The marketing campaign is the backbone of the real estate business. With CRM real estate software, enhance your marketing strategy & maximize lead conversion. “Old is gold,” and it is rightly with AIDA & PAS [Problem, Agitate, Solution] concepts, and these are the best frame models to initiate the marketing campaign.
What needs to be changed is how you present your product each time differently. A unique flavor is a must.
Adapt AIDA, a linear hierarchy as it is a proven formula & can be used in the form of guidelines. St. Elmo Lewis coined AIDA in 1898.
AIDA is formulated in the following circle –
- Attention
- Interest
- Desire
- Action
After the process customer should leave satisfied, so, with the AIDA & PAS marketing wheels already there, you need to add a tinge of your own selling techniques. Personalization will take you far & you may witness successful conversions. Concise copywriting and an emotion/thought-provoking picture would add value to your product marketing campaign.
With the growing needs and the cut-throat competition nowadays, it is become a necessity more now than in the past to use the best-in-class technologies & beat the race.
Today’s audience is quite thoughtful, and the right marketing techniques would help retain the customers. Dealing with customers in each sale funnel stage, especially the middle funnel, should be prioritized. In the process, there will be your own journey with the buyers and theirs with you.
In real estate, the first place that a potential customer lands up is a website and/or people get to know about the sale through the open house that a seller arranges. Once you see these activities happening either on the website or through home visits, you need to start with your powerful marketing campaigning. Attract the leads, prioritize their interest & give every information, don’t leave them short of any info. Receiving every detail makes them stay intact with you. You’ll have to appreciate every query that comes from them and spend more quality time to convert them into your customer base & make your repeated customers.
When we’re talking about marketing, we can’t miss speaking on a famous class explanation taking rounds on the internet. Great explanation by an MBA professor;
| “You see gorgeous girl in party, you go to her & say I am rich marry me – That’s – Direct Marketing.
You attend party & your friend goes to a girl & pointing at you tells her. He’ is very rich, marry him – That’s Advertising.
Girl walks to you & says u are rich, can u marry me? – That’s Brand Recognition
You say I’m very rich, marry me & she introduces you to her husband – “That’s Demand & Supply Gap “
Before you say I’m rich, marry me, you wife arrives – That’s Restriction from Entering New Market.
You say I’m very rich marry me & she slaps you – That’s Customer Feedback “|
The challenges are different in today’s world and need to be dealt with smartly. The real estate sector is now adopting technologies to swim through the challenges, and CRM is one such technology that helps in a smooth process. CRM helps real estate professionals streamline, optimize, and automate the process.
- Leads Gained– Through Marketing
- Targets & prospects – Through demand generation
- Qualified – Through nurturing efforts
- Sales – Converted
- Referring new customers – Post Sales
It helps if you try hard to avoid leakage in the marketing funnel during a marketing campaign. Lack of mismanagement in nurturing leads tend to funnel leakage. In modern marketing, sales and marketing are aligned to avoid resource waste. Research data shows that about 70% of B2B is unused. Around 75% of marketing leads don’t get converted to customers & gain profits. Sales & marketing should work together rather than be siloed to avoid funnel leakage and eventually boosts your customer base.
A great deal of marketing campaign goes into nurturing your leads. 95% of high-performance sales leaders are in synchrony with marketing.
According to the CMO’s Agenda report, sales and marketing alignment can produce greater revenues (around 30%), preserve more consumers (35%), and attain higher win rates (nearly 37%).
The change in sales & marketing patterns is due to the sudden shift in customers’ preferences & thinking. There is a drift in buyers’ mindset.
Substantial 5 ways that help CRM real estate create successful marketing campaigns.
Tip 1: Lead segmentation
Warm leads, efficiently handle them by segregating according to Demographic data (geographical location etc.), Persona (lifestyle etc.), & Behaviour. Then, nurture them till through the sales point.
Segmenting your lead data help you evaluate your efforts with precision while doing marketing. According to Neil Patel, email is an effective way of campaigning even today, despite popularly emerging social media & mobile technologies & platforms.
Define your lead generation customer set and determine where they stand in the journey, whether at the awareness stage, consideration, purchase stage, or retention stage.
Segmenting your lead generation is key to ensuring zero lead leakage & avoiding tanking of your sales. Sending the right info to the wrong lead is a total waste of effort & you may lose a potential lead.
Real estate CRM software makes it easy by gathering & having a foolproof lead segmentation database, and then marketing campaigning with personalization is delivered.
The leads can be segmented as below or beyond category wise;
- A qualified contact (prospect) who has been moved into the sales process.
- An unqualified contact (lead) – To convert a lead into a prospect you need to strategize with the PAS model. Know their problems and if your company provides the solution then you need to get them through the sales qualification process.
- Sales-qualified leads – Approved by the sales team and ready for the next sales stages.
- First -time home buyers
- Experienced home buyers/long-time customers
- First-time sellers
- Experienced sellers
- Investors
- Property type
- Preferences
- Location
- Home loan status & many more
These categorizations would become lot easier in sending emails to respective groups through CRM. So, while the campaigning is in progress and the interaction begins, continues the CRM software tracks & records all these conversations that would be helpful in future at the time of sales happening. In between the nurturing of leads is priority tasks for the sales to happen.
