Beat the midwinter business blues: 5 reasons potential clients need an email from you today
You’re halfway there.
Midway through the January & February real estate blues.
Same old story. Historic winter real estate trends continue to rear their ugly heads—and the luxury real estate market forecast is no exception.
Colder weather and shorter days keep people closer to home. Sellers aren’t ready to sell. They’ve done their research. They know their profits are lower in the winter. They’re in hibernation. Waiting for spring.
Like you. You know:
January & February are the slowest months in the real estate market.
Winter brings in the lowest median sales prices. Past real estate market updates have proven this.
“The median sales in January and February was $170,000, and the lowest numbers of home sales also occurred during those months. In January, about 1.76 million homes sold, compared to about 2.8 million in June. In February, only 1.69 million homes sold.”
Need more data?
“The slowest months of selling activity are November, December, January and February. When we compare… total number of sales in the slow season accounts for 68 percent on average of the total activity in the peak season… January is typically the slowest month of home selling activity.”
You keep trying to beat the housing market forecast odds
You’ve upped your game.
You’re bleeding money. Google ads. Facebook ads. Instagram ads. Any ads you can get your hands on. Still coming up empty.
Even generating AVMs hasn’t brought you any leads. You’ve had a few inquiries. But no action. No one wants to sell right now.
Change your strategy.
Start a real estate email sequence
Get sellers knocking at your door.
Form a line of buyers waiting for your services.
Hear your phone ring off the hook.
Meet your monthly sales goals.
Make sure you never look for sellers again.
Even in The winter.
To find sellers, you need more real estate content ideas.
“Wealth is in ideas— not money.”
Here’s an idea.
Go back to those inquiries your AVMs generated.
Check in with previous buyers who told you on closing day they only planned being in the house for a couple of years.
Hunt down that list of prospective sellers you put on a post-it note. Somewhere.
SEND THEM AN EMAIL
But not any old email. Write an effective email that generates results. Action.
Send a real estate message to your clients
Encourage their dreams.
Remind your sellers why they’ve been toying with the idea of selling their house.
For quite a while.
Trust me. They’re ready.
Why email marketing?
“Email marketing provides the highest return of all marketing methods. It remains the best way to build brand awareness, keep yourself at the front of client’s minds, and consistently convert leads to sales.”
Put simply. A consistent email campaign builds relationships.
Shockingly, only 63% of realtors are currently engaging their clients through email.
Fortunately 22% intend to do this. “Soon.”
But when?
And more importantly. Is this you? Procrastinating?
They need to hear from you.
Make sure you are crafting quality content for your real estate email template that your client will read.
Identify your seller's pain points. Why would they want to sell? What are they longing for?
Validate their fears. Empathize. Putting a house on the market in the winter can feel scary. Tell them you understand.
Show them the advantages to listing their house now. Beat the spring rush. Buyers are re-entering on the real estate market. Your seller’s house offers something fresh in the listings.
Remind them that you are on their team. People are overwhelmed by listing their home. Let them know you can help them break it down. Make it easier for them.
Verify their email address before hitting send. There are numerous online tools for verifying email addresses. Your client may have changed their email recently. Make sure it gets to the right place.
Here are the five reasons your potential seller needs to hear from you today:
1. Their home suddenly feels too small. Their family is growing and they need more space.
A luxurious family room where they can unwind with their family. A bright and sunny mudroom for all their outdoor gear. A bigger garage to store their boat sailboat off-season. Additional bedrooms.
It’s winter. Everyone is indoors this time of year—in close quarters.
2. Updates are complete. They purchased their current home as an investment, in a gentrifying neighborhood. It’s now time to reap the rewards of their vision. Flip it. And move on to something more grand.
3. All the kids have grown. And moved away. At one time they envisioned growing old in this house. But now they’re not so sure. “Sarah, Mike and the grandkids are in Malibu, maybe we should move there…?”
Or… Because the nest is empty. It’s time to pursue dreams. Check items off the bucket list. “Wouldn’t it be nice to have a villa in Tuscany…? We could see Europe. Learn Italian, like we’ve always wanted to…”
4. The thrill—or rather, the view—is gone. When they purchased the property, they had a stellar view from the front porch. They could see all of the San Juan Mountain range. That’s why they built their current home. Right there.
But now someone built right across the street. Killing the view.
5. Business is booming. Thriving careers or recent lucrative investments mean they are ready to move from their current estate, into something more luxurious. More impressive. Movin’ on up.
Make it clear to your seller in this real estate email template:
They want to poise themselves.
They want to be ready as buyers begin to resurface to the real estate market. Now that the holidays have passed.
First quarter. The time a large majority of relocating happens. Employees receive annual reviews and promotions. They need a luxurious house. In a new town.
These buyers don’t want to waste their time looking at homes already on the market—homes that aren’t selling. A promotion means they’re looking at upgrading to a more expensive house.
The time is now
When you’re not emailing your client. Someone else is.
“People don’t buy things. They buy a better version of themselves.”
Talk to your potential sellers.
Tell them this in a message to your real estate clients.
Before someone else does.
You don’t see yourself as a writer?
This idea overwhelms you a little bit?
That’s okay.
You’ve got this.
All you need is to generate a few ideas.
Let it churn around in your head for a bit. Go for a walk.
You know your luxury real estate clients. You know what they want.
A lifestyle. The lifestyle we all want.
You are leading them towards a brighter future.
Paint that picture for them.
The better version of themselves.
You can do this by drafting a real estate email script for sellers.
Motivate them to sell. To connect with you again. To put their house on the real estate market.
And afterwards. Your seller? Becomes a buyer. Again.
Ahhh. The luxury real estate market cycle.
Inspiring people to aim higher. It’s a beautiful thing.
Now you’re ready to write
P. S. Still not feeling ready? Feel free to give me a shout. I’m here to help with content creation or blogging.
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Curious about other opportunities for growth in 2020? Ideas here.
Struggling to keep clients? Wonder if you’ve offended them? Read this.
Not sure how to start a real estate blog? What to write about? Or why? Look here..