Blog / Prospecting
Russell Taylor, Never let it be said
That eMarketing Real Estate is simply a matter of sending a weekly Property eNewsletter to your Contact List and posting your Properties to your Website, the Portals and Social Media sites hoping the phones will ring off the hook.
eMarketing is a process requiring as much effort, co-ordination, discipline and diligence as any other lead generation activity. As with most other methods, eMarketing also has a set of numbers – let me cover off on just some of these.
Primary Database:
1) One in just 28 members of your primary Database is likely to conduct a property transaction in the next 12 months
2) If when building your Primary Database you knock on 100 doors seeking permission from new contacts happy to receive a weekly Property eNewsletter, you will receive 20-25 acceptances. You will receive a similar number from 100 calls if you have a call centre or telemarketer
3) With a yield of about 3.5%, your Database of, say, 2000 clean Contacts will hold 70-80 Property Transactions for the next 12 months – your challenge is to be there for them when they come into the market
4) From a Contact list of 2000, a reasonable expectation would be to receive 4-6 enquiries as a consequence of the send. Another 4-6 potential leads will reside “in” the campaign and MUST be redeemed immediately to maximise your eMarketing efforts
5) Sending a meaningful Property eNewsletter on a weekly basis will optimise your likelihood of being Top of Mind – Tuesday mid-morning is the best time to send.
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