drip ... drip ... drip

Many REALTORS® look at drip e-mail campaigns as the solution for creating new leads. That should not be the case. Experts offer these suggestions:

Drip e-mail should never be used to generate new leads. It should be used only with leads who have granted permission to e-mail them.

Federal commercial e-mail rules require that you include a return e-mail and postal address on all e-mail, a functioning opt-out mechanism, and a clear notice if the e-mail message includes an advertisement or business solicitation.

Each drip e-mail note sent must be viewed as highly valuable or they will quickly become annoyed.

On a positive note, drip campaigns, such as regular e-mail newsletters and market updates, can establish rapport and trust with prospects after you’ve made an initial contact to the time they are ready to buy or sell.