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Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
Check out these marketing automation tools for email workflows, social media scheduling, and customer relationship management.
Lately it seems like everyone is talking about marketing automation. As real estate buyers increasingly demand personalized experiences through the buyer’s journey, marketers’ jobs are getting tougher. They need to provide custom lead-nurturing content to all prospects in their databases.
And that’s where automating marketing tasks can help.
The term “marketing automation” refers to a variety of tools used to automate the process of personalizing leads’ interactions with your property. The sheer variety of these tools can sometimes be overwhelming — so we’ve pulled a few of our favorites in the categories of email workflows, social media scheduling tools, and customer relationship management.
6 marketing automation tools for real estate marketers
Email workflows
1. Customer.io
This tool lets you send targeted messages to your prospects, crafting them based on how they interact with your property, and making personalized messages simple. You can also keep track of conversions and create customer profiles. Our favorite part? It integrates with your mobile app or website, letting you see data in real time and trigger actions by adding in predefined rules.
2. Constant Contact
This powerful tool has some features that are unique — and can take your marketing capabilities beyond the basics. Beyond setting up and managing an automated database, Constant Contact offers Facebook fan promotion, coupons and deals, and event management.
Social media scheduling tools
3. AdRoll
This is an extremely effective tool for retargeting prospects through re-engagement on Facebook, Twitter, and elsewhere on the web. It offers cross-device and cross-platform retargeting capabilities, as well as flexible segmentation, letting you provide customized experiences that dramatically improve your marketing efficiency. It also offers customized budgeting and full control over ad spend.
Customer relationship management (CRM)
4. Pardot
Pardot is an all-inclusive marketing automation suite, but it’s particularly strong for amping up your engagement with CRM integration. It’s a great tool for helping your sales team shorten the sales cycle. And, in addition to CRM integration, it offers email marketing, lead nurturing, lead scoring, and ROI reporting.
5. Marketo
This cloud-based marketing software lets you drive revenue with lead management and mobile marketing. It not only helps build prospect relationships, but it helps you sustain them as well. Best of all, you can try it out for free until you’re sure it’s right for your company.
Bonus all-in-one tool: HubSpot
HubSpot is an inbound-marketing tool that lets you generate leads, close deals, and manage your sales pipeline from start to finish. It integrates beautifully with a content marketing strategy, with the goal of turning outbound leads into inbound ones. It includes revenue reporting, custom-event reporting, custom-event automation triggers, predictive-lead scoring, contacts and company reporting, and event-based segmentation.
What marketing automation tools do you use?
Related posts:
- Infographic: Real Estate Marketing Trends 2018
- 10 Social Media Statistics for Real Estate Marketers 2018
- How to Measure Brand Awareness: A Guide for Real Estate Marketers
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Real Estate Marketing Leads: 4 Myths (and How to Disprove Them)
Don’t let these four myths get in the way of creating an effective strategy for capturing real estate leads.
Highlights:
- As you start to develop your lead-capture strategy, don’t let certain myths and misunderstandings derail your efforts.
- If you confine yourself to one or even two methods of finding leads, you’re unnecessarily limiting your potential.
- The better you understand your prospects, the more you’ll be able to meet their needs and turn them into customers.
One of the most pressing challenges for all real estate professionals is to get a steady supply of real estate leads. But as you start to develop your lead-capture strategy, don’t let certain myths and misunderstandings derail your efforts.
Let’s look at four of the top myths when it comes to real estate leads.
Myth #1: Real estate leads that don’t buy immediately are worthless
It can be tempting to fall into black-and-white thinking when it comes to leads. When prospects don’t show an immediate interest in making a purchase, you might dismiss them as dead leads. That’s a mistake in any field, but especially in the realm of real estate. The only leads that are truly dead or worthless are ones where you have no accurate contact information, or they have specifically told you not to contact them again.
Just because a lead doesn’t require your services right now doesn’t mean he or she never will. Real estate purchasing is closely tied to people’s circumstances, which can change over time. That’s why it makes sense to look at every promising lead as a long-term prospect with whom you should periodically follow up.
