Successful real estate prospecting demands consistency – so put it on autopilot.
Whether you’re trying to gain dominance in a geographic area or a niche market, the key to success is consistency.
Just one letter might get you a response – if you send enough copies of that one letter – but don’t count on it. Those in direct marketing who track and test mailings say it’s lucky to get a 1% response from a first mailing to a cold list.
In fact, they say 5 “touches” should be the minimum, and if you want the full effect, go for twelve.
(Note that a “touch” can be a letter, a postcard, an email, a phone call, or an in-person visit.)
The bottom line – if you’re going to prospect, plan on mailing (or emailing) at least 5 times to the same list. And… don’t wait so long between mailings that they’ve forgotten you. Plan to make contact at least once a month, and more often if the circumstances call for fast action. Sellers needing a short sale, for instance, don’t have that much time to make a decision.
FSBO’s and sellers whose listings have expired might also be apt to make a faster decision, so should hear from you weekly.
The problem is – you get distracted. You might have time this week to get the first letter written and sent, but by next week or next month be so busy that you forget to follow up.
In spite of the fact that consistent marketing is vital to your success, it’s often the first thing to get shoved aside when you’re busy with appointments and making sure closings happen on time. That’s why so many agents have a roller coaster income.
Unless you have someone to do the marketing for you, it’s up to you to keep it going even when it seems impossible.
The solution is to put the mailings on autopilot.
Begin by writing or purchasing the entire series of prospecting letters. You can add more later, but get 
the core messages written (or personalized) and ready to go.
If you’re emailing, all you have to do is load the messages into your autoresponder, set the send dates, choose the list that will receive the messages, and you’re done.
If you’re using postal mail, begin by printing the entire set of letters and envelopes to each of your recipients. Yes, it takes a while, but it takes less time than it would to start over for each mailing, and it will be done.
Sign all the letters, fold them, and put them in the envelopes. Then bundle them into groups to be mailed on specific days. Write that date on the corner of the envelope where the stamp will go. (Or – if you want to stamp them all ahead of time, use a sticky note.)
Put them in an easily accessible spot – one where you’ll see them and remember to mail them on the asigned days.
While you’re at it, put a note on your calendar to remind yourself to drop those envelopes in the mail.
When you prospect and market yourself continuously, you'll be able to get off that roller coaster forever.
"Touch" courtesy of stockimages @freedigitalphotos.net
Roller coaster Image courtesy of foto76 at FreeDigitalPhotos.net
Phone sending email courtesy of fantasista @freedigitalphotos.net
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