Excerpt from a YouTube talk by Lars Hedenborg advising real estate agents to make weekly outreach stand out by delivering high-signal, personally tailored touches rather than mass texts/emails. He recommends event-based invitations (e.g., ‘Live After 5’ with Santa/photographer), one-to-one videos, and consistently sharing valuable, personally relevant content each week.
Every weekly touch has to be like, rise above. You know, you're competing with Mr. Beast, you're competing with Tick Tock, you're competing with everything else that's coming in. And anything that you send out via mass email or mass text is going to fall flat because it's just noise. So the signal to noise ratio anything you send out has to be the strong signal right into their art or like something. You're personally inviting them to the Live After 5 on Friday in downtown Nashville. And you're going to be buying and you have a Santa. Yeah. Bring your kids by, we'll take a picture, your family Christmas picture. It's, it's cheesy, but they're going to be like, oh, that's pretty cool. I can get like a professional photographer grade and you're going to give me the digital images. Be like, yeah. And you shot a quick video and that video was sent one on one to everyone that's in your database and you're personally, technically personal, personally inviting them. But it's not sent out via a mass text. It has to be very personal, very valuable. And it's just constantly, every week, you, as the owner of the business, you're sending out constant value every week, every week you're like, man, it's so awesome that he took time to say that he was reading this book and the three takeaways from it, that, that, that kind of meaningful stuff and that's for everybody as you design your touch systems.
