Why do Brokers SPAM Their Agents?

The cheapest form of communication for brokers to release information to their agents is email.  Sure, you can call every agent.  Sure, you can leave voice messages.  Sure you can post it on the office bulletin board.  Faster, cheaper, and reliable is why brokers will rely on email as the single most effective source to communicate with their agents.

But how reliable?

I mean what is the conversion rate of the emails that are sent to your agents?

How many agents open their emails?

How many agents click on the links in the emails?

How many times are the attachments opened?

The answer to this question is most don’t know because they don’t know how.  Tracking online behavior of agents in the office is just as important as the tracking the customers that you are trying to serve.

Here is my solution to this dilemma.

RSS

Really Simple Syndication (RSS)will allow agents to choose what types of information they want to subscribe to that is important for the success of the office.  A blog or enhanced email marketing software will allow brokers to add content about important notices, status changes, and market updates will help keep their agents in the loop without flooding their agents’ inbox with unsolicited mail.

Types of RSS feeds Brokers Can Use

Open houses for offices

New listings

Broker tour of properties

Policy changes

Advertising samples

Schedules, events, or meetings

The listserv and distribution lists are not working.  How will brokers face the dilemma of remaining relevant in email inboxes?

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2 Responses to “Why do Brokers SPAM Their Agents?”

  1. Dr. Sally Witt Says:

    Doug,

    As always, a great post. Email is the most efficient use of sharing information individually and in groups.

    Anything that is good is always jumped on by the “spammer” types, so the extra information on staying relevant is so important.

    Sally Witt

    Real Estate Coach/Mentor
    Social Networking Coach

    http://www.drsallywitt.com

  2. Doug Devitre Says:

    Thanks Sally, might I add the blog post to RSS tracks historical content easier and faster than email too.

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