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Don't Alienate Leads with the Wrong Drip at the Wrong Time

As a real estate consulting firm, WAV Group constantly tests the effectiveness of business tools used by agents and brokers. Recently, I received a drip marketing piece from an agent that prompted me to UNSUBSCRIBE.

Drip marketing is designed to stay in touch with your clients, so they don't forget you when it comes time to transact again. It is automated and designed to touch base in a way that feels sincere and genuine.

Great drip marketing systems use tags or groups to put people into a pile to receive the appropriate communications. In this case, I registered to this agent's website at some time in the past. They transferred my contact information over to their drip marketing campaign. Then the agent sent me something that came out of left field:

TO READ THE REST OF THE STORY LOGIN OR REGISTER.

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