Personalized Mass Emails? Oxymoron?

 

 

 

Personalized Mass Emails? Oxymoron? 

 

Real estate is a personal business! We all know this, people work with people they like. In the "old" days we found all our leads in personal ways: 

• Referrals from friends, family, neighbors and clients
• Social circles and events
• Open houses
• Phone calls from advertising
• Door knocking

Now these lead sources can take a back seat to the Internet Lead. According to the National Association of Realtors, 90% of home buyers use the Internet to search for a home. When these prospects land on an individual real estate agent's website they are typically prompted to create an account of some kind, and this results in an Internet lead for the agent.

Now what?

We want to capture those clients, if they are truly ready for our services, but the question is how. Certainly the very first email contact can be personally written. Typically we are not getting hundreds of these leads a day. But after they land in our pipeline/drip line, are we stuck with newsletters and market reports? You know...those impersonal mass emails?

Nope! Not if we want to catch their attention and business. 

I have over 500 of these leads in my pipeline. Are these all great prospects? Of course not! But since I can't tell from a name and an email which will ultimately become a client, I keep them until they opt out. One of the ways I initiate contact with them is the mass email. But I do something a little unusual. I write an email once a month which is written personally. This month my email is this:

Hi,

I can't believe we are almost in August! Where did the summer go? Did you do anything special this year? 

Just a quick note. I know that you've been using my website to search for homes.....thank you! I'm excited to say that I'll be moving your account to a new "back end" system soon. You can still reach the normal search site you've been used to, but the custom search and save is going to be so much easier to use.

I'm really pretty excited about it, but then I'm a real estate junkie and these things just make me happy. :)

So, I hope you are enjoying your summer and I'm around if you want to spend an hour or two "window shopping." Since I'm a junkie, I love seeing homes. Even if you aren't quite ready to make a move, it's always good to see things in person, rather than just on a computer screen.

Talk to you soon,

 

I sent this to all of my pipeline, took all of 5 minutes to write and send. Over the past 3 days, I have heard from close to 25 of these leads. A couple were to say they were no longer looking, but most were answering the question about what they have done this summer. 4 are now active prospects which appointments in the next week. Why? Because they believed that I took the time to write this email just to them. 

It's not hard to do.....and it makes such a difference. 

 

 

 

 

KAREN FIDDLER

Dre no. 01494165 Broker/Associate

HÔM SOTHEBY'S INTERNATIONAL REALTY

M 949.510.2395

Karen@SothebysRealtySoCal.com

 

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