Real estate agents are perpetually pressed for time, constantly on the move, and expected to be accessible around the clock. Fortunately, technology has come to their aid. By implementing effective real estate CRM automation strategies, you can transform time-consuming and repetitive real estate tasks into streamlined listing management and seamless communication with sellers, landlords, and investors.
However, the true potential of a top-notch CRM lies in its ability to seamlessly integrate with a real estate agency’s operations and processes, enabling effective digital marketing at every stage of the property cycle. To ensure sustained business growth, it is essential to nurture your contacts so that you remain in their minds long after the initial transaction. CRM automation plays a pivotal role in helping agencies maximize the potential of their existing database.
Prospecting for Vendors
CRM-Form Integration: By linking your landing page, website, or pop-up forms to a real estate CRM, automation takes the initiative in generating seller leads. These forms don’t need to be overly complex; straightforward options like ‘contact me’ or callback forms can significantly boost enrollment and expand your database.
Progressive Profiling: Progressive profiling leverages browsing history and property interests to populate forms that align with a property investor’s preferences. This tailored approach, offering information on market updates or preparing a home for listing, makes it easier to attract and convert potential sellers and investors in the future.
Engaging Content: Given that 44% of property vendors are inclined to transact online, delivering relevant digital content is crucial for real estate agents and marketers. Content such as top sales case studies and property market reports provides value to prospective clients. For investors, information on high-performing areas and emerging locations is essential, while sellers seek ways to enhance their property’s value. Website landing pages offering eBooks on successful selling strategies and increasing rental returns are effective in guiding investors through the property sales funnel.
Seller-Targeted Paid Media: Sellers are receptive to paid media campaigns, making them valuable targets. Tailored paid media across platforms like Facebook, LinkedIn, and property websites can direct sellers to landing pages with sign-up forms. By utilizing CRM lists for remarketing, you can convert property owners into sellers and regain lost landlord leads. Additionally, agents can deploy area-specific paid media to target high-value investors and sellers in specific regions of interest.
Closing Deals
Contact Segmentation: Upon completing a form, a CRM automatically segments prospective clients into dynamic lists based on the information provided, such as location and property intent. As investors progress along the property life cycle, transforming into vendors or landlords, the CRM seamlessly transitions them into the relevant groups. This empowers agents and marketers with up-to-date information to deliver tailored messages, such as timing advice for selling or hot investment opportunities.
Dynamic Content: Utilizing factors like location, search history, and past interactions, dynamic content customizes messages for each website visitor. By delivering personalized messages and push notifications aligned with investor interests, agents increase the chances of future seller conversions. For instance, a seller can receive information on current buyer market trends when they are ready to list their property.
Capitalizing on ‘Lost’ Opportunities: CRM automation helps agents recover potentially lost opportunities. When an interested investor postpones a sale, automated messaging can check in with them and address any concerns. Similarly, for lost investors, agents can invite them to sign up for property notifications specific to their agency. For example, an automated email can encourage lost sellers to subscribe to a monthly email campaign featuring market conditions and local property sales.
List Remarketing: List remarketing allows you to re-engage contacts by uploading your CRM lists to platforms like Facebook. This is particularly useful for retargeting specific segments, such as investors who previously inquired about selling properties in a particular area that is now experiencing increased buyer interest.
Pre- and Post-Open House Messaging: CRM automation streamlines open house management by sending date-and-time reminders and rescheduling messages for attendees. Automated follow-up emails can be sent shortly after an open house to gauge attendees’ opinions on the property. Additionally, open houses can serve as opportunities to capture new leads via a mobile app, identifying potential investors for property management services.
Investor Nurturing with Email Drip Campaigns: A real estate agent’s database is their lifeline. Nurturing prospects through CRM workflows ensures that communications are automatically sent to relevant individuals, delivering messages tailored to their current sales state and property intent. Creating an email sequence, distributed over a predefined period, effectively retains and engages property owners until they are ready to sell.
SMS Communications and Campaigns: Some individuals prefer mobile communication over email. SMS messages are effective for reminders about inspections, appointments, or market updates. Including links to relevant property details or content offers can significantly boost engagement.
Property Notifications: CRM automation can promptly notify investors when properties matching their criteria become available. By delivering timely and relevant market updates, agents build rapport and increase their chances of being selected to assist with selling or investing.
Delighting Sellers and Landlords
Personalized Newsletters: The content that resonates with an investor depends on their position in the real estate property cycle. Personalized, automated newsletters enable agents to educate and nurture prospects until they are ready to take action. Subject lines such as “5 Tips to Maximize Your Sale Price When Selling” or “How to Get a Higher Return on Your Investment” can engage property owners considering changing property managers or selling.
Reviews and Referrals: Satisfied customers can provide valuable positive reviews and referrals. Automated requests can be sent to pleased clients after a successful transaction, encouraging them to leave reviews or refer friends and family to your agency.
Post-Sale Delight: The first sale is just the beginning. Staying in contact with clients increases the likelihood of repeat business, with sellers becoming investors or landlords. Sending post-transaction messages like birthday wishes or celebrating the anniversary of a successful property sale helps agents stay top-of-mind with contacts.
Agency Efficiency
Portal Pushing: Portal pushing automation simplifies the process of listing properties across various real estate websites. Instead of manually uploading listings to each site, agents can enter them once into the CRM and sync them across all relevant portals, freeing up time for more important tasks.
Contact Scoring Automation: Investor scoring in a CRM assigns points to specific user actions, such as requesting a market appraisal. As points accumulate, agents know when it’s time to contact hot leads for possible listings or property management.
Activity-Triggered Emails: Follow-up emails triggered by user actions, such as downloading a market report or requesting more information, can be set to send automatically. Even simple “thank you” or “offer of assistance” emails can help agents stay top-of-mind.
Social Media Integration: Integrating social media platforms with your CRM allows for seamless cross-channel promotion of property listings and agency content. Social ads offering brochures, eBooks, area reports, or property news are effective at generating future clients to add to your CRM for nurturing.
Sync Agents’ Mobiles with Your CRM: Syncing agents’ mobile devices with a CRM streamlines repetitive tasks, enabling them to follow up and nurture their client database effectively. Agents can access client and property data remotely, capture data with the app, and trigger automated communication workflows.
In conclusion, optimizing real estate CRM automation
