If there was just three emails you could send that would generate seller leads. Would you send them? That's exactly what we're covering in this week in marketing today we're going to explore a database email strategy that generated 45 directly attributable listing leads for a team in alabama. In a single month welcome to this week in marketing, my name is jason pantana, i'm a business coach and national speaker with tom very - and i am stoked for today's conversation. Now, if you're new to our channel, please make sure to head on over press that big red subscribe button and while you're there go ahead and tap that bell to receive notifications for whenever we publish new content, and please please please last: ask please please: please smash The like button that this content resonates with you today.

I am super pumped for this topic today, but first, let's talk about some faqs and fyis before we dive into the nuts and bolts of how to execute this strategy. For starters, i am not talking about triggered emails, listing alerts or one-on-one regular everyday emails. I'm talking about bulk email campaigns, mass email campaigns to a large list, which means you're going to need some type of an email service provider. It could be like bombbomb mailchimp, constant contact, aweber convertkit activecampaign.

There are lots of them out there, do some research and find one. That's a good reputable company to help deliver your mass email campaigns and last just some good old housekeeping before we dive off into the topic is don't spam people there are a lot of laws and rules and regulations around email that i'm not going to dive into. In a lot of detail today, i'm putting that onus of responsibility onto you to know the rules and the law when it comes to email, but suffice it to say: don't spam people, i'm a huge fan, a big proponent, of double opt-in. In other words, when somebody subscribes to be a part of your email list, literally, you kick back an email to them to verify their email address and again double opt-in to say.

Yes, i definitely want to receive these emails. Why? Well because, ultimately, the deliverability of your email campaigns is largely determined by how your list of recipients interact with your emails. Do they or don't they open them? Do they or don't they click through them? Do they or don't they reply to your emails or forward to a friend? Do they complain about your emails? Do they opt out? Do they mark it as spam? Every action they take good or bad. Every inaction they take good or bad is going to have a reflection on.

What's called your sender score, in other words, your sender reputation. In other words, the deliverability of your email, is centered around. How does your list interact with it so ergo? Hence you should send it to people who want to receive your emails. Enough said right, i am super excited to dive into this email strategy, which we are dubbing: the ultimate email, trifecta trifecta, meaning three, three.

What three emails? Three emails! How often over what span of time jason three emails a week and you're like jaw drop a week? That's too many emails, jason well get. This hubspot says that 35 percent of marketers in all industries - all verticals, aggregated together 35 of all marketers, send between three and five emails to their various lists every single week, but jason again, it's too much email wait, suspend your disbelief because i'm going to go through A case study today of exactly what matt curtis real estate, the largest and most successful team in all the state of alabama, is doing and has been doing for months months and months to their database. A large-sized database and the results aren't lying. So suspend your disbelief and maybe i would look at email as a marketing channel.

I think a lot of people think email is transactional, not exclusively look at email marketing as a space for distributing and delivering valuable content. If your emails are truly like you put the love into them, they're valuable people are going to want to get that stuff. But if the emails are canned or they're generic and they don't really add much substance, then i can understand why three to five emails a week would be too much, but i want you to take this ride with me. Go with me and suspend your disbelief now.

Let's peel back the layers of the onion of what mac curtis real estate is doing every single month with their email list. I'll give you the basic stats. You already heard the big one at the beginning, which is that they generated in a single month, 45 directly attributable listing leads, there's actually other listing inquiries that came in through other means that were likely partially attributable to the email campaign but 45 in one month alone. But you're like was it just a fluke? Was it just that one month? No, it's not he's been doing it for several months, i'm going to go off of the very first month, but the results have continued every single month.

Subsequently. So we're going to talk today about his stats from december of 2021, but he's continued in january february march and now we're in april and he continues and the stats have held true, so we're going to use one month as a sample. But the stats have held true, so 45 directly attributable listing leads in one month sending three emails a week every week, the month of december guess what they generated. 12 000 unique clicks.

