To conclude (?) this week's series on Drip Mail Campaigns (to drip or not to drip?) here are some thoughts on communicating with people who find you online - affectionately known as "web leads."
I had a nice conversation the other day with a newer agent who called me looking for help managing his web leads, specifically asking if I knew of any drip-mail campaigns that had the SWS Seal of Approval. In other words, could I recommend a "canned" approach to communicating with online leads that didn't sound canned?
Well, sez me, not really, for obvious reasons. Drip-mails are, by definition, impersonal and yes, canned, although I'm sure it's possible to come up with verbiage that is warmer, more interesting and more sincere than your average drip.
I encouraged my new friend to consider responding to each potential client (I hate the word "lead") individually, with a personal reference to what the potential client seems to be interested in. For example, "I see you're looking at homes in the Washington Park area - I used to live there and loved it." or "I noticed you tagged that awesome mid-century modern home on Belmont - I was just in it the other day and it's fabulous."
"But," my friend protested, "I don't have time to respond personally to everyone. Wouldn't it be better to make sure every single lead gets something from me, even if it's a little impersonal, instead of just responding to a few?"
Eh... couple of thoughts here.
First, no, I think you'll have a far better success ratio if you respond personally to a relative few than impersonally to a whole bunch. Considering that the other agents these potential clients are writing to either are 1) not responding at all, or 2) sending out canned crap (sorry), your personal response will really stand out in the crowd.
But second, how much time are we really talking about here? Half an hour? An hour? It's not as if you have to write a book to each person, just a warm note acknowledging their inquiry (which, frankly, you could probably copy and paste from one to the other), along with SOMETHING personal in each that shows it's a real human being responding.
If you're currently using an auto-responder or other canned approach to Internet leads and aren't thrilled with your results, give the personal touch a try! If you already use this approach and would like to share an example how you respond personally to inquiries, I'd sure love to see it :-)