Push-Pull Prospecting via E-Mail

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In my 2nd part of this "marketing freebie" on e-mail prospecting, I discussed the idea of creating an e-mail "conversation" with your lead as a way of converting it into an appointment/sale. This is the process of sending and replying many times, as often as possible, for a period of up to 2 weeks after an initial contact.

This "freebie" will be my last on the subject, and will discuss ways of "filling the gaps" and providing interesting "stuff" to use in your many exchanges with your e-mail prospect. As many of you have heard me say, *Push - Pull* is the name of the game....

Simply put, Push-Pull is a net-technique for "pushing" your marketing message via e-mail which contains many hot-links that "Pull" web pages to the visitor as you suggest.

So - what's this all mean? Here's a sample of several exchanges in a possible e-mail prospecting scenerio below. Feel free as MNRealty Webbers to copy and paste some of the copy or links into your own prospecting letters!

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3/12/99 16:32
From: Paula Prospect 
    To: Claude Cantwell 

Subject: Your listing on Bitty St.

Hello. My name is Paula Prospect and I noticed your listing on Cyberhomes for Bitty St. Can you tell me a little about it?

Paula Prospect
Unknown Corp Inc.
123 United st.
Podunk, Vermont

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3/12/99 18:15
From: Claude Cantwell 
    To: Paula Prospect 

Subject: Re: Listing on Bitty St.

Hello Paula!

Thanks for viewing my "Itty Bitty" listing :) 

It's a great deal at just $79,900! New listing too. If you'd like to browse a nicer photo and write-up than the cyberhomes listing, check out http://MNContent.com/listpage.idc?RefNumber=stru72

Is this home in your price range? Do you need to see things more or less expensive. E-mail me at mailto:claude@mnrealty.com if I can send you any other listings via the Net!

Sincerely,

Claude Cantwell
MNRealty Inc.
800-651-6516
http://mnrealty.com/claude
mailto:claude@mnrealty.com

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3/13/99 16:07
From: Paula Prospect 
    To: Claude Cantwell 

Subject: Re: Re: Your listing on Bitty St.

Thanks for your fast response. I liked the picture. 

We're just beginning to look for a home in that area. don't know too much about it yet.

Paula Prospect
Unknown Corp Inc.

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3/13/99 22:40
From: Claude Cantwell 
    To: Paula Prospect 

Subject: Thanks!

Hello Again Paula!

Glad to help. If you're new to the area, try some of these spots I've located for you:

        State: http://www.state.mn.us/
Dept of Tourism: 
          Sidewalk: http://twincities.sidewalk.com
           Schools: http://www.informns.k12.mn.us/mnk12www.html
        MNRealty: http://mnrealty.com/community/commgen.htm

Meanwhile, you mentioned that you were just starting to look at homes. What's your time frame? Have you hired a Realtor yet?

Claude Cantwell
MNRealty Inc.
http://mnrealty.com/claude

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3/14/99 09:48
From: Paula Prospect 
    To: Claude Cantwell 

Subject: Time Frame

I've just taken a  transfer this month and I start on 6/1/99. We (my husband is self-employed) know we probably can't buy that soon so we're taking our time. 

My daughter liked the "Explore Minnesota" site you e-mailed. She's 10 and she's just starting to wonder about where we're moving... It's going to be too quick for her I'm afraid.

Paula Prospect
Unknown Corp Inc.

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3/14/99 14:30
From: Claude Cantwell 
    To: Paula Prospect 

Subject: Re: Time Frame.

I know what you mean! My daughter's 12 and already I'm trembling with fear as the "teenage" approaches. Friends and support mean alot at that age.  Here's a couple more URLs for her to look at:
"Minnesota Mom" http://www.minnesotamom.com/
History Center http://www.mnhs.org/school/index.html
Science Museum http://www.sci.mus.mn.us/

As far as time frame goes... Do you have a home to sell first? The market is quite good here right now - rates are quite affordable and it sounds like owning would be better for both taxes and schools (staying longer in one district.) How about pets? I've got a Samoyed and I know it's harder to board him and get "sitters" than it is for my daughter..... :)

Let me know what you're looking for and I can just do a quick computer search.

Claude
MNRealty Inc.
http://mnrealty.com/claude


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3/15/99 10:12
From: Paula Prospect 
    To: Claude Cantwell 

Subject: Re: Re: Time Frame

Thanks for all these great links you keep sending! I'm beginning to feel a little bit "Minnesotan." 

As far as a house to sell, we have already sold our condo, there was a waiting list so we really just put it up for bids.... And yes, it would be much better on taxes - I also just found out my company will help me with some of the fees, but we have a year to use the benefit. My brother in-law is a mortgage banker and he qualified us for $235K but we don't want to go over $200.

If you want to run a list for us, we could just look. And we have 2 cats.

Paula 

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3/15/99 13:50
From: Claude Cantwell 
    To: Paula Prospect 

Subject: Homes to look at

I'll get together my own "sort" of the MLS database, but in the meantime, many of the properties are now online. Usually, the data is not as current as my "direct feed," but you can start to sample neighborhoods and values....

NAR http://www.REALTOR.com/minnesota/nbselmn.htm
Cyberhomes http://minnesota.cyberhomes.com/

When do you plan on coming to the Twin Cities?

Claude
http://mnrealty.com/claude

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3/16/99 08:47
From: Paula Prospect 
    To: Claude Cantwell 

Subject: Re:Homes
We looked at those sites you sent and I have to admit, we saw a few we might even want to look at.

We were planning a trip to the Twin Cities later this month. But not to househunt. 

Paula 

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3/16/99 10:10
From: Claude Cantwell 
    To: Paula Prospect 

Subject: Trip

Great that you're coming. Maybe you might find a little time to househunt somewhere :)

I've got a package of "Relo" materials together with maps, brochures, etc. etc. plus an updated MLS printout with about 30 homes on it. Send me your bus. or home address and phone and I'll send it out.

Claude
http://mnrealty.com/claude

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3/16/99 19:47
From: Paula Prospect 
    To: Claude Cantwell 

Subject: Re: Trip

OK, send it to my house. 123 Main St. Poduck, Vt. 33223
Phone is: 789-987-4567 hm
               789-996-5634 wk

I was talking to Biff and we're thinking we might want to just see a couple houses in that $200 range so we can see what we can expect. Maybe you could call us and we could tentatively set something up.

Thanks for all your help!

Paula 
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Yada, Yada, Yada,

The idea is to keep the conversation going, exchange information and helpful links, develop rapport, and make contact by phone as soon as the prospect/visitor is comfortable. *Note: of course there are many "holes" in the scenerio above, and don't we all wish it was this easy; but the lesson to be learned is to respond quickly with helpful information and don't be afraid to ask questions and be a "salesman" on-line in some of the same ways you would at an open house.