Stop Sending ME Mail

By
Services for Real Estate Pros with Happy Grasshopper

Be human. That’s what everyone is talking about these days. Be authentic. Make your business about people. Find the human connections.

This idea, of course, isn’t rocket surgery. For most people, the notion of treating people like people, at the very least, SOUNDS like something that makes sense.

And yet.

So many, especially folks who are in sales professions (REALTORS, sure, and so many others), treat their customers, past clients and even their friends like sales targets. Don’t think that’s the case?

Let’s examine this.

Once or twice a month, Salesperson X turns to his lovely CRM and its sparkly drip campaign. A bright, shiny newsletter with all kinds of facts and testimonials and accolades about the salesperson ("ME! ME! ME!"), not to mention data and sales figures and all sorts of irresistible goodness is blasted out in fully templated glory to each and every person Salesperson X knows. When his friends sit down at their computers after a long day’s work and they check their email inboxes, what do you think happens. Do they (A) click, read, and respond to the message, (B) yawn and scroll right past it, ignoring the message in favor of the LOL cat sent by their college friend, or (C) delete it and never give it a second thought?

If you answered an enthusiastic “A”, you’re … wrong. That’s right, WRONG.

Sure, there are instances in which Salesperson X might get lucky and find the one person who wants to buy a house (or a widget or a thingamabob) RIGHT THEN. But the odds of that actually happening are slim to none. That brings us to THE PROBLEM.

THE PROBLEM is that salespeople are always ready to sell that thing they sell, but most people simply aren’t ready to buy it. They operate on their own schedule. THE SOLUTION is to find a way to maintain a good relationship with these people until such time that they are ready to buy. And if you think maintaining that relationship is gonna happen by zapping off pre-canned messages talking about how awesome you are, the odds of you losing a whole lot of business are pretty high.

And look. Sending email from drip campaigns or other such services isn’t a BAD thing. It’s something that should definitely be part of your overall marketing campaign. But it can’t be the only thing, and it shouldn’t be.

Build relationships.

Email doesn’t have to be ME-mail. It doesn’t have to be selling all the time; that’s just boring and myopic. Email is the single greatest marketing tool in a salesperson’s quiver. It should be used in a way that might actually foster good relationships–relationships that might lead to real business. Relationship building services (such as Happy Grasshopper) help salespeople keep in touch with their customers without being so in-your-face and pushy. Their messages take the pressure off of the messages’ recipients because they’re being treated like people–like friends–instead of sales leads.

We’ve got all sorts of statistical data that show the open rates for this type of messaging are well above those for traditional, drip-style emails. Not just that, but data that show customers are actually responding to the messages (which is, as any salesperson knows, pretty unusual).

Effortless e-Nurturing.

Stop talking to your customers like they’re numbers. Treat them like they’re your friends. Be human. It’s not rocket science, but it’s good business.

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Topic:
Real Estate Best Practices
Groups:
Marketing 101
Tags:
realtors
happy grasshopper
email
relationship marketing
marketing

Comments 35 New Comment

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Show All Comments
Rainmaker
166,727
Jimmy Faulkner
The Best Of St. Augustine
Florida. Homes Realty & Mortgage

GREAT post with a terrific message. i like the grasshopper messange and I am going to look into it. Yes, we are in a personal realtionship business and it is about our character, not our drip mails, that count.  Thanks

July 19, 2013 06:45 PM
Rainmaker
278,966
Marnie Matarese
Showing you the best of Sarasota!
J Wood Realty

Very good post and a theme that continues to be posted lately - everyone is missing the human touch!

July 19, 2013 06:47 PM
Rainmaker
1,033,076
Joan Whitebook
Consumer Focused Real Estate Services
BHG The Masiello Group

THE SOLUTION is to find a way to maintain a good relationship with these people until such time that they are ready to buy.

This makes perfect sense to me. Thanks for sharing this very important insight with the Active Rain family.

July 19, 2013 07:30 PM
Ambassador
799,324
Kathy Schowe
La Quinta, California 760-333-8886
California Lifestyle Realty

I really need to get an email system going... really.  I'll look into Happy Grasshopper thanks to your blog!  K

July 19, 2013 10:10 PM
Ambassador
1,550,626
Christine Donovan
Broker/Attorney 800-610-7253 DRE01267479 - Costa M
Donovan Blatt Realty
Celeste - I can see the possibilities of this kind of marketing to people who are tired of the usual.
July 19, 2013 10:33 PM
Rainer
44,258
Michele Peterson
Sellstate Realty First
Sellstate Realty First

I love your statement about "ME" mail.  Agree with you completely.  I have never been an agent or person who will stand up and say, I did, I closed, I sold, I, I, I, .