They generate over 40 000 total clicks, but people actually clicked on various calls to action, buttons, photos, images, content, read more links and all that stuff in the emails they had a great interaction rate but you're like i'm sure everybody opted out. Actually, they had a 0.3 opt-out rate over the month which, by the way, is if you look at industry, stats is way below the norm. Well, something else must he must have a small database he's mailing to actually no it's an enormous list. Here's a 55 000 email list: 55, 000 people.

Oh my goodness! How did well? What is that? Well, it's a combination of past clients, sphere of influence and leads he's generated over the course of the last several years through facebook ads google ads open houses and whatnot everybody's opted in, but it is a large database, so we're dealing with a large data set. Now we've had other coaching members who have already tested this strategy with much smaller databases and they're, seeing a very similar return proportionately to the size of their list, how often they email and how many actual inquiries about listing they get so look. The proof is here, the question is: are you gon na make the emails and send them out all right now, let's dive into the ultimate email trifecta and it's three emails a week and those emails, i'm gon na tell you now go out on monday, wednesday fridays. Every week matt curtis sends out monday wednesday friday monday is always a cta, a call to action, we'll talk about wednesday and friday next, but monday is always a direct ask in inviting you into a listing opportunity call to action.

You may think of the book. Jab jab right hook where gary vaynerchuk talks about jab jab like give give and then call to action, matt's, actually switching the order so to speak, where it's a right hook on monday and then a jab jab. Now, riddle me this, because i want to talk about why riddle me this: when do you think most households discuss real estate matters or think about their next steps in real estate and i'd love to know what you think in a comment below? But when do you think? Because i think it's probably most likely to occur over the weekend? Why? Because most people are going to work monday, tuesday, wednesday thursday, friday they're hustling running around doing their everyday tasks and so forth and they're tired and they go to bed and then saturday hits and for most people they have an opportunity to start thinking about projects around The house things they want to do: do we even want to do this project? Should we just sell the house and all of a sudden they're mulling over real estate decisions about buying selling, investing and things like that, and so matt waits until monday morning, to drop a call to action, essentially cashing in on all the conversations they've been having over The weekend with a specific call to action, he is typically in terms of the logistics of this he's. Given him an offer like reply to this email, click to fill out this web form or questionnaire click, this link to book a consultation or specific direct asks.

It is a straight up call to action email. One of my favorites was at the beginning of the year. It just said: hi jason in the email. I got it's always personalized, hi jason, quick question.

Are you planning to sell your home in 2022? Question mark that email alone generated so many replies. Yes, we're thinking about it. Yes, yes, yes, yes, and it generated listing inquiry after listing inquiry, or i should say listing conversation like not: everybody's gon na sell their house, but if we can get people to reach out to you about the possibility of selling your house, that to me is a Win so mondays are straight up listing focused calls to action, download a seller guide schedule, a consultation reply to this email if you're in fill out this questionnaire those types of actions another one of my favorite emails he sent out the subject line, read what's gone up, A hundred thousand dollars in two years question mark and then, when you read the email, it basically says the average home value in madison, which is their area of alabama, and then it goes through a year over year. Analysis of here's 2020.

- here's 2021, here's 2022 and it shows the trajectory of where values are going and then the call to action was hyperlinked text. That simply said learn what that means for you. You click it. It goes to their website and it gives you an opportunity to connect with an agent at the office to get an actual customized home value.

So mondays is all about calling people into action. Why mondays? Because they're coming fresh off the conversations they likely have been having in their households on the weekend next up is the wednesday email, which is what we call featured content or a featured video, and it's super simple. It's basically an email to the entire list, where matt just gives a valuable video and he's typically sharing pro tips, real estate advice and just helping consumers make better decisions about buying selling and investing in real estate. It's a value.

Add it's a value. Add it's a value ad so monday. Is that cta the call to action but wednesday is just a give and if you look at the email campaigns and i'll go through some of the video topics, he hits on in just a second. But if you actually were to look at the email campaign, it's very clean, very minimalistic, very simple monday is pretty much just text.

