If all you are doing to follow up with prospects and past clients is email drip campaigns, you’re only realizing a portion of your potential income.
When I started in real estate sales in 1987, there was no Internet and no email. I had to prospect and follow up with people the good old fashioned way. I called them and I even door knocked. I mailed post cards and fliers. I spent money. But it was an investment that paid off many times over. Then came the internet and email. You can reach out and touch everyone in your database – for free! Woohooo! Does it get any better?
But wait. What about the phone calls, fliers and post cards? If all you’re doing is sending email drip campaigns, do you know how many people are actually getting them? Do you know how many people are reading them or clicking on links in them? If you don’t, how do you know how well it’s working? If you do, you know that email drip campaigns alone are far from good enough, assuming you do want to do more business. I know it’s easy to plug someone into a drip campaign and feel like you’ve done your follow-up duty. But if that’s all you’re doing, you haven’t. You need to have phone call reminders interspersed throughout those emails in the drip campaigns. And you need to send them something in the mail. What you send them in email and what you send them in the mail is a whole ‘nuther discussion, but it needs to be done.
Real Estate agents on the whole are notorious for not investing in their business. I realize one of the primary reasons is because it costs money and you may not have any, or very little. I’ve been there, done that, got the t-shirt. But I saved enough to make sure that I sent out those post cards because I knew that whatever I spent, I would have many times that coming back to me from that investment. I could prove it because I knew exactly what the sources of my business were, how much I spent on each source, and how much income was derived from each source. I could calculate my ROI ( Return on Investment).
I suspect that most of you reading this already know that what I am saying ain’t rocket surgery. Hopefully, reading this will give you a little nudge so you will do what you already know you need to do. And the best part about it is that so many agents are just doing drip campaigns, you can stand out with little effort. Feeling a little guilty? Good! So?
Where do you start? If you’re using email drip campaigns, add some tasks to it to remind you to make phone calls on a periodic basis. Can’t afford the glitzy expensive post cards? They don’t have to be expensive. Might they work better. Sure – they might. But you can entertain getting the nice ones later, after the cheap ones have made you more money. Get something that has your name and your face on it and has something of interest to say. The goal is to be the first one to come to mind when they think about real estate. Good luck!