NEW JERSEY 5-2-22

NEW JERSEY EDITION

HOW TO THROW A CLIENT APPRECIATION EVENT NO ONE

BEYOND CLEANING AND DECLUTTERING:

WHAT IMPROVEMENT EXPENSES MAKE THE MOST SENSE?

WILL FORGET

FEATURED AGENTS

DOMENIQUE TOZZO-RULE & MIKAELA ARPINO NICHOLAS VERDI

DAILY HABITS THAT WILL INCREASE YOUR

MENTAL STRENGTH

HOW TO

INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT

COVER STORY

LORI SALVO

NEW JERSEY EDITION

DOMENIQUE TOZZO-RULE & MIKAELA ARPINO NICHOLAS VERDI Domenique Tozzo-Rule and Mikaela Coming in as an7experienced property pres16 Arpino are real estate agents, business ervation contractor with two GSEs gave partners, and cousins. Both women Nick good head-start before landing his got their start in the abusiness from Mikaela’s mother Arpino who twenty five years ago. realYris estate license started NJ RealNow Estatehe Boutique runs aand team that still deals in deowned it for nine years before sellfault and bank owned property, but has diing the business to Domenique and versified to thepride more traditional residential Mikaela last year.

They take marketplace. lot of agents have come to in continuing the woman and A family-owned tradition the company. himof over the years for help in navigating

She also appreciates the opportunity a trans 20 When to partner with Domenique, so they everyone can brainstorm together then “divideis a answers. and conquer”. Domeniquefor enjoys the I excitement and new experiences or the that answe come with a job in real estate.

Every lawyer, he wi situation, client, and property is differthe right parti ent making each day a new adventure. the lastalso line As a mother of three, Domenique can alwa enjoys connecting with herthey community through her involvement volunteering children’s the foreclosure and preservation business. at local schools and with her Nick works LORI SALVO DOMENIQUE TOZZO-RULE NICHOLAS VERDI Domenique has been an agent for eight sports teams and associations.

Being ® Currently his team works throughout Realtor grievance board & MIKAELA ARPINOnorthern and SALVO years. MikaelaLORI transitioned to real part of these local organizations also central Jersey, treating clients exactly the way and the diversity,with equali estate more recently whenNew she desired allows her to share her experience they wouldjob. want transthat,perspective. he gets involv a change from her corporate Theto be treated during the entireclients from afrom personal two have been action working as a team October. process.

He since wouldn’t be where he was and able cancer foundation, helpi CONTENTS Their companytoalso employs several andof Mikaela to continue growing accomplish all he independent does withoutDomenique the support that planneed a hand.

Whenthethos agents. They cover about 75% of New Jersey with the company by hiring additional agents and extending 4) BEYOND CLEANING HOW TO THROW A head to a golf team, and he realizes how lucky he is18) to have them.

Nick will majority of their business coming through repeats and their geographic reach. They also hope to create geoAND DECLUTTERING: WHAT CLIENT APPRECIATION EVENT taketheir in the Jersey shore. referrals.

Marketing online through popular listings graphic specialization to make large sales area IMPROVEMENT EXPENSES ONE WILL FORGET HeInstagram teaches and his agents how to tocaremore forNO each client, en-effective helpbyanyone on his team sites and utilizing Facebook, helps manageable and having designated MAKE THE MOST SENSE? generate new business.

Their sales volume last year upfront agents leading specific areas.business, but make sure suring every interaction is 100% and transparwas $35 million.ent. Sometimes you need to tell a client 21) HOW TO INCORPORATE some bad news stay diversified. After th

14) DAILY HABITS THATnot going to beCURRENT that you know they’re happy with,EVENTS but he’sTO seen cycles come an

The partners customer service first and are comWILLput INCREASE YOUR YOUR EMAIL AND the only way to handle those situations and keep their BLASTS weird one.

He’ll stay up mitted to being available to their clients at all times.

