You’re Doing it Wrong: Potential Clients/Leads

(As previously seen on the HelaWrite blog.)

Last time I checked, there are still absolutes in this world. If I throw a rock at your head, it’s not a feather pillow just because you call it so. And, guess what? Your head will hurt, unless you’re completely numb or drugged, etc. I know that’s an extreme (and violent) example, but this world is so full of opinions and methods that are…well, wrong. The world is also full of opinions and methods that are right—very right.

Therefore, I’ve created a series titled: “You’re Doing it Wrong.” This series is not meant to degrade any one person or any one practice, but to simply shed some light on many wrongdoings in “work world.” However, be warned: I can get pretty sassy. (Perhaps you have already read my Twitter post in this series.)

Today’s topic? The wrong way to pursue potential leads/clients.

My sister bought a house this year—yay for her!—and while she was looking, she subscribed to a few local real estate e-newsletters and such, in order to better educate herself about the current market. When she found an agent she liked and wanted to work with, she decided to let the agent take over, and unsubscribed from all the annoying real estate emails she was receiving way too often.

Rather than find a nice “unsubscribe confirmation” email in her inbox, she was surprised to find a somewhat desperate email about her action of unsubscribing from a particular firm. The guy just couldn’t let go. He even encouraged her to go and like his Facebook page and view his YouTube channel.

Look, I’m all for giving people great resources, but seriously?

7K0A0788

This is the WRONG way to attract potential clients/leads. It’s the old skool form of marketing—direct marketing, and specifically, a cold call (cold email, in this case). I’ll tell you how to remedy this at the end of this post, but first, I’d like to share the actual email from Real Estate Man that was sent to my sister.

Take heed if you have ever done something to the effect of the email below:

Dear [removed],

Thank U for your feedback. I am sorry to see you have chosen to unsubscribe from my exclusive home search website, but I just wanted to make sure I had every opportunity to help you since you subscribed recently with the info. submitted.

Its a very challenging market right now with limited inventory, rising prices & rising intereste rates. Its not a market for the “faint of heart.” Pls feel free to get back to me if I can be of service to you or someone near & dear to you as well in the not too distant future. Thanks so much again. Sincerely, [removed]

p.s. I also invite you to check out & “LIKE” my FB Biz page that is full of Great info., current community events & pertinent market data & info.

(I removed all his other PPS additions, because he added his social media links.)

My problems with this communication piece:

  • Not spelling out words. Be professional and craft a better form of communication, especially if you’re trying to attract clients.
  • Send an auto unsubscribe confirmation email and leave it at that. Asking for feedback as to why someone has unsubscribed from your materials is appropriate, but leave them alone after that.
  • A first time home buyer does not want to hear that the market is not for the “faint of heart.” If you’re a good real estate agent, I’ll hire you to do all the dirty work, and I need to know that you’re going to be my partner.
  • Check your grammar and sentence structure before sending out a “professional” communication. I know I’m picky because I’m a writer and editor—and trust me, I make mistakes, too—but I am always turned off by people who don’t invest in bettering their communication materials. If you’ve been selling houses for a while, I know you have enough money to hire a proofreader to catch glaring mistakes.
  • Don’t ask me to “like” you on Facebook or watch your videos, especially if A) I don’t want to receive your communications any more, and B) I don’t even know you yet. It’s like going on a blind date and then proposing. Things are moving a little too fast…buh-bye.

Overly Attached GF FB-email

I know there are worse emails out there, but this one struck a nerve with me. Plus, my sister later told me that he contacted her again! There comes a point where, if you reach out too often to people who clearly don’t want to use your services, your methods can actually become a form of harassment. You are in danger of becoming like those telemarketers who call people every night during dinner, asking if they want to save the earth by purchasing stuffed honey badgers. Just. Stop. (Not to mention that someone could very possibly take action against you and who has time for all that legal stuff?)

How could Mr. Real Estate have done things better?

  • For starters, he could have simply respected my sister’s choice to unsubscribe. Plain and simple. She’s probably not in his target market anyway, and focusing your efforts on leads like that is a waste of your time.

Grumpy Cat Unsubscribed

  • He could have used a proofreader or editor for his communication. Hell, just spelling out you rather than using U would have made a vast improvement.

Spell out you

  • Moving forward, he should reconsider his marketing efforts and brush up his knowledge on Inbound Marketing—marketing, basically, that brings leads and clients in to you rather than you figuring out how to reach every single market through cold calls, etc. Click HERE to read an article about defining Inbound Marketing, via HubSpot.

Inbound Baby

Takeaway: Don’t be that guy. Don’t be pushy while reaching out. Instead, read some marketing books and current articles, change your old ways of thinking when it comes to building your customer base, and for the love of everything that is professional—proofread your emails!

Stay tuned for next Friday’s “You’re Doing it Wrong” post.

BONUS: Awesome Marketing/Copywriting/Writing Blogs to help you become a better professional:

HubSpot

Copyblogger

Writer’s Digest

AWAI

Jeff Bullas

Monday Motivation: Read This Cool Stuff II

(As previously seen on the HelaWrite blog.)

It’s Monday! I have 3 great articles to share with you all. They’re all from HubSpot today and focus on marketing, blogging, and LinkedIn groups–all great stuff.

So grab a coffee, sit back, and take some time to read these articles and become motivated for another work week.

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Yummy coffee to start the day off right.

1. 10 Phenomenal Blogs in Totally Boring Industries by Ginny Soskey at HubSpot

Summary: The title pretty much says it all. 10 awesome blogs that are doing something right, despite their businesses’ reputation for being “boring.” A great read.

2. A Practical Guide to Planning a Successful Inbound Marketing Campaign by Meghan Keaney Anderson at HubSpot

Summary: Again, the title tells what this post is about. I’ve been using the term “Inbound Marketing” lately, so if you still don’t know what that means, then definitely take a look at this post. It lays everything out in simple terms.

3. 20 LinkedIn Groups Every Marketer Should Join by Brittany Leaning at HubSpot

Summary: Obviously, this post shows you great groups to join on LinkedIn. But don’t let the “Marketer” part deter you from reading this article. EVERY business owner and entrepreneur is a marketer in her or his own right. Marketing is for everyone, and it doesn’t hurt to join a group of experts who can share nuggets of wisdom with you–for free. I get more out of groups like these than any marketing class I ever took in college.

I hope you enjoy these articles and feel motivated to tackle some business this week. Here’s a great quote to leave you with some inspiration:

“Whatever the mind of man [and woman] can conceive and believe, it can achieve.” –Napoleon Hill