In 1978, the cost of a standard size United States Postcard (גְּלוּיָה) was 10-cents (1/10th of One Dollar). Nationwide a “number” of real estate practitioners bought pre-printed postcards that included their photograph, name, address, and, at times, telephone number at the top left hand corner on the front of the card. The postage amount was also pre-printed as well and the lines for the “TO” addressee. On the back of the postcard they either wrote or typed their message.
As a real estate sales associate, I employed this marketing techniques to send reminders to every household in the immediate neighborhood announcing an “Open House” for one of my listings; I also sent Thank You notes; appointment reminders; contact information to active clients giving them the name of another realtor in my office during the times I would be out of town for more than 2-days; reminders for settlement date, time and place; and many useful notices and informative tidbits. Average mail time was 2 to 3 days.
After over a year or more of feed-back from my clients and customers, from friends and fellow realtors, it became clear that I was the only realtor using this method of communication. There were over 160 real estate agents in our town with a population of +/-23,000. The customized postcards I used cost me 12.750-cents each, if I bought 500 at a time, which I did. Naturally, the telephone was the key method of daily electronic communication and answering machines were the state-of-the-art. Email began as a commercial Internet Service in the late 1980’s and more definitively in the early 1990’s. Also in 1978 there was no Text Messaging, Twitter, SMS, MMS, and…everyone did not have a FAX machine!
With the massive existence of Email, Social Media, Cell Phones, IPhone, Smart Phones, etc., etc., staying in close touch with your clientele is cheaper and easier than ever before. In the next 3 to 10 years, the technologies are promised to be so advanced that today’s cell phone tools will seem to many very archaic.
“I saw your Email, thank you. Unable to answer it now and will respond before 11:00 a.m. tomorrow”……..or something to that effect and kindness.
1) Now check and set your watch or, your timer on your mobile
2) Start it now!
3) Open any personal Email
4) Click on Reply
5) Type the above sample message (and....don’t send unless
6) Click on Send (if applicable -- or pretend to click it on)
7) Stop timer…check how long that took you!
For most people, this exercise should take less than 1-minute, or at the most 1-1/2 minutes.
Responsiveness to your customers and clients in a timely manner is critical. On this issue particularly, there is a wide disconnect between what the customers and clients think is a timely response and what the real estate practitioner thinks. When the practitioner makes “customer responsiveness” an absolute priority, it will soon reveal that there is a measurable increase in decisive opportunities to serve your clients. In turn, many would-be problems and crisis will diminish.
“Successful People Do Those Things That Unsuccessful People
Think Is A Waste Of Time To Do”