At the end of the day, every business must harness the power of “human touch.” Whether you’re at a young SaaS startup in the Bay Area, a physician with over 30 years of experience in the emergency room, or a real estate agent, at some point you must learn how to personalize the product or service that’s provided. It’s the only way to make sure people continue to spend money on your offerings. And it’s much easier to keep and nurture existing leads, patients, clients, etc. than having to spend the time and money to acquire new ones. Throwing money at marketing can nurture a few cold leads to warm ones, but no amount of amount of money can sway human emotions.
Personalization, on the other hand, will sway how people feel. One of the most successful real estate agents in the Bay Area swears by hand-written thank you cards. The personalization piece is what distinguishes her from every other agent in the area. Over time, it also turns new and recurring clients into recurring, lifelong ones. We know that hand-written cards work, but how can companies with hundreds of thousands of customers achieve this? Most organizations don’t have the bandwidth to write charming thank- you notes to every new customer who decides to click a “sign up” button or walks through the doors.