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Following the successful response to our initial introduction of RETA, we’re advancing our email marketing plan with a highly focused approach.
Our goal is to build strong brand awareness and encourage organic engagement from the right audience—industry leaders and young professionals—who are crucial for expanding RETA’s influence and reach. Here’s how we’re approaching this next stage:
Why We Launched with a Small, Strategic Audience
In our first email, we reached out to only 30 key individuals: network heads, top influencers, and core supporters. This approach allowed us to introduce RETA personally to those with significant reach and influence, ensuring that our initial message resonated directly with people in a position to support and promote our brand.
The response was overwhelmingly positive, validating our decision to keep the soft launch targeted and low-key. Building this foundation is essential as we position RETA for a more expansive industry-wide debut in January.
Phase Two: Introducing “Top 25 Under 25 in 2025”
Our second stage involves launching a new initiative—the Top 25 Under 25 in 2025. This campaign not only celebrates young talent across real estate sectors, including sales, property management, social media, tech, and more, but also serves a strategic purpose in our branding efforts.
By recognising up-and-coming professionals, we are opening the door to a younger, engaged audience who are more likely to share and promote the publication within their networks.
Young professionals often demonstrate enthusiasm in cross-marketing when they’re featured, which can be more reliable than coverage from established figures, who may not always share every feature. This drives organic reach, encouraging wider visibility for RETA across social channels and within various industry circles.
Gradual, Targeted Expansion to Industry
As we continue, our email outreach will maintain a selective, purposeful approach. So far, aside from controlled social media activity, we’re intentionally holding back on wider promotional efforts. This allows us to reinforce loyalty among our early supporters and focus on quality over quantity, setting RETA up for a powerful industry launch.
Our aim is to build anticipation for RETA’s first official bulletin, scheduled for January 6, 2025, creating a sense of exclusivity that will resonate once we’re fully in the market. By gradually expanding to the broader industry in stages, we ensure that each campaign is impactful and that the quality of our audience remains strong.
What’s Next for RETA’s Brand-Building Through Email
In addition to spotlighting young talent, we’ll continue to encourage exclusive contributions, offer collaborative opportunities, and expand into podcast features.
Each of these components is part of our long-term goal to solidify RETA’s role as a valued, visible platform in Australian real estate. The combination of thoughtful, phased email marketing and a focus on emerging talent enables us to lay a robust foundation for 2025 and beyond.
HOW COULD A REAL ESTATE AGENT USE THIS?
"Building a Local Brand Through Targeted Email Marketing:
Content Outline:
Start with a Focused Audience: Begin by sending personalised emails to a select group of key contacts within your area, such as local business owners, community leaders, or top clients. This ensures your initial message reaches those who are influential and can help promote your brand in the community. Highlight recent successes or upcoming opportunities to engage and build rapport with this core audience.
Introduce a Community-Centric Initiative: Launch a unique, targeted campaign, such as “Top 10 Young Influencers in [Your Suburb/City],” “Local Property Success Stories,” or “Community Heroes in Real Estate.” Recognising locals who are making a difference in the community creates engagement and encourages recipients to share your content, thereby broadening your reach. By spotlighting younger audiences or local changemakers, you invite people to connect with your brand on a personal level.
Gradual, Targeted Expansion: Hold off on broad industry announcements at first and focus on a steady, meaningful release of content. For example, release case studies, testimonials, or “insider tips” via email in a phased manner. Gradually extend your reach to new leads and local groups. This gives each campaign impact while fostering anticipation within the community.
Consistent, Personalised Follow-UpFollow up with recipients from each phase, inviting feedback or encouraging further engagement. This could include exclusive property previews, personalised market updates, or insights on upcoming local trends. By building relationships through thoughtful, targeted outreach, you reinforce your role as a trusted local expert.
Goal:The aim is to build an authentic, visible local presence that not only highlights your expertise but also fosters community connection. This phased email marketing approach allows you to establish a loyal following, expand your network organically, and make a lasting impact in your marketplace.
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