Unpopular opinion among my fellow marketing mavericks, but in fairness to what I preach (Double down on what works and bail on what doesn’t) I have to share this.
The biggest “bail when it doesn’t work” for me in building this company has been freeing myself and our marketing team of trying to make e-mail marketing a thing for us. I released myself of the guilt of not doing e-mail marketing years ago and it was so freeing.
Here’s why:
1) I personally don’t open e-mail newsletters - I know many people do, and I love you all for that. I, however, do not and since this is a bootstrapped organization that I run, the task of implementing something or running point largely falls on the leader (me) first. Since I was never fully passionate about creating a process, system, and hiring a team member for us to leverage e-mail marketing, it failed over and over.
If you’re not passionate about it as a bootstrapped leader, it’s really hard to artificially create the energy in others to care about it. I would punt and procrastinate and I just wasn’t into it.
2) The opportunity cost has been too great for me to focus on it properly. I tend to micromanage the shit out of our marketing (shocker) and the weight of sending out perfect weekly or monthly e-mail marketing pieces was slowing us down big time. So I allowed myself to bail and focused our effort and energy on other marketing efforts.
Point is — if you are leading a bootstrapped business and encounter something that your industry, mentors, coaches, or society says you have to do but you don’t love it, aren’t into it, and don’t want to do it — then don’t do it! Here’s your permission. ✅
And btw - I’m not saying we will never do email marketing - just sharing that we never have and we’ve always slayed. ✌🏼
Holly Meyer Lucas is an award winning, top producing real estate leader and the founder of the Meyer Lucas Real Estate Team at Compass. Based in Jupiter, Florida and servicing the Palm Beach area of South Florida, Holly and her team of agents use cutting edge marketing techniques and analytics to drive their luxury home sales. While Holly is known nationally for her work with professional athletes and their families, she and her team treat every client like an MVP. To learn more about Holly and the Meyer Lucas Team, including seeing our current listings, please visit http://www.meyerlucas.com