Below is an excerpt from a chapter of our latest eBook, ‘Marketing Automation: Tools and tips every real estate pro should have in their arsenal.’ If you like this chapter and want to find out how you can use marketing automation to grow your business, download our eBook. It’s free!
A comprehensive marketing automation software gives you the data and information you need to easily create personalized and effective email campaigns, landing pages, and social media content. It helps align your marketing and sales efforts to connect the right people in your organization with your customers throughout the entire sales cycle; here’s how:
Ideally, your marketing automation software should integrate seamlessly with your CRM platform. This way, you can avoid operating between multiple disjointed platforms, and instead store contact data, set lead follow up reminders and automate your marketing tasks all in one place.
Often, there is a disconnect between the Marketing and Sales teams regarding lead qualification; Sales may be dissatisfied with the leads that Marketing is sending them, and Marketing may feel that Sales is missing out on opportunities. Lead scoring helps align Marketing and Sales so that Marketing can nurture the leads that Sales can’t yet reach, and Sales can talk to the right leads when they are ready.
Lead scoring helps you prioritize your leads and determine who is most engaged in the home buying or selling process at any given time. This scoring is established based on implicit buying signals, such as viewing a site page, favoriting a listing, or submitting a form.
Lead scoring presents an increased opportunity for upsells and repeat business as well. If you notice that an existing customer in your database suddenly starts gaining a lead score after some time, then it is probable that they are looking to buy or sell again. This score would let the Sales team know that this is a viable business opportunity, and someone they should contact at this point in time.
Even if a sales qualified lead is not yet ready to buy or sell their home, you shouldn’t let them fall off your radar. Instead, you should continue to deliver valuable content to them that will educate and guide their thinking toward your brokerage.
Marketing automation allows you to send content to your list of these leads based on behavioral triggers, or at preset time intervals. This can be accomplished using workflows. For example, you could have a workflow to trigger a personalized follow up email when a customer downloads your e-book.
These are just a few of the ways that marketing automation can streamline your marketing efforts and help you stay organized. Check out our eBook to read the rest of this chapter along, with other valuable tips on using marketing automation to benefit your business.