Just think .. it’s a demanding Friday morning and you log on to your emails, you have a handful of really nice Rightmove and Zoopla emails, few solicitor chasing emails and then there are the unsolicited multitude of sales emails from an estate Agency PropTech firm. Those emails that disrupts your mojo. Now you might be lucky and you might just have the just one email, and let’s be honest, it only take one left click to send that *%*&**** email to the trash bin – never to cast a shadow over your inbox again.
… but that PropTech or Estate Agent software supplier, what has he or she done to deserve that .. what’s the harm in them sending that email to every agent in the UK, like a fisherman casting their net as far and as wide as possible? After all some agents might take the bait?
Yet, its not just one email is it .. its ten, twenty, thirty emails a day
.. but then we go and send thousands of emails to our database
The issue we are faced with as estate and letting agents is that our one email isn’t just one email. Its one ‘sales’ email that sits along side emails from others. .. and its not just estate agents sending these emails .. its every type of firm sending these ‘sales’ emails
So how can we cut through this clutter? To make our email stand out. We are all trying to cut through the muddle/clutter and make our email campaign the one that works. But here lies the issue .. every agent and every firm trying to sell something is trying to cut through the same muddle/clutter … and that in itself creates even more clutter.
And the real human beings, (the ones you are hoping will become your landlords and vendors) who are on the receiving end are worn-out and cynical by it all.
Why do I say this .. well don’t you feel jaded by the cr*p emails in your email box? This email arrived in my inbox. How would it make you feel?
Look what I received yesterday …
Hi Christopher
[Who starts an email with Hi .. and anyway.. you don’t know me, so who gave you permission to interrupt my day?]
Last month we opened our third Estate Agency office in [name removed to save their blushes].
[Tell me why I should care?]
[Name of firm removed to protect the guilty] is a professional estate and lettings agency, with over 23 year’s experience
[Describe to me how does this help me?].
Because we have already let and sold all our properties in the first week, we are looking for property to sell/let.
[So you have sold all your houses .. what does that mean to me .. and whilst you are at it … explain to me what are you trying to sell me?]
Your property would be put on every website, including Rightmove and Zoopla. So, at the heart of it … you are getting the exposure for your property.
[I am intrigued to know how you know ‘exposure’ is my problem?]
Therefore, are running an EXTRAORDINARY OFFER until the 1st November 2017!
[You are in a rush aren’t you.]
… and you don’t need to pay us a penny up front.
[Hold on … You still haven’t explained to me what you are selling and why the f****** hell it matters to me.]
Our office is having an open evening on the 3rrd of October 2017
[Did I need to know that?.]
If you would like further information on using [Name of firm removed to protect the guilty] please either email me or call me on………
[OMG – where is the delete button]
Kind regards
[Did you really mean that?]
[Name of manager removed to protect the guilty]
Traditional estate agency marketing emails and flyers are constantly written and re-written, but we’re so afraid of becoming undistinguishable and invisible, that we as an industry continue to use marketing tactics that do nothing to help grow our agencies.
There is something worse than being invisible …. And that is disaffecting and alienating the very people we are trying to attract.
The best estate (and lettings) agency marketing starts with the customer’s story – not yours
Every agent reading this has the chance to do that and to practice understanding, sympathy and empathy.
Want to know the solution?
Notes to take note of ..
- Talks about the local proerty market - so isnt spam - its interesting stuff
- Subject line - note it its has the magic three words (1) TOWN (2) PROPERTY (3) MARKET
- Nice intro on para's 1 and 2 to the email explaining why we are sending it - ties it all in
- Two headlines with mini cut and paste of the first paragraph of a relevant ietrsting article about the local property market and
- Nice conclusion
- No pictures or logos (so no white boxes with click here to download picture)