A few years ago I wrote a blog called "Professionals Don't Need Scripts" where I pontificated on my strongly held opinion that someone who is an expert in their field (or even reasonably competent) should not have to (or want to) rely on scripts when interacting with clients or potential clients.
So today, a mere 2.25 years later, I'd like to expand upon that notion with a discussion of the emailed script, aka "drip emails."
Let's start with a definition of "drip emails." A Drip Email Campaign (for the purposes of this blog anyway) is a pre-written series of emails that you send to someone you have met or had a conversation with about real estate. In all likelihood, you can "personalize" the emails with the person's name ("Dear Matilda,"), but otherwise, the emails go out automatically with the exact same message to each recipient.
So, let's say, you visit with a homeowner about selling their home. The conversation goes well, but the homeowner isn't quite ready to make a decision. You head back to the office, knowing you will need to stay in touch with the homeowner so they don't forget you when they are ready to sell. You add them to your "Seller Nurture Campaign" drip mail which will send them two emails per week until they list with you, list with someone else or die. And you promptly forget about them and move onto other prospects.
But your emails go out so that the potential seller doesn't forget about you! Twice a week, they hear from "you" with reminders about how important it is to hire a Realtor (the RIGHT one of course!), helpful tips about preparing their home for market and the like.
"So what's wrong with that, Jennifer? Aren't we s'posed to follow-up?"
Absolutely! At least, if you want a chance at inspiring that seller to want to be YOUR seller once they're ready. BUT...
Remember the definition of "drip" - a pre-written message or series of messages (crafted by you or purchased from a marketing company) that go out automatically without any personalization other than the salutation.
Let's say I'm considering selling my home sometime in the next six months, and therefore in the market to find a real estate agent to represent me. I meet with an agent and we have a productive meeting. I like her, but I haven't committed to her yet. It's still early in the process, but I'm looking forward to hearing from her with her thoughts on our home and updates on the State of the Market.
Do I hear from her? You bet! Every three days I get a "Dear Jennifer and Bruce" email with a fancy banner and signature block... and a canned message that has nothing at all to do with our home or situation.
Let me pause for a moment (as I see I'm coming up on 500 words already), and ask YOU... if YOU were the potential seller, would you be impressed that this agent took the ... ahem... "time" to put you on an automated email campaign?