4 Steps to Drip Marketing Success
Melani Gordon is back. Last month she examined the growth of online real estate ad spending, this month she's bringing it with some email marketing tips. Melani is regularly published in Realty Success Magazine, and we're honored to be able to pin her down for another pearl of wisdom.
Online Marketing: 4 Steps to Drip Email Marketing Success
By Melani Gordon
I recently attended Inman Connect expo this past July in San Francisco geared toward real estate Internet marketing. The topic was titled, “The Web, Its Opportunity and Its Limitations for Real Estate Customer Acquisition.” The moderator focused the guest speakers on what they do now and what methods and/or tools don’t work. The panel was comprised of 3 successful brokers and one technology provider.
Imagine a hotel conference room filled with 130 real estate agents and brokers. These were a group of professionals who were chomping at the bit to get the next golden marketing ticket. Half way through the session a top broker from Florida spoke up about her thoughts and the use of “drip marketing” in her business. She stated that, “My brokerage doesn’t utilize drip marketing. I don’t recommend my agents use this approach. I mean really, what consumer wants to get an email 60 days later after contacting an agent about how to make chicken cacciatore?”
As the room fell silent, I chuckled to myself and found myself wondering what everyone else was thinking. I purchased a home 2 ½ years ago. Now my husband and I are ready to sell our Pt. Loma condo in San Diego. The original buyers agent has failed to stay in touch with us over the last couple years. Rest assured she will not be getting a phone call from us. The first agent who came to mind was the one who happened to be top of mind.
Let’s take a step back and walk through what we like to call a proven 4 step process to success. This is a system to help keep you top of mind with your clients AND prospects. Let’s take a peek at just how important it is to have a lead follow up system, even if that means sending automated emails to your sphere. Granted, the email content doesn’t have to revolve around your favorite recipes for the holiday. Be a persistent marketer and utilize a drip email marketing system to stay in touch with your sphere of influence. In the end, you’ll be glad you did.
- Don’t try and email your list of 300 clients and prospects manually. This can be very time consuming and tedious. I still see real estate professionals thinking they can handle this on their own. If this sounds like you, you are wasting precious time.
- Do subscribe to a drip marketing campaign system. This will automate the process for you. Begin arranging your client and prospect lists into some predefined campaigns. I’ve seen this range from a first time home buyer campaign that will run for six months, and send up to 2 or 3 emails a month to each contact in that campaign. I’ve seen systems with predefined client email campaigns with targeted emails on touch points for the audience who already bought a home from you. A couple great systems to check out are www.birdview.com and www.sharperagent.com.
- Split your email list into specific neighborhood or demographic segments. Customize your email content to match this target audience. For example, if there is a hot condo market or neighborhood in your area, send relevant emails to this group. Demonstrate that you’re knowledgeable in your market.
- Track the results. It is very important to understand your email statistics. When you have 110 prospects in one campaign and only 2% of that 110 are opening the email - it’s time to reevaluate. Be sure to check if you have valid email addresses and you are sending relevant content to that target group.
So, if you are still standing by waiting for the golden ticket, take this one. Be a persistent marketer and realize the importance of an ongoing drip email marketing system. This will yield results over the long haul.
If you are looking for some one-on-one consulting feel free to contact Melani direct: 619-224-2455 or email. She promised me that a quick 15 phone conversation will help you increase your prospect lead conversions.
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