Video Adds 'High-Touch' to E-mails
When clients work with Buddy Blake and his team, they can expect a more personal touch to the e-mails they receive.
Blake recently opened RE/MAX Essential in Wilmington, N.C., after 12 years as a top-producing agent with Coldwell Banker. Not only has he embraced RE/MAX tools and resources, he also blends high-tech touches into every aspect of his business.
"You have to add a personal touch to all your communications with clients," Blake says. "Our team is proactive with technology – from our blog and website, to video e-mails and live online chat client, everything we do is about lead generation and incubation. You have to constantly generate new business to be successful."
Blake sends video e-mails that he records on his webcam within minutes after speaking to a new client or to update a buyer or seller on a transaction. He uses a provider called comf5.com that allows him to record a personal message on his webcam, and then he sends the message to his database in a mass e-mail. Blake also sends weekly “coffee chat” video e-mails to clients every Monday.
E-mail, Blake says, is too impersonal; adding video makes you more memorable. He calls it a "high-touch, high-tech approach." Creating the videos is easy; you just have to do it to get the hang of it. Video, unlike e-mail, helps you communicate your message without leaving any room for misinterpretation.
“Videos create a lasting memory and impression,” Blake says. “Whereas 82 percent of e-mails are misinterpreted, videos can’t be changed. You see a person’s body language, hear their voice and have a better sense of transparency.”
And that's not the only thing Blake's team does to stay on the cutting edge. On the team’s website, there’s a live chat feature that allows visitors to ask questions of a live team member from 9 a.m. to 9 p.m., Monday through Friday. The site incorporates social media tools and links, Blake’s blog, radio streams, video messaging and more.
“Sixty percent of our business is new business so we have to make our website the best out there to attract new buyers and sellers,” Blake says. “We learned early to go where our customers are – and that’s online.
“With live chat, video messages and the blog, we’re delivering the information a prospective client is looking for without having to hunt for it, and that helps us continually capture those leads.”