Gone are the days when homebuyers and sellers rifled through the Yellow Pages looking for a real estate professional. Today’s consumer jumps on the Internet and searches for properties that meet their wants and needs.

“At their leisure people surf the net looking for listings and for an agent to represent them,” says Valerie Fitzgerald, a real estate professional with The Valerie Fitzgerald Group in Beverly Hills, Calif. “It’s crucial that your business is online and you’re participating in the arena and in appropriate conversations.” Here’s what she recommends:

Newsletters
Fitzgerald sends out two newsletters every two weeks, one to clients and one to colleagues. “I send another newsletter once a month to people I meet from speaking engagements and networking events,” she says. For Fitzgerald, it’s a non-invasive way to connect with her database. In addition, it keeps her name and brand top of mind. “Last year several deals came of clients saying, ‘I've been getting your newsletters and I'm ready to...,’" says Fitzgerald.

Here’s what she includes in the newsletters:

Client newsletter: “I write a brief introduction (something personal that’s related to current news); include a relevant article (something related to the market that would be of interest to them); share information (something related to my business or a vendor that they would be interested in connecting with.)

Colleague newsletter: Fitzgerald follows the same format as above and includes her thoughts and strategies for the current market.  “This past year has been a challenge for everyone in real estate, and I share with my colleagues that I too, have had challenges and these are my strategies for success,” she says. “I get an open rate of over 20 percent, which is a great response rate.”

“You must understand, this is one component of marketing, not the entire plan, just one piece of your marketing plan,” she says. “In addition, it’s a huge commitment to send the newsletters every other week—sitting down, writing and sending them takes time.”

Social Networks
“I participate in conversations on Facebook, Twitter, and keep my LinkedIn profile updated,” she says. It’s an efficient way to connect with like-minded people.”
And, she says, social networks expand your reach. “In two minutes you can post something that reaches all your friends and connections. It's a powerful tool and I've met new people, new colleagues and new clients this way.

The challenge, she says is that “like newsletters, it's a commitment challenge.  This is another piece to your marketing pie that needs time and watering. It will not grow without your attention.” And, she cautions, real estate professionals must remember that this can be viewed by everyone, “so keep it professional and only post/share things that represent you and your brand well.”

Blogging
“I've been blogging for two years now,” says Fitzgerald. “I post articles that are interesting, relevant, and inspire me as a real estate agent, community member and person.” Blogging is a great way to establish yourself as an expert in your field and/or niche market. “I syndicate, or repost, my blog articles in several directories for maximum exposure.”

In addition, she says, “Blogging provides a great outlet for sharing interesting articles or other people's opinions on current news. It keeps conversations going online.”
She cautions that, like anything online, blog posts can come back to haunt you, so steer clear of controversial issues.

Website
“Of course, this is the most efficient way to promote your brand and capture leads,” she says. “The purpose of your site is to use it to provide information and relevant content your visitors and clients want and need.”
She recommends you make it your “main hub for your brand on-line. You must completely control the content, look and feel,” she says.

Valerie Fitzgerald recently wrote the book, "Heart and Sold: How to Survive and Build a Recession-Proof Business." You can find it on Amazon.com by clicking here.


Do you have a blog? Are you sending out a creative e-newsletter? REAL Trends wants to know. E-mail us at Tracey@traceyvelt.com.