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Patti Brotherton has been a licensed Realtor for 24 years. She was named #1 in the nation in residential sales; and in management she led several offices to #1 status in both California and Florida. Her Coldwell Banker office in 1998 averaged $10,000,000 in production per agent and was named #1 in the nation for her size category. Patti holds numerous awards and commendations for her performance in sales. She currently does individually designed one-on-one agent and manager coaching with her own firm, PAB Performance Partners, to help others reach top success levels.
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It seems that everyone is using the Internet in one form or another, but you just aren't sure if your clients are; and how do you get their email addresses anyway. How can you keep in touch with them without offending them or making them feel that you are just sending "junk?"

If you don't know that communicating by email is going to get more and more popular, think again. I know that I put off using email for a long time and now I am "hooked" and I believe there are many people like me. It is so convenient and economical that all Realtors should be using it. What I find interesting is that the public is using email more than Realtors and the public does not expect Realtors to use it based on their experience so far. That is not good for our profession. Many of you have email, but you fail to answer inquiries within a reasonable time period (24 hours at most). If you will make a habit of using your email to reach your clients and prospects, you can do it in off hours and when you are thinking about it instead of waiting to call them. Also, when you start checking your email like you do your voice mail-it becomes a habit!

Get the Addresses

First of all you need to start asking your clients for their email addresses. In fact, you should be asking everyone you meet for their email addresses-at open house, when you are with friends, and especially with your current and past clients. It's easy and they will give it to you. One way to ask your clients is in a quick note; e.g., "Thought I would share my email address with you. Love to hear from you." Then when they email you, you add it to your database. Another quick note or postcard might say, "Call me with your email address and I'll keep you up-to-date on what is happening in the real estate market on your street." You get the idea. Just ask!

Communicate

You should know that the easiest business you will get is from your clients who know the type of service you render; and you should be in touch with them now on a consistent basis to build this referral business. Now, add monthly emails to them. You can offer a CMA by email; you can give them a special thought each month from an inspirational book such as any of the Chicken Soup books; you can send them a holiday message each month; you just write a quick note to say I was thinking of you.

There are several database programs that will merge your email message so that you send it to all and only have to write it once. One good program that we have found is called WorldMerge. You want them to be personalized and not to look like you have sent the same message to 300 people. THE ONE THING THAT YOU DO NOT WANT TO DO IS LIST ALL THE RECIPIENTS AT THE TOP OF YOUR EMAIL!!! You do not want your clients feeling that they are "one of many." You want them to feel that you sent the message personally to them.

Prospecting

Of course you are prospecting when you are writing to your clients. But, how about using email to prospect to all the people who attended your open house. Keeping buyers informed about the real estate market in a sentence or two, can do wonders for building loyalty and rapport with people that you have met at the open house. Once you know what someone is looking for, you can send pictures of properties, tell them about your new listings, about properties you have seen on broker caravan, etc. Buyers are more likely to communicate with you this way because they don't have to talk with you.

How about asking for email addresses in your geographical farm? When you are out there door knocking, ask for addresses-tell them that you will immediately let them know about any new listings in their area. You can tell them that you will tell them about any activity on their immediate street by email. You can offer to update them on the value of their home by email. You can send them holiday greetings monthly be email. You can have a contest by email to see who is reading it or not.

Cost?

Here's the best news...it doesn't cost you anything! No printing, no postage, no purchase of greeting cards. No spending hours going door-to-door, or trying to create the perfect looking piece. It takes just minutes!

Keep it Simple

Remember to keep your message simple and precise. They love to hear from you, but you do not need to write a novel. The shorter the message the better when you are mass emailing to your database. Give your real estate database something of value, whether it is information about the market place such as telling them about the lack of inventory in their area, or telling them about a new listing, or simply saying "Happy New Year." Less is more when it comes to email messages.

Remove

It's important to note when using email, that if one of your prospects or clients ask that they be removed from your mailing, make sure you do that right away!

Real estate is ever changing. Here is something that you can start using today that will probably be commonplace tomorrow like the telephone. And, being ahead of the curve is always a good thing. Email me and let me know how you do with it!

Patti Brotherton
PAB Performance Partners
Toll free: 877-498-9072
www.eproven.com

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