Friday, October 19, 2012 3:22 PM

Email as a marketing tool for property is an area that has grown massively over the past few years. Make sure when you list your property for sale with a salesperson or company, that they have a good database to market your property to.

Years ago, email addresses were like private phone numbers, only given out to people you wanted to receive information from for a specific reason. Now, purchasers are more likely to give out their email address rather than their phone number, as they find phone calls during working hours and leisure time more intrusive. People feel they have more control over when and how they respond with communication from others if they are emailed, and they can opt out of receiving email communication at anytime. I have even used this tool to communicate with purchasers while doing follow ups from open homes. Purchasers tend to respond with more information than they would if I called them. So every salesperson and company needs a really good database to alert purchasers to your property.

Many real estate companies and salespeople use an email newsletter to maintain communication with clients, keep them abreast of the market, show new properties and provide community information. Having your property showcased in this type of medium is great for you, and usually there is no cost, and generally speaking, those who are receiving the newsletter are either active buyers, or are serious about real estate information.

Once again, great photography is essential, so even if you don’t want to spend money advertising in the local paper, have your property professionally photographed. Often these newsletters are linked back to the company website, so having a listing there is essential.

Of course, the strength of email marketing or newsletters is only as good as the database it reaches, and the target market receiving it. Question your salesperson about their database, is it just their own or is there a company database which would have a larger reach of potential purchasers? How often are newsletters or emails sent out? Once or twice a month, or randomly?  Database email is an effective tool for marketing your property; make sure you are able to utilize it for your sale.