Are you using snail mail when marketing to your social media networking contacts? I think the majority of you would say - Heck no! I certainly don’t. With email, Twitter, Facebook, Linkedin etc., I didn’t think there was really a reason too use snail mail anymore. Then I received a real, honest to goodness, “snail mail” letter with a real stamp on it from Ken Stampe, pun intended, a Mortgage Retail Sales Manager for Wells Fargo Home Mortgage from Plano, Texas. Ok, so what’s the big deal Rudy?
Well, you see, I met Ken last month at a bar in Phoenix, Arizona after attending the Unchained real estate marketing event. We struck up a conversation about real estate, marketing, social networks, yada, yada, yada. Ironically, some of our most interesting conversations had nothing to do with real estate at all. But I digress. We had both seen each other, i.e. our avatars, in the real estate blogosphere before but never really connected. How unsocial is that? Yeah, I know, shame on me. It took a real life face to face meeting for us to connect.
So when I found a letter from my new friend in the mail, my eyes lit up. A letter? For me? From someone I met through real estate networking in the blogosphere? Get out of town. I was so impressed by the gesture and the content of the letter that I told everyone at the office about the gesture. Let’s just say there were a few oooh’s and ahhhhh’s. Nevertheless, they were just as impressed as I was.
Being so used to communicating using Facebook, Linkedin, Twitter and oh, how could I forget, email, I had forgotten the meaning and power a personal letter can have when sent via snail mail. For me, there’s just something about holding the message in your hand that makes it more special. I think I will take the time, when I actually find a moment and reciprocate. Even better, I may even send some of you a real letter or card via snail mail just to say hello. Who knows, maybe this will start some crazy real estate snail mail trend, sort of like a Secret Santa. Now that would truly be fun 
So, are any of your using snail mail to communicate with the people you meet or have met while networking online? If so, how did the recipients react? Did they return the favor? Inquiring minds want to know….
Thanks for leaving a lasting impression on me Ken!
Update:
Inman News picks up The Power of Snail Mail.
Popularity: 9% [?]
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June 12th, 2008 at 10:30 am
It’s the tangibility of the note that is impressive, along with the time and money to send it.
Now that I think about it—finding your address—that’s another 15 minutes and EVEN more impressive.
I have a friend who is a real, super-famous blogger and he chuckles when people ask him where he “lives.” He responds, “I live on the Web.”
Will people stop using their physical addresses?
How would those AVM’s ever work (LOL)
June 12th, 2008 at 12:54 pm
Honestly, I haven’t sent a letter as means of communicating with someone in over 10 years. I can see how it would feel strange and have a definite impact.
Jonathan Christopher of Short Sale Way
June 12th, 2008 at 2:03 pm
Rudy,
Thanks for the kind words. I have to admit I was a bit surprised at the impact my note had and again wanted to express my thanks for your input and insight at Unchained. You really stood out as a professional on social networking and a pretty great guy.
Ken
June 12th, 2008 at 3:05 pm
I agree with Kevin. The impression of a snail mail letter…especially if it is hand written has a strong effect on the receiving end. Its so rare and I think now only used to drive home a point and a serious considerate effort. But to answer your Q. Rudy….snail mail is gonzo unless you need a certified letter (like the one I got today from a traditional broker who wants to break my legs)
June 12th, 2008 at 3:24 pm
Rudy, I think the point is that when we are doing something that is DIFFERENT from everyone else, it makes an impression. There is something very nice about a tangible note.SendOutcards.com is doing well for many people, just because of that!!!
June 12th, 2008 at 3:41 pm
I must confess I have not sent any snail mail to anyone for a very long time! However, when I receive a letter or card (personally) I find it very enjoyable! Every once in awhile I get a card from someone unexpectdly and it makes me realize I should be doing the same thing. Thanks for the wake up call. We should not let the Internet take over the day to day niceties that people have lived by for years.
June 12th, 2008 at 4:08 pm
Rudy - I have sent handwritten notes lately, and I’ve also gotten them. Some of those I’ve sent them to have called me, some have emailed me, to thank me. When I’ve gotten snail mail notes from people, it has really made my day. I so enjoy receiving that kind of mail, and it really does make a big impact on me and on my day. I LOVE them! And because I know what they mean to me, I try to send some each week, just because….
