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Ricardo Bueno

Ricardo Bueno

Online Marketing Strategies for Real Estate

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Real Estate Blog Topics

February 5, 2012   |   by Ricardo Bueno   |   Get free new post updates HERE.

10 Things I’m Learning From Running a Paid Subscription

I launched Real Estate Blog Topics last year. I took an idea, ran with it, and refined it along the way.

At first, it started out as a simple sales page here on my blog. Then eventually, I built a site around it and sometime in March, I’m re-launching it as a full-blown membership site consisting of a mixture of expert audio interviews, video tutorials, live Q&A’s and the content in it’s current form.

In the meantime, here’s a few of the things I’ve learned along the way…

Real Estate Blog Topics

10 Things I’ve Learned from Running a Paid Subscription:

1. Just because it’s easy to launch, doesn’t mean it’s going to be easy to maintain. Launching Real Estate Blog Topics cost me a total of $11 (for the domain name) and an idea. An idea that I’m continuously working on perfecting day after day, week after week with inspiration from folks like Thom Chambers from In Treehouses, Colin Wright from Exile Lifestyles & author of Exil.es, Adam King from the Humanity Blueprint, being a member of the Third Tribe and more.

2. Do 1 thing really well. Find one thing that you’re exceptionally good at and focus on delivering that one thing. For me, that’s helping others understand the business side of blogging and inspiring them to take action.

2. Focus on perfecting the service/product. When I first launched Real Estate Blog Topics, I was using a service called Letter.ly to manage subscriptions and payments. To their credit, Letter.ly is a great service and they made this easy. But REBT was nothing more than a landing page on my domain and a link that took people off my site and onto Letter.ly to sign up. In short, it was messy and I was losing subscribers in the process (I know because I got a few emails asking me if there was an easier way to sign up).

Today, Real Estate Blog Topics sits on it’s own domain and you get more than just an extended email weekly, content is delivered in PDF format so that you can print and/or download the content to read and learn at your leisure. The sign-up process is managed by MailChimp and Amazon Payments.

Next month, that will all change…as we become a flow-blown membership site. More on that later…

The Lesson here is to focus on delivering a valuable experience from the moment people sign-up to every interaction they have with you via email.

3. Inspire people to take action. I’ve thought about adding a membership forum for people to ask questions and engage with one another. I’ve ultimately decided against the idea for two reasons:

a.) It’s going to take time to manage. Time that I don’t necessarily have at the moment. Though I suppose I could contract someone for support in this area. At this point, I’ve received more than a handful of offers to help with something like this.   

b.) It’s going to distract people from taking action. Ultimately, the goal of REBT is to inspire people to take action and implement the various strategies, tactics and ideas discussed in each issue. By adding a Q&A forum, my concern is that people are going to be distracted from that goal.

4.Don’t be afraid to set a high price. When I first launched, I set the price at $3.99 – that was a giveaway. I told myself I was “testing the market to see if there was interest.” People either jumped at it, or scoffed at the offer. Later, I raised the price to $9.99 and then again to $25 (a price I finally settled on). In doing so, I learned a few things:

  • Price too low, and people won’t buy. They just don’t see the value. Some people will subscribe (everyone likes a good deal after all), but they won’t be as committed.
  • It’s just as hard to sell a high priced product as it is to sell a low-priced product. Some people will always shop based on price. Somewhere along the way, I decided that those aren’t the people I want subscribing to Real Estate Blog Topics. If you see the value, your’e going to make the commitment and pay the monthly subscription. I shouldn’t have to lower my price to convince you to join. To earn subscribers, you’ll need to effectively communicate your value proposition. In other words, here’s what this is, and here’s how it’s going to help. If that clicks with your buyer, they’ll buy. If it doesn’t, they won’t but that’s ok.
  • People won’t do the work if it’s too easy for them to ignore. At $3.99 it was easy for people to ignore their weekly “Action Items” – it’s a small, painless write off. At $25 per month on the other hand, it’s an investment and a commitment. A commitment from me to deliver value, consistently. And a commitment from you to do the work.
  • People are willing to pay for it if they see the value. At first, I was afraid to raise the price because I wasn’t sure if people would buy. Not only did I raise the price, I also introduced a yearly subscription option that included a free personalized blog review (via video) if you signed up for the year up-front. Not only do people still continue to purchase at the current rate of $25 per month, but 3 people purchased the same day I introduced the yearly option (this was on Black Friday) and 5 people have purchased at that rate since then.
Key takeaways here: People are willing to pay a premium if they see the value so do your best to communicate that value and deliver every step of the way. Don’t ever set yourself up to compete on price. It’s a losing proposition all around. People won’t respect your product/service and soon, that low price is what people will come to expect.

