The original Mona Lisa is priceless, but you can buy a $10 version from any poster shop because mass produced items are always cheaper than their one-of-a-kind inspirations. The same value proposition holds true for your email marketing.

Do the emails you send to stay in touch with clients have unique value or are your competitors sending the same email or robo-blog post to your clients?

In today's real estate market, much of the "stay in touch" emails used to build relationships with clients and prospects follow a me-too formula.

It's usually a campaign of drip content set up via the broker's intranet and shipped out once a month by every agent in the office. If you share a prospect with the agent across the sales floor or across town, your clients may get the same email on the same day from another agent.

The client instantly realizes the content isn't special and isn't really from you.

Ask About Exclusivity

To position yourself as a trusted real estate advisor, your customers need to get engaging content only from you. In e-newsletter marketing, that benefit is called "exclusivity." When you're purchasing e-newsletters or other content, it's important to ask if you've got exclusivity and how long you can keep it. It's the only way to make sure your clients aren't getting the same content from anyone else.