On this 198th episode of my Monday Morning Pep Talk, I will discuss a topic that I've never brought up on an MMPT but is a super important message for those brokers/advisors who strive to be an ELP/Super Achiever. When building a marketing, gifting or follow up strategy, you must deliver the right message to the right person at the right time. Delivering the wrong message to the wrong person at the wrong time is not effective marketing and brand building. In fact, you could actually do more harm than good.
Last week, I laid out the first step of how to build out your CRM and that was by creating your 5 lists. Let's call them "segments" of your CRM. They are your:
- Top 100
- Hot List
- Warm List
- Top 100 Referral Partners (local and nationally)
- Collaborative brokers locally
To truly create the "Right Message, to the Right Person at the Right time,” there is an additional step that you need to take. You need to add "tags.” Tags are the next level of filtering needed to easily match the right message to the right person. Most, if not all, CRM solutions have the capability to add this further tagging. Tagging is definitely available in CLOZE and Activepipe, our preferred technology solutions.
Adding the appropriate "tags" to each of your contacts in your CRM opens up a new world of possibilities within your marketing, gifting and follow up strategies. You'll be able to easily:
- Reach out to people with common interests (dog lovers, cat lovers, sports fans, travel, cooking, music, outdoor activities).
- Build out a holiday card list quickly and easily.
- Create outreach to contacts based on location, neighborhood, price point or property association.
- Send market data and research to just those that will benefit.
- Market a property or buyer need to an incredibly specific group within your contacts.
- Improve your conversation rates, email marketing open rates and marketing ROI.
- Build a stronger sense of trust with your clients and the additional contacts in your CRM.
By doing this you can use CRMs like CLOZE to send out a merged, personalized email to those that share these common interests. As we move forward through Take Flight V4.0, having your contacts "tagged" will be incredibly important as I guide you through thoughtful ways to maintain quality relationships over the life of your business.
I'm wrapping up this content with two real examples, one good and one not so good, to illustrate why this concept of really understanding each client/contact and appropriately tagging and meeting the individual needs of each client is so important.
I'll start with "the not so good.” I routinely get email notifications about open houses in markets where I have no current intention to purchase real estate. In some cases, I get these notifications to multiple email addresses. Not good. This is spamming. These types of emails should be sent judiciously and only to the people who are currently looking to purchase in that exact geographic area in that price point range. Your CRM should be cleaned up so that you are not sending to multiple email addresses. Segmenting contacts and adding tags can help you create that reality.
Here's an example of a really good gift I received… after I spoke last fall at Amanda Howard Sotheby's International Realty in Huntsville, AL, Amanda and her team sent me a super nice University of Nebraska sweatshirt as a thank you. It showed that she and her team researched my interests. I'm a huge college football fan and grew up cheering for my home state team. It was sent to the right person, with the right message, at the right time. Thank you, Amanda and team.
As we move through "The Cabin" section of Take Flight V4.0, you'll start to see how incredibly powerful and important this topic can and will be in your business. As you are building out or pruning your database (CRM), I highly, highly recommend that you also add "tags" into the mix.
Use the links I’ve included above to quick tutorials on how to use tags in CLOZE and Activepipe. I'm also going to remind you of one of my favorite reads as it relates to truly building a relationship based, real estate brokerage business - "Sell it Like Serhant" by Ryan Serhant. I read it again this weekend and it's a tremendous, must-read for all broker/advisors at all production and experience levels.
BTW, the only people that receive my emails are those that ask to be on the list. I, too, am committed to delivering the right message to the right people and the right time.
