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Is your Content Relevant? List Segmenting Tips to get your Message Through

Orange segments

Orange segments

How often do you find your inbox clogged with irrelevant emails that you don’t even want to open, let alone read? What about those ads you see on Facebook or other sites, are they ever significant enough to stick with you, or dare I say, click on? Sometimes you probably wonder why you are even getting messages like this in the first place. Now take a moment to reflect, could your contacts be thinking the same thing about your content?

As human beings, we are focused on ourselves; it’s true, “I” and “me” are some of our favorite words. We think, things like “How can I benefit?” and “Is this important to me?” etc. This isn’t a bad thing though! Our time is valuable, why would we want to waste it sifting through content that means nothing to us? Well, we don’t have to – list segmentation can prevent this. When you segment your contact list(s), you avoid sending the same “one-size-fits-all” message to your very unique customers, making them less likely to mark your content as spam.

What is List Segmentation?

List segmentation refers to breaking down your contact list(s) into similar, targeted groups based on their needs and interests, in order to deliver the most valuable and appropriate messages to the right people, whether it be through your email marketing drip campaigns, newsletters or retargeting ads. Segmenting your lists helps you get the best results from your marketing efforts. In fact, MailChimp found that segmented email campaigns average 14.7% more opens that non-segmented campaigns.

How can you Segment your Lists?

Now the question is, “what are some effective ways to segment your list(s) for real estate?” To get started, you can create segments that are demographic, geographic, lifestyle, property and behavior based, and combine those variables to achieve the segments that are right for your business.

TIP: You should segment your leads and customers into sufficiently large lists, otherwise you might as well be sending personalized, targeted messages to each of your contacts individually.

Demographic

For real estate, you can segment your list(s) based on demographics such as:

  • Age
  • Gender
  • Income
  • Family size/life cycle

Stage

  • Buyers, Renters, Sellers
  • Sale cycle stage

EG: You could create a list segment for buyers with young children and target them with content about homes for sale close to day cares and schools.

EG: You could create a list segment for past customers, and follow up with them with relevant information about the market trends for similar properties in the area. 

Buyers, Renters, Sellers

If you are creating segments for buyers, renters and sellers, you could further segment them by their experience (first time vs. seasoned), price range, time frame and/or type of home (condo, multi family, etc.).

Geographic

Some ways to segment your list(s) geographically include by:

  • Neighborhood
  • City/State
  • School District

EG: You could create a list segment for buyers in Boston’s North End, and send them listing updates and relevant information about to market based on their criteria, i.e. price range, property features, etc.

Lifestyle

A few lifestyle variables you can use to segment your list(s) include:

  • Pet owners
  • Empty nesters

EG: You could create a list segment for pet owners who are looking to a rent a home in Boston, and send them pet friendly listings in the area.

Property

You can segment your lists based on the property variables your leads and customers match, including:

  • Property type
  • Price range
  • Number of rooms and bathrooms
  • Amenities (parking, washer/dryer, etc.)
  • Features (waterfront, etc.)

EG: You could create a list segment for renters looking for 2 bedroom condos in New York City, and send the appropriate listing updates.

Behaviors

Behavior based list segmentation refers to segmenting your contacts based on their actions, for example:

  • Visiting a specific page on your site
  • Clicking on an offer on your site (like an eBook, infographic, etc.)
  • Searching for listings by area
  • Searching for listings by property types

EG: You could create a list segment for anyone who visits a specific area page on your site and send them appropriate listing updates.

Segmenting your Retargeting Lists

You can also segment your retargeting lists based on your site visitors actions to display the most relevant ads to them as they surf the web. For example, if someone views a specific page on your site, you could retarget them with an ad directing them back to your site, to that page.

The truth is that, according to Benchmark, 3 out of 5 real estate businesses fail to segment their lists at all; don’t fall into that 60%! Your leads and customers are unique, so relevant messages personalized to their needs are more likely to resonate, and are less likely to end up in the netherworld or lost in a sea of spam.

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Samantha Leonard
Samantha is a Digital Marketing associate at Boston Logic, who works closely with the Marketing and Sales teams to create engaging and valuable content, with the goal of educating leads and guiding them through the buyers journey.
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