"Remember, you only have to succeed the last time."
— Brian Tracy, business consultant and author

PROSPECTING

• 5 inroads to FSBOs
• 5 tips to a picture perfect head shot
• CAN-SPAM: What the law requires
• Add zip to your e-newsletter
• Hold a seminar: 4 great topics
• 8 ways to get your name in the newspaper
• 5 Web sites that help you get connected online
• Networking no-no’s
• Boomers: A generation worth your attention
• Best places to raise a family
• 5 sources for prospects

• Accurate header information. Your e-mail's “To” and “From” fields, as well as the originating domain name and e-mail address, must be accurate and identify the person who initiated the e-mail.

• No deceptive subject lines. The subject line can’t mislead the recipient about the content or subject matter of the message. And your message must contain clear notice that the content is an advertisement or solicitation and that the recipient can opt out of receiving more commercial e-mail from you.

• Easy opt-out method. You must provide a return e-mail address or another Internet-based response mechanism that allows recipients to ask you not to send future e-mail messages. When you receive an opt-out request, the law gives you 10 business days to stop sending e-mail to the requester’s e-mail address.

• A valid physical mailing address.

• Use snappy subject lines. The subject line is often the only thing your prospects see before they choose whether to read or delete your e-newsletter. Make it short no more than eight words and consistently start the subject line the same way each time. For example, ABC Newsletter: [catchy headline here].

• Customize your content. For your newsletter to be valuable to recipients, the content must be highly relevant to their unique situation. If your niche is historic homes, for example, segment your audience into buyers and sellers, then send each group tips and articles specific to them.

• Make it a quick read. Traditional newsletters may have articles that fill an entire page, but e-newsletters require a different approach. Consumers want to scan their e-mail in seconds. So use short paragraphs and bulleted lists. Keep headlines short and to the point. If you feel that a topic deserves more depth, provide links to more information.

• Stick to a schedule. When customers sign up for the e-newsletter, let them know how often it will arrive in their in-boxes. Then keep your promise. They’ll be more likely to recognize your e-mail and open it if they receive it on a regular basis rather than just a few times per year.

• Ask for feedback. Polls and surveys are great ways to get readers to interact with your e-newsletter. At the very least, ask for feedback on the e-newsletter and solicit ideas for the next issue.

• Include stories from peers. People like to read about their peers’ experiences. Include brief interviews with recent clients. Ask such questions as, How did you know when you found the right home? What advice would you give other first-time buyers?

• Test everything. Break up your list of recipients into two groups, A and B, and then experiment with different headlines and formats to see what your audience responds to best. Try different subject lines, types of content, design, or anything else you think could impact readership.

• Stay out of spam traps. Certain words and phrases in your e-mail may trigger spam filters, which means your e-newsletter will go straight into the junk mail bin. Some examples: “financial freedom,” “money-back guarantee,” “offer expires,” “work at home,” “pennies a day,” and “no catch.”

• Follow the law. All commercial e-mailers must follow the rules set out in the federal CAN-SPAM Act. (For a quick rundown of those important rules, see “CAN-SPAM: What the law requires.”)

• Active Rain (http://activerain.com): A free networking site for real estate professionals where members can share ideas, gain referrals, and access or create blogs. Members are categorized by geographic location.

• Ecademy (www.ecademy.com): A social network of more than 100,000 businesspeople worldwide for exchanging ideas, building contacts, and obtaining advice from others in their field. You can also rate other members on their networking skills. The site offers a free 14 day trial, but after that you must choose between a limited basic membership or select one of two advanced memberships for a fee.

• LinkedIn (www.linkedin.com): An online community of 9 million business professionals. Join at no charge by creating a profile, which helps you find and be found by former colleagues, clients, and partners. You can then invite others to become part of your online network, but they have to accept your electronic invitation to be added. Although basic accounts are free, paid subscribers have access to three levels of additional features.

• Ryze.com (www.ryze.com): With more than 250,000 members worldwide, this site allows business professionals to join special networks related to their industry, interests, or geographic location. You can also set up your own network Web page and invite others to post comments. Basic accounts are free, and certain features are available for a small fee.

• WannaNetwork (www.wannanetwork.com): A free network for real estate professionals where you can create a profile of your background that’s then used to connect with others. You can also post listings.

• Don’t give out your business card right away. Some practitioners hand out their card before the people they’re meeting even introduce themselves.

• Don’t feel you have to meet everyone at an event. Shoot for five or six interactions at a typical two hour event, which will allow more time to build lasting connections.

