Stop Sending ME Mail

Services for Real Estate Pros with Happy Grasshopper

Be human. That’s what everyone is talking about these days. Be authentic. Make your business about people. Find the human connections.

This idea, of course, isn’t rocket surgery. For most people, the notion of treating people like people, at the very least, SOUNDS like something that makes sense.

And yet.

So many, especially folks who are in sales professions (REALTORS, sure, and so many others), treat their customers, past clients and even their friends like sales targets. Don’t think that’s the case?

Let’s examine this.

Once or twice a month, Salesperson X turns to his lovely CRM and its sparkly drip campaign. A bright, shiny newsletter with all kinds of facts and testimonials and accolades about the salesperson ("ME! ME! ME!"), not to mention data and sales figures and all sorts of irresistible goodness is blasted out in fully templated glory to each and every person Salesperson X knows. When his friends sit down at their computers after a long day’s work and they check their email inboxes, what do you think happens. Do they (A) click, read, and respond to the message, (B) yawn and scroll right past it, ignoring the message in favor of the LOL cat sent by their college friend, or (C) delete it and never give it a second thought?

If you answered an enthusiastic “A”, you’re … wrong. That’s right, WRONG.

Sure, there are instances in which Salesperson X might get lucky and find the one person who wants to buy a house (or a widget or a thingamabob) RIGHT THEN. But the odds of that actually happening are slim to none. That brings us to THE PROBLEM.

THE PROBLEM is that salespeople are always ready to sell that thing they sell, but most people simply aren’t ready to buy it. They operate on their own schedule. THE SOLUTION is to find a way to maintain a good relationship with these people until such time that they are ready to buy. And if you think maintaining that relationship is gonna happen by zapping off pre-canned messages talking about how awesome you are, the odds of you losing a whole lot of business are pretty high.

And look. Sending email from drip campaigns or other such services isn’t a BAD thing. It’s something that should definitely be part of your overall marketing campaign. But it can’t be the only thing, and it shouldn’t be.

Build relationships.

Email doesn’t have to be ME-mail. It doesn’t have to be selling all the time; that’s just boring and myopic. Email is the single greatest marketing tool in a salesperson’s quiver. It should be used in a way that might actually foster good relationships–relationships that might lead to real business. Relationship building services (such as Happy Grasshopper) help salespeople keep in touch with their customers without being so in-your-face and pushy. Their messages take the pressure off of the messages’ recipients because they’re being treated like people–like friends–instead of sales leads.

We’ve got all sorts of statistical data that show the open rates for this type of messaging are well above those for traditional, drip-style emails. Not just that, but data that show customers are actually responding to the messages (which is, as any salesperson knows, pretty unusual).

Effortless e-Nurturing.

Stop talking to your customers like they’re numbers. Treat them like they’re your friends. Be human. It’s not rocket science, but it’s good business.

Posted by


We help salespeople write and deliver thoughtful, well-written follow-up that connects them with their prospects and current database in a way that builds a stronger relationship and a deeper trust.  Take our free assessment here to see how we can help you keep in touch with your sphere, convert more leads and grow your team.



This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Real Estate Best Practices
Marketing 101
relationship marketing
happy grasshopper

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Jimmy Faulkner
Florida. Homes Realty & Mortgage - Wantagh, NY
The Best Of St. Augustine

GREAT post with a terrific message. i like the grasshopper messange and I am going to look into it. Yes, we are in a personal realtionship business and it is about our character, not our drip mails, that count.  Thanks

Jul 19, 2013 11:45 AM #17
Marnie Matarese
Showing you the best of Sarasota!

Very good post and a theme that continues to be posted lately - everyone is missing the human touch!

Jul 19, 2013 11:47 AM #18
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

THE SOLUTION is to find a way to maintain a good relationship with these people until such time that they are ready to buy.

This makes perfect sense to me. Thanks for sharing this very important insight with the Active Rain family.

Jul 19, 2013 12:30 PM #19
Kathy Schowe
California Lifestyle Realty - La Quinta, CA
La Quinta, California 760-333-8886

I really need to get an email system going... really.  I'll look into Happy Grasshopper thanks to your blog!  K

Jul 19, 2013 03:10 PM #20
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M
Celeste - I can see the possibilities of this kind of marketing to people who are tired of the usual.
Jul 19, 2013 03:33 PM #21
Michele Peterson
Sellstate Realty First - Roseville, CA
Sellstate Realty First

I love your statement about "ME" mail.  Agree with you completely.  I have never been an agent or person who will stand up and say, I did, I closed, I sold, I, I, I, .

