☕ Retention in Action
Ken, who I have known for over 15 years is a top-producing agent, thought he was “doing newsletters right”... until his client accidentally replied-all to tell him she never actually read them. Brutal. Here’s what happened, what went wrong, and how you can avoid the same silent unsubscribe.
Ken had been firing off the same style of newsletter for years — MLS stats, quick bullet points, maybe a listing highlight. He assumed clients skimmed it. Turns out, they weren’t skimming… they were skipping.
The turning point came when one past client hit reply-all trying to forward his email to her husband with the message: “Delete? Same as always.” Ken saw it. Cringed. Then realized the truth: he wasn’t writing a newsletter — he was performing an obligation.
So he changed everything. Instead of updates, he began sending short, story-based emails using a simple 4-part structure: Hook → Story → Lesson → Tiny Takeaway. Within six weeks, his open rates jumped from 27% to 62%, and three old clients reached out saying, “I love these — keep them coming.”
He found the switch quite easy as he has a ton of stories from the past 15 years of real estate.
Lesson / Takeaway (1–2 sentences):
People don’t remember information — they remember stories that mean something to them. If your newsletter feels like a chore to write, it reads like a chore to open.
⚡ Action Tip
Tip: Use the 4-Part Story Framework This Week
A simple story structure can instantly turn a boring “market update” into something people want to read.
What it is:
The formula is: Hook → Story → Lesson → Tiny Takeaway.
Why it works:
Stories activate emotion, emotion drives memory, and memory drives referrals.
How to do it:
Pick one real moment from your week — a showing, a conversation, a question someone asked — then drop it into the four steps.
Example:
Hook: “I showed a house last week where the seller forgot their giant snake tank in the living room.”
Story: What happened, what went wrong.
Lesson: When you remove distractions, buyers focus on value.
Tiny Takeaway: “Before photos or showings, remove anything bigger than your coffee table.”
🧠Strategy & Playbook
📚 Worth a Look
Resource of the Week: Made to Stick by Chip & Dan Heath
The Heath brothers break down why some messages stick and others disappear instantly. Their biggest idea: stories with a clear point get remembered 22X more than raw information.
Why it matters:
Your clients see dozens of emails a day. The only ones that break through are the ones that feel human.
How to apply it:
Before you hit send, ask: “What’s the one idea I want them to walk away with?”
If you can summarize it in one sentence, the whole email becomes stronger.
🔮 Coming Next Week..
Why the Second Sale Matters More Than the First One
The surprising data behind why loyalty — not leads — is the real engine of a referral-driven business.
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Disclaimer:
The Grind Works newsletter is for educational and informational purposes only. The strategies, tools, and resources shared are general in nature and may not be suitable for every business or situation. Nothing in this newsletter should be interpreted as legal, financial, or professional advice. Results from client retention and referral strategies will vary based on market conditions, execution, and other factors outside our control. Before implementing any tactic, you should evaluate it in light of your own business circumstances and, where appropriate, consult with qualified professionals. The Grind Works makes no guarantees regarding outcomes, income, or results.