All these barriers made communication tricky, not very regular, and a basis of complaints from those we work for. Delivering feedback from showings, open house attendance and direct mail reports or just a keep in touch call had so many real time barriers; we often just couldn't keep up. Agent productivity software helped a lot, but nothing could work across the globe with the efficiency and speed of the Internet.
The use of the Internet has "trained" the consumer to expect immediate responses to any need, whether it be products, information or service, which translates to 24 hours a day, seven days a week. There is no human way any person in any business can be available 24-hours a day, but the Internet makes many more things possible with on demand technology tools.
Ways to use the new Communication tools:
Communication is the foundation of any good service relationship. Electronic messaging offers us the convenience and instant capability to send information and to offer continued service in innovative ways. With the use of electronic messaging, here are a few ways that E-mail assists today's busy agent to keep client and customer relationships active and serviced:
- Buyers can be notified of new home inventory the minute it becomes available through efficient software programs through E-mail.
- Feedback comments on showing activity can be dispensed regularly activity update reports delivered by E-mail
- Marketing progress reports can be sent digitally to all parties involved which is especially helpful when dealing with third party relocation companies or out of town owners.
- E- Newsletters are much easier and economical to disseminate and can keep you connected to your client database for a fraction of the cost, while keeping the service and information relationship alive and nurtured with past and current clients or customers.
- Automatic response technology: AutoResponders can be designed to offer immediate responses to requests for information, and services that fill that "on demand" customer request, while offering the agent the ability to follow up in an effort to extend additional services or information.
- Sending E-mail messages that include active "hot-links" to information sites or property web site portals can be "imbedded" in a message offering the recipient an "automatic" click to the information they request.
- Virtual tour attachments sent as an E-mail message gives the buyer an opportunity to "view" a new inventory before actually physically walking through the prospective property. A great listing tool to promote new properties and a super selling tool to give extra service to a prospective buyer.
- Take advantage of electronic greeting cards used on the web. A simple and just about free service, electronic greeting cards can be sent for many occasions. Anniversaries, birthdays and get well greetings can heighten the personal aspect of a digital delivery. It's always the thought that counts, and keeping in touch without the extra steps of stamping and "snail mail" can increase your service ratings and visibility.
Make the Messaging Effective:
E-mail communication is for the most part a flat medium, consisting of a message in text form. E-mails can look similar, but with a few tweaks on your part, you can begin building a distinctive "edge" to stand out from the rest.
- Create a personal "E-You" - Create an on-line personality with your E-mail by designing a distinctive signature and by-line.
- Use a full signature at the close of each and every E-mail that is sent. A full name signature complete with designations, company, web and E-mail address and a phone number offers more about you and doesn't leave the recipient the task of figuring out who you are and what you do. You have fashioned your signature to offer convenience as well as full information. Check out the more sophisticated on-line image building with some advanced technology ideas. Fashion your logo and even your photo as a signature close for use in E-mail communications.
- Always remember that an E-mail message is a professional correspondence. Don't forget to spell check your message, and use correct punctuation. Use upper and lower case as you would when composing your message. All caps make it difficult to read and is considered "yelling" on the Internet. Upper and lower case usage is appropriate unless you are in password protected areas of the Internet. Some Internet users fail to understand that just because the correspondence is digital, doesn't mean the look shouldn't be professional and grammatically correct.
- Always use professional words and phrases. Make use of emoticons when appropriate. Emoticons are symbols used to convey expressions that can offer levity and fun to an otherwise singular type of communication tool.
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Direct Traffic
Like any new application, it may take a while for the general public to fully integrate new communication tools into their daily life. Direct clients and customers to use E-mail to contact you.
- Encourage clients and customers to use E-mail to contact you instead of phone or voice mail. Incorporate your E-mail address into your voice mail message as another value-added opportunity to contact you.
- Create your E-presence by placing your E-mail address on everything that has your phone number and address, including sign riders and advertising materials
- Be regular about checking your E-mail - several times a day is necessary if you are directing communication there. Some agents have their E-mail sent to their pagers for immediate response capability.
- Keep your E-mail communication organized and verifiable by using mail manager software to systematize your correspondence on line. Develop on-line folders to organize your digital communications and build an electronic history of your communication and attachments for future reference.
E-mail will soon be the way that our business will be transacted on line. Soon title and mortgage information and progress will be tracked and transacted fully on-line. In order to be in the loop, you'll need to be ready to communicate both electronically and traditionally. Don't miss this great window to be the first to offer full services on line and off. E-mail is your key to effectively ensure your place in the E-Transaction!
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Terri Murphy is a nationally known speaker, author and practicing real estate broker. During her 21 years as a real estate professional she has consistently listed and sold over 100 homes per year while working with education partners such as ISucceed a subsidiary of University.com, and the Coaching Institute. Her two books Listing and Selling Secrets: How to Become A Million $ Producer, and Terri Murphy's E-Listing And E-Selling Secrets For The Technology Clueless, Dearborn, are both real estate best-sellers. You may email Terri at Terri@TerriMurphy.com. - www.TerriMurphy.com