MENTAL STRENGTH STAY RELEVANT trust is to just come andare say it. There’s no candy date and knowledgeable As a boutique real estate company, their out services uniquely customizable. a range ofbad services coatingThey theoffer occasional news. The way to stay at new technology and toda and pricing options.

Programs include a Buyer Rebate the forefront of the business is make sure you don’t with 50% of commission going toward closing costs, over promise and deliver. This no-nonsense attiPhone Faxunder a Flat Fee MLS 310-734-1440 Listing service,| and a310-734-1440 Full Service is working for theDomenique team, bringing in a 70% repeat | www.topagentmagazine.com offer withmag@topagentmagazine.com up to tude 3% commission savings. rate. and Mikaela areand tomay provide options tomanner suit awhatsoever without prior consent of the publisher. Top Agent Magazine No portion ofhappy thisreferral issue be reproduced in any is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top variety of budgets while giving all clients the same Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its about authors.NJ Real Estate Boutique, learn more dedication and quality service.

While headdress, works with aggressiveToCRM system, To subscribe or change send inquiryatofairly mag@topagentmagazine.com. contact Domenique by phone 201.709.9637 or PublishedNick in the U.S. is aware that the new wave of agents coning in is email domenique@NJREBllc.com or contact Mikaela loves connecting with clients, getting to far more dialed in to technology and he’s eager to learn Mikaela by phone 908.531.7413 or email know them and their families and making real estate from them. emailsto and client calls keep him on mikaela@NJREBllc.com.

You can also visit the a personal experience.

She Texts, sees helping place 2 Top Agent Magazine website: people in their everyone’s new homes asradar a special and experience. works as a simplecompany reminder thatnjrealestateboutique.com www.

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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Beyond Cleaning and Decluttering: What Improvement Expenses Make the Most Sense?

Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning.

Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress 4

neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.

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Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography.

Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection?

In general, some improvements are required, others are low-cost and others pay for themselves

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with lower time on the market, competing offers or higher sale price.

Landscaping & Exterior First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution.

While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.

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Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings!

A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.

Kitchens and baths

Walls, carpets, ceilings and trim Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it.

“I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective.

Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning.

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Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice.

Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements.

Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.

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LORI SALVO

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Specializing in beach homes with New Jersey’s Long and Foster Real Estate, Top Agent Lori Salvo has a deep knowledge of the area where she lives and serves.

Finding your perfect home can be quite a challenge these days with so many buyers vying for the limited amount of inventory on the market.

But if you are trying to purchase or sell a beach home in the Jersey Shore area, there’s one Realtor who brings the hustle and vision to help you succeed: Lori Salvo.

“I’ve had a restaurant here for years, which allowed me to make so many connections throughout the community,” Lori explains. “It gives me an abundant advantage of opportu8Copyright Top Agent Magazine

nities before properties become public. This is crucial in this type of market.”

That kind of advantage goes to her clients.

Lori has utilized those connections over her 10 years in the real estate industry to create happy outcomes for countless buyers and sellers. Specializing in beach homes with New Jersey’s Long and Foster Real Estate, Lori has a deep knowledge of the area where she lives and serves, which includes Longport, Margate, Ventnor and surrounding areas. Moreover, her Top Agent Magazine

love of construction, decorating, and design has helped her develop an eye for a home’s possibilities, which is invaluable when helping buyers find their dream home. “In a market like this, almost nobody finds a house that checks off every box,” says Lori. “But I listen

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very carefully to my clients so that I know exactly what they are looking for, and I take a creative approach to our search. I can look at a space and imagine the redesign that will turn that house into the dream home they’re looking for.”

