It’s like a rollercoaster of emotions, isn’t it? First, you are happy that you finally have traffic, but then you become sad because that traffic doesn’t convert into sales! The evolution of digital technology has changed every facet of our lives and reached into every industry. No one — not a single agency, broker or realtor — is working the same way they did in the 1990s. Some were faster to grasp these changes than others. Unfortunately for the majority of professionals in the industry, the transition has been difficult.
Early on, a few real estate tech companies saw an opportunity and began to take control of the sales process (think how Zillow charges you for a slice of their lead generation). Meanwhile, most real estate agencies and agents were left wondering how to reach new clients in a field that was dramatically different from everything they’ve known.
“Nowadays, the competition for leads is more cutthroat than ever.
Fortunately, there are still vast opportunities for those willing to take the first steps.“
Every real estate agent is now faced with a question: Your business model is changing, are you changing it? If not, then marketing automation can help.
Today’s successful real estate agencies are increasing their reach by advertising through a variety of social media networks. There, they can target specific markets and users. We’ll give this strategy an official-sounding name by capitalizing the letters: Social Media Marketing. But that’s not the end of the process. The next step is what we call Real Estate Digital Automation. Real Estate Digital Automation and Social Media Marketing go hand in hand. At our company, TREM Group, we’ve developed a proprietary system that we continue to test and perfect.
An overwhelming surge. In fact, our clients weren’t able to segment, analyze and effectively follow-through on the large number of leads pouring into their offices day-in and day-out. Sure, a CRM tool can help you manage your leads, but you still need the people power to qualify them, which can be frustrating when you’re dealing with hundreds of cold leads.
Here’s where automation saves the day. When someone registers through your real estate website or any other “Call To Action,” the lead feeds into our Real Estate Digital Automation tool, which takes over the engagement process until the lead is ready to act. It’s based on a strategic combination of email drips, retargeting, and SMS campaigns triggered sequentially over a 28-day period. Then, they are moved into a dynamic feed loop that will continually show them the properties they showed interest in.
This automated evergreen process is designed to first create a pool of potential prospects with the sole purpose of driving registrations. This will help build the pool from which we will target our potential buyers. Additionally, this evergreen process will keep ads fresh, showing users a different ad throughout the funnel journey, move them back to your website and eventually lead them into an online appointment registration process.
Once they’re there, your marketing engine can automatically learn more and more about the interests of your website visitors over the course of the customer journey through the funnel. For instance, it can record their preferred neighborhoods, price ranges and property types to name a few.
Your engine then records and segments users, building a powerful database of people to whom you can market over and over again for other services or future properties. This minimizes your marketing spend, builds an invaluable brand loyalty and a powerful database of potential future buyers. All the while, the automation tool regularly nudges your prospect toward a consultation call, a showing or even a special offer on a property they’ve expressed interest in.
By combining Social Media Marketing and Real Estate Digital Automation, Realtors now have a way to access the enormous potential of the digital economy. Our goal at TREM Group is to shift the balance of power from the media giants back to the agents and brokers at the heart of the industry.