At RealSpace, we are passionate about giving you an integrated solution that ensures your success in today’s competitive real estate industry. To expand your reach to influential investors, we are delighted to announce that MansionGlobal.com is the latest entrant to our growing list of international property portals connected to RealSpace. Now via RealSpace you can promote your listings on MansionGlobal.com, the world’s leading international luxury property portal.
All-in-one solutions boast key features others don’t!
What does the modern real estate agent have in common with Hercules? If you remember your mythology, the second labor of Hercules was to battle the Lernaean Hydra, a fearsome serpent which grew two heads when one was cut away. So every time he went to complete his task, Hercules’s job got harder.
In similar fashion, realtors today are juggling a dizzying number of software platforms that are taking a bite out of their productivity. How so? Real estate organizations are using CRM software, transaction management software, email marketing software, drip marketing software, website hosting, viewings management software, comparable Market, analysis software (CMA), phone dialer software, SMS marketing software … and more “solutions” are released every day.
But like heads on a hydra, numerous platforms are sure to multiply problems for realtors. The challenge is how to use technology effectively – without creating more problems than are being solved. How can we remain productive and efficient when having to split our time between so many tasks?
Enter the all-in-one real estate CRM: RealSpace.com. Today, we’ll discuss four key features that make our all-in-one real estate CRM an effective replacement for that overwhelming swarm of solutions. Yes, we’re going to show you how to thin out your software stack, how to increase agent efficiency and productivity, how to minimize headaches, and why you can increase your sales potential with an all-in-one real estate CRM.
Convert more leads and optimize your marketing tactics with your CRM.
“Attract attention, maintain interest, create desire, get action.”
- St. Elmo Lewis — descendant of the famous American trailblazing duo Lewis and Clark — knew in 1925 that the above idea was the core of marketing. Today, he’s known as a founding father of modern marketing and advertising. Why?
Because Lewis created the original customer purchase funnel in 1898. He pioneered the idea that customer awareness leads to consideration, consideration leads to purchasing intent, then comes evaluation and finally the purchase. This top-down dynamic is taught as the AIDA model in universities, essential to business the world over. No surprise, Lewis was posthumously inducted into the Advertising Hall of Fame in 1951.
Today, estate agents know that driving real estate sales is a lengthy process that requires diligent attention to customer needs throughout the buyer’s journey. From the first website visit or open house, real estate sales hinges upon attracting the best leads, nurturing their interest with relevant information, and converting interested parties to happy homeowners.
And the best real estate agents aren’t relying on old tactics – they’re using real estate CRM software to spread awareness, coordinate customer information, maximize conversions, and promote more sales throughout the marketing process. This way, their tactics are optimized and their teams close more deals.
Let’s look at the 5 ways you can use your estate agency software to create winning marketing campaigns.
1) Segment Your Leads
If you’re treating every lead in your customer database the same, you’re living in the 1900s. Today, real estate marketing begins with lead segmenting. If you’re going to deliver targeted, relevant messaging to leads at different phases of the buyer’s journey, segmented demographic lists are key.
For example, create niche groups for prospects, leads, qualified leads, sales-qualified leads, regional buyers, first-time homebuyers, first-time sellers, investors, retirees, young homebuyers, vacation-home sellers, and more. How you drive awareness, share quality content, or promote properties to interested parties will vary widely by demographic. But content must be relevant and laser-focused these days.
“You need to make sure that your target niche knows that you are the expert and that they see your marketing messages often.” — Tara Jacobsen, MarketingArtfully
A real estate CRM allows you to differentiate and group individuals from your database into meaningful segments and deliver them personalized marketing campaigns. As these users develop a relationship with your estate agency, your estate agency software will track and record each interaction, allowing your agents to act with 360-degree customer confidence when it comes time to make a sale. What happens until then? Keep nurturing the best leads until they become a sales opportunity.
When you segment leads effectively, a full buyer story for that individual develops. Your CRM tracks which emails have been opened, clicked-through, what’s be seen on site and downloaded. Agents receive a granular, centralized, comprehensive view of a customer intent and can engage each as unique individuals rather than unknowns. Your first step with a real estate CRM is to create awareness for your agents around who and where you customers are.
2) Automate Drip Campaigns
Once you’re aware of your segmented buyers, time to reach out to each group with targeted marketing campaigns. Remember, first-time buyers will get different marketing emails than longtime clients. So strive to be relevant to each of your demographics with valuable materials specific to them. How to do this?
First, personalize every email with the recipient’s name. Emails with personalized subject lines are 22% more likely to be opened, according to report by Adestra. The subject line is the a digital handshake, telling the reader about what’s to come. Feel free to get creative and have fun with your branded communications.
