99: "Handwrytten" Notes with Special Guests David Wachs and Erik Almen

Introduction to Selling Real Estate with Kelly Cook

Overview of the Podcast

• The podcast focuses on effective business strategies for selling homes, including topics like business planning, lead generation, and customer service.

• Listeners can expect authentic conversations and actionable takeaways that can be implemented in their real estate businesses.

Guest Introduction and Discussion on Customer Experience

Guests Introduced

• Kelly Cook is joined by David Wax (founder of Handwritten) and Eric Allman (account executive specializing in real estate).

• The discussion centers around enhancing customer experience through handwritten notes as part of a nurturing strategy.

Importance of Handwritten Notes

• Kelly emphasizes the significance of maintaining client relationships without being intrusive or annoying. Handwritten notes serve as a unique touchpoint that clients cannot opt out of.

• Direct mail remains an effective communication method, contrary to common beliefs about digital saturation.

David Wax's Background and Insights on Communication

David's Experience

• David shares his background in real estate technology, highlighting his previous work with text messaging services for property information before transitioning to focus on handwritten notes.

• He discusses the overwhelming nature of modern communication, where consumers receive numerous emails and messages daily, leading to disengagement from digital communications.

Authenticity in Communication

Introduction to Handwritten Communication

Importance of Personal Touch in Communication

• The speaker emphasizes the significance of maintaining contact without overwhelming clients, suggesting a balance between communication frequency and personal touch.

• A white paper reveals that while phone calls are considered the most personal form of communication, they can also be perceived as annoying. Handwritten notes strike a balance by being personal without the risk of annoyance.

Eric's Background and Experience

• Eric introduces himself, mentioning his six-month tenure at Handwritten and previous experience in tech sales and mortgage origination.

• He reflects on his transition from tech sales to becoming a mortgage home originator, which he found challenging before joining Handwritten.

Value of Handwritten Notes

• Eric discusses how handwritten notes have been recognized as best practices throughout his sales career, despite reluctance to admit it due to the effort involved.

• He shares a personal anecdote about receiving a handwritten thank-you card after service delivery, highlighting its impact compared to digital communications like texts or emails.

Challenges in Sending Handwritten Notes

Reasons for Avoiding Handwritten Notes

• The discussion shifts to why many professionals fail to send handwritten notes; common reasons include busyness and lack of administrative support.

• Eric suggests that skepticism about authenticity may deter people from using services like theirs or simply not knowing such services exist.

Encouragement for Using Services

• The speaker encourages viewers to explore their service by requesting sample kits, emphasizing the importance of authentic communication.

Automation vs. Authenticity in Note Writing

Overcoming Barriers with Automation

• The conversation transitions into automation as a solution for those who feel too busy or insecure about their handwriting but still want an authentic touch.

Practical Tips for Sending Notes

• New agents are advised on practical steps: purchasing stamps and envelopes ahead of time ensures readiness when writing notes becomes necessary.

Handwritten Notes and Automation in Real Estate

The Importance of Handwritten Notes

• Discusses the use of a CRM to manage relationships, emphasizing the need for a customized plan that includes sending handwritten notes at specific intervals.

• Highlights the effort involved in sending handwritten notes, including gathering materials like stamps and envelopes, but acknowledges it is manageable with dedication.

Automation Solutions

• Introduces the concept of automating handwritten notes through services, addressing common questions about ROI (Return on Investment) related to this practice.

• Mentions integration capabilities with various platforms such as Salesforce and HubSpot, allowing users to automate tasks effectively using tools like Zapier.

Enhancing Efficiency with Technology

• Explains how automation can streamline processes by connecting different online systems, making it easier to send personalized communications when certain triggers occur in a CRM.

• Compares Zapier and Make.com as tools for automation, noting that Make.com offers advanced scheduling features which can enhance user experience.

The Role of Authenticity in Communication

• Stresses that despite having technology at their disposal, people often fail to take time for personal touches; thus, automation becomes essential for ensuring consistent communication.

• Describes features on their website that allow users to automate birthday and anniversary greetings while hinting at future campaign management tools.

Understanding ROI Beyond Numbers

• Challenges traditional views on ROI by suggesting that focusing solely on financial returns from handwritten notes may miss the broader value of genuine appreciation expressed through them.

• Shares insights into how authentic gestures—like sending thank-you notes without asking for referrals—can foster stronger relationships than transactional approaches.

Case Studies Illustrating Impact

• Provides examples from outside real estate where companies have successfully used handwritten notes to improve customer retention and satisfaction after service errors.

The Value of Handwritten Notes in Real Estate

The Emotional Impact of Handwritten Notes

• Handwritten notes create a lasting emotional connection, as they are associated with significant moments in clients' lives, such as playing the piano in their home.

