The best marketing campaigns reach the right people at the right time, with the right information. It all boils down to relevance. Blasting out content to everyone in your contact list, or simply posting listings on your Facebook page is not going to cut it. Ads for luxury properties that reach a starter-home buyer don’t make sense and waste your resources. Relevance is what grabs people’s attention and gets them to engage with you.
In order to market yourself successfully, and stay productive, technology is absolutely necessary in today’s world. You have to structure your real estate business through an advanced CRM or database that makes it easy to send the right information to the right people at the right time. Post-It notes and Excel spreadsheets don’t cut it anymore, but an organized CRM will sort and segment contacts by intent and relevance, and act as a central command center that helps you build, execute, and track your marketing strategies.
3 Steps to Creating Successful Marketing Campaigns with Your CRM
Segment Leads to Find your Target Audiences
Identifying your audience is the most important step to building any marketing campaign. This is foundation that supports the rest of your efforts, and without clearly defined categories, everything else will crumble.
In your database, there are multiple audiences. You have sellers, buyers, first time homebuyers, hot leads, leads that are 6 months out, you name it. Each of these groups represents a separate target audience that you need to market to appropriately.
Transforming your database into workable lists is simple with the right CRM. It should be easy to categorize them appropriately and tag them based on their real estate needs.
In BoomTown’s CRM, the system automatically categorizes leads based on interest, activity, and past interactions. Custom categories and tags can be created in one click to create marketable segments. For example in your “Hot” “Buyer” category, you could have a tag for leads looking at homes in a certain neighborhood, or under a certain price point, so you can get very targeted and personal with your messaging.
Create Relevant Content that Drives Conversation
Now that you have your database into manageable buckets, you can easily create relevant content based on that audience’s need. Here’s where the right CRM can really help you with smarter marketing.
Your message to a real estate lead that downloaded an eBook on your website is going to be different than a message to a lead that came in from Zillow. Customized templates in a real estate CRM allows you to personalize emails and text-messages with lead information. Once you have chosen a template, focus on what message you want to deliver based on their need and segment. Tailor your message as leads show they’re getting closer to making a buying or selling decision and point them to content or pages on your website that will be of value to them.
Automated drip campaigns are the perfect way to nurture relationships with leads that are not quite ready to buy. When your database is powered by a predictive CRM, and you’ve organized your leads appropriately, you can create follow-up plans that are automatically triggered based on lead behavior.
For example, in BoomTown, once a new lead registers on your site, they are automatically set up on e-Alerts for properties that match their specified search criteria. They’ll receive notifications on your behalf alerting them to properties that come up and are relevant to their search.
Not only is this taking the work off of your plate, but since it is coming from the CRM, every action is tracked, so you’ll understand how their search is progressing and what level of engagement they’re showing.
Create campaigns that are relevant to different segments of your audience like:
a collection of buyer resources for first time buyers
housing data from recent months
neighborhood updates
testimonials from locals,
your take on neighborhood events and hot spots
comps, CMAs, and market updates for your seller leads
emails to help generate referrals from past clients
birthday and anniversary check-ins
Track and Measure Campaign Performance
Once all the main pieces of your marketing plan are in place, determine the goal behind your campaign. What actions do you want your audience to engage in? What type of influence or advocacy are you looking to draw back from them? For example, by sharing quality educational content, you showcase your authenticity and insights to build trust and loyalty with your audience. The CRM will track open rates, responses, and log each interaction automatically. This makes it easy to see what emails are working, and where you might want to improve.
If your data shows one specific email isn’t helping move leads through the funnel, or recipients are increasingly unsubscribing and/or reporting spam, it’s time to adjust your messaging schedule. Keep in mind that your prospects may be receiving emails from more than one agent, so keep content fresh and original. Look at ineffective emails as a test, not a failure. You’ll no longer be wasting time on a message that isn’t resonating with your prospects and you can focus on different subject matters that drive results. With time, you will discover what is successfully reaching different segments of your email lists.
Finding the Right CRM Technology Partner
The goal of marketing is to build enough trust to start conversations. If you are not thinking about how to structure and leverage your database for multi-channel marketing, it will become steadily more difficult to compete in the future. BoomTown takes all the pieces and elements into consideration in every feature of our system. By matching intents through the CRM, you become highly relevant to your audience. Once they become confident in the insights you provide, they will grow to trust you enough to do business with you.
Just as people will partner with real estate professionals to help them buy or sell a home, partnering with BoomTown is a smart move to help you navigate real estate marketing and grow your business. It’s time to get on board and watch your business flourish.
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