Cutting the Cord

Whether or not you’re willing to admit it, I’ll bet you suffer from some sort of Internet addiction.Don’t believe me? Then go three days without checking your e-mail. You’ll probably begin to feel disconnected, out of the loop, even nervous. Sad, but true.

You’ll worry that you’re missing something important at work or in your personal life. You’ll itch to get back online. And if you’re a Blackberry user, who is NEVER without e-mail access…well, I’d seek medical attention ASAP.

Sometimes, the mere threat of going “netless” can make you break out in a cold sweat. Last week, I thought I’d be forced to endure an excruciatingly long period of time away from the ‘net. But at least it was for a good cause.

On Wednesday, March 12th, my wife and I were privileged to welcome our fourth child, a baby boy, into the world. Ari Jonah (A.J.) Shron was born by c-section at 9:34 AM.

The good news is that A.J. is healthy and adorable. The bad news is that my wife’s c-section took a large toll on her, and she’s been generally bedridden since the birth. And she made it very clear: if SHE had to stay in the hospital, I have to stay in the hospital.

As the nurses wheeled in the most uncomfortable-looking recliner I’d ever seen – which would serve as my bed for the next few days – I feared the worst: no Internet access anywhere in the building. At least that was the case a couple of years ago when my daughter was born in the same hospital. Imagine the horror!!

To my relief, the hospital now offered wi-fi, so I was able to serve out my “sentence” fully connected to cyberspace. And sitting in my wife’s hospital room, it was somewhat liberating to know that I’ve brought my office – along with the rest of cyberspace – along with me. Who needs an office anymore when I can do my work from a hotel, coffee shop or hospital anywhere in the world?

Lest you think this article is merely a lame excuse for me to show off baby pictures, I DO have a point here.

I have a feeling it won’t be too long before wireless Internet connectivity is available everywhere. Many people already have access on their cell phones, and major cities nationwide have been working on making free wireless capabilities available throughout their cities. Cafes, hospitals, libraries and many other establishments now offer wi-fi to their patrons.

The future is upon us. When you can connect to the Internet or e-mail anytime, anywhere – a whole new world opens up to you.

Imagine:

• E-mailing your wife from the grocery store to see if you need any milk.
• Checking competitors’ prices while at Toys R’ Us, before you buy little Timmy that new bike he’s been wanting.
• Pulling up real-time traffic information from your car so you can get to your meeting on time.
• Ordering flowers for your wife from the bar to ensure that they get to your house just 3 minutes before you do…

A wireless world is certainly an exciting one. But it will also pose challenges for us as salespeople.

It won’t be long before a prospect will be able to e-mail you from her car, parked right outside your sales office. If you respond immediately, she’ll come in to visit. If not, it’s off to the community down the road.

Are you ready?

We’ll Be In Touch…

One of the best things about email marketing is that it’s completely measurable.When you put an ad in the paper…who knows how many people actually turned to your page and saw it? Sending out direct mail? Do you have any way of determining how many people just tossed it in the trash?

But with email, we know it all…how many subscribers opened your message, how many clicked on a link to visit your web site, how many unsubscribed from future mailings. Sometimes we even know how many forwarded your message to a friend.

Best of all, we can tell you the specific names and email addresses of the people who did each of these things, so you can follow up with additional messages specifically tailored to them.

So before you choose to delete the next edition of MAILbytes…beware. I’ll know.

But if you’ve been doing email marketing for a while (and if you’re not, I can recommend a great company that can help you start), you already know this. You want to make the most of this information! You’d like to see your campaign statistics go through the roof, right?

Here’s how. Use email to advertise products that are not yet available for sale.

In real estate, effective email communication is critical – and extremely effective – before a new development opens for sales. As soon as information becomes available, post it on your web site and invite interested prospects to sign up for your “VIP List”, “Priority List”, etc. But you can’t just forget about these “VIPs” until you’re ready to open for sales.

Stay in touch with them via a planned series of email blasts. Let them know about the surrounding area. The schools their children will attend. The home designs to be built in the community. Any planned amenities. When you expect to open for sales.

Your efforts will pay off. This past week, one of my clients sent out an e-blast for an upcoming community. 65% of recipients opened the email.

That’s an incredible statistic. Why was it so high? Think about it: at this point, there’s no sales office to visit. There’s no salesperson to call. Details on the web site are pretty sketchy. They haven’t seen the floorplans, site plan or standard features list. But they want to know more.

So when they receive an email blast from you, they’re actually excited to open it!

I’ve seen this time and time again. You have a much greater chance of getting through to your recipients if you send them the kind of relevant information they crave. They’re not just allowing you to sell to them…they’re encouraging you.

One builder I’ve worked with utilized a systematic approach to pre-opening communications. Approximately three months prior to opening, they would send an e-blast describing the surrounding area: schools, shopping, recreation, points of interest, etc. About two months before opening, an e-blast would describe the amenities of the community (if applicable): clubhouse, pool, playground, natural surroundings and the like. One month before opening, a description of the home designs. Finally, about two weeks in advance, they would send out an invitation to the official grand opening.

Each campaign performed very well, exciting and motivating potential customers who simply couldn’t wait to sign on the dotted line and buy a home.

