Armed with laptops and smartphones, today’s home buyers are more immune to real estate marketing than agents can handle. People anticipate relevant, meaningful and personalized marketing, especially as they come into the deal well-informed having done their own research. If you feel you’re lacking basic marketing intelligence to run effective campaigns, you might want to untap amazing opportunities your real estate CRM data delivers.
Here’s why CRM intelligence should lay the groundwork for all of your marketing campaigns.
1. Fine-tune and track follow-ups
An astonishing 80% of leads are either lost or never followed up. Either there’s no documentation created for them or they are lost in the hustle of numerous spreadsheets. In other words, there’s not much sense to put time and dedication into your marketing campaigns to generate new leads, only to allow them slip through the cracks later.
On the contrary, a follow up strategy backed up by your CRM data helps you keep the focus. Now you can:
- have one central place for keeping your leads documentation;
- create and schedule your marketing campaigns;
- segment your database and send relevant messaging to each niche (e.g., to buyer or seller leads, vacation home seekers, etc.);
- automate and schedule follow up emails;
- spot hot leads in your database by tracking open and click rates and email correspondence.
2. Create better ICP for more effective ad campaigns
ICP, which stands for an ideal customer profile, is a very helpful technique to use in your marketing strategy. Basically, you get to know the type of a customer who will benefit most from your service. Because you know so well what exactly this person needs, you can anticipate a very high response and conversion rate.
Of course, you need real data to elaborate on the needs and preferences of your ideal customers. And what better place to get this intelligence than your CRM system? Taking your time to dig deeper into your email conversations and CRM reports is a good way to outline the most important things and build a good ICP.
Your entire marketing and advertising strategy should hinge on the ICP. You can then create much more targeted campaigns that won’t land on deaf ears but fill our sales pipeline with new contacts.
[Related post: 10 Real Estate Growth Hacking Ideas to Inspire Your Team]
3. Ensure consistent communication
According to studies, it takes 8 to 12 messages on average to convert a lead. In real life, it takes even longer than that which is why persistence is so important. With a real estate CRM, you can set up drip marketing campaigns and invite people to join your center of influence.
At the same time, knowing which messages worked for which leads is equally important. You can figure this out by their current and past behaviors. Again, having real estate CRM data will be the key. You can send targeted and consistent messages and track results automatically.
4. Personalized marketing
In the era of digital marketing, catering to prospective home buyers can be as personalized as never before. The benefits of this are huge: Higher customer loyalty, retention and conversion rates.
In addition to sending personalized email campaigns automatically, you can also leverage real estate CRM data onboarding to power your advertising campaigns such as retargeting. Just create a list with your contact emails, set a campaign and your ads will intelligently follow people up across all of the Web and on any device. And you no longer have to use the same marketing for everyone: Create campaigns that will cater to buyer or seller leads, retirees, vacation home seekers, etc. and outline the value proposition most relevant to them.
5. Increase marketing ROI through automation
Agents see a 451% increase in qualified leads thanks to marketing automation. Create automatic alerts and triggers to remind you of important follow-up tasks. Set up and schedule email drip campaigns to deliver your content, market updates and new listings automatically. Never forget about your customers’ birthdays and move-in anniversaries. Automatically add new leads to your contact database and assign staff.
There are so many exciting opportunities your CRM system carries for you. You can seamlessly capture important marketing intelligence, however big your database is with virtually zero effort on your part.
6. Retain more customers
There’s a 70% probability of selling to existing prospect as opposed to a just acquired one. In other words, it’s almost always easier to convert an existing prospect than a new one. Thanks to features like marketing automation and a vast field of real estate CRM data, retaining leads and customers gets essentially easier. Now that you know better what and when to say, people can see more value in signing up.
7. Build a referral-based business
An ultimate goal for all salespeople is to get our businesses to run on referrals. If you already reached this milestone, big congrats! If there’s still room for growth, go ahead and leverage the power of your real estate CRM data.
We’ve got a whole post here exploring the best ways you can do this: 6 Proven Ways Top-producing Agents Get Real Estate Referrals]
8. Grasp more marketing opportunities
Real estate CRM data is a valuable and exclusive source of insights on how to do more business. Coupled with other marketing tools like a website, social media, portals, online reviews, content and email marketing, it connects your marketing strategy. From running daily operations more effectively to enhancing your follow up and customer retention, a real estate CRM can transform your brokerage.
It’s true that real estate CRM is one of your biggest assets coming in at a time when digital technology alters real estate marketing completely. Make the most of it to grasp market opportunities better and faster than your competition does.