Part of the Email Marketing for Real Estate Series.

Do your prospects trust you?

It’s an interesting question but one they definitely answer before choosing to do business with a Realtor. The challenge lies in how to build trust when, up to this point, all you may have been to them is a website and property details.

Luckily, you’re a StomperAgent and know how to leverage the online tools in your arsenal… for the task of building trust and value we’ll use the strategy of consumption and your email autoresponder.

Email marketing isn’t about broadcasting sales messages. Used correctly it should develop relationships built on value and trust… and that’s just what the consumption email is designed to do.

Let’s first make sure we’re all on the same page regarding consumption. To do this, go to your fridge and pull out the box of baking soda. Take a look at the instructions. The manufacturer tells you how to use it… in your fridge, in your sink, cooking, cleaning, etc.

They’re telling you how to consume the product. More importantly, they’re telling you how to get value from it. You’ll find similar consumption instructions on many of the food items you purchase, even your shampoo (”lather. rinse. repeat.”).

Here’s the thing… if your prospect doesn’t receive or perceive value in hiring you as their Realtor then, well, they won’t hire you. From the get-go you need to make sure your new subscriber gets value from you.

You most likely got their email address in a transaction… their contact info for access to a whitepaper report or housing data or something else.

(every exchange with your prospect is a transaction. always make sure that interaction with you provides value for them.)

Take note, this transaction is what they’ll judge the potential value for future transactions. So, help them get value.

Let’s start with a whitepaper report because this is easy to leverage but also easy for them to forget about (how many PDFs have you downloaded that you’ve never cracked open?)

The thing with whitepaper reports is you want to get their nose into the report.

First thing I like to do is get them to print it out. Why print it? Because once they print it they’ve brought your name and brand into their home, will leave it out on the coffee table, and be able to use it when discussing with their spouse. Use copy similar to this:

Before you do anything else, make sure you print out the report. Most folks tell me they get more value from the information provided when they can curl up on the couch to read and discuss with their spouse. Besides, I’ve provided space for you to take notes.

Pretty simple. I also use this copy in the opening of the report itself.

Then follow up with copy that gets their nose into it:

Many investors are currently real keen on 5 different areas. Check out page 12 of the report for a deatiled breakdown… and why one area may be the worst investment decision you could ever make. You don’t want to make a move until you read this.

This will get them back into your whitepaper, actually read it, and gaining value.

Now, what if they simply registered to gain access to your housing data? Help them use the tool they registered for.

Tell them tips for searching for homes using the tool, how to filter results, or red flags and good indicators that may be in property descriptions.

Even if some of the tips seem like common-sense or “well, they should know to do that” share them anyway, you’d be surprised at how many of your subscribers will appreciate it. And even if they do “kow ho to do that,” they’ll recognize the fact that you’re there to help them.

Here’s the thing, the more value they receive on the front-end with their initial contact with you then the the more credibility, perceived value, and trust you build for yourself on the back-end. And the more likely you are their #1 choice when it comes time to purchase a home.

Use consumption emails in your autoresponder series and you’ll find more susbcribers gravitating to you, asking questions, and moving themselves towards becoming your clients… on autopilot.

How else can a Realtor build trust?

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Mark Eckenrode is known as the "King of Click, Buy & Beg." A Master Guerrilla Marketing Coach, he helps his UltraStomper Coaching members get more people to Click, Buy & Beg for their real estate services.