Little boxes on the hillside,
Little boxes made of ticky tacky,1
Little boxes on the hillside,
Little boxes all the same.
There’s a green one and a pink one
And a blue one and a yellow one,
And they’re all made out of ticky tacky
And they all look just the same.
– Malvina Reynolds
Little Boxes became more popularized with the Showtime series, Weeds.
Though Malvina wrote a memorable tune, as a real estate professional you don’t want all of your properties to ‘look just the same.’
Each property offers something unique. Whether that mean a corner lot, a varying view, unusual neighbors, or even your proximity to the freeway.
However, everyone has different preferences and ‘must-haves’ when it comes to purchasing a property.
So, how do you convey these differences so the right buyer ends up with the right property? Additionally, as a real estate agent how can you better manage your time and relationships with your clients? The answer to both questions is marketing automation.
Don’t be just the same little box on the hillside
By leveraging marketing automation you can better identify your clients interests and remove the menial tasks associated with being a real estate agent. This results in better time management (free time) and allows you to devote more time to developing quality relationships with your clients.
The common theme here is time. Time is scarce.
Marketing automation gives you back time allowing you more freedom.
So, what is marketing automation exactly? Marketing automation is the means of employing technology to continuously execute your marketing strategy.
In essence, automation uses technology to optimize human performance in a way that scales your real estate business. It is you with 200 hands instead of 2.
But, how does it help you scale your real estate business?
Marketing automation helps with:
- Acquiring your ideal client. The process of turning strangers into interested clients.
- Engaging prospective and current clients. Turn interested clients into customers. Engagement increases client retention and nudges current customers to upgrade services.
- Closing new clients. When money is given in exchange for your service offering.
- Getting referrals and reviews. Ask clients to refer you to friends and family or write you a review if they had a good experience.
Still, how does marketing automation help me sell properties?
Marketing automation is a facilitator for your real estate business. Much the way employees of a business facilitate its marketing and sales processes, automation does the same thing—but with technology instead of people.
Acquiring your ideal client
Another way of saying this is capturing leads. With a deal pipeline you can automate sales functions like lead generation.
With the right tools you can begin capturing leads automatically with deal creation and notification. Meaning, your deals can be added automatically and you can set the automation to notify you. Or if you have team members they can be notified too.
This is extremely beneficial because as a real estate agent you are often out of office. So, this allows you to be kept in the loop and reach potential clients quickly.
Engaging prospective and current clients
You can also use automations to engage prospective and current clients. One of many automations could be based on their particular behavior.
You can track a contact’s behavior using:
- Campaign (email) opens
- Page visits on your website
- Campaign link clicks
- Custom events you have defined using Event Tracking
These interest indicators are just some of many behaviors you can use to learn about a prospective or current client’s interests or property preferences.
You can provide engaging, personalized content automatically by leveraging the interest indicators you collected about a prospective client or current customer. This content will help you educate, build relationships (trust), and position yourself as an expert in a specific area or niche market.
Specifically, if you see someone consistently engaging with homes with a yard, you can assume those specifications are a ‘must-have’ and provide content accordingly. You can also make note of their interest by adding a “wants a yard” tag indicating that appeal.
Whereas, if someone was engaged with homes that are in high-rise buildings with no yard, you would follow-up with them very differently.
Closing new clients
The key thing here is nurturing your captured leads because, you want to turn them into clients.
That is your goal. Turn captured leads into clients.
This is hugely important because you always want to focus on your strategy or goal when deciding the best plan of action to close those leads.
So, again, I repeat, because your goal is to close new clients you want to nurture them until they trust you enough to spend money with you.
A nurture campaign generally consists of three to five emails and can be sent via automations.
These emails are to educate your prospective client on real estate, and how you specifically, can help them more so than other real estate agents.
Is your niche market in line with what they are looking for? Are you an expert in the area they want to live? The nurture campaign should educate them on these sorts of topics so you and your prospective clients can determine if it’s a good fit for both parties.
Then depending upon how engaged your prospective clients are in the nurture campaign you can create alternative automations to further nurture or re-engage them.
Getting referrals and reviews
Finally, asking satisfied real estate clients, once you have finalized a sale, to either refer you to friends and family or write a review for you is paramount to your growth as a real estate professional.
Launching a referral program will help you close and convert more deals. It is often called word-of-mouth marketing, or word-of-mouth advertising.
Reviews or your online reputation hugely impacts consumer opinions about your real estate business. In fact, according to Search Engine Land 84 percent of people trust online reviews as much as a personal recommendation — if they meet their requirements.
With that being said, referral programs and online reputation strategies go hand-in-hand.
So, let’s say you have a client who recently had a deal close. You could then send an automated email asking them to rate their experience with a simple net promoter score (NPS). If they rated their experience a “9” or “10” you could send another automatic email asking if they could write a review on Yelp, Zillow, Google reviews, and etc.
However, let’s say they rated their experience a “1” or “2” you could then have a notification that would notify you of this poor NPS score and reach out personally to try and rectify the situation.
Marketing automation is just a tool to help you grow as an agent
It is important to keep in mind that marketing automation is a tool. It is a way you can operate similarly to an enterprise by using automations to act as employees.
By using marketing automation you are employing technology, or delegating to technology, tasks that ultimately cost you time, but are necessary.
You are still germane to the process of building relationships and closing deals. But, ActiveCampaign is a complete lifecycle tool that performs a specific function. A specific function that is giving you time back and therefore freedom to grow your real estate business.