Automation has become a buzzword in the world of real estate and digital marketing. Online real estate gurus often make bold claims about how marketing automation will allow you to pull in over $50,000 per month with little to no work.
While these promises are almost guaranteed to be too good to be true, real estate marketing automation is still a viable option for any real estate professional–as long as it’s done right.
This article will teach you the basics of real estate marketing automation and how you can use it to skyrocket your leads, sell more homes, and close more deals this year.
What is Real Estate Marketing Automation?
Real estate marketing automation is the strategic use of technology and software to streamline and optimize marketing efforts within the real estate sector.
It leverages various tools, including customer relationship management (CRM) systems, email marketing platforms, and artificial intelligence to automate repetitive tasks and processes. This allows real estate professionals to focus on higher-value tasks while delivering personalized and efficient services to their clients.
At its core, real estate marketing automation is about using the power of data and automation to create a self-sustaining marketing strategy for real estate professionals. This includes everything from lead generation and lead nurturing to personalized communication and property management.
Benefits of Automation in the Real Estate Industry
Efficiency and Time-Savings
One of the most significant advantages of real estate marketing automation is the ability to save time and cut down on unnecessary work.
Time-consuming tasks like data entry, email follow-ups, and appointment scheduling can be automated, which will free up real estate professionals to focus on other income-generating activities.
Improved Lead Generation
Generating leads is the lifeblood of the real estate industry, and automation plays a big role in this process. By leveraging automation tools, real estate professionals can identify and nurture potential leads more effectively.
Enhanced Customer Engagement
Real estate marketing automation allows real estate professionals to deliver personalized and timely communication to clients.
They can quickly send property recommendations, comprehensive market updates, and other helpful information knowing clients will receive it when they need it.
Getting Started with Automation
Getting started with real estate automation may sound complicated, but with the right information, it will be easier than ever. Here is what you need to know when you’re just getting started.
Collecting and Storing Relevant Data
Successful marketing automation in real estate begins with data – and lots of it. Collecting and storing relevant data is the foundation upon which the entire automation process is built.
Start by gathering information about your leads and clients. This data should include contact details, property preferences, past interactions, and any other information that can help you understand their needs and preferences better.
Real estate CRM (Customer Relationship Management) software plays a crucial role in efficiently collecting and managing this data. It not only centralizes your information but also provides a comprehensive view of your contact history, lead flow, finances, and potential opportunities.
Segmenting Your Audience
Once you have enough customer data, the next step is to segment your audience. Segmentation involves categorizing your leads and clients into distinct groups based on shared characteristics or behaviors.
In real estate, segmentation might include factors like location, property type, budget, or stage in the buying or selling process. This allows you to send targeted messages and content to each group to increase the relevance of your communications and improve your chances of conversion.
Defining Clear Marketing Goals
Before diving into automation, it’s essential to define your marketing goals. In other words, you need to figure out what you want to achieve with your real estate marketing efforts.
Whether it’s generating leads, servicing existing clients, or closing more deals, having defined goals will help guide your automation strategy.
Your goals should be specific, measurable, attainable, relevant, and time-based (SMART). For instance, you might set a goal to increase lead generation by 25% over the next quarter or to reduce the average time it takes to close a deal by 15%.
Setting Key Performance Indicators (KPIs)
To measure the effectiveness of your automation efforts, you’ll need to establish Key Performance Indicators (KPIs).
KPIs are quantifiable metrics that help you track progress towards your goals. Common real estate KPIs include conversion rates, lead-to-client ratios, email open rates, and website engagement metrics.
Using Real Estate Marketing Automation Tools
Without the right real estate automation tools, it will be hard to get results as a real estate professional.
Here are some reasons why you should research and choose the real estate marketing automation tools that align with your business goals:
- Consistency: Consistency is key in real estate marketing. Automation tools ensure that marketing campaigns are executed consistently to help build a strong brand presence.
- Lead Generation: Automation tools can help generate and nurture leads. They can automatically capture and segment leads based on criteria such as location, budget, and preferences. This approach can significantly increase the chances of converting leads into clients.
- Personalization: Effective marketing often relies on personalization. Automation tools can analyze data and tailor marketing messages to individual clients or prospects. Personalized communication builds stronger connections and convert more customers organically.
