Realty Times September 25, 2003

Using E-Power To Prospect For EZ Sales
by Terri Murphy

Agents are always looking for more leads. With the advent of electronic mailing lists, many are too quick to "buy" lists of e-leads to generate more listings or sales. The problem is that with so many people getting so many e-mails, "broadcast" emails return lukewarm to minuscule results. There is a much smarter way to prospect.

Most agents don't grasp the immense value of past clients and customers, as well as current prospects. They don't realize that when studying the customer ladder that the upper half (clients, advocates and confidantes) are people that already know you, and studies show this is one of the strongest sources to secure new business, and a great place to start building a clean and valuable database.

With a little typing, work and very little investment, you can begin building a strong e-mail database of past clients and prospects without investing money in e-mail lists that don't perform.

Here are a few suggestions to help you work smarter and not harder:

  • The simplest step is to simply "CALL" past clients, customers, friends, neighborhoods and ask for the e-mail address and offer the services of your upcoming e-newsletter. You must get permission to send them an e-mail.

    Use a short and friendly script like this: "Hi! I'm calling to update our records and to say hello. I've just begun sending value-added short regular e-news updates and would like to know if you would like to be included in timely information about the property values in your neighborhood. No obligations, no hassle, of course." If they agree, let them know how often they can expect to hear from you and say "Thank you" for the opportunity to serve them.

  • If you are new, and don't have a database of past clients, offer to work with an agent that is getting out of the business, or is part-time and work their list for referrals. Be sure there is an understanding of what kind of referral split will be paid in the event a sale is made as a result of your contact. A semi-retired agent or an opportunity to "team build" works great at getting easy business and revitalizing past client relationships.

  • Another great way to find business is to ask your office manager for "orphaned files". These are files that are closed sales from agents that are no longer with the company. The office manager will be delighted to have the follow up. You win by cashing in on an already existing relationship, and you win by building from a warm pool of clients and can begin building a database that has value.

  • Be consistent in sending your reports, and be sure to be true to your word about providing current property value information. No one needs more junk mail, and your opportunity here is to begin building a relationship that offers important, meaningful data to those whom you are serving. Use automated software to provide consistency. Consider using an HTML template for quick recognition and branding so it is clear at first glance this is information is from you.

  • For those in your database that are not quite up to e-speed, be gracious and print the information and mail it. Always refer to the online service, as soon most people will be using e-mail.

    Remember, statistics have shown that it takes a considerable amount of more time to find new customers. A recent survey showed that 92 percent of customers were happy with their real estate professional that handled their transaction, yet only 38 percent used them again in a future transaction, which means too many agents are leaving money and valuable relationships on the table.

    Be smart and begin prospecting at the top of the customer ladder while building clients for life.


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