Myth #2: There’s only one way to find leads
Real estate marketers have a wide selection of lead generating strategies to choose from. These include:
- Advertising (online and offline)
- Social media
- Billboards
- Blogging: A real estate blog is a powerful way to build your credibility as well as SEO.
- Direct mail
You may develop certain preferences for finding leads. However, if you confine yourself to one or even two methods, you’re unnecessarily limiting your potential. An omnichannel lead generating strategy is your best approach.
It’s good to combine high-tech and old-school methods, for example. You certainly need to take advantage of digital marketing, which includes an up-to-date website and social media presence. At the same time, offline strategies are still effective as well. The more ways you have to engage with prospects, the more qualified leads you’ll attract.
Myth #3: It’s more important to acquire leads than to nurture them
Lead generation is only the first step in the real estate marketing process. If you’re too caught up in the lead generation process, you may only make a brief effort with each lead before putting it aside and looking at the next one. Instead, you need to think in terms of lead management and nurturing. This includes:
- Segmenting leads so you know what type of offers to put in front of each prospect. This is fairly easy to do with web leads. You can, for example, set up separate SEO, social media, and email marketing campaigns based on different keywords and topics.
- Learning the best ways to contact each lead. Some people prefer to be contacted by phone, email, or social media, for example.
- Following up regularly. You don’t want to bombard prospects with messages. However, you do want to be proactive and reach out to leads every so often.
Lead nurturing and management really come down to building relationships with prospects.
Myth #4: Once you’ve closed, you can neglect the lead
Closing a sale is always exhilarating. You shouldn’t, however, think of a successful closing as the end of the process. Think of it, rather, as the start of a long-term, mutually beneficial relationship. It’s important to show clients that you care about them, even after the sale.
- Ask clients to complete a survey. This provides insight into areas where you can improve.
- Send holiday and birthday greetings.
- Send occasional emails or make calls asking if there’s anything you can do for them.
- Request referrals. Your past clients are often one of your best sources for finding future clients.
Avoid These Myths
Make sure you recognize these myths for real estate leads so you don’t fall prey to them. It’s important to remember that each lead is a unique individual with specific characteristics and preferences. Many mistakes occur when business owners and investors generalize too much about their leads. The better you understand your prospects, the more you’ll be able to meet their needs and turn them into customers.
Related posts:
- How Inbound Marketing for Real Estate Works to Improve Sales
- How to Explain Content Marketing ROI to Win (or Keep) Buy-In
- 6 Signs It’s Time to Consider Outsourcing Your Real Estate Marketing
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Developers Can Be Good Neighbors, Too!
In the mind of every developer, time, ROI, and money are always on the forefront. But to really build trust, developers need to be good neighbors. Here’s how.
Related posts:
- Developers need to to connect with the community, including locals, businesses, and other entities.
- Ensure your crew adheres to all local construction time restrictions, avoids obstructing walkways, and leaves the site clean at the end of the day.
- Do you use environmentally friendly building materials? Don’t be shy about it – make it part of a promotional push.
From building regulations and material selections to space planning and customization, every developer knows that designing a multifamily project can be demanding. In almost every metro area in the United States, developers scramble to keep pace with the rising demand for multifamily housing.
However, one aspect is often overlooked: how developers can be good neighbors. The development of luxury properties goes beyond the search for rich returns on investment and careful execution of processes. It is just as important to connect with the community, including locals, businesses, and other entities.
Here’s a breakdown of our top 3 strategies on how developers can be good neighbors.
Reduce Disturbances
Construction projects have a significant impact on communities. Every aspect of it has some measurable effect, from waste disposal to excavation processes.
So, how do you stay in the good graces of the neighborhood? Simple gestures count.
- Prepare the neighbors by sending a note alerting them of an upcoming project, how long it will take and what to expect.
- Provide construction updates on the company website and social media channels.
- If you’re using green technology, promote it.
- Ensure your crew adheres to all local construction time restrictions, avoids obstructing walkways, and leaves the site clean at the end of the day. And, most importantly, share your excellence on social media.
