Database marketing

More Listings with the Power of Reciprocation

13/04/2020 by Shelley Pilkington

How many future listings are bubbling away in your database, right now? How many homeowners are tossing around plans to sell? Statistics tell us that, on average, There’s a gelato stand at my local Farmers Market. Every Saturday morning they hand out hundreds of samples on small wooden spoons. It’s a sales technique called Using […]

What Real Estate Professionals Can Learn From Politics

02/10/2017 by Shelley Pilkington

During the last general election, I was privileged to be involved with the campaign for a high profile candidate and picked up a few marketing insights along the way. Here’s what I learned, and how it relates to real estate marketing. A certain percentage of voters are staunchly loyal to a candidate or party but, […]

Regular Top 100 Agent. Coincidental? No.

I’ve been utilising Downright Brilliant for several years. Is it coincidental that I feature regularly in the Top 100 Agents for NZ? I would say No! My newsletter is a big part of my “Sales Tool Bag”. One document which can be posted, emailed or hand delivered to an exclusive area is of great benefit including being cost effective!

The newsletter provides up to date REINZ sales data, helpful articles and handy hints for home owners relevant to the time of year, puzzles and jokes as well – something for everyone! The newsletter is personalised for me for advertising my website, social media outlets, recent awards and testimonials, along with current listings and recent sales and requires about 15 minutes of input from me each month!

The best thing about this newsletter is Shelley and her ever capable 2IC Rachel. Both are friendly, helpful and extremely efficient – they have consistently provided service above and beyond. Part of my success comes from their support to my business – so in short – they rock!

—Fiona Senton, Ray White

Responsible for several of my listings

In the Real Estate industry, making it through the first couple of years is b***** hard work, and you often need help from outside sources to help you get listings, to get your name out in the market and I did just that.

The person’s name – the tool I used – was the Downright Brilliant newsletter. This amazing woman named Shelley Pilkington (and she’s going to hate me for that!) but she is. She’s incredible. She has a gift and knows how to craft an amazing newsletter that engages your market, that lets them know who you are and tells a story.

So if you’re after something to gain attention, to get your name out there, I highly suggest the Downright Brilliant newsletter. It’s b***** awesome, it’s been responsible for several of my listings.

—Tim Webb

Response has been overwhelming

I hate cold calling but have found it easy because I have been able to introduce myself and check they are receiving my newsletter and if they are enjoying it...

...Well, response has been overwhelming - nearly everybody recognises my name and most read the newsletter. They all enjoy it and ask that I continue sending it (have been able to get several more email addresses for my database). The biggest comments were how much they enjoy the jokes and how informative and friendly the newsletter is, without it being a boring real estate newsletter. CONGRATULATIONS! I hope you are getting new business (enough new business that I can suddenly get free newsletters - ha ha ha).

—Agent M, LJ Hooker

Weight Taken Off My Shoulders

I’m really happy with the newsletter, was a weight taken off my shoulders and I like the variety of articles, market report, jokes, puzzles etc.

I delivered these around my new farm area and a couple of people who had no junk mail on their mailboxes were requesting I drop one in every month. I’m liking the fact that I can get this out monthly which gives me more consistency plus DLE or appraisal letter in between each issue.

—Karen

Best advertising in my 20 years in real estate

The Downright Brilliant newsletter is so convenient, all done for me. I have had good feedback, especially about how it is good to receive a real estate newsletter that is not all about the agent. I have a large number of retired people on my database and they look forward to it, especially the joke and the general information.

The benefits are that my name is out there regularly, without any hard work on my behalf. It gives me an excuse to talk to people, asking if they received it. It makes me feel good about doing regular advertising – it helps my confidence, and reduces my guilt. One person phoned to say they were the new people living in a house that the newsletter was being posted to, but asked if my database could be altered to include their name so they could continue receiving the newsletter, which they enjoy.

I am too greedy to recommend this to local agents – I want this outstanding opportunity all to myself. But to agents out of area who want to look professional, I would say it is one of the best forms of advertising I have found in my 20 years in real estate.

—Margaret (Surname withheld because, as she says, she's "too greedy"!)

My clients look forward to it

I love the design of the newsletter & great content. I am happy that my clients really read a newsletter & looking forward to receiving it every month. It is a wonderful way to be in touch with our clients & show them what we do. Shelley & her team are real professionals in the field, very accommodating & efficient.

—Lucy Bondarenko, Barfoot & Thompson

I know it’s working!

Keeping in touch with past and present clients is so important in real estate. The easy reading Downright Brilliant Newsletter appeals to a wide audience and is a perfect way to do this. It’s informative, sometimes funny, and definitely a non-invasive way to be “top of mind” when people are thinking about real estate. When a previous client emails to thank me for my newsletter every month – then I know it’s working!

The Downright Brilliant Newsletter is definitely an added bonus to my business. Regular contact means people remember to call me when they, or someone they know, are thinking of selling.

—Janice Patching, Ray White

Easy to stay in touch. Highly recommended!

With a mixture of exciting subjects, the newsletter has given us a lot to talk about in the community. People can't wait for the next one to come out! One lady in particular hops in the car every month to just pick up the newsletter! It is very professional and just a great goody people love and come back for; makes it easy to stay in touch with the public. The team is downright brilliant as the name suggests. Highly recommended!

—Conny Lauterbach, Colony Realty

Homeowners will love your marketing too

“I love reading your newsletter and I need to sell my house.”

Text from farm area: “Hi my name's Dave, I receive your newsletter. I've been looking around and I've decided I want to talk to you about selling my house.”

When a vendor was asked why she chose one of our clients: “Oh he put a chatty newsletter in my letterbox that was different to everyone else’s flyers. I kind of felt like I knew him, almost like he was part of the community. So I thought, oh yeah, I’ll give him a call.”

“I've kept every one of your newsletters for the last several years. Can you sell my house?”

“By far the best mail out from an agent thus far! Well done.”

"Congratulations on such a newsy & professional letter."

When approached by a stranger in the supermarket: “I recognise you...you’re the guy who sends the newsletter every month.”