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Keep Heart

November 19, 2011 by · Leave a Comment 

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“To endure is greater than to dare; to tire out the hostile fortune; to be daunted by no difficulty; to keep heart when all have lost it… who can say this is not greatness?”

William Makepeace Thackeray, (1811-1863); novelist

Our greatness resides in the moment we are certain we cannot possibly go on, yet we press forward despite our doubt. Thackeray was a novelist and essayist, and knew a great deal about what it took to make a sustained effort. In describing his efforts to earn a living as a writer to support his wife and three daughters, he often referred to his work as “writing for his life.”

Keep heart through the darkness. Those of you who have been in real estate for the past few years may feel as though you’ve been “selling for your life” through a particularly trying time in the market. Certainly there have been months when you have entertained abandoning your business for a new start, but you are still here, checking in with us each week, learning a tip or two, and hopefully finding the way to “keep heart” where others quit.

Some of you may be thinking today that there’s no way you can keep heart for much longer. While I can’t speak to the particulars of your market or your finances, I can offer a little hope for those of you who don’t want to throw in the towel today, but are feeling particularly low: Just get through today.

It’s not always necessary that you take the long view when it comes to your spirit or ability to endure. Sometimes getting though the very next task is all that is required. Ask yourself: What is the next good thing I can accomplish. Do that. When you’re done with it, ask yourself again. If you pile enough of these up, you’ll find that you can make it through the afternoon, the day, the week, and before you know it… the year.

When the long walk is too dark, focus on your little circle of light. Surely you can find your way to greatness.

Here’s to your continued success,

Scott Levitt
Scott Levitt
President, Oakley Signs & Graphics

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How to Protect and Enhance the Effectiveness of Your Real Estate Email Marketing

November 3, 2010 by · Leave a Comment 

Grouping Your Contacts: A Must for Email Marketing
Don’t shotgun every email to everyone in your list.

One of the biggest mistakes real estate agents make with their email database is high-frequency, inappropriate communication. When we say “inappropriate,” we don’t mean pictures from a holiday office party– we mean messages that lack context, may not be relevant, or include an abundance of self-centered advertising.

The problem with the “send everything to everyone in my database” approach is that it encourages people to unsubscribe from your email messages or mark your name as “Spam.” Once that happens, your email goes right to their garbage bin, regardless of how on-point your message might be.

To remedy this problem, you should consider grouping your contacts and developing a strategy to mail your contacts by group.

For example, one basic segment you could apply is the “local” versus “non-local” group. You probably have a number of contacts in your database who don’t live within driving distance of any of the open houses, special events, or social gatherings that you may use as part of your overall business strategy. So why do you send them the message? Are you really doing so “just in case” they’re in town? Or are you inadvertently broadcasting the message that your “invitation only” event is actually a mass e-mailed spamvitation?

If you really want to give them the option to attend these events, consider sending a short message which invites them to optionally subscribe to these announcements. Doing so shows you value their time and that you hold their permission to contact them in high esteem.

Your contact database is the most valuable asset you own, and you must protect that asset by continuously earning the trust, and admiration of your contacts. Segmentation and data-refinement will allow you to communicate with a higher degree of relevancy.

Be sure to check out this related article: “Maximize Your List”:

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