I hope snail mail won’t completely disappear!
June 12th, 2008 at 4:41 pm
Rudy,
I use snail mail only for those contacts who neither have e-mail, or have not given me their e-mail if they do use it. Otherwise, we lose credibility with clients who expect full 2.0 marketing, but then we go and use 1.0 (or is that 0.5) marketing techniques (like snail mail). That said, I send nearly all of my holiday greetings via snail mail, because I have so much advance time to prepare.
In a stream-of-consciousness world (2.0), it’s far easier to capture and communicate a thought using a stream-of-consciousness method, such as those you’ve listed.
June 12th, 2008 at 4:59 pm
Rudy,
I write handwritten letters to clients once to twice a year. I also handwrite a letter to potential clients after first meeting them. The response is always glowing. Most will mention it the next time we talk and praise the “old school” approach. And the older the recipient, the more impressed.
Hope all is well for you!
June 12th, 2008 at 6:28 pm
Rudy, you always crack me up - to think that we have forgotten about mail is a bit surreal.
I confess I use snail mail, but not as often as I would like. I received a book from Sarah Cooper the other day, and Ann Cummings sends the best notes, Lenore Wilkas even sent me flowers for doing a translation for her.
A few months ago we had a client in N. Carolina that didn’t do e-mail and we had to do everything through snail mail…..can you imagine?? It took forever!! But we did it.
It’s the gesture that makes an impression and the time and effort to get it there. I think the trend should continue. btw - I didn’t leave a video message because my eyebrows are not done
June 12th, 2008 at 7:03 pm
Hi Kevin!
Good points all around. I think a physical address may still be needed
For some strange reason, I like business cards too. I guess I’m a fan of paper. Pretty old school huh?
June 12th, 2008 at 7:13 pm
Hi Jon!
I’m right there with you. Technology has some funny side effects.
June 12th, 2008 at 7:15 pm
Hi Ken!
The pleasure was all mine. I so happy I had a chance to meet you. Your letter really did make a huge impression on me. It reminded me of how important follow up is and how personal touch makes a huge difference when building new relationships. I had forgotten how special a letter can make someone feel. Thanks for bringing back that loving feeling
June 12th, 2008 at 7:20 pm
Hi Tony!
A hand written snail mail letter has strong effect indeed. You’re killing me with the certified letter
June 12th, 2008 at 7:23 pm
Hi Joeann!
Doing something DIFFERENT is how we set ourselves apart. I agree, a tangible note is special. I’ll be sure to check out SendOutcards.com….
June 12th, 2008 at 7:28 pm
Hi Karen!
We should thank Ken for the wake up call
He made me realize what I should be doing too. The internet is great for communication but we shouldn’t forget about the other things that can also help us make an impact with the important people in our sphere.
June 12th, 2008 at 7:35 pm
Hi Ann!
Unlike myself, I’m glad to see you haven’t forgotten the importance of connecting via snail mail. I’m impressed you try to send one each week. Snail mail has it’s place. Used wisely, it can leave lasting impressions.
June 12th, 2008 at 7:42 pm
Is there a trend starting here?
June 12th, 2008 at 7:47 pm
Hi Vance!
Great point. As hard as it may be to believe, some people don’t have email. Snail mail is what they know. Regarding marketing in a Web 2.0 world, I don’t think you would lose credibility if you sent a personal thank you card via snail mail to a client. I’ve been living in a web 2.0 world for some time now and look how impressed I was to get snail mail
June 12th, 2008 at 7:57 pm
Hi Chris!
All is good for me. I hope you are doing well too.
Old school personal touch still works. Interesting to hear that in your experience, the older the client, the more impressed they are with handwritten letters. It certainly makes sense though. It’s what they know.
June 12th, 2008 at 8:08 pm
Hi Ines!
Thanks for sharing your snail mail examples. It shows me how much I’ve been missing. You’re right, it’s the gesture and the effort that makes the difference. Real estate is a personal people business. How we communicate to each particular audience makes all the difference in the world.
June 12th, 2008 at 9:04 pm
Yeah, but don’t knock yourself for not using snail mail either because you do other things. You go out of your way to engage people and meet them in person (look what you did while you were here in Miami).