• Don’t be inclined to attend every networking event. Aim for four per month, which could help you meet about 20 new people each month. That’ll keep your network to a manageable number, so you won’t feel overwhelmed about following up.

• Don’t expect results right away. You’re not likely to make a best friend and obtain immediate new business by attending a two-hour networking event. Relationships require nurturing. Follow up with the people you meet, such as inviting them to coffee.

• They’re rich. When describing their financial situation, 54 percent of respondents said they were either “just making ends meet” or “having financial difficulty”; 4 percent described themselves as “well off”; and 43 percent said they were “comfortable.” (Percentages total more than 100 percent due to rounding.)

• They’re self-absorbed. It’s been called the “me” generation, but baby boomers clearly think of others: 42 percent expected to pay at least some college costs for kids or grandkids; 35 percent said it’s important to leave a significant sum of money to family; 22 percent expected to help kids or grandkids with a home down payment; and 17 percent said it’s important to leave a significant amount of money to charities.

• They have lots of buying and selling experience. Most baby boomers have at least some experience in the real estate market; 78 percent are home owners. However, the majority haven’t purchased a home in 11 years, and a hefty 48 percent of home owners have never put their house up for sale.

• They’re old. Watch whom you’re calling old! The U.S. Census Bureau estimates that nearly half 47 percent of baby boomers are in their 40s, and 26 percent are 50 to 54 years old. Just 27 percent of baby boomers are 55 to 60 years old, the age range in which many workers start thinking about retirement.

• Primary residence (66%)
• Commercial property (14%)
• Land (26%)
• Vacation home or seasonally occupied home (15%)
• Rental property (19%)

Bellingham, Wash. Located between Seattle and Vancouver, this small city boasts scenic views, a large harbor, miles of hiking trails, and nearby ski areas.

Eugene, Ore. Tree lined downtown streets, waterfront parks, and plentiful bike trails make this college town an ideal spot to enjoy the great outdoors.

Farragut, Tenn. A short drive from hilly Knoxville, residents of this suburb enjoy Fort Loudon Lake, the Tennessee River, and scenic mountains.

Gainesville, Fla. Southern pine forests, state parks, and nature preserves draw outdoor enthusiasts to this college town in north central Florida.

Mount Vernon, Wash. Like to fish, hike, ski, camp, and boat? If yes, you may want to move to this small town north of Seattle, near calm Puget Sound.

Norwood, N.J. Woods, lakes, and open spaces are accessible in this suburban town just about 20 miles northwest of midtown Manhattan.

Olympia, Wash. Mild summers and winters give residents of Washington’s capital city favorable weather in which to enjoy the more than 50 city, state, and national parks located within an hour’s drive.

Vancouver-Camas, Wash. National forests stretch across the area north of Camas, and to the east you get spectacular views of the Cascade Mountains.

Waukesha, Wis. Thanks in part to the many nearby lakes, it’s easy to stay busy with outdoor activities and water sports in this suburb about 20 miles west of Milwaukee.

Arden-Brandywine, Del. History lovers settle here to enjoy the assortment of museums and historic sites that dot the community, including a renovated 1871 theater in nearby Wilmington.

Charlottesville, Va. Thomas Jefferson chose this town for his famous home Monticello and the University of Virginia, which he founded in 1825.

Chelmsford, Mass. Head to the town square for dining and shopping, or take a short drive to the nearby towns of Lowell and Lexington for historical parks and museums.

Franklin, Tenn. A well preserved Civil War battlefield and old plantation sites are sources of pride for this city, which is 20 miles south of downtown Nashville.

Hixson, Tenn. This quiet, middle class suburb on the Tennessee River is 8 miles north of Chattanooga, surrounded by Civil War history. Wooded mountains and bluffs set the scene.

Oak Park, Ill. Frank Lloyd Wright masterpieces including his own home and studio and the birthplace home of Ernest Hemingway give this Chicago suburb historical credentials.

Richmond-Tuckahoe, Va. The quiet capital city has many important sites to see, from the Governor’s Mansion to the Museum of the Confederacy.

St. Charles, Mo. It’s the second oldest city west of the Mississippi, with a historical downtown brimming with pre-1850 buildings.

Winchester, Va. On the north end of the Shenandoah Valley, this town could be the setting of any Civil War or 19th-century period film. Brick and stone streets, old buildings, and period homes abound.

York, Pa. Parts of this small city look as they did 200 years ago. A revitalized downtown includes some new buildings but retains a strong historical character.