Online Marketing: How to Engage Clients.. not Scare Them Away

I get personal ~35 emails on an average day. This is not inclusive of spam which my niffty email sifts (correctly or incorrectly out). I imagine I am not alone in this.

The challenge for most agents is that “they are playing the wrong game.” They’re either focused on the technology or on the listing and price updates. While these may be interesting, they are not conversation starters. - See more at:


For years, marketing personnel were taught to have calls to action, a quick capture phrase with contact info, everywhere. Everyone got so good at this method that now, consumers ignore the catchy call to action and look for something more. In this new age of marketing, it is now a challenge to create content that creates calls to conversation, not calls to action. A call to converse is a personal and engaging approach that is timely and individualized to each connection. Treating consumers like friends instead of figures allows for this transition to happen naturally. In fact, Bozeman Montana Real has done this approach for some time and found that as far as real estate goes, the call to actions were never the right niche because housing decisions are not made on the spot like that. They take nurturing and genuine connections.

How we adapt this call to conversation into our marketing structure:

1. Events. We include our clients in our lives. For example, this weekend boasted MSU's homecoming. We participated in the parade and invited the children and families of clients to walk with us. As a team we go out caroling in the winter and deliver goodie baskets. We welcome those who have contributed to our office to contribute to our on-going life. BBBS Bowl For Kid's Sake was also this weekend and we reached out letting people know what we were doing asking for sponsors. Many people we knew where also participating. These are all calls to converse.


2. Promos. This may facially sound a little 'call to actionesque' but our promos are not solicitous. We have ongoing relations with our local Gallatin Valley Mall and currently, we are offering free pumpkins to our clients as well as an affiliated Halloween Decorating Contest. We touch our clients without being in their face about real estate because we are so much more than a real estate office.


3. We are actually our clients’ friends!  Finally, after spending so much time with clients, they grow on us. We naturally find we host, sponsor, and promote our database because we really like those we work with!


Learn more about Bozeman Montana Real and our Team Service Above Expectation by calling 406-556-7188 or visiting us online!

Comment balloon 32 commentsJenifer Lower • October 10 2013 01:14PM


Awesome, love this!

Engaging with people in real conversation and communication is a skill and asset that has fallen away with the ever-present tech attachment to the internet, smartphones, texting, emailing, Skype, etc...

People have forgotten how to talk to each other!

The "calls to conversation" are essential to building life-long relationships with the people in our communities. 



Posted by Jessica E. Roberts (EXIT Realty Achieve ) over 5 years ago

Jenifer, yes, a call to converse is far more effective for our line of work. Once we are able to listen to our potential clients' needs, then we can begin to help them solve their challenges and therefore begin to build relationships with them. Thanks for the great post!

Posted by Ralph Gorgoglione, Hawaii and California Real Estate (800) 591-6121 (Maui Life Homes / Metro Life Homes) over 5 years ago

Great post Jenifer. I've learned to use numerous tools to be more social with my database. Many of my past clients are also facebook friends. We talk about friends and family and anything that interests them. I've been able to find out things that deepen our relationship via social media that I never learned about during our transactions. It's definitely not like the business was when I got in back in 1989.

Posted by Larry Riggs, GRI, SRS Your Frederick County Specialist (Century 21 Redwood) over 5 years ago

Jessica and Ralph, thanks for checking in!  I have to admit, I have a wonderful team of folks that work with me to dream up new and unique ways to communicate and keep our names in front of potential clients.  The ability to communicate and establish relationships in our current enviroment has become so much more difficult and I am blessed to have forward thinkers in my employee!

Posted by Jenifer Lower, Your Dream. Our Passion. (Bozeman Montana Real Estate .net) over 5 years ago

Larry, so spot on!  Anything to help them connect on a personal level.  I love to watch my clients kids grow up on facebook, to see them get married, and to share my moments with them.


Posted by Jenifer Lower, Your Dream. Our Passion. (Bozeman Montana Real Estate .net) over 5 years ago

Jennifer - it is the call to converse that build relationships and then the relatioshps lead to trust and business.

Posted by Joan Whitebook, Consumer Focused Real Estate Services (BHG The Masiello Group) over 5 years ago

Great points. I am still looking for just the right balance..

Posted by Ginger Harper, Your Southport~Oak Island Agent~Brunswick County! (Coldwell Banker Sea Coast Advantage) over 5 years ago

Jennifer, great reminder of what is important (our customers and our relationships with them) and how to build and maintain them.  I love the examples you gave for what you are doing right now. 

Posted by Kelly Young, Colorado Springs Real Estate ~ 719-226-0126 (The Platinum Group Realtors) over 5 years ago

I like it, great blog. :)

Posted by GEORGE/ Jorge, Utah (Equity Real Estate) over 5 years ago

I can't tell you how many people I come across who give automated messages 3 and 4 times a day. I learned long ago that perasonal is the ONLY thing that people will give time to at all.


Love and light,


Posted by Laura Cerrano, Certified Feng Shui Expert, Speaker & Researcher (Feng Shui Manhattan Long Island) over 5 years ago

Jennifer, yes, call to conversion, surely more effective than call to action (I subscribed to HappyGrasshopper for the same reason.....)

Posted by Praful Thakkar, Andover, MA: Andover Luxury Homes For Sale (LAER Realty Partners) over 5 years ago

Jenifer, there are some great ideas here. I like this idea of call to converse rather than call to action.