Much easier to assist the clients and let them recap our wins together.

July 19, 2013 11:04 PM
Rainmaker
624,553
Wayne and Jean Marie Zuhl
The Last Names You'll Ever Need in Real Estate
Hallmark Realtors

Good morning Celeste - great advice. E-mail blasts that are reall just "ME" mail aren't effective ways to sell anything.

July 20, 2013 06:11 AM
Rainmaker
891,496
Michael Setunsky
Your Commercial Real Estate Link to Northern VA
Michael's Commercial LLC

Celeste, we get so inundated with email and newsletters that there is only one solution. Hit the delete key. The human touch is important.

July 20, 2013 06:21 AM
Rainer
111,215
Brian Schulte
SFR, Sierra Vista, AZ
Allison James Estates & Homes

One of the best advertising pieces I have read. Informative and thought-provoking. Keep smilin'

July 20, 2013 07:06 AM
Rainmaker
653,955
Aaron Hofmann
aka Mr. Smyrna Vinings
Atlanta Communities
Generally we hope the better we work with our clients the better they'll work with us. Build that relationship of trust and always be grateful.
July 20, 2013 07:22 AM
Rainmaker
288,796
Fred Hernden
Tampa Bay area Home Inspector
Superior Home Inspections - Greater Tampa Bay Area

The reason they do it is the very reason you stated. They get that ONE person (I shall call them a person when I mean something else :-)) that responds...lol. They have it all set up for bulk mailings and just hammer people over and over! It is very annoying, what they don't realize is they might get that one customer but in the process lose about a hundred more! Good posting!!

July 20, 2013 08:31 AM
Rainer
372,694
Bill Reddington
Destin Florida Real Estate
Re/max Southern Realty

Most all drip campaign emails hit the delete file I think. Unless the buyer or seller have interest. You have to give to get.

July 20, 2013 09:34 AM
Rainmaker
92,378
Christi Farrington
Dagny's Real Estate, Wilton, CT
Dagny's Real Estate LLC

Thank you for the great post.  Happy Grasshopper looks very interesting; I bookmarked it!

July 20, 2013 09:36 AM
Ambassador
1,082,554
Bryan Robertson
Broker, Author, Speaker
Catarra Real Estate, Inc

Relationships build results, that's what I tell my agents.  Sending myriad emails and other things is fine to a point but the client still has to get to know you.

July 20, 2013 09:38 AM
Rainmaker
967,006
Edward & Celia Maddox
We Take The High Road
Solutions Real Estate

 You are right about this.  If it is not a personal conversation, don't send it.

July 20, 2013 09:54 AM
Rainmaker
219,310
Brien Berard
Maryland Real Estate Agents - Laurel Real Estate
Remax Professionals Laurel MD

I have used Happy Grasshopper for several months now.  Not sure how many leads it may have given me, but there is an interesting aspect to it.   When I send it out, I get some comments about how people did or did not like the the feel good story in it.  When I send out my RE newsletter, people read it, but I never good feedback from readers.

July 20, 2013 10:23 AM
Rainer
204,518
Mark Delgado
Benicia and Vallejo, Property Management, rental h
houses for rent, Solano County & Glen Cove

We don't use drip email campaigns.  We just make sure that we are easy to find so that when a past client needs our services again he can get to us easily.

July 20, 2013 11:19 AM
Rainmaker
645,151
Team Honeycutt
Allen Tate

Having a good relationship with our clients is important and so is continuing that relationship when they are past clients. Thse satisified people will be the best advertising that we can ever get.

Betty

July 20, 2013 01:56 PM
Ambassador
921,514
Ralph Gorgoglione
California Real Estate (800) 591-6121
John Aaroe Group

So true, so true! Yes, treating our clients and potential clients like human beings rather than as objects... priceless.

July 20, 2013 04:57 PM
Rainmaker
203,135
Karen Martin
Realtor Fall River Westport MA Real Estate Agent
Re/Max Right Choice Real Estate Fall River MA

I use Happy Grasshopper and love it !  I always get a few replys  and keep the conversation going with them.

 I use the P S  & add something current like don't miss out on the fair with dates & times  to personalize even further.

July 20, 2013 05:35 PM
Anonymous
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Rainmaker
85,912

Celeste Grupman

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