Pay attention to your autoresponder messages

Services for Real Estate Pros with Marte Cliff Copywriting

If you load messages into your autoresponder to go out at intervals after someone opts in – good for you!

You’re saving yourself a lot of time while staying in touch with buyers and sellers who are out there – but perhaps not quite ready to act. When you keep sending helpful information, you’re cementing your relationship with them.

But have you read your own messages lately?

It's a good idea for two reasons.

The first is obvious - things may have changed since you uploaded those messages. For check your autoresponder messagesinstance, interest rates, availability of homes for sale, or even new commercial developments that affect the market.

The second is that you maly have inadvertently included messages related to the seasons.

Since different people will opt in at different times, seasonal messages could make you look unprofessional.

What made me think of this today?

As I walked past the TV on my way to my office, I heard an ad for flannel sheets. Now I’ll agree that here in North Idaho it is still flannel sheet time. It’s cold and windy out – and the darn snow keeps falling during the night!

But that’s not the case everywhere. Some Rainers are experiencing sunshine and flowers poking out or even blooming. Some folks are planting gardens and having picnics.

That's not to say that people can't love flannel sheets even during warm weather, but that's not what the ad said.

It said “Now that the weather is getting colder.”

Every now and then a similar ad comes into my email in-box and I think “They aren’t paying attention.”

It’s good to send seasonal messages.

But either set them up to be sent on a specific date, or wait until it’s time, then upload and send them as stand-alone messages. It makes you look silly when you talk about the coming winter in April – or the coming hot weather in November. (Unless you’re in Australia, but that’s a different story.)

What about COVID-19 messages?

You do need to send them, just to let your people know what you're doing abrememberout listing and showing homes (or not) at this time.

If you're exploring virtual tour options that will carry on after this crisis ends, it's a good idea to advertise that fact, too.

But pay attention! Remeber to unload or change those messages when this is finally over.

Image courtesy of fantasista at

 Ewmember courtesy of Stuart Miles


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Joseph Doohan 04/08/2020 12:37 AM
Real Estate Sales and Marketing
Real Estate Rookie
Addicted to Active Rain
Blogs Happen...
Bartender, Make it a Double
email marketing
seasonal marketing messages

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Nina Hollander
Coldwell Banker Realty - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

Hi there, Marte.... and that is precisely the reason I don't use auto-responders! 

Apr 07, 2020 11:51 AM #1
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


Like Nina Hollander we do not use them for the reasons you mentioned.  Whenever, I get one, I cannot help but think that these people are way too busy for me to buy from or to use....A

Apr 07, 2020 12:14 PM #2
Kat Palmiotti
406-270-3667,, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

I just heard a radio ad recently that indicated winter was coming. I thought that it was time for them to update that ad. This post is a good reminder to stay on top of any seasonal messaging.

Apr 08, 2020 05:43 AM #3
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander and Ron and Alexandra Seigel - autoresponders, like direct mail, work well for many - but they aren't for everyone.

Kat Palmiotti You'd think someone would review radio and TV ads before pulling them out to air, but obviously it doesn't always happen.

Apr 08, 2020 09:45 AM #4
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Great reminder to not always set and forget about it, you do need to check sometimes that what is going out is still relevant. Thanks.

Apr 08, 2020 09:53 AM #5
Laura Filip
Laura Filip Broker , Opening doors for All Seasons of Life - Whitesboro, TX
What can we do for you today?

Thank you for sharing this with us. Send out the messages to me first to know what it is saying and how it may come across when sent out. 

Apr 08, 2020 10:19 AM #6
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nick Vandekar, 610-203-4543 Yes, things do change, so you need to keep watch.

Laura Filip I know at least some autoresponders have a test function that lets you send the entire series of letters to yourself. It's a good idea to use that now and then.

Apr 08, 2020 10:59 AM #7
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Marte Cliff ,

Great advice. Better not to send out a message than send one out one that sends the message you are not monitoring what is being said in haste to just get something sent out. People want to feel special not like they are just on you list for any random message

Apr 08, 2020 03:23 PM #8
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

That's right, Dorie Dillard CRS GRI ABR - When you send out "Happy Springtime" in November it's kinda obvious that yours is not a personal message!

Apr 08, 2020 03:54 PM #9
Jeff Dowler, CRS
eXp Realty of California - Carlsbad, CA
The Southern California Relocation Dude

Hi Marte:

I think this is great advice to always keep in mind. And the same autoresponder will not work for everyone...nor should it. People will likely know it's auto-generated but why make it obvious with something that's not relevant to what they want and need, and that you are not paying attention.

Maybe now is a good time to be working on these sorts of things if we have more time!


Apr 08, 2020 05:49 PM #10
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jeff Dowler, CRS I think now is a perfect time to be working on this, among other things.

People probably do know the messages are auto-generated, but if they're useful and relevant, will like them anyway. Do I think Bob Bly sends me a personal message every day? Heck no - but he shares good advice so I look forward to reading his emails.

I'll never forget the time I opted in to a potential client's mailings, just to see what he was already doing. I got ten - yes ten - emails the first day, and they were all directed toward a different audience. Newlyweds, senior cirizens, first time buyers, downsizers, people moving up, etc.

Thinking that something must have gone wrong, I wrote to tell him.

OOPS! Guess he intended it that way and he saw my message as criticism. He dropped me like a hot potato!

Apr 08, 2020 07:26 PM #11
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Marte, Those out of date messages remind me of the listing marketing remarks that say "won't last long", and the home is now in the 4th month of time on the market.

Apr 08, 2020 08:57 PM #12
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Liz and Bill Spear Oh yes - "Hurry! Won't last!!" You wonder if the agent ever looks at what he or she posted once it's out there.

Apr 08, 2020 09:52 PM #13
Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of the Manchester NH's area Leading Agents

Makes me want to go check all mine to make sure they are up to dat. 

Apr 09, 2020 06:08 AM #14
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Scott Godzyk Good! Now is a perfect time to get that job done.

Apr 09, 2020 07:28 AM #15
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