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Home → Real Estate Edition Features → Print Tools → Articles of Value Campaigns

5.4. Articles of Value Campaigns

Printing Instructions
When your Article of Value (AOV) is four pages, you'll see in the generated .PDF file that page 2 is blank; this is deliberate, and allows you to print the article and letter as one piece.

After you save your .PDF file of the AOV:

1. Select Print
2. Select to print all pages 1-4 or 1-5, depending on the AOV you've selected
3. Select Duplex or 2/Sided printing; and/or
4. Select Finishing then select Long-Edge Binding
5. Click OK. Your AOV will print as one piece, with the reverse side of the letter blank.
6. If you have questions, contact your Systems Coach.

1. Focus on topics that are both relevant and useful. As we continue to develop new campaigns, we'll select a wide range of subjects for the broadest appeal.
2. The articles are all originals, not to be found or published elsewhere.
3. The language is helpful, direct and conversational. The content is specific and pragmatic.

1. Frame the AOV topic as something also highly interesting to you.
2. Indicate that the subject matter also has significance for you beyond the pragmatic.
3. Invite the client to share the experience with you on both levels. For example, our "Spring Planting" AOV letter mentions the personal growth the season calls you to, and invites your customer not only to use the information to begin a gardening project but also to reflect on their internal garden.
4. Include a meaningful quote that calls attention to the deeper significance of the topic.
5. Are short and informal in tone, not at all like the typical business letter.

1. An instruction sheet with directions about adding your own personal touches to deepen the impact of the message, and Tips & Tricks to add even more value.
2. The cover letter, which you can edit and/or customize with your profile information.
3. The Article itself, to which you'll also add your profile information.

• Review your contacts, and create a group for those who will be receiving a particular Article of Value. Some may be appropriate to send to your entire mailing list, and you may want to focus on a handful of clients for others.
• Your online Relationship Manager will walk you through the steps for selection, customization and printing of your AOV.
• Follow the detailed instructions for each AOV to further personalize your message. See illustration at right:
  • A = Add a personal note to the client in your handwriting
  • B = Choose the suggested Salutation, or create your own to fit the group or local reference
  • C = Change the letter if appropriate for your group or locale
  • D = Sign every letter with a blue pen
  • E = Add your personal logo
• Consider hand-delivery of some of your AOV campaigns, particularly if you've elected to take advantage of some of the Tips that add value. (You'll find these in the "How to Increase Customer Loyalty" section.)
• Log your AOV activity, either in your Relationship Manager or on Tracking Forms we can provide for you.
• Make follow-up calls to your smaller groups of clients one week after sending the AOV. The conversation isn't about buying or selling a home, but about the article's topic and about staying in touch with valued customers.

1. To improve the relationships between you and your clients.
2. To reinforce your image as a concerned and thoughtful "agent of change" who can be trusted and relied upon.
3. To build and deepen loyalty.
4. To generate referrals.