A few months ago, I received a very nice email from Gist. They basically said, “Hey, we miss you”, you haven’t logged on lately or something like that. (Ignore…too busy…)
Two weeks later I received another email from them basically saying, if I didn’t log on my account would be suspended in 21 days. They hoped I would stay, but it was a nice warning.
Oh no, I didn’t want my account suspended, I was just busy, or had gotten out of the habit of logging on.
So I went and logged on and do so just about every morning.
PSYCHOLOGY
I am not a Psychologist, and don’t pretend to be one. But, there is something about being told my account was being suspended for lack of use that compelled me to log on. I didn’t want to lose my account.
Fear of loss can be a powerful motivator in life.
LEADS
So I thought to myself, hey if this worked for me…perhaps it would work for some of the buyers that have been searching for homes for years on my site but never bought or responded to any emails. So I chose about 15 or so, and composed an email.
Hi
You have been logging on and searching for homes on my site, SearchAnnArborHouses for 350 days. We are cleaning up our data base and if you are not in the market to buy or your plans have changed let us know as we are going to be deleting your account.
We hope you will stay, just log on and let us know what is happening in your home search.
THE RESULTS
Overwhelmingly the results were positive with the consumer telling us a little more about their plans, saying they enjoyed the site and were just not in a position to buy. Some were getting familiar with the area, some were looking for their college bound kids, in a few years.
One had already bought, and one was not moving here.
There was only about 3 we didn’t hear from and that is pretty darn good. So we heard from 2/3’s by merely contacting them and asking for a response or their account would be deleted.
Sometimes you don’t know what you have until you think you are going to lose it.
