Discover how one agent uses a personally branded magazine as the centerpiece of her direct mail marketing strategy.
Real estate is a competitive industry; that’s no secret. But what is it that separates the top producers from the rest? The answer is creating and maintaining relationships with past, present, and future clients that will result in two crucial things: repeat and referral business.
Independent Coldwell Banker agent, Sandra Alvarez, gives us a taste of what it’s like to reel in success in a sea of other agents. Fortunately, she realizes that staying in touch and being at the forefront of her clients’ minds sets her apart from the rest. The kicker to maintaining those relationships is doing so in a tasteful manner that leaves her clients wanting to do the same.
Staying in touch with clients is incredibly important, but how can it be done well?
Businesses can stay in touch with their clients by giving them something they didn’t know they wanted. Alvarez says, “This business is so competitive that we have to stay top of mind with our clients, whether they’re previous clients, current clients, or new clients.” She chooses to nurture relationships with her clients by sending out American Lifestyle magazine, one of four personally branded publications from ReminderMedia.
What drew Alvarez into utilizing American Lifestyle magazine?
“When I saw the magazine, I loved it’s quality,” says Alvarez. Real quality, as you likely know, isn’t something that many marketing materials possess. “I found it at a doctor’s office, and I love the articles it has. I love the fact that you can personalize it with your own recipes or different types of [tear out] cards, and it’s so easy to do.”
From lifestyle to health and wellness to gardening and home to business, the content of each magazine is engaging, entertaining, and informative. Recipients of our magazines look forward to reading them (recipients spend 52 minutes with each issue*) but also to sharing them and their Tear Out Cards with recipes, DIY projects, and helpful tips with friends and family. (Our reader survey indicates that 92% of recipients have shared their magazine or Tear Out Cards*, ensuring that your brand gets even wider exposure.)
Has she found success since utilizing the magazine?
Absolutely, she says. “The beauty of this magazine is they call me. They call me to share an article or let me know about the recipe they tried. It’s not like a postcard, it doesn’t get tossed away. People will keep it for months.” In fact, they do! These magazines stay in the home, displayed on coffee and kitchen tables, for about 4.5 weeks, while 20% report keeping their issues for 10 weeks or more!*
Keeping up with clients is one task, but trying to gain referrals is a whole different ball game. “I have a teacher that is on my mailing list that I sold her first home, and she took the magazine to share it with a friend at school, and I’ve closed at least three additional teachers out of that one magazine,” says Alvarez.
The takeaway
What agents can learn from Sandra Alvarez is that quality rules over quantity. Clients don’t want piles of marketing materials that will ultimately end up in the trash; they want something of quality that is versatile and interesting, all while looking elegant. Staying in touch with client doesn’t have to be a hassle—you just have to give them what they want, and what they want is a personally branded magazine from ReminderMedia.
*2023 ReminderMedia Reader Study conducted by GfK MRI-Simmons
