I was recently shown an email that an agent sent to prospects she had received from an internet lead generation company and was shocked at the way she was talking to her potential future business. After reading it, my first thought was "No wonder you're not getting any response."
In a market like this, it's hard sometimes to stay focused on the consumer's needs because our own are so immediate. Always talk to your prospects the way you would want someone to talk to you. Remember...we're brokering the sale of a house. We're not selling commodities. If you talk to prospects in a way you yourself would not accept, then you are treating them as a less worthy individual than yourself and are therefore being condescending.
Sure, you may still get some business if you do it this way, but you'll also be ushering in a whole lot of stress that will affect all areas of your life because you won't be getting repeat business or referrals from people you treat this way. Especially with emails, take time to scrutinize your verbage. It is frighteningly easy to offend with an email...even when you have the best intentions.
And so, here is the email I referenced at the beginning:
"Greetings to all of those who have solicited some advice via INTERNET LEAD COMPANY NAME -
I am making a final attempt to inquire about the service YOU need per your request. On attempting to call some of you, I've either gotten no answer, or I've left messages and haven't heard back.
In real estate, we don't want to appear to be "badgering" the customer, so we typically prefer to send emails until we get a response.
Sooo, this will be my last attempt to help you if I can.
If you are looking to BUY a home, you want to connect with me immediately!! The interest rates are between 4.75% - 5% FIXED with NO POINTS! This is important, because this keeps the cost of your closing down to a minimum. IF YOU WANT TO PAY POINTS, you can get a 4.5% or even LOWER FIXED interest rate!!!! I've been in this business for xx years now, and these are the lowest I've ever seen. If so, then I'll need a list of features, areas, etc., of what you're looking to purchase. And if you need to talk to a lender first, NO problem, I have at least 3 to choose from that are all great to work with.
We are gearing up for a potential Buying surge, hopefully, so don't delay if you can help it.
If you are looking to SELL, then I'll be glad to do a quick EMAIL Market Analysis for you, it's faster and less intrustive, if you don't feel like having a Realtor come to the house. If so, I'd need a few questions answered regarding your property. I do listings as well as sales, and I hold OPEN my own listings, I don't assign them to other agents!
Either way, I'll be EMAILING whatever you need over to you, since we are all fairly busy and talking on a phone can be a hinderance until needed, wouldn't you agree?
Thank you and looking forward to hearing from you!"
I don't even know where to begin, so I'll leave it to you. Do you talk to your prospects this way? How would you respond to someone addressing you like this? Brokers and team leaders...have you looked at the verbage your struggling agents are using in their correspondence? You might be able to help them here.
This email was written by an agent with over 20 years experience, and is indicative of why many agents of all experience are struggling with today's consumer. They're not selling their house to help you with your agenda, and the moment they feel pressured they'll just ignore you.
Coming soon...one of the BEST email responses I've ever seen:)
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