If I told you you could send out one very simple email to your database and generate 10 leads right now, would you be interested?
Well, that email does exist, and it’s called the “One Question Survey.”
Now, I didn’t make this up, I didn’t invent this. I’ve heard this through mastermind and real estate groups, and it works for my team. You might read this today and think, “Oh, I’ve thought about doing that,” or “So-and-so told me about that.”
But my question for you is “Have you actually done it?”
Let’s get into it. Real estate agents love to overcomplicate everything. They think, and they think, and they think, but they don’t act. So I’m giving you something you can act on right now.
You can send this to your database. This is an email you can send at the beginning of the year or heading into the spring market, the summer market, the fall market, the winter market, or whatever market. It doesn’t matter—it works.
You can do this in two different ways. You can either send it directly one-to-one through Gmail or whatever platform you use, or you can send it as a blast email through your CRM.
Now, part of me feels like you’ll get way better results if you do send this one-to-one, but you can test that out.
And you don’t even have to send it to that many people. You can literally just pick all the people you thought were maybe going to do something this year, but that you haven’t talked to in a while.
Let’s get right into it. This is the email I sent to a client at the beginning of this year:
“Hope 2023 is off to a good start.
“Now that the new year is in full swing… a lot of our clients are planning out their real estate goals for 2023. I’m curious what describes your situation best:”
Now, obviously, you could change the wording at the top to say something like, “Hey, we’re heading into the spring/summer/fall/winter market.” It doesn’t really matter. Just keep it simple and to the point.
Then, guide them to respond by saying,
“Where do you fall in these categories so that I can better help serve you as your trusted real estate agent?”
And they have four options:
- “I have no plans. I’m not buying or selling this year.”
- “I’m curious about how much my property is worth.”
- “I would move if I could find the perfect home to move into.”
- “I’m planning on purchasing or selling an investment property this year.”
Once you have their answer, you can tailor your response accordingly.
#1— “I have no plans. I’m not buying and selling this year.”
If they click that option, I’d actually say that’s great. Now you know, they’re not thinking of doing anything this year, right?
Probably 80% of the people that get back to you on this will say, “Listen, I’m not moving. Thanks for reaching out, but we’re not doing anything,” and that’s okay. At least you know.
#2— “I’m curious about how much my property is worth.”
Now if they show some curiosity, you now have an opportunity to let them know what is going on in the market and send them a CMA of their property.
#3— “I would move if I could find the perfect home to move into.”
These are obviously people that already own property and potentially would sell it, but only if they could find the next place. If they tell you that, then just ask, “Well, what is that perfect place?” And go find it for them.
Then you can help them buy it and then sell the property that they’re currently in.
#4— “I am planning on purchasing or selling an investment property this year.”
Now these are the people who aren’t looking to sell their primary residence, but who maybe want to pick up an investment property.
Keep it simple
You can obviously add other questions. I’ve seen versions of this that are much longer, but I like to keep it short and sweet and simple because, for me at least, it’s getting the best results.
In the subject line of this email, you can put “One quick question” or “2023 summer plan,” or something like that. Maybe use their name so the dopamine goes off when they get the email and see it’s not just another spam email they’re getting; you’re actually asking them a question.
I promise you, send this email, and you’ll get responses.
You can also add a video
Now, I do it just as a simple text email, but there are also versions of this where you can send them a video and it can go something like this:
“Hey, Eric, it’s Tom.
“I hope you’re doing well. I’m reaching out to all of my clients to see how I can help them in 2023. And if you don’t mind just clicking the link below and filling out the quick survey, you’ll let me know where you stand and if we can be of any help or guidance or assistance.”
Now, I find that the text one for me is just simple. It just works. But some people like the video option as well.
Send the email, though. People will get back to you with number one, number two, number three, or number four. I think you’re going to be very, very surprised by the responses you get.
It’s a numbers game
Now, don’t feel like this doesn’t work if you send it to two people and don’t get responses. This is a numbers game. You have to send this out to as many people in your database as you can—anyone who you think might be inclined to transact this year.
This obviously works very well with clients you’ve worked with previously, but even leads that ghosted you—people you haven’t heard from in a long, long time—send this to them, too.
What do you have to lose by sending this email out? You might get responses you didn’t expect.
Marketing is fun. Generating opportunity in real estate separates the people at the top of the industry from the people that are just getting by.
And this is a simple hack that will get you results.
