How Real Estate Companies Can Use Automated Lead Scoring To Get More Appointments and Interested Buyers

Many real estate companies collect email addresses on their web site and within advertisements. People looking for a new place to live visit their property listings and submit forms to receive more information such as whether a location is available, facilities nearby, price, etc. They also usually collect leads through real estate trade-shows, potential buyers coming to their offices, etc. but the vast majority of contacts come from the webforms that exist in each of their listings.

When they ask a question about a property, a real estate company invites them to opt-into their newsletter list so they can be updated with news, offers, price changes, etc. A savvy real estate company can quickly generate a substantial list of leads and want to begin leveraging their list to generate more business. Many teams use traditional email marketing campaigns, but marketing automation open up new possibilities and have many advantages over autoresponders and traditional email marketing services such as Mailchimp and Aweber.

1. The context

A real estate company who is new to marketing automation should create well-defined goals:

  1. You’d probably like to “reactivate” old contacts to see if they’d like to search a new house. Some contacts are actively looking for a new apartment at one time, but you might not of heard back from them. You need to find out: ‘Are they still interested? Have they found a new house?’ Once the contacts are reactivated, you can build your relationship with them and help them find a property if they are still looking.
  2. You can leverage the CRM component of ActiveCampaign to better manage your best leads and deals and automated email marketing to get back to less interested people so that you can focus on your best opportunities and use automation to turn lukewarm prospects into solid deals.

2. The campaign and some of the ActiveCampaign features used

Activating people: Who is still interested?

If your list is older, you need to start with figuring out who is still interested.

You can easily create a one-time campaign for this. Using the RSS feed from your site you can prepare this in less than 30 mins:

Categorizing people: Who is interested in what?

Using ActiveCampaign’s Site Tracking feature you can see which contacts visit which listings:


You can create an automation to apply a tag that can identifies who is interested in not only what kind of property but also what area:

By doing this for all the areas you cover, you can create profile of exactly what potential buyer is interested in:

Sending targeted campaigns

Decide how you define interests and then follow-up on those interests. You might choose something like:

  1. If a contact has visited at least 2 or 3 listing of the same area, automation with send specific listings about that area.
  2. If a contact visited a property individual page more than 5-6 times, create deal and manual follow up.

If someone has visited a certain listing 5 or 6 times they are probably really interested in it and they may want to make an appointment  to visit the property. For this purpose, you could create an automation:

  1. If a contact visited a page more than 5-6 times, create a deal and manually follow up. The reason to create a Deal? Because that’s going to allow them to contact that potential buyer in a more individual way by contacting him through their Gmail account (those emails can be tracked within ActiveCampaign).
  2. If a contact does not reply to the email invitation where the real estate company tries to book an appointment for a visit, try with another channel of communication like a phone call or SMS.
  3. If the contact comes back to the site after doing a manual follow-up, move him automatically into another stage of the deal, try to get an appointment.

Setting up an SMS is as easy as including an email in an automation. It implies an additional cost per SMS but its return on investment can be really high.

Usually the sales team distributes the work without assigning a sales person specifically to a deal. For this reason, having a CRM where everyone can access to the status of every deal is essential.

Your whole team can have their personal email accounts synced with the tool, so it’s pretty easy to handle any deal no matter if they have previously worked on it or if it has been one of your colleagues.

If there is a person on your team who especially good at closing deals, he could handle that particular aspect. You can automatically create tasks for him when the deal moves to that stage of your pipeline.

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