Advanced Email Marketing

Email marketing is not a new concept—but it’s one of the most important things to think about when you think about your marketing strategy. Email is not as fun as Facebook or as new as Snapchat—but a great email marketing strategy can make a tremendous difference in keeping in touch with your clients and building your business.

I had the pleasure of speaking recently in Tacoma for the Genuine Hustle event organized by Tacoma-Pierce County Association of REALTOR® Windermere brokers Anne Jones and Marguerite Giguere and had the opportunity to share my story and how we have successfully used email marketing to grow our consulting and speaking business over the last four years. We have grown our list of a few dozen people to more than 22,000 active email subscribers to our list.

Why is email so powerful? As much as I love social media, we have no guarantees with social media. I don’t think Facebook is going away any time soon—but what if it does? There is something really powerful about someone not just liking your page but opting into an email list. As an added bonus, once you have built a robust list, you can use that audience to create a ’Custom Audience’ within Facebook to target people who already know, like, and trust you!

In addition, when you start sending relevant and helpful email marketing messages—the leads you receive are generally so much better. When people reach out to us, we hear things like, “I’ve been reading you for years!” or “I feel like I know you!”

To use our numbers as an example, when we launched in 2012, we didn’t even have a website let alone an email list! By 2013, we had a website and were actively working to build our email list. By 2015:

  • We had 8,000+ on our email list
  • 15-20% open rate

Compared to today:

  • We have 22,000+ on our list
  • 25-45% open rate

We started our email marketing journey by creating and writing multiple weekly blog posts which we would share on social media and in our weekly Saturday email newsletters and we started using Mailchimp as a way to manage our email list. We also created a lead magnet for our website—a ‘gift’ so to speak for someone to sign up for our email list. Our lead magnet is our Content Grid which is a multiple page PDF that we email to anyone for free when they sign up for our email list. Our grid has been downloaded tens of thousands of times.

How did we achieve the growth that we are having now? We evolved to just doing one blog post a week instead of multiple, still doing our weekly email newsletter, but now we are doing more dedicated emails (sending emails to the right people at the right time), and we switched from Mailchimp to InfusionSoft to help us do this better.

Now, at the heart of great email marketing is great content, so it’s important to take a step back and talk about how we think about content:

  • Content showcases your expertise
  • Content connect you with your audience
  • Content tells the story of what it feels like to work with you

How do we use content to build our email list? We deploy these four simple steps:

  • Create great content
  • Publish it on our site
  • Include a lead magnet at the end of a blog post
  • Boost and/or advertise the blog post. Your cost per click will be lower!

How can you start building your list today?

Here are a few keys:

  • What question to you get asked ALL the time?
  • Create a lead magnet (use to create a one-page PDF)
     – Ideas: Checklist, Cheat-Sheet, Guide
  • Use a landing page to upload and capture (LeadPages) and add it to your website.
  • Use Facebook ads to promote

I spoke with Chavi Hohm from Team Diva Real Estate and Coldwell Banker Bain and she talked about how much email marketing has impacted their business. Chavi says, “People love our Friday email updates. This past month alone we started working with two new clients who have been on our email list for years. One was a co-worker of Kim’s from 20 years ago. They have not spoken in person in years. He is on our updates and when the time was right for him he clued in to our newsletter.”

The biggest tip I can give you is to start with where you are today. Hire a virtual assistant to help as needed, and use a program like Emma, Mailchimp or Constant Contact to get you started. When you start creating valuable information and emailing it to people on a regular basis, the success you can have is really incredible!

Are you using email marketing in your business? I’d love to hear from you—post a comment on my Facebook page ( and let me know how you are using it.

About the Author:

Katie Lance is the founder and CEO of Katie Lance Consulting, a social media strategy firm. She’s been recognized by Inman News as one of the 100 most influential people in real estate and is a featured keynote speaker at many industry events. Her #GetSocialSmart Academy features on-demand social media education to help real estate professionals take their social media strategy to the next level. For more information, please go to and use the promo code WAREALTOR to save $30 off your monthly membership in to the academy.


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