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.