Educating Clients Through the Power of Email

Keeping up with the transparent nature of my real estate business (through this blog), one medium I have not touched upon is Email. I have educated other Realtors and clients on how to list a home, the process of listing and buying, and so much more; but across these types of interactions are the communications that tend to happen through email. This starts at first communication, usually that first communication is a thorough breakdown of the market, my marketing, the lending of resources and tools, and so much more. That is what I want to tell you more about.

My goal with this post is to show you the ways I jam pack my emails with education and value so buyers and sellers get the most out of these communications. I intend to make you understand why my emails have been complimented time and time again as being thorough, useful, and integral in the start of a long-term relationship.

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There are several components to each introduction email that I send, including Resources/Tools, Education, The Market, Financing, and About Me. Let's talk about each one, including the section's Contents, its Purpose/Goal, and its Value to the buyer/seller/client. I will also show an Example, if applicable.

Resources/Tools

Contents: Listingbook and explanation; Buyer/Seller Plan of Action;

Purpose/Goal: ​With these resources and tools, I am striving to equip the buyer and/or seller so they can be as informed about the market as I am. Listingbook, my most useful tool is something that I find every buyer or seller must use. Explaining why is just as important as pushing them toward the tool.
​In-Line with education, is the explanation and gifting of my Buyer/Seller's Plan of Action. This document gives the most useful, but general breakdown of the buying process. Thus, it gives those new to real estate a solid beginning in understanding the steps of the process, as well as a slew of resources to the same end;

Value: ​There is nothing more important than having access to up-to-the-minute inventory, that is generally lacking in any site besides Listingbook (Zillow, Trulia, and Realtor.com, specifically).
​Understanding the steps to the buying or selling process in one resource enables Buyers and Sellers to anticipate the next steps, making them fully-educated.

Education

Contents: Blog Posts on topics relating to client's purpose; 

Purpose/Goal: Since most of my content is contained in this blog, pointing buyers and sellers to this part of my website gets them all the right education, in one place. I have found that this type of transparency and education is missing in the value-proposition of many other Realtors. Therefore, I go out of my way to bridge this gap;

Value: By educating my clients, they inherently make more educated decisions and therefore save money, time and frustrations. I bet you my clients can tell you more about the buying and selling process than any other Realtor.'s clients (and maybe the Realtor themselves)​;

Example:  
​"Also, I will point you to a couple particular blog posts of mine that should give more information about different aspects of the process:
- Buying Process - A Timeline
- First-Time Homebuyers, What You Should Know
These posts I find to be useful in discussing money and where/when your money is spent through the buying process, as well as the timeline of purchasing."

The Market

Contents: Information to help client better understand the market (typically for Buyers only); Market Evaluation (for Sellers);

Purpose/Goal: This is arguably the most useful, praised, and valuable aspect of my first emails, especially to buyers who need to understand their market intimately. Most buyers are searching through the market with no understanding of viable inventory for what they are seeking; here I take care of ensuring the buyer/seller understands the market and their price point.
​In the case that I am providing a Market Evaluation to a seller, I am able to go into the detailed explanation of my thought process as I come up with the most accurate value possible for your home. This includes an explanation of what the competition will be, what the comparable sales are, and how the neighborhood effects the price of the home (and more);

Value: It's difficult to understand your market, without this type of breakdown - by making it easy to visualize what is available, the buyer becomes more educated about the market. This results in the management of their expectations, and a less stressful buyer.
As a seller, doing a Market Evaluation with this type of explanation gives them a reference point for their decision-making with pricing. It too manages expectations, because understanding the Competition, the Comparables, and the neighborhood all lead to a more acceptable price point;

Example:  
"I also wanted to break down the market for your edification, to manage what will be your expectations as you search for a home.
In Norwalk, there are 349 homes on the market, of which, 239 are single family homes. Of those, 28 are below $375,000 (or 11.7%), so immediately you get a sense that you are working with a smaller sample size. Of those, 14 have 3+ beds and 1.5+ bathrooms, leaving us with these options: Click here to view Listing(s).
Note I did not remove other locations, but realistically your criteria leaves you in the middle parts of Norwalk. I know of some nice options that are 2 bedrooms, so if the number of bedrooms is flexible, you might have more options."

Financing

Contents: Explanation of the importance of using the services of a mortgage broker; referral to multiple mortgage people;

Purpose/Goal: I hope with this section, to really convey why working with a mortgage broker, instead of a bank, results in a better experience, better interest rate, and less risky buying process. For a seller, I will explain the importance of pre-qualifying a buyer prior to accepting an offer, something that gets lost or misunderstood otherwise;

Value: My team is part of my value - if you work with me, you have access to the best I can offer. Having a strong team behind you during this process is so useful in making it smooth, in addition to understanding why the mortgage broker selection is integral. We are also able to guide buyers of our sellers home to our mortgage brokers in case we are worried about their ability to qualify for the loan (this saves a lot of frustration);

Example:  
​"It is essential that with every offer we might place on a property, you provide the following: 1) A pre-approval, 2) a contract or binder on the property, 3) A copy of a 1% check to show good faith, 4) Signed disclosures for the property. So, as I mentioned, you might work with a bank, but they have a bureaucracy that sometimes makes it difficult to get things done.
I wanted to point you to my two mortgage bankers. This will at least give you some alternate options to discuss with, and a real, live person instead of 6 digit extension to speak to. <<Insert Mortgage Brokers Here>> "

About Me

Contents: Explanation of my sales, strengths, and success; Information about how I get the job done more effectively than other Realtors. Point to Zillow Profile which contains my client testimonials;

Purpose/Goal: I might be a stranger to you. Here I am trying to quickly show a buyer or seller why so many clients want to work with me - and why once the home is bought/sold, why they are happy to write a stellar review for me. My team, Hanson Realty Group, are the top agents in Norwalk, and Fairfield County for a reason, and this where I get to shine light on that!;

Value: This saves the buyer/seller time during the vetting process - I give them what they need to know without asking me directly. 

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Now you know - I hope it helps you understand more about the way I do things. The real purpose of this post is to get you to want to work with me, or someone who does business like me (if you are far off). It goes two ways - I want a client who wants to learn just as much as you may want a Realtor that educates; a more educated buyer wastes less time, and can be ready to pull the trigger in all aspects of the transaction when needed.

If you know more, you will ask less, be less frustrated, and get better value out of the whole buying/selling process.

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Joe is part of Hanson Realty Group, #1 in closed transactions in Norwalk. He has been in the business for over 7 years, and continues to dominate in this area especially among young buyers and sellers, seeking CT's most tech-savvy Realtor! His 'jurisdiction' includes Stamford, New Canaan, Darien, Norwalk, Wilton, Westport, Fairfield, Trumbull, Milford, but has sold elsewhere too. Call to understand why.