How to optimise your real estate CRM marketing automation
You’ve invested in a real estate CRM and armed yourself with the how-to of marketing automation. So, how do you make sure you’re maximising all your potential benefits of real estate CRM marketing automation?
The first concept to understand is that a CRM differs from marketing automation software. These two systems serve different purposes – a CRM is used primarily for sales and managing customer data, while marketing automation manages lead generation and repetitive tasks.
These two types of software become very powerful when used in tandem, providing a better customer experience and strengthening your brand. By integrating your CRM and marketing software, your marketing and sales team can work together to understand your customer better and increase conversions.
Therefore, it’s essential that your CRM has robust marketing functionality such as email capability, SMS, and design templates, or it integrates easily with other platforms.
Keep Your Database Clean
In the world of lead generation, quality wins over quantity. The foundation of good real estate CRM marketing automation is good lead segmentation (a task for your real estate marketing automation software).
While random EDM campaigns may generate leads, a finely tuned, targeted campaign will bring quality leads more likely to convert.
Your database’s overall health and hygiene is crucial to maintaining your brand reputation. Sending emails to disengaged users who flag them as spam may end up harming your deliverability.
By ensuring your database contains active and engaged users, your messages are more likely to be received and opened. Make sure you eliminate any duplicates after the integration of the two systems.
Integrating your CRM and marketing automation software can also give you clear insights and a complete picture of your customer’s journey and how they engage with your products and services.
By using data generated by your systems, you can get into your customers’ minds, address their pain points, and serve valuable content at the right time to help inform their buying decisions.
The more detailed data you can glean on sales, the more information marketing has to understand what converts and what doesn’t. Teams will waste fewer resources on disjointed tactics that don’t delivery results.
Build Your Automation, or Use a Robust Template Library
If you are in the early stages of acquainting yourself with the intricacies of automation, it can prove highly advantageous to ensure that your chosen Customer Relationship Management (CRM) system includes a pre-existing template library, replete with a wide array of templates readily available for utilisation.
This valuable feature not only simplifies the initial learning curve but also affords you the flexibility to personalise and tailor templates to your unique requirements at a later juncture, should you choose to do so.
Stick to Your Brand Voice
Maintaining a uniform and unwavering brand voice when engaging with your customers yields numerous advantages that extend far beyond mere aesthetics. This consistency not only imbues your marketing messages with a polished and professional aura but also renders them instantly recognisable to your audience. The result? A heightened level of trust among potential customers who appreciate and value communications that seamlessly blend style and substance.
However, the seemingly effortless nature of consistent brand voice and clear communication belies the fact that achieving this harmony necessitates the right set of workflows and tools. In order to seamlessly integrate this consistent communication into your marketing strategy, it’s imperative to leverage the correct tools and establish a well-orchestrated workflow.
One instrumental step in this process involves the integration of your Content Management System (CMS) and marketing automation tools. This integration streamlines the management of your communication channels, facilitating the implementation of a robust quality control mechanism. This, in turn, ensures that your brand communicates with a unified voice, regardless of which team within your organization is responsible for the interaction.
Imagine this scenario: you make updates to your brand’s style guide, refining and enhancing its identity. With an integrated CMS and marketing automation system, these changes are disseminated effortlessly across all your communication channels.
As a result, every team within your organisation can promptly access and adapt to these updates, aligning their messaging with the revised brand style. This synchronised approach not only saves time but also reinforces brand consistency, ultimately fortifying your customer relationships and enhancing the impact of your marketing efforts.
Find Automation That Works for You
In the ever-evolving landscape of business, it’s imperative to recognise that every enterprise is unique and, as such, demands tailored marketing strategies and tactics to thrive and succeed. This underscores the critical importance of selecting a Customer Relationship Management (CRM) system that aligns seamlessly with your specific target audience and chosen marketing channels.
Consider, for instance, a scenario where your business predominantly operates in the digital realm, generating a substantial portion of your leads through online listings. In this context, harnessing the power of Email Direct Marketing (EDMs) becomes a paramount priority. The ability to engage with your audience effectively through targeted EDM campaigns can make all the difference in driving your digital-based enterprise towards success. Hence, your CRM should offer robust EDM capabilities to cater to this need.
Conversely, picture a boutique, community-centric agency where walk-in clients play a pivotal role in your growth and success. In such a setting, the significance of physical marketing assets cannot be overstated. Here, marketing automation tools that facilitate the creation and management of tangible marketing materials assume a greater level of importance. From flyers and brochures to event signage, the ability to efficiently produce and distribute these physical assets can significantly impact your agency’s visibility and engagement within the local community.
Therefore, the choice of your CRM system should not be taken lightly. It should be a deliberate and informed decision, reflecting a deep understanding of your business’s unique characteristics and the specific needs of your target audience. By aligning your CRM with your audience and chosen channels, you ensure that your marketing efforts are finely tuned, maximizing their effectiveness and contributing to the overall success of your enterprise.
Commit to the Automation
Making sweeping changes to the tools an organisation uses can be challenging. Committing to new processes requires time and patience. Make sure everyone on the team is on board, holding regular training on the how, when, and why, and set up processes to iron out any issues that may arise or fine-tuning that needs to happen.
Once the benefits of marketing automation start to kick in and the team can utilise less time spent on laborious tasks, leading to more conversations and ultimately happier customers – the many benefits of marketing automation should speak for themselves.
Real Estate CRM at MRI Software
Hopefully, all of these benefits prove to you just how valuable optimising your real estate CRM marketing automation can be.
To find out how our powerful and innovative CRM software can transform your agency, please click here to schedule a personalised demo or call our team on 1300 657 700, we would love to help.
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