You’ve Got Mail
I have been on a bit of a rant lately on Twitter about the volume of unsolicited commercial real estate property emails that arrive in my inbox every day. Some are the old fashion email with the PDF flyer attached and more recently there has been a proliferation in use of email marketing software. I get about 800-1,000 emails per typical business day. Roughly 50% of the email is property marketing. Sometimes they come in as rapidly as every 30 seconds. I get them from every brokerage firm in Houston big and small and unfortunately many outside of Houston.
Here is the thing, maybe I am different than most, but I look at or open none of it, zero, nada, zilch! I don’t want to wade through hundreds of messages to see if their is a property that fits a space or property requirement that I am currently working on. I am going to go log-in to CoStar, LoopNet or in the future perhaps one of the new start-ups to search for property that fits my criteria, like location maybe, property type? I am not interested in strip centers for lease in Nebraska or an apartment investment deal in Florida. I routinely unsubscribe to these email broadcasts, but they just keep coming. I want property flyers, brochures and floor plans via email that I have requested because I have already determined or suspect the property is a potential fit for one of my clients.
I had a conversation with a building owner just the other day about this subject and believe me they want you to email broadcast their property information, because they perceive it as effective. Certainly, if the building owners want their brokers to to do this, they will comply. The mentality seems to be, the more people you can send it to and the more often you do it, all the better.
There is a quote in Bit Rebels discussing the infographic below in an recent article, “When you start to fiddle around with the numbers, as most marketers do, you quickly realize that for each dollar invested in email marketing, the return is more than twice as much as any other online interaction service.”
This is inherently the problem in that in terms of digital marketing, email is considered more effective, so CRE is not going to stop anytime soon. At the end of the day, I want to communicate with email not be marketed to. I suspect I can tighten up my filters on my email clients, but I still don’t want to discover or search property via my email inbox. So it is fact, email is the most effective form of digital marketing, but it is also clogging up our inbox. There was a time when the emails were less abundant that a property email would catch my eye. Now it is just a huge nuisance.