Professionals Don't Need Drips, Part 2

Education & Training with Sell with Soul

Earlier this week I posted a blog asking the question "if YOU were a potential seller, would you be impressed that an agent took the ... ahem... 'time' to put you on an automated email campaign?" with the promise to return and elaborate on my statement that "Professionals Don't Need Drips."

Let me share a personal story with you. 

Earlier this year I approached a real estate agent about listing a property of mine. The property was tenant-occupied and would be for another month or so, so it was not readily accessible for viewing and obviously not ready to be marketed. 

But this agent and I (I will call her Mary Beth Bonacci* since that's her name) chatted a bit about the property and she promised to drive by it soon, do a little research and get back to me with her preliminary thoughts. 

Later that week I heard from her with some comments on the location ("wow, very close to the highway but how awesome that it's within walking distance to the pedestrian bridge,"); her thoughts on who the ideal buyer might be and an assurance that she'd preview the competition over the weekend. 

"Cool," sez  I. "Looking forward to your feedback."

As promised, Mary Beth emailed me on Monday with the details of her previewing expedition and gave me a ball park range of where my property might fall. 

The following week, she contacted me to ask if I knew when the tenant would be moving out.

A few days later she told me about a new listing that had come on the market in the same complex as my unit and promised to preview it right away. 

The next day she emailed me to let me know she had previewed the property and that it showed very well. And that there were already multiple offers on it. 

Fast forward a month or so. After my renter moved out, Mary Beth took a look at my property, and afterwards emailed me with her suggestions on what needed to be done to it before marketing, and offered up a few service providers. 

A week later she contacted me to... 

Get the picture? 

At no time did she send me an email espousing the importance of hiring the "right Realtor," warning me about the Dangers of Overpricing or even gently reminding me how much she LUVS referrals. No, she communicated with me as the real estate professional she is... and as a real live human being who actually cared about my upcoming home sale. 

"But Jennifer, all that personal communication takes time! Imagine if I took that much interest in all my clients?! I'd never have time to prospect!"

Well, um... 



*watch this space for a blog about how amazingly professionally MB handled my transaction. That's how real estate oughta be...


More thoughts here: 

Posted by

It's Here!


The More Fun You Have Selling Real Estate, the More Real Estate You Will Sell! 
(True Story)
Order Your Here!









Comments (29)

Drick Ward Property Management / Broker Assoc
NEPTUNE REALTY - Virginia Beach, VA
"RealtorDrick" - Experienced Representation

You are RIGHT ON TARGET.  Good to hear someone cautioning agents against the "if you build it they will respond" approach.  The fact that the agent didn't send the same canned messages as everyone else helps set things apart as, I am here to help you (rather than I'm putting you on autopilot, don't you feel special?).  Thanks for sharing.

Oct 07, 2015 05:13 AM
Austin Seagrave
Austin Seagrave Realty - Charlotte, NC
Concierge Real Estate Services

Value, value, value.  That's what it's all about.  I have done just this for folks and they so much appreciate it.  When writing a movie script, it is important to always "show don't tell."  The same holds true for being an effective real estate agent.  Let your actions speak about the professional you are.  Great post!


Oct 07, 2015 05:26 AM
Anna Hatridge
R Gilliam Real Estate LLC - Farmington, MO
Missouri Realtor with R Gilliam Real Estate LLC

Great post!  Your approach to the topic at hand is wonderful.  Your information and details show that this really a post about what we all need and want- Attention to the details that matter.  So nice of you to mention the top quality service you received from Mary Beth Bonacci.

Oct 07, 2015 05:29 AM
Pat & Wayne Harriman
Harriman Real Estate, LLC (203) 672-4499 - Wallingford, CT
Broker/Owners, Wallingford CT Real Estate

"But Jennifer, all that personal communication takes time! Imagine if I took that much interest in all my clients?! I'd never have time to prospect!"

I submit that you wouldn't need to prospect (much), clients would be knocking down your door to do business with you...

Oct 07, 2015 05:48 AM
Diana Dahlberg

Aha Moment!  Case in point!

Oct 07, 2015 06:36 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Jennifer, we hear a lot of talk about ways to stand out from the crowd. Well, you just gave us a great one. I believe in the current climate of the Internet, that having a personal touch will make a difference.


Oct 07, 2015 05:57 AM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Used with the right mixture we can use some drip marketing, but keep in mind that we should treat others as we would want to be treated.  So, set up a system where you make contact with personal contact and be ready and able whenever a prospect contacts you the first time around.  Don't just set them up on a drip ... drop them another personal email, text or a real phone call and talk and find out how you can be of assistance ... listen to the response and follow up according to their unique message and/or needs. We are in a personal business and should treat each one individually. The drips work better on the looky looz ...

Oct 07, 2015 06:39 AM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

I recently watched a webinar where the presenter said, "Agents don't have time to prospect because they're too busy servicing their clients. Service clients less and prosect more." Little does he know that servicing our clients eliminates the need to prospect. I love your example. It's a gentle reminder to us to do what's necessary for our clients and we won't have to prospect again. 

P.S. I'm currently working with a couple who purchased a $940K new construction home with me and listed their $500K home also with me. Last night, I got a call from one of their friends. She said my clients had given me rave reviews and that's why she called. Need I say more?

