Diversify Your Communication Channels

Services for Real Estate Pros with Brivity


        Story time. Last week I was sending emails to colleagues from my desk – which I consider my point of world control. I needed answers and wasn’t receiving them.

When we finally managed to meet in person I learned that many of our team leaders have so many emails coming in that they are not even answering them anymore!

They have to filter through their overflowing inboxes and only respond to those that stand out. We had to develop a different way of talking with each other – texts for one, in-person drop-ins for another.

Lesson learned that day? The email is not the best way to communicate with everyone.


Don’t cancel your Gmail just yet, email is not obsolete.

In fact, a 2015 survey found that 89% of marketers say that email is their primary channel for lead generation.

But that doesn’t mean we should be putting all our lead generation “eggs” into email’s “basket.”

People’s email inboxes are overloaded. We’re inundated with promotions, special offers and spam on a daily basis – or should I say a continual, 24-7 basis.

It’s no wonder people tune out their email to some degree, so what can you do to combat your prospect’s dwindling attention span?


Diversify your channels

It’s important to reach your leads where they are at, and if that’s not in their email inbox, you need to look elsewhere.

Texting is the preferred method of communication among Millennials. Citing text messaging as “more convenient” and “less disruptive” than traditional phone calls, this generation is ready and willing to take your text.

The real estate industry is already moving this direction, with services such as Kwkly, the text-to-lead service that allows people actively looking at homes to text for information on a house they are viewing. The prospective buyers receive the text back courtesy of the agent subscribed to the service, and the agent receives the prospect’s phone number to follow up with a personalized text or call.

Nothing replaces the value of getting face-to-face with a prospective client. Networking, formal and informal alike, can give you the edge of an in person meeting. Who would you rather call? An agent you met at a community fundraiser or one you simply googled?

Be prepared with your “elevator speech” to explain what you do to prospects and consider having printed material to leave as a reminder of your meeting. Business cards or single-sided brochures can be a great leave-behind that stays around as a continual reminder of your services.


How to make your emails work

Granted, there will be times when you still want or need to send an email, so it pays to consider how you can increase your open rate.

To make sure your emails stand out focus on making the subject line personal and direct. In fact, emails with personalization in their subject lines see 26% more opens.

Once they’ve opened your email, make sure they can read it on their mobile device. Most email marketing marketing software will have you covered with responsive design for mobile – just be sure to check that you’re using a template that is responsive.

If you really want your recipients to open – and read! – your email, you may want to take the added step of following up with a phone call or text to direct their attention to the message waiting in their inbox.

Email is still an effective way to market, but you’ll notice a greater ROI when you pair it with new messaging channels such as text, along with good, old-fashioned verbal follow up.


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Ginger Harper 01/17/2017 08:04 AM
Real Estate Best Practices
lead generation
real estate tips
text to lead

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Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

Making the email server glow red from traffic funneled to your real estate beehive. The phone ringing none stop and continuous. That's the sizzle in the rattle and hum of your real estate marketing. Videos do the show and tell, just tap tap and lean back, settle in and listen, watch, learn. Great post and emails are part of the REALTOR tool box must have working like a top in the day to day operation.

Oct 30, 2016 01:25 AM #14
Edrick Solomon
West USA Realty - Lake Village, NV
Real estate agent at your service

I agree about the eail campaigns, it's easy to work for 2-3 hours in your spare time and get paid a thousand bucks on your bank account every week at jobnews80.com

Oct 30, 2016 01:51 AM #15
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Having multiple channels is the ideal and a diversifies the different things you can do with your life so you're not bored. It's a win-win!

Oct 30, 2016 03:05 PM #16
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

We diversify our communication channels, we diversify way to educate our minds. Good luck with everything.

Dec 06, 2016 11:08 PM #17
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Great advice for us all to diversify oir marketing and communications methods so we aren't stalemate or annoying

Dec 11, 2016 04:24 AM #18
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

One of the questions we ask contacts is the best way to communicate with them. Text, email or phone? Give the client what they want, not what is convenient for you.

Dec 11, 2016 06:00 AM #19
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Brivity CRM - undoubtedly, texting is becoming more popular amongst all generation as a mode of communication. Not to abandon the email marketing, though.

Dec 13, 2016 02:45 PM #20
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

It's why it's called search engine optimization because it comes from multiple angles. Good luck with everything and 2017 and very happy holidays to you!

Dec 22, 2016 11:46 PM #21
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Diversity IS the key to being effective.  The inundation of information these days IS overwhelming.  I ran a little poll on AR the other day and most said they delete 50% - 95% of their email without even looking at it.  If you're going to use email, it'd better be short and sweet... with a headline that's going to get opened.

Dec 23, 2016 09:52 AM #22
Jeremy Marquez
J Marqeting - Sacramento, CA
Virtual ISA at J Marqeting #iCallYouClose

Metrics are a key to success 

Dec 23, 2016 12:04 PM #23
Richard Iarossi
Coldwell Banker Residential Brokerage - Crofton, MD
Crofton MD Real Estate, Annapolis MD Real Estate

I communicate in the way my clients prefer. Most of them are not picking email, but rather texting.

Dec 23, 2016 03:20 PM #24
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I seriously don't know why anyone would cancel email. There are always things I find in there that are quality.

Dec 29, 2016 11:55 PM #25
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I can see that texting is an instant to whatever you need. You just have to set your boundaries you're not everybody's beckon call.

Richard Iarossi

Dec 29, 2016 11:57 PM #26
Muhammad Mushtaq
Weichert, Realtors® - SBA Group - Fall River, MA

Diversity is great but email will always be the leader in communication due to limitations on other resources.

Jan 08, 2017 05:50 AM #27
Rene Fabre
First American Title - Seattle, WA
Marketing in the Digital Age

Texting and email are primary, but I do more and more posts to groups on Facebook... Big one for me is your point... if they open your email make sure it's readible on a mobile phone! So much of the time it is not...

Jan 08, 2017 12:12 PM #28
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Just just a quick little fuck a quick thought: These posts are going over pretty well and maybe you should put them in one little file folder and do them as a series that you can repeat.

Jan 11, 2017 11:42 PM #32
Beth Bromund
Coldwell Banker Weir Manuel - Rochester, MI
REALTOR (248) 651-3500

For starters, what is this "cpp cpp" post nonsense?  

Regarding Brevity's post, I agree that having a personalized subject line is helpful, but it makes me crazy when an email marketer's subject line is something like "Hey, beautiful!"  I agree with Carol Williams regarding the number of emails that are unread each day. 

Jan 17, 2017 01:10 AM #33
Mike Bjork
CMG Financial - Redondo Beach, CA

That's part of communication, finding out what channel your client prefers to communicate.

Jan 17, 2017 09:19 AM #34
Michael & Gayle Ramsey Fujita
Green Realty Group (808) 388-1485 - Honolulu, HI
(S) RAs SFRs ePro MRP

Great reminder to use all methods of communication to get results.


Jan 17, 2017 10:33 AM #35
Mike Cooper, GRI
Cornerstone Business Group Inc - Winchester, VA
Your Neighborhood Real Estate Sales Pro

Thanks for the great info about communicating. I get over 100 emails a day, and I for one do erase 90%. 

Jan 17, 2017 11:53 AM #36
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