It’s fair to say Seth Godin knows a thing or two about marketing.

He suggests there are five steps to success:

Create a business worth making, with a story worth telling
Design and build a product or service that people will benefit from, and care about
Tell a story that matches the dreams of those people
The exciting bit: spread the word
Often overlooked but crucial: keep showing up, consistently, for years and years, to build confidence in the change you seek to make.

Many businesses are guilty of neglecting at least step 5; potentially allowing a once shiny new website to gather dust, branding to become outdated and weeds to grow in their database. Is it relevant for the property industry to ‘keep showing up consistently’, though?

The short answer is yes. As Seth also says,

“If you want a brand, you need to earn it over time.”

— Seth Godin

Nurture marketing is one modern way to help achieve this and is mission-critical for agents. Homeowners and landlords don’t move or invest in property every day. Indeed, there can be long gaps between activity. Getting, and then holding the attention of contacts over a long period is therefore key but challenging to say the least.

Email marketing is ideal for both creating and then nurturing those relationships, especially when that content shows an agent is knowledgeable, interesting and relevant. If a prospect actually looks forward to receiving an email from an agent because it’s useful to them, they are much more likely to contact them when they’re ready to move.

We work closely with BriefYourMarket.com, one of the leading email marketing software providers in the industry. They’re already seeing some great results from adding hyper-local market insights, supplied by Dataloft Inform, into email campaigns for their clients. Group Head of Sales at BriefYourMarket.com, Ben Metheringham, says

“There’s so much value in nurturing your database as an agent and sharing your knowledge of the market creates trust and loyalty in your brand. The agents we work with achieve, on average, an additional 15 valuation requests from emails we send on their behalf each quarter.”

— Ben Metheringham, Group Head of Sales at BriefYourMarket.com

And there are other benefits to be gained too. Email is cost effective, proven to get results, helps with customer engagement and retention, compels your audience to take action, improves brand awareness and brings traffic to your website.

It's all about the marginal gains. People sometimes need to move at the drop of a hat when circumstances in their life change. Or, even if they’re staying put, their friends or relatives could be on the look-out for an agent at any point. So, make sure you’re front of mind by consistently showing up for years and years beforehand.

Dataloft Inform subscribers have access to a range of branded assets