And yes, your subscribers want to hear from you! 77% of consumers prefer to receive permission-based marketing via email, says a recent survey by ExactTarget. Your real estate CRM sends bulk email, which you can use to deliver pinpoint emails to late-stage buyers about prime housing options, or batch general updates to everyone. You can also send automated SMS messages to your leads, though these should be more specific and relevant, as too many can lead to an “opt-out.”
For example, the newsletter above provides a fun, friendly brief to email subscribers about events and happenings near them. Some readers will appreciate the music listings, some the tax information, others will visit the new cafe, and a select few will click the new listing. The newsletter is a great chance to further segment your lists while appealing to a wide audience with automated drip emails. Schedule emails that give value to each targeted group.
3) Automate Email Follow-Ups
Your real estate CRM ensures that consumers receive the continuous attention they need at each phase of the buying journey. And that no prospect slips through the cracks. Automated email follow-ups allow you to further develop your customer profile before creating transactional drip campaigns and action plans. Once a lead has taken an action, guide them into the next with follow-up response. Your estate agency software allows each action to receive a unique response.
- Email subscribers receive an automatic welcome email and then a newsletter
- Early-stage leads receive new listings to suit their preferences based upon clicks
- Mid-stage leads get content that informs about the neighborhoods in which they’ve shown interest
- Late-stage leads receive targeted messages from agents themselves about select properties
- Post-sale customers receive incentivized invites to refer new buyers
Use follow-ups to automate your content marketing and move leads down the funnel and further segment your database. With customizable templates, designing emails becomes a breeze. Once messages are sent, recognize the sales-ready leads by tracking open and click rates. Then notify agents via email that a lead is ready for a call to close the deal at the opportune moment.
You can also set follow-ups for internal tasks between you team, coordinating activities and to-do’s with ease. Increase team productivity with the hands-off scheduling of the real estate CRM while ensuring every task is completed and nothing’s missed.
4) Share on Social Media
“A good realtor in today’s market will have an exceptional internet site, along with a strong web presence in real estate social media. There are too many marketing opportunities online that need to be taken advantage of for a new realtor not to be online. Over 90% of all buyers find their next home by doing some online search.” — Bill Gassett, MassRealty
Your real estate CRM should integrate with social media platforms to facilitate your multi-channel marketing campaigns. After all, customers today expect to be able to engage with their estate agency on a variety of social networks while researching and viewing properties online. Within your estate agency CRM, post content and properties with ease. Consider that:
- 51% of buyers found the property they purchased online (NAR)
- 79% of internet users are on Facebook (Pew Research)
- 91% of real estate companies use social media (REAU)
- 92% of people use the internet in their home search (Realtor.org)
The most popular social media platform for realtors is Facebook, followed by Youtube. Facebook allows agents to upload contacts lists and then market to relevant segments of your customer database. Sponsored posts and retargeting are available, as is stellar tracking and reporting capabilities.
Social platforms allow estate agencies to share walkthroughs and stage digital open houses with viewers from the comfort of their preferred device. The convenience of social media is key because the internet allows buyers to conduct evermore research about homes and agencies on their own before contacting an agent.
Since many buyers choose to search via Zillow, Trulia, and other online marketplaces with social elements, your CRM software will also post and update you with developments on these portals. If you engage with these onsite communities it will raise brand awareness and help you share listings with greater authority. Employ your real estate CRM to get social and effectively extend your marketing reach to qualified leads.
5) Gather and Use Your Data
Yes, real estate marketing should be data-driven. And after a funnel full of interactions, your real estate CRM will be a goldmine of valuable customer data. Use data to pinpoint your hottest leads, deliver quality content to mid-funnel leads, and empower lead development.
Whether it’s tracking lead interactions, marketing campaigns conversions by channel, individual agent performance, viewing sales performance, or calculating commissions – your estate software solution crunches and compiles your data into visualizations your team can use now.
Analyze every aspect of your marketing outreach, refine your campaigns, and deliver key metrics to evaluate performance. Fortunately, these insights are available in real-time with powerful reporting capabilities. Leverage the data from your real estate CRM to refine your campaigns, optimize for conversions, and promote more sales.
At the End
Were he alive today, E. St. Elmo Lewis would no doubt marvel at how far marketing has come since his early modeling. For estate agents particularly, estate agency software allows us to get hyper-specific about how we guide consumers through our marketing funnel towards a sale.
While automating email, SMS, and social media posting, these emergent softwares enable agents and agencies to track leads and gather heaps of data on the customer journey in real-time. This delivers agents a real edge in how, when, and what we use to communicate with our prospects, leads, and sales opportunities. Ultimately, your relationship management software is a potent tool for bringing buyers comfortably down the funnel and to a closing decision.
Here’s a quick overview on our latest product updates we’ve been working on over the last week to improve your RealSpace experience.
Broadcast Email to your Team
Want to send out an important announcement or message to all your users? The broadcast tool allows you to compose and send a quick email to all your active users in RealSpace. If your company has branches, you can even select to broadcast your message to individual branches rather than every user.
