very so often I speak with a client who wants to send a marketing email to their entire database. Whether it is a listing update, homeowner tip, or a local announcement, they want to hit “send to all” and be done with their email. While I do understand that hitting send to all is the easiest and quickest way to send an email, I must advise clients that it is not the most effective way to disperse a marketing message (nor is it the legal way )…
Early January my parents received a beautiful 2012 calendar in the mail from a local real estate agent. Knowing my interest in real estate marketing, my parents always pass along such pieces to me so I can get a first-hand look at the marketing in their area. I recognized the agent’s name as soon as I opened the calendar – she has been farming their neighborhood for many years and has successfully sold numerous homes throughout the community. Since she is so well known in their area, I was especially interested in viewing her initial marketing piece for the 2012 year.
Have you ever gone back to your salon/barbershop only to find out that your regular stylist is no longer there? If so, you probably received the typical speech from the receptionist stating, “I’m sorry, Jane is no longer at our salon, so our stylist Peter will be serving you today.” But what if you didn’t want a new stylist - what if you wanted YOUR stylist? How would you get in contact with her? Of course, the salon is not going to give you Jane’s contact information or the name of the salon where she is now working. If they did, they would be losing a client – and, in the salon’s eyes, you are their client (not Jane’s client).
Around the one-year anniversary of my home purchase, I received an annual follow-up email from my inspection company. The email was a quick and friendly reminder that they were happy to be of service to us a year ago, that they are continually available if we need them, and that they would be delighted to receive any referrals from us. Being in real estate, I was happy to see that the inspection company was making the effort to reach out to their past clients. After all, an inspection company’s clientele is built very similar to that of a real estate agent’s – off of referrals.
Are you looking to make 2012 your best year yet? Sure - we all want to have a great year, but many of us don't do anything to make it the best year.