How Often Should You Send those Drip Marketing Messages?
Obviously, the agent who once sent me ten messages in one day was overdoing it, especially since he followed that with 2-4 messages per day for the next couple of weeks. Of course, given the content and quality of his messages, even one was too much – but that’s another story.
Agents who purchase my pre-written real estate prospecting letters do sometimes write or call me to ask how often they should mail the letters, and I feel there is no hard and fast answer to the question.
“It depends” isn’t a very satisfying answer, but in my opinion, it’s the true one.
Whether you’re using email or postal mail, too often will turn you into a pest and not often enough will destroy the cumulative effect of your letters.
That said, I don’t have an absolute answer, but here are my thoughts on frequency of mailing.
To begin with, it depends on the kind of letter. If you’re writing to your geographic farm area or sending “cold” letters to a niche group, a letter every 2-4 weeks is probably plenty.
If you’re writing to a buyer who has opted in to your website, sending them house-hunting and buying tips every 2-4 days might be about right. The same might be true for a seller who has contacted you. (But different tips, of course.) If you don’t get a response in a couple of weeks, then drop back to weekly contact, just so they won’t forget about you.
I’m assuming that if they left a phone number, in addition to emailing you will have called these folks and let them know that you’ll be sending some useful information.
If a FSBO seller or the owner of an expired listing has opted in to get a special report, I think emailing the first 2 or 3 letters 2 to 4 days apart, then dropping back to 4-6 days, then 7 to 9 days would be appropriate. And you can keep going as long as you still have useful information to share. My FSBO and Expired sets contain 10 letters plus a special report. So an agent using them with a light touch could keep mailing for a few months.
If you’re writing to a distressed homeowner who needs to hurry up or face foreclosure, every couple of days is probably more appropriate.
If you’re using the probate letters to contact executors, sending one and then waiting 2 or 3 weeks to send another is probably wise. But mailing the attorney postcards once a week probably wouldn’t hurt a thing.
You have to think about what frame of mind your prospects might be in – and whether they’re apt to act quickly or take their time. You also have to keep in mind that they may have “missed” your first letter. They might not get curious until they see your name 2 or 3 times.
Every person you write to is an individual, so predicting how they will react is a near impossibility. So know that you won’t please everyone and you might even anger a few.
Do what feels right to you. Put yourself in your prospect’s place for a minute – and if “you’re annoying you,” then slow down.
Phone sending mail Image courtesy of fantasista at FreeDigitalPhotos.net
Mailboxes courtesy of anankkml / FreeDigitalPhotos.net