Shortcut to create a new Transaction / Deal
Who doesn’t love shortcuts? Now you can quickly create a new transaction/deal directly from the listing module, and we auto-populate as much information as possible.
Share Document Templates across Branches
We believe it is essential to collaborate and manage corporate document templates, especially across multiple branches of an organisation. Seamlessly share your document templates with any or all branches, assuring a global document library is always maintained within your organisation.
Get the Tactics and Techniques No Estate Agent Should Do Without!
I used to sell swords on military bases.
Yes, people actually do that. When I say swords, I mean giant blades from movies like Lord of the Rings, Braveheart, and Game of Thrones. Held in a five-blade rack and gleaming under the lights, the display was quite impressive. My coworker and I looked like knights of Arthur’s table, ready to help passers by pull a sword from the stone. And we were ready to help. Because despite their outstanding appearance and plenty of blade lovers on base, the swords didn’t jump of the rack. We had to sell, sell, sell.
Our lead generation strategy was the oldest in the book: the cold approach. Like door to door salesmen in the past, we approached servicemen and women and hooked them into our display and hopefully, a sale. But we didn’t know if steel-eyed Marines, high-flying Airmen, or Navy Seals would be interested until we approached them and asked. It could be…ah…intimidating sometimes.
Fortunately, lead generation strategies have evolved and today we’re not talking how to sell swords – but real estate. These days, technology affords estate agents a diverse array of tactics and techniques for generating leads. Estate agency software provides an adaptive, dynamic, and resourceful interface for connecting estate agents with applicants, vendors, and coordinating sales with premier instructions. Now you can get a 360-degree view of leads with detailed information, cloud integration for easy file sharing and access, an easy interface, plus sales and marketing automation capabilities.
But even such robust features, the eternal question remains: where are the leads? Let me show you. Read on to discover 5 winning online lead generation strategies that use your real estate CRM to maximize not only lead generation, but lead conversions and sales.
Time to sharpen the blade for lead generation. En guard!
#1 Create Valuable Content
To attract the best leads, you’ll need to provide highly valuable content about your properties and the surrounding areas. By doing so you’ll appear as an authority in your market and earn visits from those seeking quality information. The best place to do this is on your website, the hub of your marketing efforts.
As we see above, Anita Clark of Warner Robins makes her website a fact-filled resource for visitors. Providing ideas and painting a picture of daily life goes a long way to attracting and converting new leads to homebuyers. Once visitors have landed and perused your site, signed up for your newsletter, your real estate CRM will then automate your drip marketing efforts to reach them once they’ve visited.
But what constitutes valuable content for your website? Just ask your clients.
Pull questions from applicants and previous clients about questions they’ve had surrounding buying or selling a home. Then answer these questions in blog posts on your site. For example, “What’s traffic like in this neighborhood?” or “How many and what types of schools are available nearby?”
Get local when talking about features and amenities in the areas of your properties. Put yourself in buyer’s shoes: what would I want to know if I was going to purchase here? By answering specific pain-related topics, you’ll stay relevant with consumers and receive more site visitors and lead inquiries. Your SEO page ranking will also increase, and thus your web visibility.
Besides the blog, what other types of content show value for site visitors?
- Case studies: As we know, estate sales is a ‘show me, don’t tell me’ business. Before you bring leads to a property, you can use case studies to boldly illustrate the benefits waiting for those considering a purchase. First, tell an engaging story that centers around difficulties facing a buyer or seller. Then talk about how your provided solution to the challenge resulted in a successful purchase and a happy ending for everyone.
- Customer testimonials: People love to hear word of mouth and are very much influenced by the experiences of others. In consumer psychology, this is known as social proof. To take advantage of visitor’s willingness to trust former buyer’s, place testimonials throughout your website, such as footers of web pages and content such as blog posts, and case studies – even social media posts. Focus upon delivering value-laden feedback for best effect.
#2 Use Social Media
Real estate is about building relationships and social media is the greatest tool available for starting new relationships. Younger buyers spend heaps of time on social, so if you’re not already online, you’re quickly falling behind. Facebook is a great way to enhance your web presence organically with regular postings – plus – you can utilize paid ads to generate leads.
The targeting range with Facebook ads is outstanding, allowing you to promote new listings, open houses, and provide glowing testimonials of past sales. You can create a customer audience across a huge range of demographics to target existing leads in your database. Or simply boost your post to locate new leads in your market.
As we can see above, Knight Frank of London showcases a new flat while providing plenty of charming photos and contact details. An effective lead generation tool, running ads based on user demographics can hugely increase the amount of qualified traffic to such a listing.
