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Campaigner Email Marketing Helps Real Estate Companies and Agents Stay Visible in Difficult Market
Real estate businesses use personalized email to connect with customers and prospects

OTTAWA - September 16, 2008 - Housing markets around the US are stabilizing at different rates as price declines in some regions spur a resurgence in home sales, while continued uncertainty in other locations keeps downward pressure on pricing and sales. So how are real estate brokers, agents, property managers and other businesses tied to the real estate market weathering the downturn? By staying in front of prospects with positive, personalized messages - delivered with email tools from Campaigner (www.campaigner.com), a leading email marketing solutions provider.

One email marketing tactic that pays dividends for real estate marketers is personalization. Email personalization - which research from industry analyst Aberdeen Group has shown can improve performance metrics such as open rates, click-through rates, conversions and opt-in rates - helps real estate marketers forge a one-to-one relationship with prospects and customers.

Luc Vezina, head of marketing for Campaigner, advises real estate marketers to consider the following personalization tips:

  1. Be polite, say hello - Too many emails jump right in to selling without taking the time to address the recipient directly. Don't fall into the trap of leading with an impersonal greeting - give your prospect a reason to read beyond the subject line.
  2. Remember who you're talking to - Email is not a one-way channel. Think about whom you're communicating with and draft email messages that address real concerns and interests. Invite the recipient to participate with surveys, contests and forms.
  3. Use your customer database - If you've collected demographic, behavioral or transactional information about customers and prospects, email is the place to use it to personalize campaigns.
  4. Don't skip measurement and metrics - Assess the success of your campaigns with measurement and metrics, which can alert you to opportunities to fine-tune campaign messages, gauge what interests customers and improve email personalization efforts.
  5. Avoid over-personalization - It's a fine line to walk, but don't be overly personal in email. Say hello, use proper names, but then move to focused, relevant messages that are appropriate to where your customer is in the buying cycle.

Benjamin Dias of Envirian, a residential real estate brokerage in the Houston (www.houston-fine-homes.com) and Bryan/College Station (http://www.college-station-fine-homes.com/) areas of Texas, has kept business moving with monthly email campaigns that use personalization techniques to recruit new agents and attract buyers, a strategy Dias adopted to position his firm to take advantage of improvements in the market.

Dias says his monthly campaigns have brought in productive new agents, created interest in listings and produced buyers. "We can stay in front of them on a regular basis," he says. "With Campaigner's powerful, easy-to-use tools, we run monthly recruiting email campaigns for agents in both cities, notifying them of what our company is about, what we can offer to them, and how they can do more business being an agent for our firm, which in turn translates into more dollars in their pocket."

In addition to agent recruitment campaigns, Dias sends customer-focused email. "We run campaigns to notify our clients of new listings and ask for client referrals," he notes. "This generates a spiral effect that attracts new potential home buyers and sellers." Dias points out another benefit: "Campaigner's cost structure allows us to stay within our budget."

For more information and additional best practice tips that can help real estate businesses take their email marketing programs to the next level with personalization, visit www.Campaigner.com today.

About Campaigner
Campaigner's software-as-a-service email marketing solutions enable organizations to have highly personalized one-to-one email dialogues with their customers, measure how they respond, and analyze those responses to interact in a more intelligent, automated way - resulting in more profitable relationships. It is part of a total Software as a Service (SaaS) business communications offered by Protus (www.protus.com) that also includes MyFax (www.myfax.com), the fastest-growing Internet fax service used by individuals, small, medium and large business, and the my1voice (www.my1voice.com) feature-rich hosted PBX service. Additional information is available at www.campaigner.com.


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