The average American says “thank you” 2000 times a year, according to a 2016 study from Merci Chocolates. Sadly, “… more than half of the time, we don’t actually mean it,” according to an unnamed writer at the NY Daily News online.
More often than not, we imagine that busy real estate folks may just forget. Whatever the reason, it’s never too late to go back to a client or prospect and thank them for their time.
Put some effort into it
Yes, dashing off an email is a quick and easy way to get it done, but it’s not very personal and it may not even be read by the recipient.
Make the recipient feel appreciated by putting some effort into expressing your gratitude. Pop by their office or home or, better yet, mail a thank-you card or a postcard.
Yes, by mail. With stamps. Addressed by hand to the recipient. Ah, now we are talking!
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The benefits of direct mail in real estate marketing
A good real estate email will have an “open rate” of 21.7%, according to the folks at CampaignMonitor.com.
Why does this matter? “Tracking open rates will give you a better understanding of how often people look forward to your emails …,” they conclude.
That sounds like an okay number until it’s compared to the 42.2% of Americans who open and read or scan the direct mail they receive.
Not only is direct mail more personal, it has less competition for the recipients’ attention. Best of all, it shows that you value the relationship so much you are willing to spend money to maintain it. Email doesn’t do that. Email is lazy. Email is impersonal.
When to thank your clients
This may sound like one of those “duh” kinds of questions, but whenever someone does something for you, it’s a good idea to show your appreciation.
And we aren’t talking just about the big stuff; even the everyday, small kindness should be responded to. Here are a few examples:
- You showed homes to buyers. Thank them for their time and for choosing you to be their agent.
- A former client referred you to a buyer or seller. This one is huge and deserves a huge “thank you!”
- You gave a listing presentation. Say thanks for giving you a chance to represent them in the sale of their home. Even if you aren’t chosen as the listing agent, this is a classy response to being given at least the opportunity.
- Every attendee at a client appreciation event, a charitable event, or a seminar you host needs to understand how grateful you are that they showed up.
- Every client should understand your appreciation when a deal closes.
There are myriad opportunities to show prospects, leads, clients, and former clients how much you appreciate them. Direct mail just happens to be one of the best ways to do it.
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