5. Strive to meet and exceed expectations. When I was subscribed to Thom Chamber’s paid newsletter (now known as The Micropublisher), he delivered a new edition every Monday morning. Most times it arrived early (often times on Sunday). On rare occasion it arrived later in the day. Anyway, it’s what I was promised when I subscribed and it’s what I came to expect. And sometimes, the anticipation ran high as I checked my inbox to see if a new edition had arrived yet.

That’s the same type of anticipation my subscribers must have in regards to a new edition of REBT hitting their inbox. Promise to deliver when you say you will. Focus on delivering high value and they’ll not only remain loyal, but they’ll tell their friends about what you have to offer (and that’s the best kind of referral you can get).

6. Do whatever it takes to make customers happy. At one time, email delivery was spotty for some of my subscribers. Emails were either getting sent to spam or not being delivered at all. I couldn’t tell whether my email address was blacklisted or if emails were simply getting caught in spam folders. In either case, I resent each edition of REBT for the week along with the latest 3 issues. I set up a new Google Apps account with a dedicated email address for Real Estate Blog Topics on it’s own domain and then proceeded to refunded charges for the month. Why? Because it was the right thing to do and I wanted to keep my subscribers happy. It’s instances like this that I can attribute a low (almost nil) cancellation rate to.

7. An email list is the fastest way to sell something. Real Estate Blog Topics is currently set up as a simple landing page and a few other common pages for navigation. There’s no blog. Which means it’s slightly harder to drive traffic to the site without paying for advertising. My solution to this was to build and utilize a mailing list. So I created a 7-part email drip campaign – The Real Estate Blogging Blueprint – as a way to capture people’s attention and up-sell them on REBT Pro (if it’s right for them of course). No hard sells. Just high value content up-front, and a “oh by the way, if you need more help, check out Real Estate Blog Topics…” To date, this has converted very well.

8. Measure everything. I know how many people I have in my email list, the open-rate for that email list, and my conversion rate any time I’ve sent a pitch email to try and get people to sign up to Real Estate Blog Topics. I know how much traffic the site is getting daily/monthly and the average conversion rate. Because I don’t have a forum built into the site, I track engagement based on email replies, and open-rates & downloads. Each weekly edition of REBT is sent via PDF that you can download from the site. On average people open each weekly email 4-6 times throughout the day and are downloading each weekly lesson.

Each of these numbers helps motivate me to set and work towards new goals. It also gives me insight into what’s working and what I could potentially improve on.

You can’t just sit there and keep hitting the refresh button to see if anyone new has purchased. You have to pro-actively measure your efforts and set goals for yourself to keep moving forward.

9. You gotta spend money to make money. I’ve spent more money on information products, ebooks and membership sites in the last six months than I ever have before. I consider it active research, training and education. Frankly, it’s nice to learn from people’s varying perspectives and then to be able to put those ideas into practice. That’s the key though, putting it into practice.

I’m also spending money on relaunching Real Estate Blog Topics Pro in the coming months (more info on that here). I’ve purchased Wishlist Member, Get Premise, and Click-Bank (which charges a one-time product activation fee) to help me turn REBT into a full-blown membership site consisting of extended video tutorials, monthly live Q&A’s, expert audio interviews and more.

Sure it cost money. But at some point, you simply outgrow what’s available to you through freemium options and it’s time to step it up. In this case, I absolutely consider it a worthwhile investment.

10. It’s hard work. Running a membership site (even a “simple” subscription) is hard work. I dedicate my Saturday mornings and Sunday evenings to writing/editing/refining each week’s edition of Real Estate Blog Topics. Sometimes, I’ll write till midnight or 1:00am on weeknights. And now that I’m re-launching and including audio, video and live Q&A’s, that means even less time for procrastination. But like I said, it’s absolutely worth the investment of time and energy.

Don’t launch something just because you think it’s “easy.” Often times, what you see is the finished product someone launched and you think, “oh wow, that looks great. They make it look so easy.” What you don’t see is the amount of hard work, time, and planning that it took to get them there.

Over to you…

Do you currently run your own membership site or paid subscription service? What lessons have you learned in the process?

About Ricardo Bueno

I specialize in marketing and technology for the real estate industry. Currently: Marketing Technology Director at West (a Williston Financial Group company) West. Previously: National Trainer at W&R Studios.

Get more from me on and .

Reader Interactions

Comments

  1. Anonymous says

    February 6, 2012 at 9:54 am

    Ricardo

    Good post – although a membership site can be great with continuity income, increased engagement etc etc, it IS hard work. 

    The important thing to do is to set an expectation and come hell or high water meet or exceed that expectation!

