E-mail marketing presentation by Neeraj Seth from Upaknee. Presented at March 1, 2010 Real Estate Technology Toronto (RETechTO) Meetup. Meetup founded and hosted by George O'Neill www.GeorgeONeill.ca

1. Email Marke1ng for Real Estate
Debunking Myths, Understanding Pi9alls and Sharing Best Prac=ces
Upaknee Inc.
March 1st, 2010

2. AGENDA
• What is Email Marke1ng?
• Myths
• Uses for Real Estate
• PiAalls
• Best Prac1ces
• Uses
• How to get started
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

3. WHAT IS EMAIL MARKETING?
• Marke1ng medium
• Push‐marke1ng
• Unique characteris1cs:
• Valuable, relevant and 1mely content
• Staying top of mind
• Providing value to clients
• Permission‐based
• Nurturing rela1onships
• Tool for engaging conversa1ons
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

4. MYTH #1: EMAIL MARKETING IS SPAM
• I get tonnes of spam messages everyday…
• I don’t want to be a spammer…
• Do you provide the lists? Or do I have to bring my own?
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

5. MYTH #2: EMAIL IS NOT EFFECTIVE
• Email is free – it has no value
• My message will be lost in a sea of emails…
• People just delete the email anyway…
• Builds rela1onships – is rela1onship marke1ng
• Only 5% of sellers found their agents using the most expensive kinds
of marke1ng, 72% found their agents using rela1onship‐type
marke1ng
• People like print communica1ons
• 67% prefer email as a communica1ons channel over others online
• Email will con1nue to be the preferred communica1on channel in
the future
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

6. MYTH #3: I CAN DO THIS BY MYSELF
• Yes you can.
• However, there are many
considera1ons to using email
marke1ng as an effec1ve
marke1ng tool
• Crea1ng visual and powerful
emails
• Your inbox is not the best lead
management tool
• Managing preferences:
Permission‐based lists
• Legisla1on Compliance
• Deliverability
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

7. USES FOR REAL ESTATE
• Monthly Market Update
• Adver1se Property Lis1ngs and Recent
Solds
• Open Houses
• Provide targeted informa1on about
neighbourhoods, community events and
topics of interest
• Financial News
• Impacts of legisla1on
• Tax‐saving and inves1ng strategies
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

8. PITFALL: USING EMAIL LIKE DIRECT MAIL
• Email marke1ng can be personalized Email marke*ng generates an
and targeted in a manner unlike direct mail ROI of $43.52 per dollar spent.
• Tempta1on due to low cost to rent lists DMA (2009)
and use improper email collec1on Direct mail campaigns generated
techniques
$15.22 in sales per dollar spent
• Email marke1ng delivers returns over 1me DMA (2009)
• Brand awareness through referrals
and list growing tac1cs
• Engagement opportuni1es
• Build credibility: trusted source of informa1on, knowledgable
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

9. PITFALL: NOT HAVING A DATABASE STRATEGY
• Understand and align your contact collec1on prac1ces and have
a master source database
• Your clients have unique interests…
• Capture
• Know
• Use
• Collec1ng contact informa1on mul1ple 1mes and not knowing your
clients communica1on preferences is the culprit, not the use of the tool
• Ability to use email marke1ng results in a unique way
• Further segment based on user ac1ons
• List management prac1ces
• Confirma1on, Welcome, Goodbye Email and Preference Centres
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

10. PITFALL: OTHER TECHNICAL TRAPS
• Branding and coding mistakes
• Not tes1ng for various browsers
• So many browsers, so many email clients
• Using email services that have low deliverability
• DKIM/SPF Authen1ca1on and Records
• Whitelis1ng services
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

11. BEST PRACTICE: FOLLOW‐THROUGH
• Monitoring results
• Following through on user ac1ons
• Using data to further segment
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

12. BEST PRACTICE: ANTI‐SPAM COMPLIANCE
• Domain authen1ca1on
• Not using misleading subject lines
• Legisla1on compliance
• List management collec1on prac1ces
• Regular communica1on
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

13. BEST PRACTICE: EXPANDING REACH
• Integra1ng email marke1ng with other marke1ng
• Aligning mul1 channels
• Feeding into social media (sharing content)
• Integra1ng into your website or connec1ng your CRM tool
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

14. GETTING STARTED
• Your website tools
• CRM Tools
• Email Marke1ng Services
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces

15. UPAKNEE SOLUTIONS
• Self‐service solu1ons:
• Campaign Manager
• Powerful self‐service tools are easy to use
• Control and develop your own campaigns
• Plans star=ng at $20/month for 1,000 emails
• Full‐service solu1ons:
• Real Estate Report Express
• Star=ng at $30/month. Now $20/month. Great way to get started.
• Real Estate Report
• Star=ng at $99/month. Our pla=num‐level concierge service.
• Monthly Mailing
• Your content. Our hard work. Best of both worlds, from $125/month
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces