Have you ever read marketing advice from someone whose opinion you usually respect – but this time thought “Oh no. Why did she say THAT?”
That happened to me when I read these words: “If you wrote a bad email message they’ll delete you and won’t remember
you.”
The topic in question was “How often should you write your prospects?” The author was recommending that you go ahead and contact people every 3 or 4 days, which I generally agree with. Her thought was that it's better to be "out there" with a bad message than to let them forget about you. (Which, by the way is contrary to saying they won't remember you.)
I agree that you should try to be in front of people often. Three or four days is a good interval depending upon the kind of prospect and how soon they need to take action. Seven days is fine for some and two or three weeks is fine for others.
But I could never agree with the advice that it’s OK to send a “bad message.”
Perhaps you could get away with it if you were selling some product to a “cold list.” They don’t know you and perhaps don’t even care to read about what you’re selling. If you write a better message next time, perhaps they’ll read it, become interested, and forget that you are the same person who sent a bad message a few days ago.
Real Estate agents can’t afford to take a chance like that!
If you’re writing to a list of prospects you want to impress with your real estate knowlege and skills, every message needs to be “good.”
If your list originated from leads you gained either in person or through your website, they at least know of you. If they’re thinking they’ll need a real estate agent in the near future, they will read the message, because they’ll want to know more about you before making a decision.
If you're writing to people in your niche or your geographic territory, they may have already met you or heard of you. Whether they have or not - you want them to think highly of you every time they see your name.
Even if you’re sending to a purchased list, it is hopefully a list of people who are soon going to choose a real estate agent. That means everything you say does matter.
Sending a “bad message” could knock you right out of the running.
So do So don’t believe it. Don't start thinking that it's better to send a bad message than no message at all.
You do need to stay in touch with leads. So take the time to write something good – or take the time to choose one or more of my prospecting letter sets so you'll always have a useful message handy and ready to go when you don't have time to write your own good message.
If you’re writing to a list of prospects you want to impress with your real estate knowlege and skills, every message needs to be “good.”
If your list originated from leads you gained either in person or through your website, they at least know of you. If they’re thinking they’ll need a real estate agent in the near future, they will read the message, because they’ll want to know more about you before making a decision.
If you're writing to people in your niche or your geographic territory, they may have already met you or heard of you. Whether they have or not - you want them to think highly of you every time they see your name.
Even if you’re sending to a purchased list, it is hopefully a list of people who are soon going to choose a real estate agent. That means everything you say does matter.
Sending a “bad message” could knock you right out of the running.
In marketing, “Good Enough” is not good enough.
Graphic courtesy of Stuart Miles @freedigitalphotos.net
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