- Lead Follow-Up: Following up with leads is critical in real estate. Automation tools can send automated follow-up emails, reminders, and notifications to ensure that no potential client slips through the cracks.
- Scalability: As a real estate business grows, managing marketing tasks manually becomes increasingly challenging. Automation tools can scale with the business and handle a large volume of leads without a proportional increase in workload.
Implementing Real Estate Marketing Automation
Now that you know the benefits of real estate marketing automation and how to choose the right tools, it’s time to get started seeing some results. Continue reading to learn how to implement your marketing automation strategy for real estate.
Creating High-Quality Content
A successful real estate marketing strategy relies on compelling content. This includes a range of formats such as blog posts, property listings, virtual tours, videos, infographics, and e-books.
To harness the power of marketing automation effectively, you’ll need to tailor your content to cater to the needs and interests of your target audience. You may consider crafting neighborhood guides, offering insightful home buying and selling tips, or sharing market reports with your audience.
Email Marketing Automation
Email automation continues to be a potent tool for collecting leads and building client relationships.
Constructing automated email workflows that trigger based on user behavior is key for real estate professionals. Like when a lead signs up for property alerts or downloads an ebook, they will get a predetermined set of emails to help nurture them through your sales funnel.
This is where the segmentation of your email lists becomes crucial. You’ll need to segment your list based on the actions, preferences, and location of your leads to increase the likelihood of converting them into paying customers and loyal email subscribers.
Lead scoring is an important part of real estate marketing automation which allows you to prioritize leads and focus your efforts on the most promising prospects.
By assigning scores to leads based on their engagement level, behavior patterns, and demographic information, you can effectively identify which leads hold the most potential. For example, a lead who repeatedly views high-end property listings may receive a higher score.
Establishing clear lead scoring criteria helps pinpoint when a lead is ready for direct sales outreach so your team can contact them immediately when the time is right.
Website and Landing Page Optimization
Your website serves as the virtual storefront for your real estate business, which means optimization is a top priority. Automation comes into play by tracking user behavior on your website and giving you insights into which properties they view and how they interact with specific pages.
To enhance user experience and boost engagement, you’ll want to create personalized landing pages designed for different audience segments. Whether you specialize in residential, commercial, or other real estate areas, having optimized landing pages can significantly improve conversion rates.
Try implementing lead capture forms on your website to give potential customers an easy way to engage with your content while becoming an email subscriber on your list.
Compliance and Personalization
Adhering to data privacy laws is crucial when engaging in any type of real estate marketing due to Fair Housing Laws involving discrimination.
Laws included in the GDPR or CCPA pertain to email marketing and data privacy, which means you must be familiar with these provisions before getting started with marketing automation.
Be sure to obtain proper consent for data collection and processing, especially when dealing with personal information. Marketers should also avoid excessive or intrusive automation that may alienate potential clients and cause them to report you or your company.
» MORE: Learn About GDPR Regulations
Common Marketing Automation Pitfalls
Real estate marketing automation can be a powerful tool for streamlining processes and reaching potential clients more effectively. However, there are several common pitfalls to be aware of when implementing real estate marketing automation:
- Lack of Personalization: One of the most significant pitfalls is relying too heavily on automation to the point where the communication lacks personalization. While automation can save time, it’s important to maintain a personal touch in your interactions with clients.
- Over-Automation: Automating every aspect of your real estate marketing can lead to robotic and impersonal communication. Over-automation can also result in spammy, irrelevant messages, which can turn potential clients away.
- Neglecting Lead Qualification: Not all leads are created equal. Automation can generate a lot of leads, but if they are not properly qualified, you may end up wasting time and resources on uninterested or unqualified prospects.
- Ignoring Testing and Optimization: Effective marketing automation requires continuous testing and optimization. Failing to monitor and adjust your automation workflows based on performance data can lead to missed opportunities and wasted resources.
- Neglecting Follow-Up: Automation is not a one-and-done process. It’s crucial to follow up with leads and clients at various stages of the buying or selling process. Automated follow-up sequences can nurture leads and keep your brand top-of-mind.
Real estate marketing automation can be a powerful way to streamline your real estate business and scale it to new heights. Whether you’re looking to automate contract signings, email marketing, or lead generation efforts, there are plenty of ways to get started with automation this year.
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