Avoid These Pitfalls When Email Marketing

Aug 18, 2019 by

Email has become one of the most preferred communication channels for modern-day consumers. This is largely due to its effectiveness and versatility in driving genuine engagement between a brand and their customers.

But, there are a few mistakes commonly made that can be either extremely detrimental to your brand or simply lessen the impact you’re able to have.

Here are some things you should avoid to get the most out of your email marketing:

Do not buy lists of data from third-party providers. It is imperative that before you begin email marketing, you have your own list of prospects that you or your team has collected. Buying lists can have your domain blacklisted from email service providers, barring you and your brand from being able to send emails. If you do manage to not get blacklisted, the likelihood that you actually send to anybody that’s interested in your properties is very slim. Knowing who you’re sending to is best practice.

Ensure your subject lines are on-point. Avoid spam filters by not using exclamation points, capital letters and text colored red. Words or phrases such as “limited time,” “special offer,” “free,” “today only,” “cheap” or “guaranteed” will also reduce the amount of people who actually see your emails. Concentrate on writing impactful subject lines that show the value of what’s inside without a hard sell. Try using relevant emojis to increase noticeability…but don’t go overboard.

Don’t send off-brand or unprofessional emails. Consistency in presentation is the first step in creating brand resonance and maintaining an attractive perception in the mind of prospects, and even other agents or brokers. The power of ActivePipe is that we ensure your brand image is upheld through brand themes at a brokerage level, as well as templates pre-built to assist brokers and agents in creating well-designed emails.

Always track your engagement. Don’t send and forget to check the reporting! Taking the time to understand your campaign analytics is key to continually improving and optimizing your email marketing strategy. However, not all stats are created equal, and in real estate, broad open and click rates don’t provide much value. Having an email tool that directly generates value, providing deeper insights at both a prospect and property level, gives agents and brokers a whole new perspective on their sphere, as well as an enhanced ability to communicate. More relevant conversations that are driven by data will always lead to more transactions.

ActivePipe allows you to send one-off email campaigns or build automated drip campaigns that are dynamic, automatically tailoring the content to fit the specific needs of each prospective customer. With prospect and property insights unlike any other platform, agents and brokers will always know who they should connect with next to ensure they never miss an opportunity.

Mike Feller is chief revenue officer at ActivePipe. For more information, please visit

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Building Better Client Relationships

Aug 17, 2019 by

American Home Shield® Paves the Way to Long-Standing Relationships

John M. Franklin has always had an interest in housing. An agent with RealtySouth Over the Mountain’s Alford Avenue office in Birmingham, Ala., Franklin worked in both the mortgage service and construction sectors before moving into residential real estate in November 2015.

“I love helping people,” says Franklin. “A house or piece of property can be the biggest investment someone ever has the privilege to own. I ensure that my clients see me as a resource, not just someone who will stick a sign in the yard or visit a house with them.”

One way Franklin sets himself up as a client resource is by offering a home warranty on the properties he lists.

“The home warranty is a tool that provides a level of protection and comfort to buyer clients, but also allows sellers to feel like they’re providing a level of care to the buyers who have chosen to purchase their home,” Franklin explains.

Franklin’s business model focuses on client care, with an emphasis on building a superior working relationship before, during and after the sale.

“Negotiating a home warranty into the purchase contracts for my buyer clients is a great benefit to them. The home warranty provides coverage on components of the major systems and appliances in the house that they’re purchasing, which can help buyers feel more at ease with the process.”

Of course, not all home warranties are built the same.

Franklin has been offering clients a home warranty with American Home Shield (AHS®) since he started in 2015. “RealtySouth offers the base home warranty plan with the Seller Coverage Option through American Home Shield, with no cost due to the seller until the home closes,” notes Franklin. The Seller Coverage Option covers the main systems in the home during the listing period.

“That extra layer of protection can really help,” says Franklin, “especially with the stress of getting a home ready to list and show.”

Why does RealtySouth choose to work with American Home Shield?

“Business relationships are key in the real estate industry, and that doesn’t just apply to agents and clients; it’s all of the affiliate partners, too,” Franklin comments.

Franklin notes that his local AHS account executive, Tobi Pryor, is a wealth of knowledge who genuinely cares about her job and the people that interact with her, and has an excellent relationship with all of the agents in the area.

“If my clients choose American Home Shield, I know they’re in great hands because of Tobi’s dedication,” says Franklin, who can easily contact Pryor by phone, email or text whenever an issue arises. “She’s also an excellent networker and is willing to go the extra mile to make sure the agents she supports—and the homes that are covered with an AHS home warranty—are well taken care of.”

And when it comes to superior service, word of mouth travels fast.

“I’ve had clients brag on the amount of money and headaches they’ve saved just because they carry an AHS home warranty year after year.”

These bragging rights are a boon to Franklin’s client relationships, track record and overall business. 

For more information, please visit  

Zoe Eisenberg is RISMedia’s senior content editor. Email her your real estate news ideas at

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Buying a House With High Income and Bad Credit

Aug 16, 2019 by

Lenders look at income and credit score when it comes to approving a mortgage application.

A combination of high income and a low credit score can make a lender think you don’t know how to manage money…making you a candidate for default.

So first, check your credit reports for errors that might affect your scores.

Or consider waiting to buy a house until you pay down debts and boost your credit.

Or offer to make a large down payment to improve your chances of getting approved.

Finally, some lenders, such as FHA, VA, and USDA offer programs for borrowers with bad credit, but they often have high interest rates.

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