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It seems that everyone is using the Internet in one form or another, but you
just aren't sure if your clients are; and how do you get their email addresses
anyway. How can you keep in touch
with them without offending them or making them feel that you are just sending
"junk?" If you don't know that
communicating by email is going to get more and more popular, think again.
I know that I put off using email for a long time and now I am
"hooked" and I believe there are many people like me.
It is so convenient and economical that all Realtors® should be using
it. What I find interesting is that
the public is using email more than Realtors® and the public does not expect
Realtors® to use it based on their experience so far. That is not good for our profession. Many
of you have email, but you fail to answer inquiries within a reasonable time
period (24 hours at most). If you
will make a habit of using your email to reach your clients and prospects, you
can do it in off hours and when you are thinking about it instead of waiting to
call them. Also, when you start
checking your email like you do your voice mail-it becomes a habit! GET THE ADDRESSES First of all you need to start asking your clients for their email addresses.
In fact, you should be asking everyone you meet for their email
addresses-at open house, when you are with friends, and especially with your
current and past clients. It's easy
and they will give it to you. One
way to ask your clients is in a quick note; e.g., "Thought I would share my
email address with you. Love to
hear from you." Then when they
email you, you add it to your database. Another
quick note or postcard might say, "Call me with your email address and I'll
keep you up-to-date on what is happening in the real estate market on your
street." You get the idea.
Just ask! COMMUNICATE You should know that the easiest business you will get is from your clients
who know the type of service you render; and you should be in touch with them
now on a consistent basis to build this referral business.
Now, add monthly emails to them. You
can offer a CMA by email; you can give them a special thought each month from an
inspirational book such as any of the Chicken Soup books; you can send them a
holiday message each month; you just write a quick note to say I was thinking of
you. There are several database programs that will merge your email message so
that you send it to all and only have to write it once.
One good program that we have found is called WorldMerge.
You want them to be personalized and not to look like you have sent the
same message to 300 people. THE
ONE THING THAT YOU DO NOT WANT TO DO IS LIST ALL THE RECIPIENTS AT THE TOP OF
YOUR EMAIL!!! You do not want
your clients feeling that they are "one of many."
You want them to feel that you sent the message personally to them. PROSPECTING Of course you are prospecting when you are writing to your clients.
But, how about using email to prospect to all the people who attended
your open house. Keeping buyers
informed about the real estate market in a sentence or two, can do wonders for
building loyalty and rapport with people that you have met at the open house.
Once you know what someone is looking for, you can send pictures of
properties, tell them about your new listings, about properties you have seen on
broker caravan, etc. Buyers are more likely to communicate with you this way
because they don't have to talk with you. How about asking for email addresses in your geographical farm?
When you are out there door knocking, ask for addresses-tell them that
you will immediately let them know about any new listings in their area.
You can tell them that you will tell them about any activity on their
immediate street by email. You can
offer to update them on the value of their home by email.
You can send them holiday greetings monthly be email.
You can have a contest by email to see who is reading it or not. COST? Here's the best news. It doesn't
cost you anything! No printing, no
postage, no purchase of greeting cards. No
spending hours going door-to-door, or trying to create the perfect looking
piece. It takes just minutes! KEEP IT SIMPLE Remember to keep your message simple and precise.
They love to hear from you, but you do not need to write a novel.
The shorter the message the better when you are mass emailing to your
database. Give your real estate
database something of value, whether it is information about the market place
such as telling them about the lack of inventory in their area, or telling them
about a new listing, or simply saying "Happy New Year."
Less is more when it comes to email messages. REMOVE It's important to note when using email, that if one of your prospects or
clients ask that they be removed from your mailing, make sure you do that right
away! Real estate is ever changing. Here is something that you can start using today that will probably be commonplace tomorrow like the telephone. And, being ahead of the curve is always a good thing. Email me and let me know how you do with it! |
