Technology TransactionsKeeping Your Balance
There is a delicate balance that exists today for agents in how they should prospect using technology and also offer personal service. The agent who has developed a program to combine the two is the agent who has "staying power" in this new real estate industry.
Using the computer to capture prospect names, manage your database, and prepare prospecting pieces is great. But, using the computer by itself without any personal notes or calls to your prospects, will not get you the results you want. Let me give you some ideas to balance the two.
Use your email to let your sellers know what is happening with their property weekly. You can design a marketing update sheet and highlight what has been done. They appreciate being kept informed; and it takes just a moment of your time when it is pre-formatted.
Use your email to find out what buyers thought of your properties instead of calling the brokers who have shown your listings. You can note for the seller when you contacted the other agent and what their response was. Of course, if the other agent doesn’t read their email very often, this can be frustrating. It won’t be long and agents will use their email as they do their voice mail. Be patient.
Use your computer to format and print quick marketing pieces. For example, say you want to send out 100 cards around a new listing. If you have a good color printer you can put a photo of the property in the computer and print some nice cards to be mailed out immediately.
When you are prospecting to your past clients, nothing beats a quick handwritten two line note! There are very few people who send this type of communication any more so it is that much more noticed. You computer can tell you who you have already sent a note to and remind you weekly who should receive one. Every client should receive at least one note from you each year. It doesn’t sound like much to send one note per year, but do you do it?
The auto-response on your computer is great for inquiries to your email account, but change the message to something a little more personal, such as "I am out with clients right now, I’ll respond as soon as I return to the office." Making an inquiry wait 24 hours after an auto-response is not going to get you anything. Be a service oriented real estate agent and return your emails quickly as you would messages left on your voice mail.
Emails are more popular now than any other form of communication. People enjoy receiving emails. Use this form of communication to get the word out about your new listings. Just be careful to make it a personal message and not "mass produced." There are several programs that work really well in the market place; my favorite is WorldMerge. You can get more information on this program for sending these personalized emails by logging on to my web site and then clinking on the World Merge icon. The cost is really minimal, but makes a huge difference in creating a more personal image.
Use your computer to prepare your listing presentation material. It can all be personalized by just adding the client’s name and the property address and then can be printed out. It looks like you spent ages preparing the package. What is wonderful is that you only had to enter the information once and the computer will add it everywhere within the package. If the sellers have email, you can email the package to them and then bring the hard copy over when you need to get the paperwork signed. Careful here, make sure they know how to open attachments and can receive them without having them scrambled. Most important is that you have a picture of their property in the package. They love that!
I think you are getting the picture. You need to use technology to help you do a better job of serving your clients, but still keep it personal. People want to be important! Don’t treat them like a number. Using technology with a personal touch is the balance you want to create!