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That extra work and care on behalf of clients has earned Lori a repeat and referral business of over 90 percent, as well as making her one of Long and Foster’s Top 5 agents in both units closed and volume for all of New Jersey. She is a Circle of Excellence Platinum Realtor, an honor reserved for agents who close at least $20 million in volume a year, a mark Lori has

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well eclipsed. But these are the collateral benefits of her work, as far as she’s concerned. “I love being able to find beach homes for families where they can create so many happy memories together. Because of Covid, more people are working from home these days too, and it feels good to find the space they can escape to with security and comfort. Putting a smile

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Lori has a repeat and referral business of over 90%— making her one of Long and Foster’s Top 5 agents in both units closed and volume for all of New Jersey. on people’s faces and knowing I had a small part in that, is the most rewarding thing for me.”

Between her restaurant contacts and her real estate sphere, Lori has her finger on the pulse of the community, and is active in helping make sure it remains healthy and thriving.

Many friends come to her with charitable causes to which she throws her support, such as helping people who are struggling with drug Top Agent Magazine

addiction. Every year Lori and her children put together Blessing Bags for the homeless, and she has donated many hours and resources to that cause as well. She also supports local first responders and youth sports events.

Going forward, Lori will continue to expand her business, which includes her growing new home custom construction, while maintaining the incredible quality of service for which everyone Copyright Top Agent Magazine 11

on the Shore has come to know her. Working as her own team, Lori is there from the first call, well past the closing of your dream home.” It’s all about relationships for me, and providing the level of service I would expect for myself. If I’m going to help my clients find their beach home, then I’m going

to be there from start to finish, and afterwards sit at a table at my restaurant with them and celebrate!”

It’s an invaluable one-on-one service that most agents in this established arena don’t offer. There are a lot of agents to choose from, but choosing that right one makes all the difference.

For more information about Lori Salvo please call 610-213-2283 or www.instagram.com/sambazzy1/ email Lori.Salvo@longandfoster.com

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Pinnacle Mortgage is proud to congratulate

Lori Salvo

on being featured for the State of Pennsylvania in Top Agent Magazine!

Aaron M Schulman | Underwriter Office: 973-585-2759

aschulman@pinnaclemortgage.biz 5 Great Valley Parkway, Ste 210, Malvern, PA 19355

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Daily Habits That Will Increase Your Mental Strength When it comes to building physical strength, the solutions are obvious, but keeping up your mental strength isn’t as easy as going to the gym. Although physical exercise does help clear your head and relieve stress, there are other things you can do daily that will help your mind be as strong and flexible as your body after a workout. Here’s just a few things you can do to help clear your head and make you more productive.

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DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions.

This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re Top Agent Magazine

wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters.

BE MORE POSITIVE Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking.

STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things.

This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never Top Agent Magazine

thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth.

BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require selfreflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times.

BE WILLING TO LEARN A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common.

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DOMENIQUE TOZZO-RULE & MIKAELA ARPINO Domenique Tozzo-Rule and Mikaela Arpino are real estate agents, business partners, and cousins. Both women got their start in the business from Mikaela’s mother Yris Arpino who started NJ Real Estate Boutique and owned it for nine years before selling the business to Domenique and Mikaela last year. They take pride in continuing the woman and family-owned tradition of the company.

Domenique has been an agent for eight years. Mikaela transitioned to real estate more recently when she desired a change from her corporate job. The two have been working as a team since October.

Their company also employs several independent agents. They cover about 75% of New Jersey with the majority of their business coming through repeats and referrals. Marketing online through popular listings sites and utilizing Instagram and Facebook, helps to generate new business. Their sales volume last year was $35 million.

The partners put customer service first and are committed to being available to their clients at all times.

As a boutique real estate company, their services are uniquely customizable. They offer a range of services and pricing options. Programs include a Buyer Rebate with 50% of commission going toward closing costs, a Flat Fee MLS Listing service, and a Full Service offer with up to 3% commission savings. Domenique and Mikaela are happy to provide options to suit a variety of budgets while giving all clients the same dedication and quality service.

Mikaela loves connecting with clients, getting to know them and their families and making real estate a personal experience. She sees helping to place people in their new homes as a special experience.

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She also appreciates the opportunity to partner with Domenique, so they can brainstorm together then “divide and conquer”. Domenique enjoys the excitement and new experiences that come with a job in real estate. Every situation, client, and property is different making each day a new adventure.