There's really not much to it. It's a simple, straightforward, email, wednesday has a design it's branded to his company, colors and his logo and so forth. But it's simple: it's optimized for mobile viewership! Guess what most of the people on your email list are. Looking at your emails on a mobile device, and so you need to make sure that okay is my email campaign optimized for mobile viewership, what does that mean? Well, that means don't have like the html sidebar columns and all the crazy layout stuff that doesn't work on mobile viewing.

You need a single feed so in other words video at the top. If there's anything else, it goes down the feed because people scroll through their emails. You also need to make sure the text is relatively large, that the buttons are easy to tap and press that the big play button is a big fat play button in the middle of the video that, if i tap it, it opens up youtube or the video Embedded in a blog post, where i can go watch that video it needs to be mobile, optimized and that's what matt does with every one of his campaigns. So, for example, his videos cover topics like taxes and selling your home, how to make a winning purchase, offer home improvements to avoid - and i love that one - this is a sidebar, but it's like it's not home improvements to do it's home improvements to avoid, and sometimes People are much more likely to click and watch when you appeal to a negative, because just this is extra information, but most people are more motivated by a fear of loss.

It's called loss of virgin than they are by the possibility of gains. So sometimes, if you paint that negative space, it's a way to provide valuable information and improve your click-through performance and view rate and all that kind of fun stuff. So he talks about home improvements to avoid. He also talks about impacts of rising interest rates again because he makes so much video content.

He has the ability to be hyper focused on what are the issues of the day, not the month, not the quarter the day, because that's how much video content he's operationalized to make video first content. So he could be the knowledge broker on the leading edge of all the issues impacting buyers and sellers in his local marketplace he's an email he sent out not long ago that i really liked the video topic was millennials. Don't stay a renter. I love that piece where it literally calls out: millennials, don't stay a renter and it gives them constructive advice on what steps they should take to get in the game of home ownership.

Finally, he talks about. Is it actually a buyer's market, which is something tom ferry's been talking about quite a bit where it's like anybody? Who's bought real estate in the last couple of years has made money in terms of appreciation, and so we talk about it being a seller's market. But in the sense that the gains are there for you as a buyer, it's kind of a buyer's market. So it's a contrarian point of view, but these are the kinds of topics he's covering in his videos.

Nothing salesy, nothing, promotional straight up, give give give value value value. This is why his opt out rate is only 0.3 percent. It's because he's the knowledge broker, and you know what, if you send emails with great valuable content, people are going to open them. They're going to click through them and they're, going to like them and last but not least on friday, matt sends out what would be basically called a newsletter or a digest.

He calls it a weekly real estate, roundup and basically it's a newsletter. It's the recap of all the content, all the happenings, all the important fyi's that his database needs to hear from him. It's a roundup of all those things for the entire week in one email, and it goes on friday. Now fridays are, coincidentally, the highest open rates of any email anywhere like that's the stat fridays are the best day to get the largest open rate.

Saturdays are the lowest and so sending a newsletter, a roundup of here's everything that happened this week and here's what we're doing going into the weekend friday just makes sense. For a recap, a roundup a digest, a newsletter whatever you want to call it again, optimize for mobile, so a single feed to scroll, none of those like right hand, left-hand, sidebars or fancy htmls, because people don't look at it on a computer they're looking at it On their mobile device, but the roundup has been highly effective for mad and it is amazing for matt in terms of click-through performance, open rates, shares and so forth. Now, to give you sort of a mental picture of how it's laid out, i want to share with you the different sections that he follows, because this is a newsletter monday was a call to action. So it's just one thing: it's here's the call to action.

It's mostly text based wednesday was a it's called, dedicated content or a featured video. It's that main flagship video, that's going to be front and center above the fold that really we want one thing: we want you to click it and watch it. That's how it's sent. It's dedicated content, but friday is a little bit different.