Want a marketing hack? Set up individual landing pages from each ad you post. Why? Every time someone engages with the ad they’ll arrive at a listing-specific page connected to your website. Here, treat them to a more in-depth showing. Use this opportunity to subscribe them to your email list and to engage them with future automated marketing messages via your estate agency software.
Once they’ve visited your website, visitors are primed for remarketing, or retargeting. Google Adwords and Facebook both provide retargeting which allow you to re engage visitors who’ve shown interest in properties as they search the web or browse Facebook.
And what’s new in social media?
“Instagram is going to be super meaningful in real estate. But the game to convert on Instagram is radically different from Facebook and takes a lot more moves.” — Tom Ferry, Ferry Ventures
With all the advertising capabilities of Facebook on a more visually oriented platform that offers video options as well, real estate agents are waking up to the reality that Instagram’s 400 million active daily users are engaged and ready to find what they need. Simply adding a link in your Profile Bio up top and directing users to it can net you fresh leads.
#3 Optimize with Lead Capture Forms
A huge part of lead generation today is actually lead nurturing. And capturing leads is the first step in lead nurturing. To effect this, lead capture form on your website and landing pages should be direct and easy to use. As we see above, a good lead capture is basic but prompts visitors to provide a few details which can be used later to refine their search. Not everyone who visits your site will share their email right away, but after browsing site listings, reading blog articles, and repeating this process a couple times, most interested applicants will.
The real estate CRM is the irreplaceable tool for parsing prospects that arrive to your website from the qualified leads. Once you’ve captured a prospect’s information with a landing page on your site – whether via paid ads or organic search – you can monitor their behaviors through your drip marketing campaigns.
For example, say a site visitors signs up for your newsletter. Your real estate CRM catalogues this prospect. Your estate agency software then sends this prospect a welcome email following signup – to show you care and prepare them for what’s to come. The visitor, whether through the newsletter or a fresh site visit, then proceeds to click through to view a couple of listings. An agent then makes a note of this website listing interest after receiving an automated email alert that the lead is active online.
What if the lead downloads a case study? The agent gets another email. The CRM keeps the monitoring agent up to date with all activity – remotely, and without effort. By monitoring lead activities as they move down the funnel, agents can see when’s the best time to jump in and manually nurture or connect with potential buyers. The CRM is a gateway to realize more and more opportunities. It also shows us the ideal time to meet these lead in person.
#4 Drip Emails
Yes, inbound marketing efforts are the long game. But are you resigned to churning through mounds of unqualified leads before finding sales qualified leads? Not at all.
You can accelerate your buying cycle and segment your email list by assisting leads find the right information at the right time. Use regular newsletters to connect with prospects and inform them about upcoming events, relevant real estate information, and local real estate information. Depending on existing data from leads after a lead capture, your estate software will deliver leads any number of emails (not too many!) that they’ll be interested in. Prospects that don’t engage with emails are not going to convert soon. But those who download case studies, click through your “Hottest Listings,” or read about mortgage rates are ready and willing to receive more nurturing content.
Don’t just rely on automatic response emails to follow up with leads. Your customers will really appreciate a personal email from you every once in awhile, which will develop stronger relationships. Demonstrate patience and interest and follow up with the needs of each customer. — Vinny La Barbera, Real Estate Marketing Blog
Segment these leads as qualified and target them with bottom-funnel content. With your estate software, drip messaging is all automated, the responses and click-through rates monitored, and lead personalities developed without lifting a finger.
When leads have traversed the funnel towards the bottom, you can auto-assign leads to agents for follow-up and personal attention.
#5 Real Estate Portals
Most real estate portals will have their own lead generation and advertising program for estate agents. As a paid option, these are more costly options than social media ads or drip marketing, but nonetheless reach a very wide audience of very engaged consumers.
To make lead generation easy, RealSpace syndicates with these portals, including Zillow, Trulia, Rightmove, Zoopla, Wall St Journal, Mansion Global, Juwai, JustProperty and many more. When your real estate software integrates with these platforms, your lead generation efforts become more targeted and your web presence catches a boost from being associated with such widely trusted entities.
The Final Cut
Sometimes lead generation feels like trying to pull a sword from a stone. But with an estate agency software solution, you needn’t be a king to rule your lead generation efforts. After all, your real estate CRM unites your online marketing presence, automates the inbound processes, gathers key datasets for leads, and frees your agents up to simply sell. With so much time free to follow up with qualified leads, expect your estate agents to close more deals, more often.
As we discussed today, the core element of your online lead generation efforts is surpassing content. With valuable resources at hand, your social media presence can flourish as visitors return to your website, share their email address, and become part of e automated drip campaigns. With optimized lead capture forms and individual landing page established, your estate agency software will effectively manage your inbound marketing. Lastly, paid campaigns on property portal sync up with your RealSpace platform. Now you’re ready to take up the sword and make sales.
And for a final resource – check out this great listicle on real estate lead generation ideas