Much easier to assist the clients and let them recap our wins together.

Jul 19, 2013 04:04 PM #22
Wayne and Jean Marie Zuhl
Samsel & Associates - Clark, NJ
The Last Names You'll Ever Need in Real Estate

Good morning Celeste - great advice. E-mail blasts that are reall just "ME" mail aren't effective ways to sell anything.

Jul 19, 2013 11:11 PM #23
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Celeste, we get so inundated with email and newsletters that there is only one solution. Hit the delete key. The human touch is important.

Jul 19, 2013 11:21 PM #24
Brian Schulte
Allison James Estates & Homes - Sierra Vista, AZ
SFR, Sierra Vista, AZ

One of the best advertising pieces I have read. Informative and thought-provoking. Keep smilin'

Jul 20, 2013 12:06 AM #25
Aaron Hofmann
Atlanta Communities - Smyrna, GA
aka Mr. Smyrna Vinings
Generally we hope the better we work with our clients the better they'll work with us. Build that relationship of trust and always be grateful.
Jul 20, 2013 12:22 AM #26
Fred Hernden, CMI
Superior Home Inspections - Greater Albuquerque Area - Albuquerque, NM
Albuquerque area Master Inspector

The reason they do it is the very reason you stated. They get that ONE person (I shall call them a person when I mean something else :-)) that They have it all set up for bulk mailings and just hammer people over and over! It is very annoying, what they don't realize is they might get that one customer but in the process lose about a hundred more! Good posting!!

Jul 20, 2013 01:31 AM #28
Bill Reddington
Re/max Southern Realty - Destin, FL
Destin Florida Real Estate

Most all drip campaign emails hit the delete file I think. Unless the buyer or seller have interest. You have to give to get.

Jul 20, 2013 02:34 AM #29
Christi Farrington
William Raveis Real Estate - Norwalk, CT - Norwalk, CT
~ Your representative in Fairfield County, CT

Thank you for the great post.  Happy Grasshopper looks very interesting; I bookmarked it!

Jul 20, 2013 02:36 AM #30
Bryan Robertson
Intero Real Estate - Los Altos, CA
Broker, Author, Speaker

Relationships build results, that's what I tell my agents.  Sending myriad emails and other things is fine to a point but the client still has to get to know you.

Jul 20, 2013 02:38 AM #31
Edward & Celia Maddox
The Celtic Connection Realty - Queen Creek, AZ

 You are right about this.  If it is not a personal conversation, don't send it.

Jul 20, 2013 02:54 AM #32
Brien Berard
Remax Professionals Laurel MD - Laurel, MD
Maryland Real Estate Agents - Laurel Real Estate

I have used Happy Grasshopper for several months now.  Not sure how many leads it may have given me, but there is an interesting aspect to it.   When I send it out, I get some comments about how people did or did not like the the feel good story in it.  When I send out my RE newsletter, people read it, but I never good feedback from readers.

Jul 20, 2013 03:23 AM #33
Mark Delgado
houses for rent, Solano County & Glen Cove - Benicia, CA
Benicia and Vallejo, Property Management, rental h

We don't use drip email campaigns.  We just make sure that we are easy to find so that when a past client needs our services again he can get to us easily.

Jul 20, 2013 04:19 AM #34
Team Honeycutt
Allen Tate - Concord, NC

Having a good relationship with our clients is important and so is continuing that relationship when they are past clients. Thse satisified people will be the best advertising that we can ever get.


Jul 20, 2013 06:56 AM #35
Ralph Gorgoglione
Maui Life Homes / Metro Life Homes - Kihei, HI
Hawaii and California Real Estate (800) 591-6121

So true, so true! Yes, treating our clients and potential clients like human beings rather than as objects... priceless.

Jul 20, 2013 09:57 AM #36
Karen Ann Martin
Safe Harbor Realty - Westport, MA
Realtor Fall River Westport MA Real Estate Agent

I use Happy Grasshopper and love it !  I always get a few replys  and keep the conversation going with them.

 I use the P S  & add something current like don't miss out on the fair with dates & times  to personalize even further.

Jul 20, 2013 10:35 AM #37
Post a Comment
Spam prevention
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?


Happy Grasshopper

Ask me a question
Spam prevention