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"Building Business with E-Newsletters!"

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Jim Gillespie Photo
10/4/02 Interview with Jim Gillespie

Advanced Commercial Real Estate Coaching
41890 Enterprise Circle South. Suite 135
Temecula, CA 92590

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Building Visibility

  1. A web site is a cyberspace business card to which people must be directed; word of mouth and search engines are common ways to promote sites; e-publications can also direct readers to your web site.
  2. E-newsletters and e-zines (magazines) are a way to have people come to you to request information on a regular basis; the recipients perceive you as the expert about real estate in your territory.
  3. The Society's customizable CyberTips newsletter, prepared for members to use as their own, is an important benefit because it saves agents the time of putting it together.
  4. Also consider sending an e-newsletter that talks specifically about what is going on in your territory: market/price trends, comps, properties on the market, recent personal transactions and other helpful notes.
  5. Combine both e-newsletters by incorporating neighborhood information into the email announcement that links your people to CyberTips.
Managing Projects

  1. Keep a new e-newsletter project simple when you start; limit what you say to a few, attention-getting comments; people prefer short, succinct email messages.
  2. Limit the recipient list to a few names at the outset and gradually add names as you gain confidence; cost is nearly free in contrast to mailing.
  3. Be sure to get people's permission to send them email - you want to position yourself as someone desirable to do business with; ask people's permission as part of your prospecting routines - face-to-face, in print and on your web site (have a sign-up page).
  4. Be the first (or second) in your territory to establish an e-newsletter or e-zine to give yourself an advantage in recruiting subscribers; latecomers to this marketing opportunity will be shut out.
Centers of Influence

  1. Establish rapport with centers of influence - the leaders in your community who have an impact on others; join networking or social organizations and advance to one-on-one association (going to lunch).
  2. Once they know and like you, begin sending your e-zine to influential people, and after a while, ask them to endorse it to others.
  3. Use speaking opportunities to introduce your e-publication and to offer a sign-up; invite everyone you talk to personally to join.
  4. By recruiting centers of influence, you leverage your reach to many more potential clients; community leaders are likely to think of the person who has been keeping them informed when they recommend an agent.
Plain Text vs. HTML

  1. Text-only format creates perfectly simple messages; HTML supports colorgraphics, photos and other formatting features - allowing pieces to be sent that look more like full-color brochures.
  2. E-newsletters or e-zines in text-only format can be successfully sent to anyone who receives email, but HTML communications have to be fine-tuned to be received properly by a variety of email systems.
  3. HTML files are larger than text-only files and take longer to send; using a fancier advertising product may be effective and worth the extra time and trouble; however, text-only has a more private and personal feel.
  4. A way to combine both is to send a text-only message by email to link the recipient to a place on your web site for an HTML presentation.
Advantages of e-Publications

  1. Sending an e-newsletter or e-zine can significantly boost traffic to your web site; put links throughout the email message to give people reasons to go to the site.
  2. The e-publication reminds people who have visited before to return to your site.
Progressive Technology

  1. Autoresponders are underused ‹entire systems of follow-up can be put into an autoresponder sequence; for example, a series of automatic but personal messages can be sent to educate prospects who expect to buy, sell or leaseat a future time about the process they will encounter.
  2. Parameters for the number and intervals of messages and their content are virtually open-ended; use the merge function to personalize them.
  3. To conserve your valuable time as an agent, use a listserve company once your list begins to get unwieldy; Gillespie uses MindShare Design - the service handles all subscribe/unsubscribe requests and address changes.
  4. MindShare allows you to send out an e-zine for free up to 30 subscribers; that offer is a good way to test whether using an e-zine appeals to you.
Favorite Web Sites

  1. is the predominant pay-per-click search engine on the Internet; its search term suggestion tool lets you test the popularity of search words; by multiplying the Overture number by 30, you can estimate the total number of web searches for the term in the last 30 days.
  2. Ebay is a great resource for everything from brand new software (at 20%retail) to rock and roll memorabilia.
  3. is the best search engine on the Internet right now. Tips for Improving Your Business into the FutureLearn to use tech tools to better advantage by consulting with experts, keeping an open mind and staying abreast of what is new on the Internet. Go to to subscribe to Jim Gillespie's free e-zine. Click on the "Free E-zine" button on the left or use the pop-up box as you leave the Home Page.
Contact Information for Jim Gillespie:

(v) 951-694-6655

Real Estate Sites & Tools in This Briefing:

Real Estate Sales Coach
MindShare Design
Term suggestion tool, click Advertiser Center/Tools/Term Suggestion Tool