My doctor virtually giggled when told me, "I knew that would get your attention." No, he did not refer to some uncomfortable procedure or test that required a rubber glove or coughing, but rather the most important technology for commercial Realtors, pen and paper. His nurse had sent me a handwritten addressed envelope. It was the first piece of mail I opened that day that said come in for a mini-checkup.
My doctor just reinforced and reiterated something I had known for a while, and has been discussed a lot about those of us who use social media marketing to develop our business, a handwritten note attracts a person's attention. One of the leaders in social media marketing talked about the value of pen and paper at Digital Atlanta in November 2010. We had become friends online.
That personal touch with penmanship creates both a sense of urgency and appreciation by the recipient. As the writer, you tell the person that there is something of personal interest for them, and that you personally care about their reading it.
In terms of measuring the effectiveness of pen and paper, I receive more calls from handwritten notes than I do from both and emails and cold-calls combined. This comes from someone whose handwriting is so bad that he has take notes with either a computer or tablet. The notes are sent after I make the calls and emails, because I do not want to waste my time and money on returned mail.
Look, I am not going to bite the hand that feeds me, and say that social media marketing does not have any value. Heck, it has a lot, and it will only continue to grow. Duh, look I am blogging this comment and will post it on LinkedIn, Facebook, and Twitter. Social media helped establish my local and national visibility, and opened the doors to meet people that I otherwise would not have had a chance to do.
"...get your attention," with the pen and paper, and keep on with social media marketing.
Jim Kobal, M.A.
SMM Commercial Realtor
Coldwell Banker Commercial Metro Brokers
@ViningsCRE
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