When you create sales emails, one of the questions you have to ask yourself is, “How many of these do I need?” How often should you be contacting your prospects? It’s important to stay at the front of their minds—and equally important not to irritate or inconvenience them with too much communication. Here are a few guidelines to help you find the sweet spot:
Don’t reach out just for the sake of reaching out: make it meaningful. Offer value. This may be information about a new blog post or a promotion that could help the prospect solve a problem, or it may be a happy birthday message or something else that is personal to that particular contact. Each email or phone call should serve a purpose in addition to simply reminding the prospects that you’re there and ready to help them.
There’s a lot of data out there about the best times to email or call your prospects. For example, first thing in the morning is generally a bad idea, since everyone is getting to work, organizing the day, and managing urgent issues—not to mention going through all the emails they received overnight. You’ll also probably want to avoid weekends, holidays, and Mondays, since your message might get lost amidst the other messages that come in during those times when your prospect probably isn’t reading emails.
Phone tag is off-putting after the second or third attempt. Whenever possible, set a meeting time before you make that call so you can be sure you’ll connect with the person you’re trying to reach. Otherwise, they may not pick up your unexpected call; if they answer, they might not have the time or be in the mental space at that moment to deal with what you’re planning to talk to them about. You might start with a quick email or text: “Hey, I saw you were interested in XYZ. I’d love to speak with you about it. What’s a good time for me to call you?”
For prospects who are on your automated email list, give them a choice about how often they would like to be contacted: daily, weekly, or monthly, for example. Stick to that schedule so people know when to expect to hear from you. Take care to segment your email list so you can make each automated email as personal as possible. For example, you may not want prospects with houses for rent to receive the same emails as prospects with apartments or condos. You might have different messages for prospects with one property and prospects with multiple properties.
If you’ve made several calls or sent several emails and haven’t gotten a response, it might be time to rein it in. If your prospect signed up for your newsletter, he or she will continue to receive those and may, of course, unsubscribe at any time. There may be several reasons why the prospect isn’t getting back to you: he’s too busy, she doesn’t need your help right now, or he’s decided to go in another direction. It may be time for a break-up email: that final message that says you’ll leave them alone since you haven’t heard anything.
When you partner with Property Management Pros, you don’t have to create sales emails on your own. You get to take advantage of our effective marketing solutions, which include killer email templates to help move your prospects through the sales journey. Contact us to learn more about how to start your property management business—and how to market it effectively.