OK, this email campaign case study is gonna be a total RANT.
Because in this day and age of email marketing, there’s just NO EXCUSE.
If you’re a real estate agent, LISTEN CLOSELY.
If you’re not a real estate agent – LISTEN EVEN CLOSER –
Because you will learn how the real estate agent industry drops the ball in the marketing EVERY DAY.
To demonstrate this email campaign:
Let’s take a look at this email I received.
I’ll point out everything wrong so you can avoid this sh!t in your business.
Even though I’m anal retentive and spot stuff like this more than most, the first thing you’ll notice is the formatting of my name.
It has a different font. Different size.
CLEARLY, it’s been inserted into a canned template this dude pulled from his brokerage.
Now.
If you’re thinking “what’s wrong with using templates?”
The answer is “nothing.”
IF YOU DO IT RIGHT.
The trouble is…this dude is NOT doing it right.
Here’s why:
Aside from my name clearly being inserted, the first line sucks – just my opinion.
Because “I hope this email finds you well” is so corporate.
How many times have you reached out to your friend and said: “I hope this text/email/phone call finds you well?”
Onward.
The rest of line one is where this email campaign turns from bad to worse…
…”since we last spoke.”
Um…I’ve NEVER spoken to this dude.
I’ve NEVER been a client.
I don’t even KNOW this dude.
So, if he’s bankin’ on the fact that I’m too busy to remember that sh!t, he’s wrong.
Therefore, this all too famous mistake totally screams “CANNED EMAIL CAMPAIGN TEMPLATE.”
Next, he goes on to tell me all about the market. He tells me I need to use proper pricing strategies and buying analysis.
No sh!t Sherlock.
I’m actually looking to use the WRONG pricing and buying analysis…because I like to roll the dice.
It’s like telling someone “it’s important to put on a parachute when you jump out of an airplane”
Sorry.
I told you this would be a total email campaign rant.
related:Is Your Email Campaign Marketing Scaring People Away?
Anyhoo,
Mr. lazy-ass realtor marketer totally screws himself to the wall by finishing with his last paragraph:
“I know that you were thinking of maybe making a move around this time…”
REALLY?
When did I say that?
Um…we have NOT ever considered “maybe” making a move around this time…
All this paragraph tells me, is he uses the bullsh*t ‘laws of average’ stuff real estate agent emails are famous for.
I’m sure you’ve seen similar emails.
So you might be thinking…
First, Joey’s a pretty harsh dude.
No argument.
But my direct approach works for my clients because they don’t go down these stupid rabbit holes.
Second, you might wonder how could this be a better email.
I’ve got your back.
Here’s how to use those email campaign templates (if you choose) from your brokerage.
Step one. SEGMENT your email list into buyers, sellers, prospects.
It’s that simple.
Perhaps spend a bit of time TAGGING me if we had a call or not, so you know what to say in your email.
That means 2 separate emails would be sent.
One to people who you actually spoke to (with the “since we spoke” line)…and one to people who you DIDN’T speak to (without the “since we spoke” line).
I’m not done.
What if the list was segmented even further?
Maybe you tag people you spoke to, AND said they might be thinking about moving LATER…
Easy, that’s a third segmented email with the last line inserted: “I know you were thinking of maybe making a move…”
Doing JUST that would align your emails with the right person.
This isn’t rocket science.
The reason I get so bent out of shape with this is that its pure laziness.
Thank GAWD my realtor clients listen to me and avoid all of these horrendous email campaign mistakes.
That’s it.
Rant over.