Real estate marketing automation is becoming increasingly popular among real estate professionals, and for good reason.
In a competitive industry where it’s essential to stand out and reach more clients, automation software can make a real impact. By automating different marketing tasks, like email marketing and social media marketing, real estate agents can save time and resources while also increasing their chances of success.
So, let’s uncover the 3 must-know marketing automation things every real estate agent has to know.
What is marketing automation?
Before we dive into the nitty-gritty of marketing automation in the real estate space, let’s define it first.
“It’s the software solutions that assist businesses in eliminating repetitive tasks and automating their marketing and sales teams to gain more leads, increase conversion rates, and maximize ROI.” JGRobo Marketing, Inc.
What about real estate automation?
As we mentioned previously, automation refers to the use of technology to automate repetitive marketing tasks, freeing up time for more strategic and creative endeavors.
In real estate, this can mean using tools to automate email & SMS campaigns for your Home Buyers or Sellers. By doing so, real estate agents can reach more potential clients, improve their conversion rates, and, ultimately, boost their sales.
One of the key benefits of marketing automation is the ability to segment and target specific Home Buyers or Sellers. This can mean targeting homeowners in specific neighborhoods, first-time homebuyers, or selling luxury properties.
By creating custom campaigns tailored to these groups, real estate agents can ensure that their message resonates with their target audience, increasing the likelihood of conversion.
Another benefit of automation is the ability to gather and analyze data on your marketing efforts. With the right tools, real estate agents can track the success of their campaigns, measure their ROI, and make data-driven decisions to improve their marketing strategy.
This data-driven approach helps you to optimize your efforts and get the most out of your marketing budget.
Why is real estate marketing automation important?
The real estate market is getting more competitive than ever.
More people are looking to buy or rent homes than ever before. It’s becoming a bit of a race to the finish line. According to Zippia, over 1.56 million Realtors were operating in the US as of May 2022. By the time you read this, the number most likely has increased.
That’s a lot of competitors looking for potential clients! It’s like trying to find a needle in a haystack, but instead of a needle, it’s a client looking for the perfect real estate agent to guide them through the home buying or selling process.
To succeed in this loaded market, you ought to distinguish yourself from the competition, applying your expertise in parallel with the power of automation.
So put on your thinking cap and get ready to get ingenious with your marketing game.
Real estate automation helps you stand out
Imagine if you could save time and resources while increasing the efficiency and effectiveness of your marketing and sales efforts. What about standing out from the fierce competition, too? That’s exactly what real estate automation can do.
Automation is not restricted to saving time only, but with automated marketing campaigns come personalized dialed-in marketing.
With automation tools, you can create personalized marketing campaigns, access precious data, and streamline your workflows — all of which can give you a competitive edge and help to establish yourself as an expert in your field.
It’s no longer adequate to rely on classic marketing methods or word-of-mouth. Real estate automation has a vital role in the real estate industry, and real estate agents who embrace it will have a clear advantage over those who don’t.
The three things real estate professionals must know about marketing automation
1- Revolutionized real estate lead generation
With the right tools and strategies, marketing automation can help real estate agents attract and engage potential clients and convert them into raving fans.
One of the fundamental benefits of automation is: it enables you to reach a wider audience more efficiently than classic methods.
You can set up email campaigns, social media content, and other digital marketing efforts to target specific demographics, behaviors, and interests — ensuring that you are reaching the right people at the right time.
Another way marketing automation can help generate leads is via lead scoring and tracking. By analyzing customer data and interactions, you can identify the most auspicious leads and prioritize their efforts accordingly.
Automated lead scoring can also help you determine which leads are most likely to convert and which ones need more nurturing.
This empowers you to focus your efforts where they are most likely to see results, saving time and resources.
And the cherry on top is: by segmenting your audience and sending tailored messages, you can show that you understand your clients’ needs, hence, strengthen your relationship with them — and potent relationships generate trust, renown, and more word-of-mouth referrals!
2- It’s a lead nurturing tool
Generating leads is just the first step in the real estate sales process. To truly succeed, real estate agents need to nurture those leads and guide them through the sales cycle.
