Your Auto-Reply Email Function...How to Irritate Mortgage Customers and Alienate Prospects
BATTLECALL GUEST EXPERT: Tom Domin, Mortgage Marketing
Toolkit
In
my opinion, Mortgage Professionals that use the "Auto-Reply" option that's
available in most email programs are making a huge marketing
mistake.
For
those of you not familiar with this little option, let me explain. Bill Gates
incorporated the Auto-Reply function in the very first releases of Outlook and
Outlook Express. It is still available in today's new versions as well as most
third party email programs. Quite simply, it allows you to send an automatic
email message in response to a message sent to you.
You're probably thinking...that's kind of cool...what's wrong with
that?
Let's start by looking at three (3) auto-reply messages that I
have received recently from Mortgage Professionals. Names and numbers have been
eliminated to protect the guilty...
* *
* * * * *
Message Number 1:
"Thank you for contacting me!
I
would love to be of assistance to you regarding your real estate and mortgage
needs. I read my email regularly and will respond according to your request, as
soon as possible.
Feel free to contact me by phone for additional
assistance.
Sincerely,
Name and Phone Numbers"
* *
* * * * *
Message Number 2:
"I
WILL NOT BE IN THE OFFICE AT ALL FROM MONDAY, JUNE 11 THROUGH FRIDAY, JUNE
15. I WILL RETURN ON MONDAY, JUNE
18.
Please call the office at 123-456-7890 and ask to speak with Sara
Substitute for assistance.
I
will be responding to emails in the evenings as possible but if it is urgent,
please call Sara Substitute at the office.
Thank you!
Name"
* *
* * * * *
Message Number 3:
"Thank you for sending info, I will take a look when I have time
and get back to you."
* *
* * * * *
There's no doubt that all three authors are attempting to impress
email senders with their level of service and their quick response. For
that...they are to be commended. If I was a mortgage customer or prospect...I
just might read these responses and feel quite differently. Here are my thoughts
about the messages:
Since the response is indeed automatic, I know that everyone is
receiving the same exact message that I just received. I certainly don't feel
warm and fuzzy knowing this fact.
I
know that email is not meant to be conversational or instantaneous. There are
other modes of communication for that. I also know that busy professionals are
not checking their email every five minutes. I know that it may be 24 hours or
more before I hear from you.
If
you're taking this opportunity to notify me that you're on vacation or attending
a seminar for a few days...I'm not impressed. Since we are currently working
together...a quick call or email from you letting me know in advance your
vacation schedule would have been better. Actually I'm a little upset that I
learned of your schedule with an Auto-Reply.
I
appreciate your giving me the contact information of Sara Substitute, but I not
sure Sara is up to speed on the discussions you and I have had. I'll pass on
contacting Sara and wait for your return.
In
summary: My opinion is that Auto-Reply messages are much more negative than they
are positive. They are not at all personal...in fact, they are quite the
opposite. Don't make your customers and prospects feel as though they have just
been corralled and herded in with all of the other contacts on your
list.
Just as a reminder, you need to make all your customers and
prospects feel special and let them know you care about them. By eliminating the
use of Auto-Reply you are one step closer to making that
happen.
About The Author:
Tom Domin has over twenty-five years of experience in sales and training in Real
Estate and as a Licensed Mortgage Broker. He is currently publisher of "Tom's
Mortgage Tips" a twice monthly Mortgage Newsletter for Mortgage Professionals.
You can sign-up by visiting
http://www.mortgagemarketingtoolkit.com
Got an opinion? We want to hear from you. Post your thoughts or comments here in our Mortgage Warrior Forum. Come join the conversation and say hello...onward mortgage warrior!
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