    Paul

    Reply
    • Ricardo Bueno says

      February 6, 2012 at 11:39 am

      Paul: Well said and I couldn’t agree more! It does take lots of hard work… Restless nights and mental overload. But what’s encouraging is to see people engaging with and valuing your work (at least for me). 

      And in regards to setting and exceeding expectations, couldn’t agree more. In that regard, I think customer service almost matters more than sales. Because if you work on continuously exceeding those expectations, people will refer you time and time again. 

      Reply
  2. Ark Tech Grrrl says

    February 6, 2012 at 12:07 pm

    Agree…I started with Letter.ly right when it was new and set the initial fee at $4.97 to start. Mainly to filter out people from my list.
    Since then, I have attracted a few solid subscribers but moved my main lists over to MailChimp and grandfathered the 2,000 or so existing subscribers into the last of my free model.

    Although I agree with you on your take on pricing, I have several options starting at $1.97  since my goal is to attract interested subscribers and then move them through my funnel.

    Also, for my audience that tends not to be super tech savvy, I think offering options and allow them to choose how much content they want and different pricing based on that preference works best.

    Still changing things up but so far so good!

    Reply
    • Ricardo Bueno says

      February 6, 2012 at 5:34 pm

      Good for you. Learning and adjusting is all part of the process. 

      I really struggled with pricing. Ultimately, I settled on what I thought was a fair price. Sure, I was worried it would push people away. But then something happened… People started subscribing. And that validated the fact that there IS value there and that people are willing to pay for it. 

      Reply
    • Justin Snyder says

      March 12, 2012 at 11:55 am

      What system or subscription service do you use to sale your subscriptions through ? any suggestions? whats your website?

      Reply
      • Ricardo Bueno says

        March 12, 2012 at 1:51 pm

        Hey Justin,

        I used MailChimp.com. They have a “charge per subscription” feature. When you log in to create a new mailing list, there’s an option that reads “Charge for your subscription.” There, you can set up a price – monthly, per year, and how much.

        When someone subscribes, part of the opt-in process includes submitting payment through Amazon Payments where they’ll need to enter their credit card information. Once they’ve completed that step, they’ll be added to your list.

        The website I was running it on is: http://www.realestateblogtopics.com. But it’s not currently setup that way anymore. I’m switching systems and using Wishlist to turn it into a membership site.

        Hope that helps!

        Reply
        • AJS says

          October 18, 2014 at 4:38 am

          It looks like MailChimp has discontinued their pay-to-subscribe functionality. Did you find an alternative that worked, and what would you recommend in its place?

          Reply
  3. Annabel Candy says

    February 6, 2012 at 3:24 pm

    Hi Ricardo,

    Great to hear all your investment (time, money, education) is paying off. It sound like a valuable service and glad you found the right price point in the end.

    I’m a big fan of Thom too:)

    Love that you did with minus the forums as that’s the main thing that puts me off doing it too and you found a reason to make no forums a selling point too!

    Am I allowed to ask how many subscribers you have?!

    Reply
    • Ricardo Bueno says

      February 6, 2012 at 5:32 pm

      Annabel: The forum was a hard one to decide on. Primarily because, well, it seems to be the norm that a membership site have a forum. But really, I don’t want people wasting their time networking and chatting with one another. I want them working and implementing the lessons being learned. At the end of the day, it doesn’t matter if you don’t execute on the ideas!

      Reply
  4. Sandra / Always Well Within says

    February 6, 2012 at 4:49 pm

    Ricardo,

    I’m really impressed with your commitment to quality, which I think is the key to your success.  I like your motto to meet and exceed expectations.

    I’ve started writing a weekly subscription letter about a month ago – Illuminations from the Heart. It does require a commitment to be focused and deliver every week.  I like your suggestion to focus on one thing.  I started off on Mail Chimp to avoid the problems that people have reported on Letter.ly as you mention here.  Thom Chambers is also a big inspiration to me!

    You are very sensible to gauge your time accurately and not over-commitment.  You are so right, even a simple subscription letter adds another element on the plate.  I’m amazed by how you have expanded you offering in such a rich way.

    Reply
    • Ricardo Bueno says

      February 6, 2012 at 5:31 pm

      Sandra: Thanks, it’s certainly taken lots of long nights, Redbull, and long weekends 🙂 

      But, it’s been fun to see it’s evolution from a simple landing page, to a larger subscription. I always feel a little honored when someone subscribes because they see the value in what I’ve put together. That sense of accomplishment makes it all worthwhile. 

      Reply
  5. Justin Snyder says

    March 12, 2012 at 11:17 am

    Thanks for this post. Its touched on a number of different questions Ive been having. The biggest being your thoughts on setting up with click-bank. Do you think this is the best route to go for the pay – subscription portion of say a newsletter? like you, I also want to have just a basic free newsletter. Is it best to just run the free newsletter on its own or should i also have the free newsletter set up on the same page as the clickbank page?