As a mother of three, Domenique also enjoys connecting with her community through her involvement volunteering at local schools and with her children’s sports teams and associations. Being part of these local organizations also allows her to share her experience with clients from a personal perspective.

Domenique and Mikaela plan to continue growing the company by hiring additional agents and extending their geographic reach. They also hope to create geographic specialization to make their large sales area more manageable and effective by having designated agents leading specific areas.

To learn more about NJ Real Estate Boutique, contact Domenique by phone 201.709.9637 or email domenique@NJREBllc.com or contact Mikaela by phone 908.531.7413 or email mikaela@NJREBllc.com. You can also visit the company website: njrealestateboutique.com www.

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H&J Freile is proud to congratulate

DOMENIQUE TOZZO-RULE & MIKAELA ARPINO

on being featured for the State of New Jersey in Top Agent Magazine!

Kevin Vargo, General Manager Home Inspector License Number 24GI00013300 800-581-1887 | info@hjfreile.com | HJFreile.com www.

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How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estate—an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year.

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Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and you’ll create a coveted, in-person opportunity to forge relationships and broaden your reach.

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An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.

Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.

ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests.

Apply A Personal Touch

Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well.

By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too.

Theme Your Event Whether the area’s high school sports team has made it to the state championTop Agent Magazine

Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.

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NICHOLAS VERDI Coming in as an experienced property preservation contractor with two GSEs gave Nick a good head-start before landing his real estate license twenty five years ago.

Now he runs a team that still deals in default and bank owned property, but has diversified to the more traditional residential marketplace. A lot of agents have come to him over the years for help in navigating the foreclosure and preservation business.

Currently his team works throughout northern and central New Jersey, treating clients exactly the way they would want to be treated during the entire transaction process. He wouldn’t be where he was and able to accomplish all he does without the support of that team, and he realizes how lucky he is to have them.

He teaches his agents how to care for each client, ensuring every interaction is 100% upfront and transparent. Sometimes you need to tell a client some bad news that you know they’re not going to be happy with, but the only way to handle those situations and keep their trust is to just come out and say it. There’s no candy coating the occasional bad news. The way to stay at the forefront of the business is make sure you don’t over promise and under deliver. This no-nonsense attitude is working for the team, bringing in a 70% repeat and referral rate.

While he works with a fairly aggressive CRM system, Nick is aware that the new wave of agents coning in is far more dialed in to technology and he’s eager to learn from them. Texts, emails and client calls keep him on everyone’s radar and works as a simple reminder that he’s still in business and always available. For marketing, he uses social media and contact to the over 6,000 people in the database he has accumulated since his time in property preservation. When new listings go up, he hits that database as well as MLS and his social media network to a very good success rate that brings in between $15 and $20 million a year.

Helping people by being a resource keeps Nick going.

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When a transaction is over, he makes sure everyone is aware that he is still available for answers. If he doesn’t have the answer, or the answer requires a specialist like a lawyer, he will put the client in contact with the right parties. He doesn’t disappear once the last line is signed, and assures clients they can always count on him.

Nick works actively as a volunteer on Realtor® grievance board, the political action committee and the diversity, equality and inclusion board. Aside from that, he gets involved in a few fundraisers and the cancer foundation, helping a lot of people who really need a hand. When those responsibilities are wrapped, Nick will head to a golf course or down to the beach to take in the Jersey shore. Then, it’s back to work. He’ll help anyone on his team get up to speed in the default business, but make sure they learn from his lessons and stay diversified. After the many years in the business, he’s seen cycles come and go, but the current market is a weird one. He’ll stay up to the challenge, keeping up to date and knowledgeable on the changes that the market, new technology and today’s changing world bring.

For more about Nicholas Verdi, call 973-769-1009 / 973-623-1001 or email Nick@NickVerdi.com Top Agent Magazine

How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profesTop Agent Magazine

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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