an amazing feeling to make a difference in another person’s life.”

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For more information about Yvette DuPree, call 312-218-1968 or email yvette@atproperties.com

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4 Qualities of Exceptional Employees Hiring a new employee is one of the more stressful parts of being a business owner. After all, you’re taking someone on and trusting that they’ll not only be a valuable addition to the team, but won’t do anything to hurt your business’s hard earned reputation.

Sometimes a person comes in and you click right away, and other times you might be blown away by an impressive resume. But there are things you should look for that might not be as obvious at first. Employees that have the following qualities are ones you should seek out, because they will definitely be well worth the time and energy you invest in them.

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1. They have the confidence to be innovative There’s a reason people are drawn to those who think outside the box. Not only do innovations often lead to an extremely profitable business, even when that thinking doesn’t pan out, creative thinking is something that will energize your business and will motivate more employees to start taking chances.

Innovative thinkers also usually have great leadership skills. Ironically, you want an employee who isn’t afraid to speak up to authority and is someone who knows how to bend the rules without breaking them. They know that

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the success of the team and business is what’s most important, as long as it’s done ethically and with respect for everyone involved.

2. They are constantly reviewing their past performance A good employee looks forward, but they also look back. They are always evaluating what worked and what didn’t work in past performances and then adjusting their plans going forward accordingly. If they are coming off a big win, they know how to capitalize on that by using the momentum and cementing in everyone’s minds the value that they add to the team.

If things didn’t go as planned, they assess what they can do better next time, and they don’t get bogged down in insecurity. They take responsibility and they have confidence that they won’t repeat past mistakes. They know that failure is a temporary state, and are able to learn lessons from their mistakes, that will make them a better employee going forward.

While no one wants to fail, having the confidence to try something and fail will one day let you strike gold. Someone who lets failure shut them down, leads to a dead end and will soon make them a dead weight on your team.

3. They value teamwork Even though an exceptional employee might be a rising star, they realize that success is Top Agent Magazine

not an individual endeavor, it relies strongly on who you’re working with. Exceptional employees make sure that everyone is contributing and valued for their input. They put the interests of the company above their own, and thrive in an environment where ideas and information are shared freely.

Shared success is the ultimate goal for every project. Exceptional employees have the confidence to know that even when they’re not singled out for praise, they’re an irreplaceable component of a larger machine.

4. They are self-motivated learners A key thing to remember is that while experience is a valuable commodity, intelligence and intellectual curiosity is usually something that can’t be taught. Yes, you might request employees get additional training or attend seminars, but exceptional employees will be seeking out educational opportunities constantly. Even if they don’t have a lot of money for weekend retreats, they will be getting books from the library, downloading audiobooks, and most importantly, taking advantage of one their greatest resources, YOU. Exceptional employees know that the way to stay ahead is to always be at the forefront of new technology and systems. They don’t see educating themselves as a burden, they actually enjoy it. They realize that everything they take in, will one day make them not only an exceptional employee, but an exceptional boss as well.

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JOHN HOEKSTRA Driven by integrity, honesty, and a desire to educate his clients, John Hoekstra has had a passion for real estate since an early age. “My cousin, who has been a REALTOR® for 17 years and is the president of his regional board in Iowa, got me interested in real estate about 10 years ago, when I was 15,” John recalls. “I started talking to him more and more about it, and I learned as much as I could from him until I could get licensed at 21.” Since then, John has been dedicated to transparency and helping his clients make their real estate dreams into reality.

With eXp Realty, John serves Yorkville, Illinois and the surrounding area, with a primary focus on Grundy, Kendall, Kane, and Will counties. An impressive 80% of his business comes from repeat and referral clients, a strong testament to the trust and confidence John inspires. “My clients appreciate my transparency,” he explains. “I’m a straight-to-the-point person. A lot of agents get a bad rap for being a little pushy and trying to put people into something that might not be the best fit for them. I wouldn’t put somebody in a home that my family or I wouldn’t feel comfortable in.”

very diverse, colorful background,” John says. “I live on a 10-acre farm and I’ve done everything from building houses to being in the HVAC field, retail management, delivery jobs, and a lot of different experiences that help me relate to all sorts of different people.”

Looking toward the future, John says, “I plan to stay in residential practice as much as I can, because I thoroughly enjoy it. Ultimately I would like to form a team, automate a lot of processes, and put people down the same path that I was fortunate enough to go down. If it wasn’t for my partner calling me on a fluke two years ago, I don’t know if I ever would have gotten into the residential side of real estate. I love the community I’m around now. I love the freedom of choice that comes with being my own boss, and I genuinely enjoy working with people. It’s nice to feel trusted with most people’s largest purchase that they’re ever going to make. I love getting to be a part of my clients’ lives.”

John’s emphasis on guiding his clients through every step of the process and making sure they understand everything also sets him apart. “I treat a first-time homebuyer exactly the same as I would somebody who’s bought ten homes,” John says. “Just because they’re more experienced doesn’t necessarily mean they’re going to get a different service or not get the whole picture.”

His diversity of experience is another way that John is different from the rest. “In addition to being interested in real estate from a very young age, I have a 16

For more about John, call (630) 915-3749, email john.hoekstra@exprealty.com, or find him online at johnhoekstra.exprealty.com https://

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 17

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 18

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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MICHAEL FREEMAN In the world of law, few can claim to have navigated the tides of change quite like Michael Freeman. His remarkable journey began nearly half a century ago, cutting his teeth in probate and litigation before expanding his expertise to real estate and corporate law. With the guidance of mentors at every stage of his career, Michael eventually struck out on his own and has never looked back. Over the past 20 years, real estate law has become his primary focus. With his wife by his side working as a paralegal, they are able to assist a large number of clients. “My wife is a lawyer under the British system, so she is very familiar with all the terminology and regulations as many of the laws are similar.” Their dedication to customer service, combined with the loyalty of REALTORS® who consistently refer clients to them, has made Michael’s practice a force to be reckoned with in the world of real estate law.

Michael’s commitment to putting his clients first is what sets him apart from other lawyers in the field.

This approach has earned him not only the appreciation of clients but also the respect of agents, who recognize the value of prioritizing their clients’ best interests over their own commissions. Instead of focusing on marketing or maintaining a strong online presence, Michael dedicates his time and energy to delivering exceptional service to those he serves.

Michael’s practice primarily revolves around residential real estate, with a specialization in purchases and sales. This focus has allowed him to build lasting relationships with clients, who often become friends, enjoying dinners or baseball games together – a testament to the strong bonds Michael forms.

After working with Michael, clients love to tell others about their time together. One agent said, “The 20

Michael Freeman law firm is absolutely fantastic! They have extensive knowledge of the short sale process. I have closed a number of short sales with them and it was a seamless process. I would recommend them highly!” A buyer/seller wrote, “I had the privilege of using the services of Michael both in the buying and selling of my home. He has a veritable sea of experience in real estate legal matters. He clarified everything to me and made me comfortable with the volume of paperwork involved in the real estate transactions. Every time I needed help he was available to attend to my matters. I highly recommend him and his team!”

When Michael isn’t working, he loves reading, collecting albums, and traveling. He’s also planning for the future, which includes staying on his current path and possibly growing. As the years go by, his passion for what he does remains as strong as ever. Michael is eager to help more people with their law needs and keep making a difference in the lives of others.

For more about Michael Freeman, please call 847-459-3894 or email michaelflaw@gmail.com Copyright Top Top Agent Agent Magazine Magazine

How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profesTop Agent Magazine

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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