    Reply
  6. Russell Tanner says

    December 27, 2012 at 1:34 pm

    If you don’t mind me asking, how many paid subscriptions do you have? And how long did it take to reach various milestones along the way? I’m thinking about starting a paid membership site. But with everything being “free” these days on the internet, I’m having trouble seeing the light.

    Reply
  7. Kyle Healey says

    July 5, 2016 at 5:24 pm

    So whatever happened with REBT? I’m looking for the best solution to handle a paid newsletter here in 2016… Do you still recommend mailchimp & Amazon to start?

    Reply
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    Nice

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    is fraudulent.
    Protected & Fast Financial Purchases
    Not all trusted soccer gambling agents possess a
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    Unlike the case with Depobola. Financial transactions these kinds of as deposits, withdrawals, plus transfers can be
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    In addition, the process can become carried out easily due to the fact it has worked closely with various
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    Several types of Online games
    If in the earlier gambling only struggled close to lottery and soccer wagering, now Depobola
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    Not just as an agent of Sbobet Online, variations of card games for
    example poker or dominoes, casino games such as roulette
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    All game products are usually sure to have grade-A top quality because they are provided by major gaming providers such since Sbobet,
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    Attractive Promos and Bonus deals
    The last tip for selecting the best site is usually to make certain that the web site offers a
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    This feature will make the sport easier and more fun.
    Depobola has prepared various promotions and bonuses that could
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    There are usually still a number of other promos
    proposed by the best Depobola providers. Therefore, don’t wait virtually any longer and immediately sign-up yourself now to sign up for with
    millions of other members to feel the excitement of playing with Reliable Online Sbobet agents in Indonesia.

    Reply
  35. Betberry says

    March 28, 2020 at 12:09 pm

    Not only gives soccer gambling and sporting activities betting
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    Not only a total game, Joker123 also arrives with attractive features for example the following:

    Live Casino Joker123
    For those of you who else want to feel the new sensation in actively playing casino gambling, with the official Joker123 agent
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    Joker123 Online Slots
    Many folks choose joker123 slot gambling for the reason that game
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    Shoot the Joker123 fish
    This one is actually a fairly fresh game but has currently
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    Reply
  36. Deon says

    March 29, 2020 at 8:19 am

    Are you having trouble finding a destination to play cockfighting gambling?

    In this article you will talk about in full how in order to easily access the on-line game of cockfight gambling
    safely and naturally profitable. Check out this post to the ending plus you will locate a destination to play cockfighting gambling, the particular best S128 site in the world.

    First, it is necessary that you should know very well what
    the S128 site, or better called s128. This is a
    great online bookies gambling web site that provides the most
    effective poultry gambling game. Each day right now there are
    hundreds of gamers attached to it and enjoy fighting chickens
    via the live streaming function on the S128 web site.

    Nevertheless, S128 cannot feel its customers directly in Indonesia because it is
    blocked by Indonesian government regulations which prohibit
    all types of gambling. Consequently , typically the occurrence of a gambling agent is very crucial to facilitate customers
    getting at the gambling games they want.

    The S128 real estate agent acts as a portal that connects
    the 2 parties by providing a consumer ID that can later be used to sign into the
    S128 gambling site. Therefore , be sure you are registered at Betberry just before you start gambling within the S128 website.

    The Benefits of Playing on the particular S128 Cockfighting Site
    Today that you know very well what the S128 site is, now you also need to understand what Betberry is and why you should choose Betberry as your gambling companion. The following are the features had by Betberry.

    Easy Registration
    The first thing you will get from Betberry is typically
    the simplicity of accessing the online game, especially
    the live stream chicken fight. Only by having an energetic KTP capital, contact
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    Low downpayment
    Betberry really aims to accommodate gamers from the lower midsection class who also need to benefit from the excitement of playing internet gambling.
    So typically the deposit that must be paid is also
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    Secure Transaction
    Betberry has collaborated with many well-known local banks inside Indonesia such as BNI, BCA, BRI, Mandiri
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    The strategy used usually are also various, for example transactions between ATMs, M-banking,
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    Complete sport
    Not only cockfighting, from Betberry you will likewise
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    1st step to your success inside the online gambling industry.

    Reply
  37. онлайн казино вулкан преимущества says

    April 5, 2020 at 9:25 am

    Я немедленно кину в закладки ваш rss,
    поскольку я не могу найти ваш email
    link или e-newsletter. Можно ли попросить ваши контакты?
    Будьте добры, разрешите мне
    договориться с вами для того, чтобы я мог бы подписаться.
    Заранее вам благодарен.

    Reply

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