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Creating Content for your Drip Campaigns

email marketing drip campaign

email marketing drip campaignMost often, there’s just not enough time in the day to send out hundreds of personalized, individual emails. And, it can be hard to gauge, or remember for that matter, who needs what and when they need it.

But there is a way to ensure that you that you are always delivering the right content, to the right people, at the right time: automating your email marketing with drip campaigns. Drip campaigns allow you to send out relevant content to exactly the right list segment(s), at specific, automated intervals. This frees up your time to focus on growing more relationships and closing more deals. Drip campaigns also keep you top of mind with your prospects or past clients, which can lead to more referrals and repeat business.

If you are new to drip campaigns, here are some key tips to get started:

Create Segmented Lists

Segmenting your lists is the first step to setting up effective drip campaigns that drive great results. The practice allows you to break up your contacts into similar groups, based on their needs and interests such that you can send them the most relevant, useful information. You can segment your lists by your buyers and sellers, and even more specifically, by other defining criteria. For some tips on how you might want to do this, check out this post.

Smart Lists take list segmentation a step further by doing the work for you. As leads who match the criteria defined by a smart list come into your system, they are automatically added to that list. This is just another marketing automation tool you can leverage to free up your time when it comes to managing your contacts.

Send out Your Content to your Lists

Once you create your list segments, it’s time to target them with the right content, at the right times. Drip campaigns make it easy to do just this. Simply plan out the content you want to send to a list, choose that list to target, and set the intervals at which you want to deliver each piece. And it’s as easy as that! Of course you want to always check back to see how those emails are performing, but in terms of setting up your drip campaigns, your work is done.

Pro Tip: When sending out your emails, don’t forget to use personalization tokens in the salutation and valediction. A personalization token is a marketing automation tool that allows you to personalize your emails so that they come from the right agent, no matter who is sending the email, and greet your contacts by name.

So now you might be thinking, “what kind of content do I want to create for my drip campaigns?” These are a few ideas to get you off the ground:

Saved Listing Updates

You want your agents to be able to save listing searches for your leads and customers, and send updates for those listings out in drip campaigns. This way, you are sending valuable information to them, when they need to read it, rather than just blasting them with irrelevant noise. Since you can set these up to go out at appropriate intervals as well, you will stay top of mind with your contacts as they progress through the sales cycle.

Monthly Listings

If you have a bunch of new listings that you want to share with your contacts, you are better off setting them up on drip campaigns to go out as a monthly digest. In doing so, you avoid crowding your contacts’ inboxes and turning them off from your business. Sending new listings out this way also means you can send certain contacts different information. For example, You could send listing updates for condos off to a list segment of buyers interested in that property type each month, while sending different listing types to another segment.  

Market Reports

Market reports for the areas you service offer valuable snapshots of the health of the markets in those communities. Your sellers want to see these! It can help them determine if it’s the right time for them to buy or sell again. This is also true for your prospective buyers. If you see that someone is actively checking out listings in a specific area on your site, follow up with some actionable data in the form of a Market Insight report.

When the year comes to a close, you can also follow up with your contacts and send out end of the year reports describing what’s gone on with the market in 2016 (or whatever year it is!)

(Because, seriously, who doesn’t want to know what their neighbors home is worth?)

Holiday Emails

What better time to show your contacts that you care about them than with a holiday listing email. These are another perfect way to continue to stay top of mind with your customers, and sprinkle more emails into your strategy. They allow you to reach out throughout the year for a reason.

Key Takeaway: Creating content for your drip campaigns is an important part of your marketing automation strategy that will help you streamline your marketing outreach so that you can foster strong relationships and grow your business. 


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.