CRM has a track of entire email activity; whether the email was opened or no, clicked-through, what’s been scanned on site by viewers & downloaded.
So, with this detailed info that CRM provides a real estate agent & other professionals would be able to approach & engage with each customer personally/uniquely. It becomes easy to coordinate with the known population rather an unknown.
Real estate CRM’s the very first step is to create awareness for the real estate professionals about the customers whereabouts, & interests.
Tip 2: Drip Campaigning
After segmentation, next comes a target-oriented marketing campaign. First-time buyers altogether would receive different material compared to the long-time customers.
To each group, personalization emails addressing with names would add value. Hearing our names from others makes us feel valued; the same theory applies in sending emails. Also, the sender should include their names along with the company’s logo. It shows your customer who you’re and it’s not fake or spam email, and that you care about them.
Research reports suggest that about 22% of people are more likely to open emails with customized subject lines. Therefore, you need to be your creative best and develop an eye-catching subject line.
Real estate automated drip campaigns are prompted by lead’s activity on the website, their browsing comportment, and their source of website accessibility (mobile, laptop, social media platforms etc.).
Noticing the lead activity around your website gives you an opportunity to stay close by sending valuable & relevant information such as new property listings, home loan details, property discount details, and you can keep them posted on the neighbourhood. Some subscribe to the newsletters, and frequently sending the emails would allow the subscribers to know about the company & its deliverables.
CRM real estate software helps in sending bulk emails. The emails can be bifurcated accordingly to early or late-stage buyers about housing choices or send general updates to all subscribed. Using CRM, you can send the automated SMSs to prospects/leads, but make sure you limit the count, as stuffing too much or sending irrelevant stuff may be the reason for ‘opt-out.’
Extra point: You can further segment your leads through newsletters based on their(leads) email type click. With effective automated drip emails, you get a platform to showcase your products & service to a wider audience. Send value-added emails to target audiences/groups.
Tip 3: Automate Email Follow-ups/Automate Communication
Efficient real estate CRM software ensures zero leakage of the leads by nurturing customers at each stage through their journey.
Automated emails help profile building prior to buying/selling process and action plans. The moment you receive the confirmation from your customer, guide them to the next process step by sending a follow-up email.
CRM automation with unique follow-up responses adds value. For example, an email subscriber may receive a weekly newsletter or another set of information like the Company’s timelines, new listings, neighbourhood data, etc. At finalizing stage, leads may receive targeted messages on selected properties, costs etc., and the consumers post-sale may receive invites for the referrals.
Automated email follow-ups guide the lead from the topmost funnel all through the final stage. So, once the email exchange begins, the ready-to-sale need is identified through open and click rates. The same is to inform the concerned real agent/professional via email.
CRM also facilitates follow-ups for teams(internal) like communications, calendar activities set up and boosts the team’s productivity.
Tip 4: Social-Media presence
The real estate industry should have a strong & full-fledged online presence. About 99% of buyers look out for homes on google search & other platforms.
Integrate your real estate CRM with social media sites to conduct marketing campaigns. People search for the properties online & look at the reviews before associating with any firm. CRM allows you to engage with your clients on multi-platforms efficiently, and you need to plan well by posting appropriate content & all property details.
Below is the research statistic report carried by the authentic researchers extracted from RealSpace.
On Facebook, real estate organizations create either city-wise or property-type groups to list their properties. Customers interested will join the group that may constitute other sellers also. FB has many options for boosting your posts, sponsoring posts, retargeting, etc., to improve the performance. It is easy for many buyers to view from their space and check the latest properties comfortably. Good walkthrough photos and finding out about neighbourhoods before approaching any agent.
Hence, joining FB group communities allows you to share your property details, leading to brand awareness.
There are many online marketplaces that are well-equipped together with social elements. The CRM software periodically also gives updates about these websites. To stay ahead in the competition, it is best practice to always keep an eye on what others are doing.
Make the best use of CRM real estate by connecting on social platforms for effective marketing campaigns, awareness, and reaching qualified leads.
Real estate is one industry that requires high-defining, eye-catching images along with compelling headlines to attract.
Tip 5: Collecting all the data and usage
After a series of activities, the final step is the effective usage of data.
Marketing campaign conversions by specific communication channels is carried. All the tracked & recorded data is to be used efficiently. Your real estate marketing is a data-led campaign, and the processed & stored data by CRM is utilized for the precision dealing with your qualified leads. Engage your leads well in the middle funnel and strive towards attracting leads.
All data is unified, crunched, & compiled by the CRM software solutions and can be used by teams to progress with the leads to close the deals.
CRM real estate software with powerful reporting skills provides analytics, insights on the marketing campaigns performance.
Improve your campaigns, boost conversions/sales, and campaign for more sales through your real estate CRM.
Real estate CRM tracks & records every communication from all channels & modes (phone calls, website visits, email, or SMS exchange). It facilitates the process with ease, provides lead status and what they’re exactly looking for. All things are displayed with clarity. Both customer and the personnel journey go hand in hand. Real estate CRM secures property enquiries from all your marketing campaigns.
Campaign modes include digital ads [display, video, mobile, native advertising), social [FB, LinkedIn], Traditional Advertising [ outdoor like posters/placard, broadcasting, print media, direct mail, telemarketing], websites, real estate marketplaces. Among these, identify the best and worst, & know that which fit in & support your budget provision.
