Can a creative drip email campaign differentiate you from the competition? Dan Stewart thinks so, and his team is ready to create one for you for just $995.
How many times have you listened to people like me tell you to put together drip campaigns to nurture your prospects? If all of that sounds like Greek to you, then you might like Dan Stewart’s new service at Happy Grasshopper, Position Me.
Position Me offers custom, professionally written drip email campaigns you can use to automatically respond to web inquiries of any type.
Each campaign costs $995 to create, and takes about a month to develop. A single Position Me Campaign can include as many as a dozen sequenced emails.
Once you have created your campaigns, Position Me costs $39 a month regardless of the numbers of campaigns you’re running. You also get a Happy Grasshopper account when you work with Position Me.
Happy Grasshopper • Position Me • Custom creative for drip campaigns • $995
What makes the service unique is that Stewart and his team of five writers develop the campaigns based on a detailed client intake survey and follow-up questions. Stewart says the care his team takes in developing the creative for each campaign ensures that they are unique and differentiate Position Me’s clients.
“Agents have a hard time differentiating themselves,” Stewart explains. “That’s where Position Me comes in. We can help agents set themselves apart by properly positioning them in the market.”
Once the client has taken the online survey, Stewart and his team conduct additional research that is based on the client’s answers. They review the agent’s web site, online reviews and other bits of online information that help inform the creative approach to the campaign.
“The survey tells us where to look for more information,” Stewart explains. “Once we’ve done our homework, then we’ll create a few messages in the campaign and start to work with the client to analyze their sales cycle and further customize their campaign.”
Buyer and Seller Campaigns
“What we do is draft and craft the message so that the consumer doesn’t want to work with anyone else,” Stewart says.
Position Me leverages Happy Grasshopper’s email platform, but Stewart wants to make sure that clients understand the difference between the two offerings.
“Position Me helps agents respond credibly and creatively to web leads from people they don’t know,” Stewart says. “This is about using cutting edge email techniques to differentiate agents with consumers who don’t already know them.”
On the other hand, Happy Grasshopper is built for an agent’s clients who are already in their inner sphere. That means the agent has had some contact with a client, and has added them to a long-term lead nurturing campaign.
What Happy Grasshopper and Position Me have in common is carefully crafted content. But Position Me’s campaigns are intended to service barely warm leads that are at the top of the sales funnel.
That’s why they’re useful for agents who want to automatically respond to web leads so that they’re tracked and nurtured in a professional manner.
You can also use Position Me to send drip email campaigns to existing clients. For example, you could have Stewart’s team set up a campaign for an open house or new listing that you send to your existing sphere.
It’s possible to use Position Me just as you would any other email service provider like MailChimp or Aweber, and upload as many contacts as you want.
The difference, of course, is that instead of coming up with your own drip campaigns to deploy on other providers, Stewart’s team can do it for you.
You can have Stewart’s team create and run as many campaigns as you want simultaneously, and your base monthly fee remains $39 a month. You pay separately for each campaign you create, but Stewart’s team handles all the setup on the platform. That’s a useful service in and of itself, as setting up drip campaigns can be tricky.
Stewart is accepting just 100 clients into his first tranche of Position Me campaigns, and many slots are already filled. When asked about how he would scale Position Me to accommodate demand, Stewart wasn’t coy.
“We’re staffed to do 100 original campaigns a month,” Stewart says. “This is what I love to do. I’m not worried about building an enterprise so much as building a service that people love.”
To send campaigns to web leads from a discrete source (Zillow, for example), you create a Position Me “tag.” A tag is a custom email address generated by Happy Grasshopper that receives all web leads from that source. It works similarly to Follow Up Boss, by automatically parsing the email address from the lead inquiry and adding it to your drip campaign.
Position Me’s drip emails are intentionally simple and look personal. They contain the text of the email, and a nicely formatted signature panel you can customize with links to your social profiles, including Facebook, Twitter, LinkedIn, Google Plus, YouTube and Pinterest. You can also upload a profile picture.
It’s also possible to create a campaign on Position Me separately from Stewart’s team. You can import content from one campaign to another, and customize the content. This is useful if you’re running multiple campaigns at one time that are similar to each other, but need some customization to match the lead source.
I think this new offering could be a useful tool for agents who are tight on time and creativity, yet want to leverage drip email marketing. Stewart’s campaigns are creative, compelling and designed to get consumers to take action.
At just $995 each, the campaigns are relatively inexpensive to develop. A professionally written email campaign typically costs thousands of dollars, and doesn’t come with Stewart’s domain expertise. If you’re looking to get going with email marketing, it’s worth a look.