New marketing Technology
Although relatively novel, marketing automation systems help to automatically warm leads and prospects. Fundamentally, promotion automation systems mechanically move prospects down the sales funnel. To give you an idea of the flexibility of a marketing automation program, I have listed the following campaign that has been used profitably by different real estate agents.
1) Lead capture - A prospect lands on a landing page that has a form to fill out in trade for free comps of their area.
2) After the lead enters their information, they are emailed the information that was requested.. Different geo-targeting advertising systems such as AdSense can be used.
3) Regardless of whether or not the real estate agent has called the prospect yet, the promotion automation system sends out a personal introduction by email that looks like it was from the agent. Included in the email is the agent's contact information so the prospect can call, or if they reply to the email, it is sent directly into the real estate agent's regular email account. Often the email will direct the prospect to view an web video.
4) The next communication is an email that follows up to ask the prospect if they have any questions about the video or presentation. The email may also ask the prospect's communication preferences.
6) Depending on their preferences, text messages may be sent to the prospect to keep them updated.
5) When this text goes out, a to-do action is put into the agent's task list with instructions to call this lead today. This is the point where many agents would make first contact as the prospect already knows who they are.
7) Another component of the product may be direct mail. In that case, a postcard may automatically be sent to the prospect.
A few weeks later, an email newsletter is emailed to the prospect. Once again, when the email is sent, promotion automation system puts a to-do action to notify you to call the prospect and follow up.
Depending on your goals, marketing automation systems can be used to warm novel leads, drive prospects further down the sales funnel, or even turn good clients into great ones.
Fsbo listings from the Redx provides real estate agents with a continual list prospective customers.