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

By
Real Estate Services 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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Comments 14 New Comment

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Rainmaker
1,224,859
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Georgina,

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

January 20, 2011 07:20 PM
Rainmaker
695,152
Larry Brewer
Nashville Real Estate
Benchmark Realty LLc

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.

January 20, 2011 10:09 PM
Rainmaker
1,224,859
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Larry,

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

January 21, 2011 02:55 PM
Ambassador
792,757
Kathy Schowe
La Quinta, California 760-333-8886
California Lifestyle Realty

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

January 21, 2011 11:49 PM
Rainmaker
1,224,859
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Kathy,

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

January 22, 2011 09:15 AM
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Rainmaker
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Ron & Alexandra Seigel

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GET FLUENT. GET AFFLUENT! (TM) Luxury real estate marketing is a high stakes game. We invite you to join our forum where we will discuss leading-edge luxury real estate marketing strategies that can give you a competitive edge and help you gain access to the wealth of the world.