According to NAR, while 86% of consumers are happy with their agent, only 23% hire them again. Staying in touch after the sale is the best way to ensure your clients don't forget you. There are many ways to accomplish this--periodic phone calls, social media--but email is one of the most simple and affordable.

There's a catch, though--the effectiveness of email depends entirely on how you execute it. Send out messages that are irrelevant, spammy, or too frequent and you risk driving your clients away. So what's the best approach to email marketing? Today, we're going to look at one solution and how they tackle the challenge of on-target messaging.

According to HomeActions, "fluff" is the enemy of email that gets results. Fluff includes articles like "How to Pack" or "How to Increase Your Curb Appeal." Surprised? Then consider your audience. They're homeowners, sure, but the vast majority of them are not in the process of moving. That's the reason articles like these fall flat for the majority of your database.

HomeActions' approach is to offer content that's useful to your contacts now. Their automated, twice-monthly email newsletter includes topics like taxes, home improvements, renovations, repairs, home insurance, energy conservation, how-to videos, ask the expert, community living, and more--all designed to position you as a homeowner's advocate.

Let's take a closer look at how all of this comes together behind the scenes.

The Basics

HomeActions' premise is simple: every two weeks, they send out six professionally written articles to your database of contacts. The newsletter is branded to you and provides your contact info, as well as links to your website and social media profiles. The entire process is automated--once you've added your contacts and branding info, the newsletter will go out on a regular schedule with no extra input necessary from you.