Writing to real estate prospects. How much is enough – or too much?

This question comes to me with regularity, and while I’d love to answer with a hard and fast rule, there isn’t one.
There’s one marketer who emails me at least once a day – sometimes 2 or 3 times. I think that’s too much!
On the other hand, there’s at least one who writes daily and it’s fine, because what they send is interesting and often useful.
How often is “just right” depends upon your target audience.
If you’re writing to your geographic area or a niche market such as absentee owners, every 3 or 4 weeks is probably fine – although you should send a “just listed,” “under contract,” and “just sold” card every time you have such news.When should you be in their mailbox?
If you’re sending one of my “I have a buyer” sets and your buyer is getting anxious, it might be good to write every couple of days.
Past clients and those in your sphere of influence should hear from you monthly. If you can’t manage that, at least write them quarterly at a bare minimum.
If you’re writing to people who have received a notice of default and need to get busy making a decision, then you need to contact them more often. I’d say every 2 to 4 days for the first two weeks, then switch to every 5 or 6 days.
What if you’re courting a FSBO or the owner of an expired listing? My advice would be to contact them twice a week for 2 or 3 weeks, then switch to once a week.
How about buyers? If they opted in on your website to get information, they may be getting ready to find a home. First, contact them immediately – new studies show that calling within 5 minutes yields the best results. If you can’t do that because you’re busy with other clients, call just as soon as possible.
After that, write them or call them twice a week.
So the answer is: Think about the people and their situation. Are they on the verge of choosing an agent, or do you simply need to make sure they don’t forget about you? The more urgent their need, the more often you should be in touch.
Remember: “Contact” doesn’t necessarily mean “send a letter.”
If you have a phone number, give them a call once in a while. If they’re in your territory, stop in now and then. If you have both an email and a postal address for them, switch back and forth between methods of contact.
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