Probably one of the most common questions we get here at AgentMail regarding mail is “What Should I send?” I think it’s actually the wrong question – the right question is “Why am I sending something?”
What you send is entirely dependent on why you send it. For example, if you are sending something to existing clients, it should be totally different to something to cold prospects. Similarly, if you are communicating with buyers, it should be very different to how you communicate with sellers.
And it’s also important to remove your own motivation (to get new listings) and think about what motivates the audience.
Positioning yourself as the agent of choice takes away all the desperation of chasing listings. When you have shown true value to the audience, displayed expertise in your field and made them believe you care, it’s no longer about chasing listings, as they will find you.
So when thinking about marketing, think about those three keys: Is it valuable, does it show expertise, and do I care?