Be Approachable
The surest way to build relationships and trust with the surrounding community is by being open and quick to respond. Again, leverage social media to generate support for your project and to strengthen relationships by seeking input from local government officials, religious groups, and other members of the community. Show the community you’re open to feedback. Let your social media team post pictures and updates online.
Employ Appreciated Design Elements
What are that would get the community excited? Do you use environmentally friendly building materials? Do you plan to install a new system for waste diversion or water collection? Are you matching the design with characteristics of the neighborhood? Are you pursuing a LEED certification? Whatever it may be, don’t be shy — make it part of a promotional push. If the interactions with the community result in design changes, let everyone know you’ve taken the feedback into account. Post renderings of what the finished luxury development will look like and spell out how it will increase the value of the space and community at-large.
Successful developers build relationships to foster trust and work closely with the community by launching projects that are in line with the interests of the locals. When designing a project, keep the community in mind.
Related posts:
- 10 Quick Ways to Grow Brand Awareness
- What Metrics Should You Track in Real Estate Marketing?
- Top 5 Real Estate Marketing Influencers
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5 Benefits of a Real Estate Blog
Having a real estate blog is a cost-effective and efficient way to grow your brand. Here are 5 benefits of maintaining an informative, valuable blog.
Highlights:
- Blogs provide real estate brands the opportunity to educate, inform, and even entertain readers through content.
- 81% of U.S. online consumers trust information and advice from blogs
- 80% of our website traffic comes from blog posts that are over six months old.
We get asked all the time, “Do I really need a real estate blog?” And the answer is: yes! The follow up question is “Why?” And the answer is simple: it works!
On a basic level, blogs provide brands the opportunity to educate, inform, and even entertain readers through content. They are an effective and relatively cheap tool to help grow your real estate brand. Search engines even consider blogs—and blogging frequency—when ranking pages.
I often tell our real estate clients to think of blog posts as opportunities. Every time you post, you create a chance to be found, to be liked, to be shared, and to be linked to other sites.
Still not convinced? Here are 5 of the top benefits of having a real estate blog.
5 benefits of a real estate blog
1. Get more traffic to your website
According to HubSpot, companies who blog receive 97% more links to their website than non-blogging companies. Not only that, but 81% of U.S. online consumers trust information and advice from blogs. These stats highlight how a blog can help your brand become a trusted resource for your audience—resulting in more website traffic and increased leads.
2. More visibility in search results
Search engine algorithms are getting more and more sophisticated. As they do, your site’s content becomes increasingly important.
Your content helps inform search engines about your site, improving your rank in relevant search queries (people who are searching for properties or real estate companies like yours). As you choose content for your blog posts, be mindful of the search topics for which you want to rank highly. Every time you publish a post, you create a new chance to reach someone looking for a property like yours.
3. More engagement on social media
Blog content is ideal to share (and link to) social media marketing campaigns. It can help undecided leads learn about your properties and sway them in a positive direction. Sharing your blog posts on your social media accounts helps give validity and authority to your company, as you disseminate content you created yourself.
4. Establishesyour industry expertise
When you blog about topics you are confident and knowledgeable about, it shows. You set yourself up as an industry expert. Create posts about the latest real estate trends, best practices, and neighborhood and community events to showcase your market knowledge. Your posts will be helping inform readers, while also establishing your brand as an industry expert.
5. Works even when you aren’t
Did you know that is takes up to two years for a blog post to see 99% of its impressions. In fact, we find that 80% of our website traffic comes from blog posts that are over six months old.
Why is that? Because, as with many things, blog posts improve with age and continue working even when you aren’t. Search engines give value to older content that has had more time to accumulate social shares, likes, and referrals from other web pages. The more relevant a blog post proves itself to be to readers over time, the higher it will rank in search engine results.
You hardly need more convincing, right?