Posted by Tammie White, Broker, Franklin TN Homes for Sale (Franklin Homes Realty LLC) over 5 years ago
Jenifer- I like these ideas of ways to interact and communicate with our client and can see it working better than canned emails.
Posted by Christine Donovan, Broker/Attorney 714-319-9751 DRE01267479 - Costa M (Donovan Blatt Realty) over 5 years ago

Success in our business is all about people, conversations, relationships - REAL conversations and relationships.  You get that!

Posted by Kat Palmiotti, The House Kat (Grand Lux Realty, Monroe NY, 914-419-0270, over 5 years ago

I'm definitely a fan of how you approach your on-line marketing, the idea of conversation is a very smart way to look at this. 

Posted by Morgan Evans, LICENSED REAL ESTATE SALESPERSON (Douglas Elliman Real Estate) over 5 years ago
It's wonderful when the entire process becomes synergistic, and organic. Congrats!
Posted by Carol Zingone, Global Realtor in Jax Beach, FL - ABR, CRS, CIPS (Berkshire Hathaway Home Services Florida Network Realty) over 5 years ago

It's amazing that it's taken the industry this long to figure out how to engage on-line customers.

Posted by Richard Iarossi, Crofton MD Real Estate, Annapolis MD Real Estate (Coldwell Banker Residential Brokerage) over 5 years ago
Great advice Jenifer. We definitely need to restructure our follow up programs for 2014.
Posted by Bill and MaryAnn Wagner, Jersey Shore and South Jersey Real Estate (Wagner Real Estate Group) over 5 years ago

When all the music stops, I hope there is a live person standing there to meet, greet and make everything neat

Posted by Richie Alan Naggar, agent & author (people first...then business Ran Right Realty ) over 5 years ago

These are great ideas Jenifer. Thanks for sharing. Happy Friday!

Posted by Patty Da Silva, Davie, Southwest Ranches Cooper City, Plantation, Weston, REALTOR, Top Listing Broker (BROKER of Green Realty Properties® - 954-667-7253) over 5 years ago

Joan, it is definitely what builds those relationships.

Ginger, striking a balance is tough, but mixing up your touches really helps.

Kelly, always thinking new ideas :).  Keeps us on our toes here.

Jorge.. Thanks

Laura, so true, but hard to think outside the box and do that on a larger scale!

Praful, Tammie, Christine, Patty, Bill, and Carol, thanks so much for stopping by and commenting

Richie, Without the individualism, how would you really know if there was someone behind it?

Richard, Cannot believe it myself sometimes.  It has been trending that way for about 9 years now, we are a slow bunch to conform, aren't we?

Kat and Morgan, it is all about the people!  Relationships breed referrals, breed more relationships, it's a great vicious circle :).

Posted by Jenifer Lower, Your Dream. Our Passion. (Bozeman Montana Real Estate .net) over 5 years ago

Beauty, brains and talent?...A bargain here

Posted by Richie Alan Naggar, agent & author (people first...then business Ran Right Realty ) over 5 years ago

Ahhh shucks.... thanks Richie!


Posted by Jenifer Lower, Your Dream. Our Passion. (Bozeman Montana Real Estate .net) over 5 years ago

I really like Call to Converse instead of Call to Action. Thanks for sharing your tips Jenifer. Great post.

Posted by Lanre-"THE REAL ESTATE FARMER" Folayan, I don't make promises.I deliver results.SOLD HOMES (Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC) over 5 years ago

Being part of people and not just a messenger to them about some product or service is critical. People are bombarded with catchy buy me  phrases and there is no sincerity in it. They want something of substance.

Posted by Jimmy Faulkner, The Best Of St. Augustine (Florida. Homes Realty & Mortgage) over 5 years ago

We become friends with most of our clients. They become repeat clients.  I love your approach.

Posted by 1~Judi Barrett, BS Ed, Integrity Real Estate Services -IDABEL OK (Integrity Real Estate Services 118 SE AVE N, Idabel, OK 74745) over 5 years ago

Hi Jenifer, I really like your way of interacting with your clients. The is really the best way to do it and have clients for life.

Posted by Sandy Acevedo, RE/MAX Masters, Inland Empire Homes for Sale (951-290-8588) over 5 years ago

Sandy, Judi, Jimmy, and Lanre, thank you all for your supportive comments.  I love the process and like the results even more.  It provides so much meaning in my life to interact this way and become personally connected to them as well!

Posted by Jenifer Lower, Your Dream. Our Passion. (Bozeman Montana Real Estate .net) over 5 years ago

We can vouch for this as over the last month we have refocused our efforts with entirely revamped and agressive telephone and lead followup and the traffic and response is remarkable.  Listings are up, contracts are being written at record paces. 

Posted by Florida Tolbert Team Keller Williams Advantage, Keller Williams Land Division Specialist (Keller Williams Advantage III Realty in Lake Nona) over 5 years ago

Kevin,  I would love to hear some of your ideas!  We are always looking for something new to try.  Listings in particular seem to be a bit elusive for me, lots of buyers and contracts though.


Posted by Jenifer Lower, Your Dream. Our Passion. (Bozeman Montana Real Estate .net) over 5 years ago

The audience is as big as the blue and green spinning marble. But how to get on the entrance ramp to the information highway and stay front and center makes marketing so fun, so vital.

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) over 5 years ago

great post and great info. love your take on call to conversation!

would have suggested but someone beat me to it


Posted by David Shamansky, Creative, Aggressive & 560 FICO - OK, Colorado Mtg (US Mortgages - David Shamansky) over 5 years ago