A Letter To My Real Estate Marketing SOI

Dear Homeowner,

I owe you an apology.

I’ve been sending you stuff that doesn’t matter. Brownie recipes. Mother’s Day brunch ideas. “Don’t forget to spring forward.” I know your phone, computer, tablet and car all update the time for you. I’m not dumb—I’m just lazy.

Even the occasional “just checking in” email… which, if we’re being honest, wasn’t checking anything.

At some point, someone told agents this was a good way to stay top of mind.

What it actually does is train you to ignore me. None of those emails help you decide if or when to move, or better understand and interpret market conditions or demand. They don’t help me understand when you might actually need me, either.

My job is to help homeowners and to be an advocate for my community. To be a real source of knowledge about trends, timing, and home values.

Not a part-time brownie food blogger. So I’m done doing that. No more calendar-based emails just to justify hitting send.

If I reach out, it’ll be because it’s relevant, thoughtful, insightful or of value.

It will be real, or because something has changed. Because there’s a real reason to have a conversation like an event, or to actually, you know, grab coffee and um… talk.

Most people in my real estate marketing database and SOI won’t move this year. But a small group will. My job is to be useful to them. Not noisy to everyone.

If you think you might be in that group—even if it’s a maybe someday—just reply.

I’ll skip the meatloaf recipes.

-Your Friendly #1 Realtor

Now, obviously—don’t send that.

I feel like I have to say that, because you and I both know an agent who would copy, paste, and hit send. But here’s the point.

The people in your real estate marketing soi database already know those emails don’t matter. You don’t need more content. You need better timing.

Not everyone is a lead at the moment. But someone is.

The agents who win are the ones who know the difference.
In an AI era – Talk to your people, at the right time. Be Human.