This is where automation systems shine once again!
By automating key tasks such as email follow-ups, social media engagement, and personalized content distribution, you can stay on top of mind with your leads and provide the knowledge and support they need to make informed decisions.
Marketing automation also facilitates tracking and analyzing lead behavior, identifying where they are in the sales process and what they need to move forward.
This allows you to tailor your communication and outreach efforts to match the needs and preferences of your leads.
Also, it can help you nurture leads with drip campaigns. By setting up a series of emails, you can provide ongoing value to your leads, building relationships and increasing the probability of a successful sale.
You can also customize drip campaigns based on lead behavior and interests, ensuring that you are providing the right content to the right people.
5 Examples of Lead Nurturing Workflows
To make this point crystal clear, here are 5 examples of lead nurturing workflows marketing automation enables you to use:
1- Welcome series
Send a series of automated emails to new leads, welcoming them to your brand, giving information about your services, and inviting them to engage further.
2- Drip campaigns
Create a series of emails triggered based on lead behavior, such as visiting a page on your website or downloading a resource. These emails should provide relevant content to help nurture leads and move them further down the sales funnel.
3- Event follow-ups
If you host events such as webinars or open houses, use marketing automation to send automated follow-up emails to attendants, give additional resources or provide a personalized consultation.
4- Re-engagement campaigns
If you have leads that have gone cold, don’t worry! Use automation to send targeted re-engagement campaigns, offering an exclusive promotion or providing new content to revive their interest.
5- Referral requests
Use marketing automation to ask delighted clients for referrals, send personalized requests, and provide motivations for clients to refer you to others.
3- It also includes Sales and Customer Relationship Management
Usually, marketing automation goes hand in hand with a Customer Relationship Management system, aka CRM.
Lead management is critical to success. However, the process can be time-consuming and often involves juggling multiple tasks simultaneously.
A CRM system allows you to manage and track customer interactions, while automation helps to automate communications and marketing processes.
You can gain a comprehensive view of your customer interactions and behaviors by integrating marketing automation with a Customer Relationship Management system.
This allows you to provide a more personalized and focused approach to your marketing endeavors, ultimately leading to better conversion rates.
The integration of marketing automation and CRM tools also ensures that leads and customers receive consistent and timely communication — a critical element in sustaining a positive relationship with them.
Using a CRM system makes managing leads and customers more effective, and marketing automation can help to streamline the process even further. It also provides you with critical insights into your real estate lead and customer behavior.
By tracking open rates, click-through rates, and other metrics, you can better understand what approaches and messages resonate with your audience.
This allows you to refine your marketing strategies and improve the overall campaigns’ performance.
What is the best software for real estate marketing automation?
So, now you know how real estate marketing automation can help you grow your real estate business. But what is the best real estate automation software you use to maximize your marketing efforts?
There are several marketing software solutions in the market, such as ActiveCampaign and Green Rope. However, we recommend using Keap.
We chose Keap, formerly Infusionsoft, not only because we are Keap Certified partners, but because it is an all-in-one CRM and marketing automation software that grows your business and does not break the bank.
In fact, Keap is a perfect real estate CRM, and it’s easy to scale up in case your business grows exponentially — which it will if you use automation to your advantage.
With JGRobo Marketing, Inc. by your side, you’ll have trusted experts in marketing automation to guide you every step of the way.
Our years of experience and professional expertise will help you streamline your marketing efforts, reach more potential clients, and ultimately close more deals.
And the best part? You’ll have more time for the things you love, like sipping margaritas by the pool or selling your heart out on the beach. So, what are you waiting for?
To wrap up, real estate marketing automation is a must for professionals who want to stand out in an exceedingly competitive market.
By leveraging marketing automation tools, you can generate leads, nurture them, and manage your sales and customer relationships more effectively.
By providing personalized and relevant communication, you can increase engagement and drive more conversions.
You can also gain valuable insights into your audience, which can improve the overall campaigns’ performance. And ultimately, gain a competitive edge in the market and succeed in the ever-evolving real estate industry.