2014 was “the year of the seller” - with properties all but flying off the MLS, often after an intense bidding war, a healthy listing inventory has been tough to maintain. As winter drags on, you may notice that your inventory looks as bare as the trees - and when listings are hard to find, it’s important to get creative. 

With the latest technology at our fingertips, we’re now programmed to expect instant answers. Anyone with a smartphone, tablet, laptop or any other neat technical gadget that has internet access can ask Google a question any time - day or night - and get an immediate response.

But how is the abundance of instant information impacting our communication with others?  At the very least, it’s decreasing our collective patience with wait times. At most, it’s completely changing how entire industries operate – particularly those that have historically relied on client relationships. Either way, the real estate industry is by no means immune to this phenomenon.

Response Expectations: How Fast is Fast Enough?

Online lead generation has brought with it a new set of communication expectations for real estate agents. In particular, buyer leads researching homes and neighborhoods don’t have time to sit around and wait for a callback. Need proof?

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On the surface, drip email might seem like a great way to keep leads on the hook without having to invest much - but in reality, canned messaging just doesn’t work. And not only does it not work, opting leads in to receive drip messaging campaigns can actually hurt your real estate business. (We do tons of research on the effectiveness of lead messaging campaigns here at Zurple. After all, effective lead nurturing is our specialty!)

Nevertheless, for busy agents the idea of a “set it and forget it” drip marketing campaign is too good to pass up. But before you take that plunge, consider the following three major risks:

What do top producing real estate agents do differently than average agents? 

Let’s turn to data from Active Rain to find out: