What Should You Be Sending Your Database Right Now?

By John Salkowski

John Salkowski believes that anything worthwhile in life and business starts with being “Inspired By The Grind.”

Let me ask you something. How many of your emails are actually getting opened?

If you’re sending canned emails to your database, the generic Merry Christmas, happy Thanksgiving, happy Easter stuff, I’m going to be straight with you. That’s not going to cut it. Your database sees right through it because it doesn’t feel like it came from you. It feels like it came from a template.

You need to be creative. And I don’t mean clever subject lines or fancy graphics. I mean sending content that people actually want to read because it’s useful, it’s personal, and it sounds like you wrote it.

Here are three types of content that get better open rates.

1. Market updates and market insights. You need to be promoting your market. How is it doing? How many actives are on the market? How many pendings? How many solds in the last 120 days? This is the kind of information that homeowners, sellers, and buyers actually care about. When you show up in their inbox with real numbers about their neighborhood, you’re not just another agent sending an email. You’re the one who knows what’s going on.

2. Helpful tips and how-to’s. Give your database advice they can actually use. Maybe it’s something around the house. Maybe it’s how to prepare when they’re getting ready to sell. Or maybe it’s what they need to know when they’re ready to buy. The point is to be useful. When you help people before they need you, you’re the first call when they do.

3. Your success stories. This one gets overlooked. You need to share what’s happening in your business. What conversations are you having with clients that led to a win? Did you just get a five-star Google review? Share it. Did you help a client get into a home they didn’t think they could afford? Tell that story. Success stories build trust in a way that market stats can’t. They show people what it’s actually like to work with you.

Now, the cadence. I tell my coaching clients the same thing every time: Wednesday morning, Saturday morning. That’s my recommended sending schedule for creative emails. Twice a week, consistent, and always something worth opening. Not filler. Not fluff. Content that makes someone glad they didn’t unsubscribe.

If you have questions about content ideas, marketing to your database, or how to build a system around this, reach out to me. Call me at 610-709-5147 or email me at john@jrsrealtygroup.com. You can also check out inspiredbythegrind.com for more coaching content. Let’s go make a difference today.