Congratulations! Your Internet marketing campaign is working, and you are getting inquiries from Website prospects. Now, take your community marketing efforts to the next step: create a prospect sales-oriented auto-response. We know we have taught every property how to do this, but a majority are still not currently using this FREE, effective communications tool. How do we know this? We got back only 68 auto-responses from the 300 recent newsletters! And, of those who did set up this feature, we received messages that were generic in content, such as, “We are committed to responding in 24 hours” or “Thank you for contacting _______ community…” A majority of the time, there wasn't even a community name reference.
Why are we concerned? There is a groundswell of concern in our industry that not responding to every Email message might create a fair housing issue, and the auto-response will minimize this threat. We also think that it is a courtesy for the prospect to know for certain that your office has received their inquiry. This message also provides an opportunity to market the great things about your community while the prospect is waiting for your return response. Here are some simple guidelines to help you maximize the potential of your auto-response:
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1. Make the first line eye-catching – The first
line in your auto-response will show up as the
subject line in the recipient’s inbox. Subject
lines such as “Thank you for Contacting Us”
might be filtered through a Spam program. A
property “tagline” creates a great opening
response, and it sets your community apart from
your competition.
2. Give them your property name – When the
mailbox name displayed is
lease@yourcommunityname.com,
the column width might not show your property
information. The message body needs to list your
community name or else how will they know that
it came from you? Tack on “From the Staff at
(Your Property)” at the end of your
auto-response, and then there will be no doubt
who sent the message.
3. Make the message personable – Carry your
friendly phone voice over to your Email. How?
Write warmly and assure the recipient their
Email is very important to you.
4. Add your office phone number – If they need
an immediate response, your included contact
number makes it convenient to access.
5. Tell them your office hours – A hot prospect
might stop by unannounced for a model tour, and
they will want to know when you are available.
Consider even including your time zone for your
consumers located out-of-state or even
out-of-country.
6. Be quick in returning the actual response – A
2-hour response time is rapidly becoming an
industry standard, and we love that! Not
answering your email is like not answering your
telephone!
For instructions in setting up your auto
response, using either Outlook or the I-Mail
system,
click here. If you need further
assistance setting up your auto response, call
our office at 214-237-0199 or 888-678-3869.
We’ll be glad to help you.
Be sure to watch next month for another issue
full of helpful Internet marketing tips! |
