Summary
Overview of “What’s Next” emails for clients. These are stored in Follow-up Boss and are deployed manually.
Purpose
What’s Next Emails increase closed deals and reduce marketing costs by reducing the amount needed to be spent on marketing. They do this by:
Increasing client confidence and understanding of the process ahead.
Increasing trust in our plan and our skills
Creating a seamless experience from one team member to the next
Reminding clients that we work by referral and giving opportunities to refer us
Who gets “What’s Next” emails?
Everyone from Lead to Past Client and Sphere gets WNE, but the content is tailored to what that person needs. Some examples:
Any - When someone subscribes to our newsletter
Lead - What to expect at our first meeting
Buyer Prospect - How to use your portal and search for homes
Templates
It’s a good idea to use templates to save time and not miss anything, but be sure to tailor the email before sending so that you don’t ask for a deposit that someone’s already sent, for example. A good template doesn’t just show what the client has to do, it explains what’s going on behind the scenes and shows the work we do. Ask Nick where the current templates are and feel free to modify a copy to your own voice.
Bombbomb is an excellent tool to use along with a WNE because it’s personal but not intrusive.
What to cover in a WNE
Stage or Action | Seller | Buyer |
Lead | - where and when we’ll meet (send a calendar invitation) - invitation to edit a new client form (send in separate email) - video introduction to yourself - invitation to follow us on socials - link to our podcast | - where and when we’ll meet (send a calendar invitation) - invitation to edit a new client form (send in separate email) - video introduction to yourself - information on the property (if it’s a sign call) - invitation to follow us on socials - link to our podcast - we’ll be setting up a search - buyer stages videos |
Prospect (A, B, C) | - when to expect the CMA and Opinion of Value - when we’ll be following up - what we’re offering to include in the listing | - how to use the portal - how to request showings - expectations for showings - draft of buyer rep paperwork - paperwork videos - referrals to mortgage brokers |
Client | - confirm dates for stager, inspector, cleaner, photographer, videographer - offer paperwork videos - how to deal with showings - when to expect feedback - when to talk about price adjustments | - offer paperwork - paperwork videos - |
Conditional Purchase/Sale (Deal Stage) | - what to expect - what happens if there’s a problem - Ask for referral | - Deposit - Conditional due dates - Mortgage - Inspector - Lawyer (first mention) - Ask for referral |
Firm Purchase/Sale | - Take a moment to celebrate! - Ask for referral - introduction to movers - referral to lawyers - explain how final walkthroughs work - ask for testimonial | - Take a moment to celebrate! - Ask for referral - introduction to movers - referral to lawyers - show how to schedule a final walkthrough |
Closed | - You did it! - Feedback - Ask for a review/video review | - You did it! - We’ll be in touch 7, 30, 60, 90 - Professionals directory - Feedback - Ask for a review/video review |
Past Clients | ||
Sphere | ||