Luxury Real Estate Marketing: Put the Drip in Deep Freeze!

By
Services for Real Estate Pros with ra@napaconsultants.com

 

 

We now live an in over-communicated world.  Have you noticed that the amount of email in your inbox is burgeoning?  With this in mind, what is your take on real estate email “drip” campaigns that kick in automatically when you capture a lead on your website?  Does this make good sense anymore for marketing luxury real estate?  Have drip campaigns become archaic with the advent of social media? We say, "Put the Drip in Deep Freeze!"

These questions and more came up recently when speaking with a vendor who was touting the virtues of email drip campaigns not only as a way to automatically stay in touch with agent’s registered web visitors (who may eventually buy or sell a home), but also with one’s sphere of influence in general. He said that studies show that you should generate no less than 33 “touches” (in the form of email) per year for each of your contacts. 

With a little practice, it is easy to stay in touch with your contacts via social media three times per month. However, many real estate professionals are using the stupendous new tools of social media to spew information that is completely uninteresting to their target market. This is a tremendous missed opportunity! In a sense, they are using social media as a form of drip campaigns.  These agents’ posts are targeted more for Google’s robots to help them improve their search engine ranking than reaching out to relate to human beings. How does it feel to you to be dripped upon?

The challenge now is to communicate artfully, in a way that is meaningful to your friends and your target market. Take the time to generate original, not canned communication.  This is one very important way to set yourself apart from your competition going forward in 2011 and beyond. 

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Rainmaker
562,448
Steve, Joel & Steve A. Chain
Chain Real Estate Investments & Mortgage, Steve & Joel Chain - Cottonwood, CA

Ron & Alexandra,

Great picture of words.  I heartily agree; We like to personalize our email "campaign" and focus on the relationship as it develops. We do include added-value content that we hope our contacts will appreciate.  It takes more time to personalize, but based on the response rate from our contacts we aren't being treated like,"drips."

Steve

Jan 19, 2011 11:33 AM #1
Ambassador
1,279,903
Toni Weidman
Re/Max Sunset Realty - Trinity, FL
23 Years Selling Homes in New Port Richey, FL

I have never liked being the receiver of drips (the drippee?) so I don't feel that I want to drip on people.

Jan 19, 2011 03:03 PM #2
Rainmaker
556,060
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Ron & Alexandra,

I just wrote something similar to your blog.  Artful communication is essential these days to cement long-lasting business relationships.  As far as our email drips, it drizzles out of our facets... g

Jan 19, 2011 03:31 PM #3
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Steve,

We kept full profiles of our clients in our contact base, with their preferences and whenever we saw something that hit their spot, we would send it to them.  We really wanted to make them feeel like they were special, and they were, because we had learned to work with the best.  A  Loved your comment, and many people are treated like "drips".  A

Jan 19, 2011 04:42 PM #4
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Toni,

I agree, I hate being the drippee, even though I subscribe to many, many things.  I have actually unsubscribed because of drip fatigue!  A

Jan 19, 2011 04:43 PM #5
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Gordon and Cherise,

You are too funny, I am looking forward to reading it.  Thanks for your commentary, I always enjoy it, A

Jan 19, 2011 04:49 PM #6
Rainmaker
515,111
Kevin J. May
Hobe Sound, FL

R & A, I will subscribe to almost every competitors campaign and see how they fare.  The ones that aren't annoying me get the most attention.  The ones that do are most probably repeating that same annoyance of their other targets too.  That pipe is gonna burst you know! 

Jan 19, 2011 05:23 PM #7
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Kevin,

You are a delight, I think that was Ron's intent in choosing that picture.  A

Jan 19, 2011 05:26 PM #8
Rainmaker
959,132
Georgie Hunter
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

I love your picture of the frozen drips!  Great way to illustrate your article.  Now could you pass me a slice of that pecan pie!  ; )

Jan 20, 2011 06:50 PM #9
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Georgina,

Thanks so much for your commentary, and next time we are in Hawaii, I will buy you one.  A

Jan 20, 2011 07:20 PM #10
Rainmaker
728,984
Larry Brewer
Benchmark Realty LLc - Nashville, TN
Nashville Real Estate

picture  is a great way to catch our attention. While at Keller Williams, I became very familiar with the 33 touch programs. However 12 of those touches were by phone, and some by post card and personal notes. Most people will get tired of too much drip mail.

Jan 20, 2011 10:09 PM #11
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Larry,

There is no doubt that you understand touch as "personal" also.  We appreciate your comment.  Have a wonderful weekend. A

Jan 21, 2011 02:55 PM #12
Ambassador
804,804
Kathy Schowe
California Lifestyle Realty - La Quinta, CA
La Quinta, California 760-333-8886

Meaningful , well-thought out content is the key to connecting in everything.  Be interestd.. and be interesting.  Have a great weekend,  Kathy

Jan 21, 2011 11:49 PM #13
Rainmaker
1,373,405
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Kathy,

Thanks for your comments and your insights, we appreciate them.  A

Jan 22, 2011 09:15 AM #14
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Rainmaker
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Ron & Alexandra Seigel

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