Email Drip Marketing

This week I’d like to revisit the concept of e-mail drip marketing. I’ve been saying for the past few years that one of the most important things an agent can do today is get their hands on as many email addresses as possible. Not purchased email lists but what I call “hand shake email addresses”. Email addresses of your sphere of influence, past customers, current customers. The addresses of the people that have agreed to do business with you.

The email address of a potential client today can actually be more effective than a phone number.  With a phone number I can only realistically call a potential client and leave a message a few times before becoming a nuisance. An email address allows me to trickle information to a client casually over time. This can assist me in building a relationship based on my knowledge and expertise. It allows me to keep my name and brand in front of my clients consistently through time. I can wow them with well composed and intelligently designed marketing pieces complete with tips and advice that show my clients that I am compassionate about what they are going through and that I can help them. Email allows me to stay in touch with all of my contacts in a non obtrusive, consistent and absolutely free way.       

I’ve included a short article on Drip Marketing by Laura Lake from About.com and I have also done an extensive search for all of the Real Estate based drip marketing and contact management programs available today to help make it easy for you to compare features and costs to determine which program is best for your particular style and needs. Basic contact management can be performed using Microsoft Outlook but automated programs allow you to be a lot more consistent and effective and are well worth the investment.

Drip Marketing Programs

http://www.sharperagent.com/

http://www.gooder.com/ggsite/internet/rec_about.htm

http://www.intersend.com/

http://www.pullan.com/eProspecting-Email.asp

http://www.sonomaenterprises.com/

http://moresolds.com/

http://www.allclients.com/?src=GDH

http://www.masterdigm.com/

http://www.realfuturecrm.com/public/

http://www.realorganized.com/realtyjuggler/deluxe_info.html

http://getrestnow.com/REST/REST/

http://www.realestate.fnf.com/Products/AgentOffice.aspx

http://www.topproducer.com/

 Drip Marketing: Is It Effective?

By Laura Lake, About.com

 What is drip marketing? Drip marketing is a direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales leads.

Is this process effective and how can you begin planning your drip marketing campaign?

The phrase drip marketing comes from the common phrase used in agriculture and gardening called “drip irrigation.” This is the process of watering plants or crops using small amounts of water over long periods of time.

It was developed in response to the “Law of 29” in which many marketers believe that an average “prospect” will not turn into a client until they’ve viewed their marketing message at least 29 times. While I do not necessarily agree with the Law of 29, I do believe in the need to stay in touch with your current and prospective clients in order for them to purchase from you. There are way too many competitors out there, not to.

The method of drip marketing can help you avoid the sell-produce curve. An effective way to use drip marketing is to consistently do something each month to keep your name in front of your current clients and prospective clients. By doing this you diminish the sell-produce curve and will find that you will have a steady amount of business coming in the door.

The best thing about drip marketing is it requires a plan of action. By creating this plan and following it throughout the year you can guarantee that you will be consistent with your marketing all year long. I suggest that you develop your drip marketing campaign when planning your yearly marketing calendar.

It all sounds great, but where do you start? To help you I’ve listed a plan of action to get you well on your way to developing a productive drip marketing campaign:

• Step 1: Develop your Plan (Plan something EVERY month)
• Step 2: Strategize the Execution of Your Plan
• Step 3: Decide who your Target is.
• Step 4: Create consistency by developing your slogan or phrase. Then place it on every promotional and marketing piece.

What methods can you use for your drip marketing campaign? Here are a few that will get you started:

• Postcards
• Newsletters
• Email Newsletter (You’ll have to be careful of spam filters)
• Promotional or Sales Brochures

Think of your drip marketing campaign as a way to nurture your current and potential clients. You campaign should keep them aware of your products and services. With this thought in mind your campaign will succeed.