I heard a story recently from a real estate agent whom I've known for years. He had been very successful in the past but in the last few years, his production and subsequently, his income had dropped dramatically.
I asked if he was staying in touch with his friends and past customers and he said he was doing monthly mailings. The answer was a little too convenient and when I asked the last time he had sent out a mailing, he said it had been over a year and more than a year before that one.
Obviously, he knew what he should be doing but not doing it. He said he'd been trying to cut back on his expenses because he wasn't generating the income that he used to make.
He's a smart guy and he got the point. So, not to beat a dead horse, I went on to the next question which was "how long has it been since you called all of your past customers? It had been years on that too.
If they haven't heard from you in years, is it possible that they may think you're not even in real estate anymore? If they had the need for your service, do you think they'd call you?
So, I suggested a little test. Let's put together a mailing and send it by email.
Regular mailings take days to start getting results but email is almost instantaneous which is exactly what happened. No sooner had the messages started leaving his computer, he got a response from a past customer who said "You won't believe this but I was just thinking about you when we got your email. Robin and I are going to be moving and we want to talk to you."
Can you believe it? However, the real question should have been "if he hadn't sent the mailing, would he have still heard from the seller?" You'd like to think so but what if the seller knows more than one agent. Most people do actually know more than one real estate agent.
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