Are you looking for affordable ways to drum up new business? The tax credit has expired and many real estate marketing and sales departments are huddled in their conference rooms brainstorming ways to generate new business.

In most housing markets, you still have a good percentage of shoppers out there looking for their next home. So how do you guide them to you? One logical solution would be to launch an email campaign or phone call “blitz” to connect with past prospects and shift them in gear.

The question is, are you getting the right results from your efforts. Too often, these campaigns are poorly executed with the wrong strategy, weak message, no call to action, or no connection with the front line sales team. With this reality in mind, here are a few ideas to help you drive better responses from your email and call campaigns.

Think “Prospecting”

The new age of selling requires everyone to generate their own leads. Don’t rely solely on your marketing department for the message. Take the time to craft your own marketing messages to use via email and phone. Create your email templates; it’s easy with email service providers like MailChimp, Constant Contact, and iContact. Be sure to include a powerful subject line and open with a catchy intro to grab their attention. Keep it personal but remember, time is a precious commodity—for both you and your prospect—so prepare in advance. Don’t get on a call without a practiced phone script and a voicemail message ready to go.

Build Momentum By Starting with the Right People.

Approach your more likely prospects first. Build a quality list of interested people who want to hear from you and start with them.

Focus on decision-makers. If a prospect tells you they need to speak with a spouse/significant other, ask if there might be a good time to talk with them on the phone. This is a common objection, so dig deeper to see if they have other reasons for pushing back.

Why Are You Calling/Emailing?

Before you click or dial, be clear with a powerful reason for initiating this contact. Be very specific in your message to prospects when you connect. The desired next step is to generate the in-person appointment. Don’t just call to chat during a call campaign—that will only slow you down.

Practice Smart Time Management.

Set aside non-interrupted time to focus on your goal of calling and emailing. Make this time productive by avoiding distractions. These campaigns require a weekly time allotment if you want results, don’t just leave this important business development task to be squeezed in when it is “convenient”.

Have We Talked About Follow-up?

Follow-up is essential and expected. So what happens when you prompt a response from a prospect? Be prepared to react by having your follow-up strategy in place. You will stay on track when you have your responses and next steps ready beforehand. Momentum is important. Don’t compromise it with lack of preparedness.

Keep up the frequency. Most sales executives fade away after 1-3 contacts. Remember, it will take 5-7 touches to generate a response, so keep the communication going.

Call then email, email then call. As we talked about in the previous post. After you send the email, pick up the phone and call the customer to let them know you are trying to reach them.

Are you going to take advantage of the opportunity to catapult your call and email campaigns into successful lead generating campaigns? Put your plan in place and then make it happen!

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