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You are here: Home / real estate marketing / Timing is everything in marketing

Timing is everything in marketing

May 19, 2015 by Marte Cliff

When you send a marketing message you hope that it will arrive at its destination at a time when the recipient is open to hearing it.

That could mean a time when their postal mail box or their inbox isn’t so full that they toss everything possible without looking. Don't watch the clock when writing
That could mean a time when they actually want to take the time to read what you sent. You can’t predict that either, but it’s one reason that email marketers tend to avoid first thing Monday morning or late on Friday.

If you’ve chosen your list well, your message should arrive at time in life when they’ve already been thinking about what you have to offer.

But even with a well-sorted list, you have no way to predict that that they won’t be distracted by other things at that moment. That’s why sending multiple messages to the same list is the recommended method of reaching new clients.

Statistics show that:

  • 2% of responses come from the first contact with a prospect.
  • 3% of responses come from the second contact with a prospect.
  • 5% of responses come from the third contact with a prospect.
  • 10% of responses come from the fourth contact with a prospect.
  • 80% of responses come from the fifth to twelfth contact with a prospect

That’s why most of my prospecting letter sets contain anywhere from 5 to 10 letters, designed to be sent over weeks or even months.

It’s also why your messages need to have some substance. Your very first sentence needs to show that it’s about the reader – not about you. Then it needs to give promise of something good to come.

Those old “Here I am, hire me” messages just don’t cut it any more. (Actually, I’m not sure they ever did, but real estate agents have certainly spent tons of money on them.)

Image courtesy of iosphere | freedigitalphotos.net

Filed Under: real estate marketing, real estate prospecting Tagged With: real estate marketing, real estate prospecting

About Marte Cliff

Marte Cliff is a professional real estate copywriter with a past - as a real estate agent and then owner/broker. She understands the real estate business, the challenges agents face, and the wants, needs, and fears that real estate clients face. She also understands the psychology of marketing.

When not writing, Marte enjoys reading, gardening, visiting with friends and family, and spending time with her canine companions. She enjoys life in a quiet mountain valley with wildlife as her nearest neighbors.

Copyright 2015 - Marte Cliff, Copywriter | 1794 Blue Lake Road, Priest River, ID 83856 | 208-448-1479

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