Oct 07, 2015 06:50 AM
Geoff Grist
Mosman Neutral Bay Realty, Sydney Australia - Sydney, AU
Author of Sold Above Market book

Great double post jennifer, no wonder you are as successful as you are, you know exactly how people think and why they want to do business with you, congratulations

Oct 07, 2015 07:02 AM
Pamela Seley
West Coast Realty Division - Murrieta, CA
Residential Real Estate Agent serving SW RivCo CA

I like reading stories of agents who are doing things right. Drip campaigns treat everyone as if they are the same and are inconsiderate and why I don't use them. 

Oct 07, 2015 07:46 AM
Dagny Eason
Dagny's Real Estate - Wilton, CT
Fairfield County CT, CDPE Homes For Sale and Condo

LOVE LOVE LOVE this post - well done!    Communicate always !! 

Oct 07, 2015 07:52 AM
Liane Thomas, Top Listing Agent
Professional Realty Services® - Corona, CA
Bringing you Home!

Wow. Kind of makes me take a step back and evaluate my follow up.

Great post. Thank you!

Oct 07, 2015 09:34 AM
Pat Braithwaite
Braithwaite Realty - Marietta, GA

If a person or couple care enough about us to give us their time, attention and their trust for one of the most important moments of their life, we owe them our best.  

Oct 07, 2015 09:43 AM
Alyse "Aly" Sands
AGORA Realty - Nashville, TN
It's Good To Be Home

Nobody NEEDS a drip campaign but some of us send one just as a reminder that we still exist. This is not a replacement for providing excellent service. Your agent did a great job but you afforded her the oppotunity, first. Is she going to keep in touch after the transaction ends? You didn't mention how you came about calling this agent in the first place. Had you been getting emails from agents who you've known before? Was the agent you called a friend of yours or had you just met her? Just curious.

Oct 07, 2015 11:49 AM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Jennifer, this is an exceptional example of how to stay in contact with as many people as possible.  I love "Planned, not canned!"

Oct 07, 2015 12:33 PM
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Thank you for all the comments! 

Alyse - I practiced real estate in Denver so yes, I know a lot of great Denver agents. Mary Beth and I stay in touch via social media mostly - I know she's out there doing her thing (and doing it well) and it's not likely I'll forget about her should the need arise again to hire or refer an agent in her market place. But you raise a good question - I do know A LOT of good agents in Denver, so why did I contact MB first? Hmmmmm... will give that some thought. 

Tammie - I just don't even know how to respond to that. Well, yes I do, but this isn't the platform for it. Unreal, huh???

Pat & Wayne - YES!!!!! One of my mantras is: "The clients I have today are more important to me than the ones I hope to have tomorrow." And yes, that IS a viable business development strategy.

Bob K - thank you for your comment - let me clarify that the topic of this little series is communicating one on one with a client or potential client. My strategy for communicating with a  sphere of influence on a mass level is much different (although still not "canned" or "dripped"). I'm happy to share if you're interested!

The whole concept of NOT taking the time to communicate personally with someone who is considering hiring you (or HAS hired you!) baffles me. Not just because it's good for business but also because it just makes sense. In the conversations between me and MB described above, we were working together to get my property ready for market... there was no need for an incessant albeit subtle(?) sales pitch - no, intelligent conversations and communications "sold" me on her! 

Oct 07, 2015 09:38 PM
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Jennifer - finding you, and subsequently AR in 2011 kept me in Real Estate. I thought there was something wrong with me  -  can't cold call, can't spam - you get the idea. Yes, it takes time to stay in touch with the "personal touch" but it's the only way that makes me comfortable. Mary Beth sounds like a great agent. 

Oct 07, 2015 11:29 PM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Jennifer,

Drip mailing sounds good, but does not really work that well. It sometimes takes a minute for new clients to get that they are only contacted, when there is something substantive to be said, but especially millenials seem to appreciate the lack of bull.

Oct 08, 2015 09:28 AM
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

So, what about web leads? Can I/Should I drip on them? My thoughts... 

Oct 08, 2015 09:57 PM
Vera Gonzalez
RE/MAX Suburban, Inc. - Sterling Heights, MI
Gonzo For Real Estate

Jennifer Allan-Hagedorn , 


Personal is always best. If you interviewed 3 agents you may get 3 of the same auto generated emails:)

Oct 11, 2015 01:49 AM
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Assistant

As I read through your story I was thinking...that's great, MB had good information to share and she did. The challenge is when you don't have updates or information. So what do you do??? My first thought is to keep a schedule so that you can communicate "something" on a regular basis...based on that specific situation.

Aug 29, 2016 03:13 AM
Jennifer Allan-Hagedorn

I think the answer has several facets...

First, especially in the early days of a listing (or pre-listing!) there should be plenty to talk about. In fact, I believe a real estate agent can (and should) communicate with their new seller every single day for the first two weeks. And yes, you could come up with a list of what those things might be and add them to your contact management system activity plan for new listings so you don't forget. 

Second, I believe a listing agent can (and should) "create" things to talk about with a seller after those early days. For example, previewing the new competition, providing updated market reports as the competition goes under contract or changes price, checking on a property if it's vacant, providing showing feedback, offering to do an open house, etc. 


Aug 29, 2016 03:19 AM