If you want to find out whether your canned follow-up programs are effective, register to receive them yourself.
I recently registered on another agent's website to gain access to listings for my daughter, who is relocating to that area. Since then, I have been getting canned email follow-ups every few days.
- They are very impersonal
- They are very "lecturing" in tone
- They are ANNOYING! Say that again, ANNOYING! (as in, too frequent)
Every time I receive one of these ANNOYING emails from the agent, I instinctively start to look for the unsubscribe link or the delete button on my email. And I've grown to truly dislike her face, which is plastered at the top of every email. However, I restrain from unsubscribing because her follow-up is an important reminder to me NOT to send anything like this to my clients. Honestly, folks, after this experience I highly recommend throwing your canned follow-up programs into the "can".
After about 2 or 3 weeks of these most ANNOYING emails, I went into my Top Producer action plans and completely renovated my own follow-up emails. I did as Michael Russer suggested and made each contact "all about the recipient", not all about me and my services. The result: RESULTS!
Here are some of the changes I made:
- Reduced frequency to 7-10 days, not always the same.
- Provided a truly helpful tidbid and related link in each brief email.
- Asked for nothing - I didn't even ask for their business or promote myself.
- Prominently offered an unsubscribe link in every email.
- Phoned the consumer monthly, just to check in and find out if the information in my emails is helpful and whether there is anything in particular they would like to receive from me in the way of information.
(By the way, I asked my husband to register on my website so he would receive my follow-up emails; I knew I could count on him to tell me if he found them annoying, since that's a spouse's job - to protect us from ourselves.)
So throw away those canned real estate follow-up programs, and develop a sincere and personal follow-up plan. It will take a small investment of time - maybe an evening or two to set it up - but you'll be glad, if you do.