Emily McGuire
distinguishing yourself is vital. Emily maintains that in her experience she has found that “people want to know you so they can build trust in your abilities and character so that eventually they will feel comfortable working with you.” To start building that relationship with potential clients, she suggests that your first email should be a welcome email. Emily notes that subscribers are most engaged when they first sign up, so it’s important to act swiftly by welcoming them to your contact list and giving them “an introduction to who you are, and again, what makes you unique is going to be incredibly valuable.” Emily notes that too often new content creators get caught up in the idea that what they send out has to be perfect. As to the content, she recommends keeping a conversational tone and maintains that whenever possible it’s always good to share anecdotes about others, observing, “People love to hear stories about other people, individuals who are facing the same challenges they are but have found a way to overcome obstacles or difficulties.” She also shares these tips for giving your emails a less formal, more approachable tone, “think about it like you’re talking” and “ ... some copywriting tricks that people use are instead of typing out what you’re going to write, just record what you want to write and then transcribe it.” While Emily repeatedly emphasizes that email content does not need to be perfect, she does remind agents to check their grammar before sending emails out to avoid obvious misspellings, typos, or grammar mistakes so that your content always looks well-thought out and professional. Emily also advises keeping in mind the question your audience will undoubtedly be asking themselves from the moment they receive your email: What’s in it for me? Write for your audience. It’s perfectly fine to write about yourself, as Emily points out, they want to get to know you, to like and trust you! But if you are writing about yourself, ask this question: What’s in this copy that’s of value to my audience? How do they benefit from having this information?
she applauds agents who are targeting a specific segment of the population in their market. Focusing on platforms that have groups organized by area allows you to focus on leads that are actively looking to buy and sell in that specific area. Facebook is one option, Emily points out: “So, if you’re looking for leads in general, Facebook groups are a fantastic resource, especially as local guides. And so, if you create that lead magnet, just being active in a local Facebook group where people are asking for advice on moving and real estate” makes it relatively easy to find people who are willing to trade their contact information for your guide. Just make sure your lead magnet “is helpful and not super ‘salesy’,” cautions Emily. She warns against creating content that is one long sales pitch, noting people find it extremely annoying. You don’t want to work hard building up your email list just to have people unsubscribe in big numbers because you are going for the hard sell. You Are Your Brand: Let People Get to Know You! When discussing the type of content realtors should be creating, Emily observes that agents are their brand. Her recommendation for agents is to share “who you are and what makes you unique” ... noting that
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