Friday is kind of a pick out of the buffet pick. What you want, look what you want read what you want it's the best of all put together here are the sections matt includes in his emails at the very top. It's another featured video, but it's not as big as on wednesday. It's just kind of a small sliver for a video up top.

He wants the lead with value. It's a different video from the one he provided on wednesday section. Two is kind of a placeholder for news and announcements now sometimes they're offering like a seller workshop or a home buyer seminar or webinar, or sometimes they want to promote a new program. They have maybe it's some type of a searching for your home like an off-market, matchmaker type of product or programmer something they're doing for the consumer.

They use that second section as a placeholder for announcing those upcoming opportunities where they're gon na give something valuable to consumers. Whether it's a product, a service, a training, something along those lines, section three is where matt showcases his latest listings. Now he only shows three at a time. So literally it's one two three view all listings.

If you have a lot of listings one congratulations. That's spectacular! I'm happy for you, however, you want to be conservative in terms of not utilizing too much of the screen real estate. If i have row after row after row of listings, people are going to stop scrolling and they're going to miss other valuable sections. A roundup is basically hyperlinking 2..

If you want more on this go here. If you want more on this go here, if you want more on this, go here, so just one two three view all listings or view more listings, something like that section. Four is another featured video again, not the same one as wednesday. How does matt achieve this? He makes a lot of videos things.

We've talked about many many times. You need content content, as i have said before, is like having arrows for a bow. A bow without arrows is quite useless, but a bow with arrows can do something right. In the same regard, email is just a marketing channel and a marketing channel without having content to market out is not very effective, unique content.

Specifically, you need video content. Allow me to get off my soapbox and get back onto the topic. Section. 5 format is local.

Happenings this is a heavy favorite. He kind of puts it toward the bottom because it gets people trained to scroll down to the local happenings again, it's friday, so we're going into the weekend and it's laid out similar to how he does the listings. So the listings - it was one two three featured listings. Local happenings - is typically one two three and then see more or view all, and then here's the trick.

You want to link to a blog post on your website, so you should also be producing a blog that has all the happenings coming up this weekend or next week or whatever in your area, and it's all on your blog post, so you're driving to your website And building that seo at the same time, and then after that last section section five, he has typically a soft cta, not a strong cta. It's okay to put soft ctas like just a little link to like book, a listing consultation or whatever kind of a call to action. You want to invite people into. Maybe they want to search for homes or search for a specific type of home or search in a specific area, or they want to get a home valuation or they want to schedule a listing consultation, it's okay to interweave little soft ctas in between the sections, but Again, that's not an excuse or replacement for that monday email, because one of the challenges a lot of email newsletters face - and this is like - if you read - email, marketing research.

This is what they say. There's so many things to click on the actual ctas get buried in all the content, and so that's why that monday, email with the call to action where it's a single call to action. It's just one thing it's! The thing i want you to do is super clear. It focuses email viewers into taking that specific action, like i said, from the get go you're not sending enough emails, not even close.

In fact, if you were to pull a bunch of different marketers from all types of businesses, they have long heralded email as one of the greatest marketing channels ever and i want to see you deploy it and use it effectively in your business. Just like matt curtis is doing down in alabama now you may think, like i don't know if i can start with monday, wednesday and friday. Fine start with friday start with monday. Add one on next: whatever makes sense for you to grow your business with email marketing, because i just want to see you generate results specifically listing lead results in your business with email.

Now, if this has been a useful training, it would mean a lot to us if you could give us a like down below, and please please, please share your thoughts, put a comment down below tag. Somebody bring them into the conversation, ask questions and let us know what other future trainings we should deliver here on this week in marketing, make sure to follow tom across all of his social media channels and i'd love to connect with you also instagram, facebook, tik tok Youtube linkedin, you name it. I want to be a resource for you and i want to see you grow your business with marketing. Until then i'll see you next week on this week in marketing have a great day you.