Not only that but you gave me a green Trulia shirt (before your big “Trulia Social Guru” move) and I think of you every time I see it….not bad for a gesture.
June 13th, 2008 at 4:44 am
I haven’t used snail mail in several years, but have actually thought about doing just what “Ken Stampe” did for the same reason as you described your reaction to be.
Yes, the majority of people that I come across, work with and are friends with prefer to communicate via IM, text, twitter, email, etc. But if everyone is doing things that way, then what makes me different? Nothing really…
I believe that it’s important to stand out from the crowd. That’s why trying out snail mail and that more personal touch that’s sometimes lost through technology may prove to be worthwhile.
In your case, Ken fit in because he was tech and social media savvy. But he stood out because he sent you a personal, hand-written note via snail mail.
June 13th, 2008 at 5:47 am
Rudy,
Why do I feel so guilty when I think of snail mail?
Because I so rarely use it–and know the power of a handwritten message.
June 13th, 2008 at 11:44 am
I actually still send out Christmas cards every year to all of my family, and I did send out thank you invitations for things like wedding gifts and baby gifts, but that’s the extent of it. Actually, I also have a brother in boot camp at the moment, so I mail him things. I have to, the military doesn’t allow email
June 16th, 2008 at 12:03 pm
Hey Rudy,
Not to hijack your post, but I wrote a blog post earlier today that totally coincides with your message here. It’s a marketing idea for those of us who still use snail mail. Custom branded postage stamps. Using your logo, or photo on the stamps. Better yet, providing clients with a book of stamps(w/ image of their new home) at the closing and your website URL. Lots of possibilities…
Bringing snail mail back, one stamp at a time!
June 17th, 2008 at 7:32 pm
Thanks Ines. I appreciate that. I do my best to connect with everyone I meet. Relationships matter to me. Funny how things turn out eh?
That’s right Danilo. It’s all about standing out. Who’da thunk an old school method of writing a personalized hand written note could have such an impact in today’s speed of business and life. I for sure didn’t realize it until Ken woke me up
I felt the same way Roberta.
Hi Erin! - Yeah, for holidays and other known occasions, I’m sure people still send our snail mail letters regularly. But, in my mind, it’s those unexpected times we receive them that makes them stand out.
Hey Title Rep! - No worries. Good ideas. Love the bring em back one stamp at a time line
June 19th, 2008 at 7:51 pm
Gday, tate Social Media Marketing - The Power of Getting a Personal Letter Via Snail Mail - what in interesting and controversial topic! examples of business letter is a passion of mine and you’ve captured my thoughts to a T!
June 29th, 2008 at 3:38 pm
Every one of my clients gets a handwritten snail mail thank you for their business (including asking for referrals and a business card included) about a week after closing. I also write up a home purchase anniversary card at the same time, and then put it in the stack to monitor and mail next year. Referral sources also get a handwritten thank you upon referral and after closing (with a gift certificate thank you following closing).
I think these notes make a big difference. It’s so nice to get something in the mail that isn’t junk or bills.
And, I’m also doing snail mail postcards for my local SOI list about every other month. With spam filters so good at blocking email, there’s no way to know if my newsletters are getting through to everyone, so the postcards are my backup.
July 8th, 2008 at 11:43 am
It is always nice to get a letter from someone especially with the price of stamps going up. If someone is willing to take the time to write a letter and then put it in an envelope, then put the addresses on it plus the price of a stamp, then that says something. Especially if they went through all that trouble when they could have just sent an email.
This type of marketing would definitely get my attention!
September 27th, 2008 at 10:35 am
Door hanger baby!!! They gotta turn that knob to get in the house!!!
Snail mail is just for hardcopy stuff, you know that.
November 24th, 2008 at 5:40 pm
You bring up some very good points, and like you, I’ve always wondered why professional don’t treat this more as an active process in relationship development. Amazing how people that seem to have the best relationships are also people who are good communicators. Some of the best I know write notes and send cards consistently.
March 6th, 2009 at 10:55 am
You made some good points there. I did a search on the topic and found most people will agree with your blog.
March 12th, 2009 at 11:06 am
amazing stuff thanx
March 17th, 2009 at 8:48 am
thanks !! very helpful post!