Related posts:
- 4 Ways a Blog Can Help You Sell Real Estate
- Drive More Traffic and Generate More Leads with Your Real Estate Blog with our Editorial Calendar Template
- 5 Ways to Generate Real Estate Blog Ideas
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5 Effective Ways to Use Instagram for Your Luxury Real Estate Brand
With its highly visual platform and growing user base, Instagram is a natural fit for real estate marketing. Here are five ways to make Instagram work for your luxury real estate brand.
Highlights:
- Instagram posts should reflect your luxury real estate brand and maintain the overall tone you set through other marketing efforts.
- Successful brands on Instagram pay close attention to how their posts reflect their brand’s message.
- Hashtags allow your posts to be seen by users outside of your circle of followers, so using relevant, industry-specific hashtags is key in reaching new audiences.
Looking to engage with new audiences and connect with your target market? Instagram is the perfect platform for luxury real estate brands looking to expand their reach. In fact, engagement on Instagram is ten times higher than it is for Facebook, and the demographic is substantially more affluent—making it a no-brainer for luxury real estate.
But to get the most out of this highly visual platform, it’s important for real estate marketers to post the right kind of content. The content should reflect your brand and maintain the overall tone you set through other marketing efforts (i.e. your website, blog, etc.). Marketers who want to reap the benefits of marketing on Instagram need to do more than just post appealing pictures with fun filters. Here are five effective ways to make sure you’re getting the most out of your marketing efforts on Instagram.
5 effective ways to market your luxury real estate brand on Instagram
1. Focus on your target audience
Who are you trying to reach with your Instagram posts? Trying to post compelling content for an unidentified audience is like taking a shot in the dark. Knowing who your ideal buyer or tenant is allows you to create content that is informative, educational, and entertaining to that specific person.
When creating (or curating) content for Instagram, the more detailed you can be with your buyer persona(s), the more specific and effective your content can become. The personal connection is particularly crucial for real estate buyers, and understanding your target audience is key to making that connection.
2. Cultivate your brand message
For luxury real estate developers and property management companies, branding is key for target buyers (or tenants) to know about your properties and understand the lifestyle that the property offers. Creating consistent brand messaging that reflects the tone and voice of your marketing collateral helps audiences grow brand awareness.
Successful brands on Instagram pay close attention to how their posts reflect their brand’s message. Posts have an overarching theme that mirror the overall brand image. Images should do more than just promote your properties. They should add value to your luxury real estate brand’s unique story.
3. Use CTAs
Conversions, revenue, business, and profit—they all depend on the Call to Action. Don’t just post interesting content, give your followers a chance to do something with your posts. CTAs are key to the success of any online marketing initiative, including Instagram posts. Try adding CTAs to each of your posts to encourage audiences to “take an action”. Providing opportunities for followers to visit your website or download valuable resources will boost conversion rates.
4. Make the most of your hashtags
Hashtags allow your posts to be seen by users outside of your circle of followers, so using relevant, industry-specific hashtags is key in reaching new audiences. Hashtags automatically function as links, making your posts easily searchable and available to users looking for specific hashtags. For example, if a user interested in San Diego real estate clicks on #sdhomesforsale, all public posts labeled with that hashtag will show up.
As you start experimenting with adding hashtags to your social media posts, make sure to:
- Use relevant terms.
- Research trending topics as you chose your content.
- Create your own hashtags to match your luxury real estate brand.
- Make sure the audience setting on your posts is “public.”
5. Check your analytics
Many real estate businesses struggle with measuring ROI on social networks. Even for seasoned digital marketers, the collection of data is one of the most daunting tasks. But it’s important to gain insight into the who, when, and where of your Instagram traffic.
Use Instagram Insights to learn more about the people interacting with your luxury real estate brand on Instagram. You can also see which posts your audience sees and engages with the most, as well as a breakdown of demographics. Analyzing your posts will help determine what’s working for your brand and where changes need to be made.
Need help getting started with optimizing your digital marketing efforts? We’re here to help.
Related posts:
- 5 Real Estate Instagram Accounts You Should be Following
- Measure Social Media Success in Terms of Potential, not Dollar Amount
- How to Measure Social Media ROI with Google Analytics for Real Estate
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