Of course, this is no substitute for the kinds of emails you would send following your grand opening (e.g. event invitations, grand openings, information on inventory homes, special incentives, etc.). But many of us tend to focus less effort on marketing our communities in planning. A few simple communications can pay off with a highly successful grand opening – and email is the best way to stay in touch.

Show ‘Yer Love

Whew! I’ve just returned from my first journey to the International Builders’ Show in Orlando. What a week! Endless exhibits, incredible educational seminars, overpriced food vendors, and sometimes, a half-mile walk - literally! - from one event to another. The place was jammed. And despite the current sense of gloom that’s overtaken the housing industry, everyone came away with a renewed vigor, armed with new tools to succeed in today’s environment.

So what can I share with you? Okay, here’s a quick tip that I’ve heard before, but is certainly worth repeating (with apologies for my failure to recall who said it):

When speaking on the phone to a customer, remember to SMILE. Even though the person on the other end will never see you, your cheerfulness will come through loud and clear over the phone.

So that got me thinking…what happens when that same conversation is taking place via email? After all, words on a screen can’t smile…can they?

Case in point…My father is a really nice guy. Friendly, cheerful, upbeat, and generally fun to be around. But sometimes, when I receive an email from him, I’m slightly taken aback. The tone of his emails just doesn’t seem to match his friendly personality. His emails are short and to the point, and just don’t sound like him.

I’m sure he doesn’t intend to sound harsh, but that’s just his email writing style. I’ve gotten used to it over the years.

But he’s my dad. Your customers may not be so forgiving.

As we all know, written communication is not the same as verbal communication. Without the benefit of facial expressions, body language or even tone of voice, the intent of the writer isn’t always fully interpreted by the reader. No matter how friendly, charming or persuasive you are in person, those same qualities may not be so evident in your written material.

That’s why you need to make an extra effort to let your friendly personality shine through in your email.

It’s not always easy. In sales, email communication requires a brand new set of rules. There’s no way to smile and welcome a prospect into your sales office. No way to shake hands and exchange pleasantries before getting down to business.

The customer knows nothing about you other than what they read on their screen.

So, when communicating via email with anyone – customers for sure, but even co-workers and friends – take the extra time to make sure your true personality shines through in your writing. Greet the recipient by name, introduce yourself and answer their questions. End with some sort of call to action, and sign your name.

And before you hit that “send” button, read it back to yourself out loud.

Does it sound friendly? Courteous? Polite? If you were speaking to someone in person or on the phone, would you say it in just the same way?

The Builders’ Show took place over Valentine’s Day (whose bright idea was that? My wife wants to know…). I’m sure many of us in attendance took a couple of minutes to write a quick “love letter” to our significant other at some point that day. Let me tell you…if you’re going to be away on Valentine’s Day (and I don’t recommend it), you’re going to make ABSOLUTELY sure that your profession of love is going to read just right…or ELSE.

Don’t your customers - who will inevitably PAY for that all-important Valentine’s Day gift - deserve some of your lovin’ as well?

For heaven’s sake…you’re a great sales/marketing person. You’re obviously outgoing, friendly, personable and just plain fun to talk to. Develop an email writing style that practically reaches out and shakes hands with your customers! Let ‘em know you’re smiling on the other end!

Does your BRAND smile? Check out this recent post from MediaPost’s “Online Spin” blog!

Answer Me!!

Welcome to the first edition of Stampless MAILbytes - a newsletter packed with tips, tricks, techniques and trends to help you make the most of the Internet as part of your sales efforts. Each week, we’ll take a quick look at a particular topic in the wild world of Internet marketing – and discuss how YOU can use it to help sell more homes!

Let’s begin with a discussion on web leads. Although Stampless Marketing usually focuses on your “outbound” email communications, it’s equally important to know how to deal with the emails that come to YOU when someone visits your web site and submits a request for further information.

So if I’m on your web site, and submit a lead, how long will I have to wait to hear back from you? A day? A week? Will I get a response at all?

Before you answer, consider this:

Let’s say you’re in the market for a new car. You visit your local Lexus dealer, scan the room for a friendly-looking salesperson, walk over, look him in the eye and say:

“Excuse me, I’m interested in the 2008 GX 470 SUV. Could you please answer some questions for me?”

Without uttering a word, without even acknowledging your presence…the salesperson simply turns away, walks across the room, and decides to make himself a cup of coffee.

Would you buy a car from that dealership? Please think about that the next time you receive an e-mail lead in your inbox.

In today’s market, we’re seeing far fewer web leads than we did a couple of years ago. That’s why it’s so important to respond…not quickly…but IMMEDIATELY.

Not convinced of the sincerity of your web prospects? You don’t realize the money you’re throwing away. Consider the following:

Someone who sends in a Web lead has already invested a whole lot of time researching homes on the Internet. Therefore, this prospect…

• …is much more educated about your homes.
• …has already researched…and possibly eliminated…your competition.
• …is often ready, able and willing to purchase.

These prospects are one or two steps ahead in the education process…and that much closer to becoming a new homebuyer.

You devote plenty of time and attention to a prospect who’s walked into your sales office. Why wouldn’t you offer the same attention to a prospect who’s probably a lot more qualified?

By the time the lead reaches your inbox, the prospect is highly interested in what you have to offer. Don’t let them slip away!