There are two approaches to reaching your prospective buyers and sellers. One is effective and one frustrates potential clients. It’s probably not hard for you to figure out which of them is ineffective. That would be the drip campaign that leaves your leads feeling spammed. Contacting them too frequently will bring poor results.
Keep in mind that buyer and seller prospects might be receiving drip campaigns from two or more real estate agents in your area. So you can imagine that your drip campaigns have to shine to keep their attention. They need to turn your buyers and sellers into informed clients. Every little tip that they can’t find just anywhere will get their attention.
Direct them to your IDX search page on your website. Remember that numerous agents might be contacting them. They might not want to be on one more automated list. With your IDX search page in their favorites, they will return to see new listings or those they might have missed.
Direct them to your buyer and seller pages and keep those pages chock full of tips and relevant information.
For Sellers Create a Point Marketing System
Let your sellers know that you have a 10 point or 20 point marketing plan. They want to know that you will take their listing seriously, so lay it out for them This is what we offer:
Marketing Website #1
Marketing Website #2
Marketing Website #3
And so on until they know what places you above your competition
So let’s get serious about what works and what doesn’t.
What Works – Space Your Emails
Space your emails according to the needs of your buyers or sellers. If they don’t plan to move in the near future, don’t email them every week. They will quickly hit the unsubscribe button. You or I would too.
What Works – Keep Them Informed
Do you hate receiving never-ending, spammy drip campaigns? Stand in line – we all do. I’m no different from anyone else; if I sign up for a newsletter and find myself swamped with endless, repetitive email after email, I unsubscribe. So will your clients. I can promise you that!
Today’s buyers and sellers are informed buyers and sellers. They know more than they did even 10 or 15 years ago, and this is a good thing. At the same time, they need to know more than the average “Why You Need to Sell with Me” email. You don’t want to bore them with the same information they are likely getting from other agents.
What Works – Keep It Short
Your average reader today will skim their emails as they read. They’re busy and have little time for long emails. If you keep it short, you will keep their attention. Write a long email, and they will quickly place it in the trash.
What Works – Keep It Positive
Stay on a positive, upbeat note. I’ve seen stock email campaigns from a CRM that were so negative that I suggested the client remove one or two emails completely. There was no need to plant negative ideas in your client’s mind.