Even with the growth of social media and increased use of web searching by millennials, leads from real estate agents still represent the largest source of business for most home inspectors. So the more opportunities you have for engaging with agents on an on-going basis, the more likely that they will be including you when their clients have inspection needs. The challenging of staying continually engaged, of course, is that the communication needs to be valuable for them, otherwise it gets tuned out.
This is where 'Monday motivators' can be helpful.
Monday motivators are inspirational messages that you send to your agent contacts each week to give them a boost, for helping them as they face the challenges of the upcoming week. When done well, they are helpful to your agents and appreciated, which keeps you favorably top-of-mind with them.
Here are some tips for making your Monday motivators effective:
SEND MONDAY MORNINGS: Monday mornings are a great sending time to agents for two reasons: 1) it's the beginning of a new week and a good time for them to receive inspirational support for dealing with the challenges of the week ahead; and 2) if they've had open houses over the weekend, they may be thinking about inspection needs on Monday. However, Monday's are typically hectic, so this can justify sending on another day of the week.
USE STUNNING IMAGES: Images are not a place to go cheap by just grabbing photos off the web. You will want your images to be very attractive and high resolution. Plus, since you are going to be widely distributing them, you will want your images to have licensing rights for distribution.
INCLUDE QUALITY QUOTES: Each inspirational quote needs to be consistent with the image that it is being paired with. If they don't match it will diminish its motivational value. It helps if the quote is from a famous, easily-recognized person, but a great quote is still a great quote, even if the author is somewhat unknown.
FORMAT FOR SOCIAL MEDIA SHARING: You will want to be sure that the email for your motivator is responsive, that is, that it automatically adjusts to display properly in any device that the agent might be using. But also, you will want to be sure that your motivators are using the proper HTML 'tags' that enable your motivators to be easily shared by your agents on their social media platforms, as this gives an additional benefit to your agents from your motivators.
ADD CUSTOM COMMENTARIES: The impact of your motivators can be enhanced if you take the time to add your own comments and reflections about each motivational message that you are sending them.
PERSONALIZE AHEAD: And if you are adding your own custom comments, it can help to set aside time to personalize your motivators months in advance, and to then be automatically scheduled to go out each week.
SEND VIA MULTIPLE CHANNELS: Like most effective marketing techniques, more marketing channels are better than just one. So you will want to be making your motivators available through email, Facebook, LinkedIn, web BLOG, etc.
USE 'TEASER' SUBJECT LINES: Instead of having the same subject line week after week, an effective technique can be to use a shortened version of each motivator's inspirational quote as your subject line.
CHANGE BACKGROUNDS: And similarly, when emailing your motivators, consider changing the backgrounds, to help keep the format interesting to your agents.
ALLOW INDEPENDENT OPT-OUT: And finally, if you are sending multiple email communications to your agents, you will want to be sure to allow them the option to opt-out of your motivators without opting out of your other communications.
Like many in the home inspection industry, we heard about Monday motivators from Mike Crow, the founder of the Mastermind Inspector Community, and appreciate his vision. Hopefully the above tips will help you make your motivators an even more effective means of engaging with your agents.