Last week I was on the train up to Newcastle, when one of my
clients, for whom I write the articles
about his local property market, rang me ...
‘Bloody hell Chris, I made a cock up a few days ago. You know
that list of 300 landlords I had, the ones I had captured over the years via
referencing, the ones I have been emailing the newsletter for last couple of
months about the local property market with the articles you write for me’.
‘Yes David' (not his real name!)
‘Well I sent the
newsletters, but for the third one I thought I would send a paper version, on
the nice thick paper you suggested, instead of emailing it’,
‘Great’, I said, ‘Where’s the issue?’
‘ The mail merge address labels cocked up and moved the
postcode on one record, so Landlord A’s name and address got landlords B’s postcode
and so on and so forth’
‘ Oh, dear’, I replied, ‘No Chris, it’s the best thing ever!’,
to which I replied, ’How?’
‘ Over thirty landlords rang me today, not complaining, far
from it. They all said how much they looked forward to receiving the newsletter
via email, but as I was now sending it by post, even better, but as the
postcode was wrong, they wanted to ensure they continued to receive the
newsletter, as the wrong postcode might mean next time, they wouldn’t be so
lucky and might miss out on getting the next edition’
David went on to say,’..and
even better Chris, I had never ever spoken to these landlords before, so I
asked If I could take their telephone number and all of them happily gave it,
some asked to be kept in contact and some even said that they had already made
the decision to ring me the next time their tenant handed in their notice’
How many landlords on your database would do that for your landlords
wanted leaflet? How many landlords would miss you not sending your marketing
material?
You see, all these newsletters and advertorials, which we call landlord
farming marketing , is just marketing that delivers anticipated, personal and
relevant messages to landlords who want to get them.
Example of the type of newsletter .. https://drive.google.com/file/d/0B0d59TaH3c33MWVEMjdZQllzZ1k/view?usp=sharing
Example of the type of newsletter .. https://drive.google.com/file/d/0B0d59TaH3c33MWVEMjdZQllzZ1k/view?usp=sharing