• A prospecting tool allows users to send handwritten notes based on specific criteria, enhancing personal outreach without additional costs.

ROI Examples from Various Industries

• A solar panel company achieved a remarkable ROI by sending 750 handwritten notes, resulting in a $65,000 sale—highlighting the effectiveness of personalized communication.

• While concrete examples for real estate are scarce, positive feedback indicates that handwritten cards correlate with successful sales over time.

Innovative Approaches to Client Engagement

• Real estate agents are increasingly door knocking and using apps to send personalized messages instantly, combining traditional methods with modern technology.

• Anecdotal evidence shows that one agent received an immediate response after sending a note expressing interest in purchasing a home.

Response Rates and Effectiveness

• In car dealerships, handwritten notes yield a 27 times greater response rate compared to printed mailers; even after accounting for costs, there is still a sevenfold ROI.

Challenges in Measuring ROI

• It's difficult to quantify the impact of nurturing relationships through handwritten notes since multiple factors contribute to client retention and referrals.

Handwritten Notes and Client Engagement Strategies

Customizing Handwritten Notes

• A question arises about the possibility of using personal handwriting on note cards to maintain authenticity for clients who might recognize a different style.

• The response confirms that it is indeed possible to replicate an individual's handwriting by submitting a sample, which takes about a week for designers to process.

• The process involves filling out a 20-page packet that captures specific writing styles, including ligatures and letter combinations unique to the individual.

• Additionally, there is an option to include personal signatures on notes, which can be particularly important for documents like mortgage contracts.

• Pricing details are provided: $1,000 for all caps or block handwriting, $1,500 for cursive handwriting, and $250 for standalone signatures.

Options for Inserts with Handwritten Notes

• Discussion shifts to what can be included with handwritten notes; options range from business cards to gift cards from major brands like Starbucks and Amazon.

• Creative insert ideas include partnerships with local businesses (e.g., instant coffee companies), showcasing unique offerings tied to real estate firms.

• Other potential inserts mentioned are seed packets or small plants as thoughtful gifts; however, caution is advised regarding appropriateness based on client relationships.

• Non-perishable items such as books can also be shipped in bulk if arranged properly; perishable items like brownies are currently not feasible due to logistics concerns.

• Cost of adding inserts is noted at 25 cents per card or insert. This allows flexibility in budgeting based on client outreach frequency.

Logistics of Sending Cards and Inserts

• Clients can send their own cards for inclusion in mailings; arrangements will be made for cataloging these items effectively.

• When setting up automation or manual sending processes, clients will have the ability to select specific inserts they wish to accompany their handwritten notes.

Pricing and Services Overview

Standard Rates for One-Off Cards

• The standard rate for sending a one-off card is $375, with an additional postage cost of 63 cents, which will increase to 66 cents on July 9th.

Subscription Options

• Monthly subscriptions are available, starting with as few as 25 cards per month. Prepaid packages begin at around 600 cards, allowing three years to use the credits.

Cost Efficiency

• With prepaid packages, the cost per card including postage can be reduced to $3.44 each after initial investment.

Advice for Real Estate Professionals

Importance of Handwritten Notes

• David emphasizes the value of sending handwritten notes to improve client interactions and potentially increase referrals.

Building Gratitude Habits

• Developing a habit of gratitude through handwritten notes can enhance personal happiness and business relationships.

Best Practices in Client Communication

Personal Experience with Handwritten Cards

• Eric suggests that real estate agents should personally experience sending handwritten cards to appreciate their impact before utilizing services like theirs.

Timing for Referral Requests

• It’s recommended not to ask for referrals immediately after sending a thank-you note; instead, wait three to six months before making such requests.

Mindset Shift Towards Giving

Abundance vs. Scarcity Mindset

• Transitioning from a scarcity mindset to an abundance mindset can lead to greater success in business through acts of giving without expecting immediate returns.

Genuine Connections Through Thank You Notes

• Sending personalized thank-you notes fosters genuine connections and responses from clients, enhancing overall relationship quality.

Contact Information and Further Engagement

Invitation for Tours and Samples

Introduction to Real Estate Collaboration

Setting Up Communication

• The speaker mentions that upon requesting sample numbers, an email will be sent introducing themselves and providing contact information linked to their calendar for scheduling calls or tours.

• They express willingness to discuss best practices, use cases, and collaboration opportunities with interested parties.

Contact Information

• Kelly provides her cell phone number (480-227-2028) for text communication and encourages reaching out via Instagram (@kellycookhomes).

• She invites real estate agents looking to build a team to visit buildyourrealestateeam.com for resources like checklists and modules.

Closing Remarks

• The speaker thanks Eric and David for their participation in the discussion, indicating a positive experience during the session.