Marketing automation serves to get the most out of our contact database, getting the right message to each client, maximizing sales.
It is common for a real estate developer to have a CRM to organize its client list, but this does not imply that it is correctly impacted on them.
A help to deepen and obtain a better ROI is to use automatic mechanisms of contact with clients. Delegating part of the communication work to specialized programs allows us to focus time on what is really important, where agreements are made, on personal contact.
Another benefit of automating part of the real estate marketing plan is that the sales and marketing teams will work more closely. In other words, if they both use the same tool, the salespeople will have more time to dedicate to working with qualified leads, while the marketing department will be able to filter and measure the data better.
Better impact with automated email marketing
It all starts with an email list of potential real estate buyers. If we have the data saved and classified, we can send the appropriate email to each client.
The promotional emailing tools are very valuable since it goes directly to the mailbox of the interested party and allows us to know the user’s behavior, that is, if he has opened the mail, if he visits the landing page, if he repeats visit, etc.
You have to know the wishes and tastes of that specific person so that the user opens the email and converts.
The way to send a personalized email is to understand what phase of the conversion funnel each person who receives that email is in. That is, is it the first contact with the promotion? Have you already heard from another sale? Are you deciding between one home or another? It depends on their situation regarding the purchase, you will send them one message or another.
If you have more questions about the funnel or funnel, in the following link you can learn more about the conversion funnel.
Maturing and classifying leads: lead nuturing and lead scoring
A lead, or interested person, can come from different channels. All the communication channels that you have open are points to connect with future Real Estate buyers. In order to guide you through this huge amount of information, there are techniques for ordering these leads.
On the one hand, lead nurturing, that is, scheduling the sending of a series of messages with the intention of knowing more about the customer. It is a way to mature your interest in acquiring a home, educate for the purchase.
Normally, a chain of newsletters can be made automatically, getting the user to advance in the conversion funnel only by reading our emails.
On the other hand, lead scoring , which consists of automatically scoring profiles , based on the information given and their interaction with the company (sessions logged on the web, contact through networks, among others). Thus, you will know who are the people most predisposed to buying and who should continue to nurture until they are fully matured.
How to apply chatbots in the real estate sector?
Another example of automation is chatbots. They are already a trend in marketing because they streamline contact processes. These autoresponders have also reached the Real Estate and are sure to save time in the future. The chatbot, after all, is a personal assistant that answers user questions when you can’t, by schedule or priorities.
Some of the characteristics of chatbots are the following:
- It is nourished by Artificial Intelligence, although there will always be a human hand behind it.
- You narrow down their responses, which frees up customer service a lot and improves engagement.
- The conversations should have a clear objective such as informing about real estate promotions or making an appointment with a client.
Images can be incorporated into the conversation, to avoid being just text, which improves the quality of the information.
It is clear that automation is already an asset in the real estate marketing plan. What was once a phone book is now a system designed to save time and effort. If you find the newsletters, chatbots, lead scoring and lead nutring interesting, do not hesitate to comment and share this article.
Digital Transformation In The Real Estate Sector
Digital transformation is happening by leaps and bounds. And it is happening in all sectors, although one of the ones that has undergone the most and fastest changes is real estate. New technologies and tools are totally changing the way of planning strategies and developing the entire business itself.
One of the things that has changed the most is the way customers consume. The new demands of buyers increasingly have to do with technological development, through digital tools. These tools should be seen by real estate companies like blue world as a great opportunity to have higher returns.
However, not everything is encouraging. According to recent studies, about 80% of companies in the real estate sector show concern about the technological challenge, but they have not done anything to adapt, nor are they thinking of doing so in the immediate future, since they do not have an action plan.
These data are worrying, because the Real Estate sector has to start moving and change its strategy and the culture of the company, otherwise they will become obsolete in a short time.
Users and the digital environment
The data speaks for itself: 92% of real estate buyers started their search online, according to data from The National Association of Realtors. A digital user will check all the alternatives before making a decision.
And why has the digital transformation happened so quickly? In the Real Estate sector, some companies have been able to detect opportunities. Real estate professionals have to be in a continuous adaptation. Before launching digital strategies, it is necessary to know the trends that emerge.
Start the digital transformation
According to Google, some aspects must be taken into account to be part of the digital transformation successfully. The strategy is based on three main points.
The first point, the Real Estate must be aware that its clients have changed. All products offered to potential buyers have to be fully digitally adapted.
Google even has specific tools for the real estate sector, such as Google Home – a system to, for example, turn off the lights at home just by saying it out loud – or Google Nest, to reduce energy consumption at home.
The second thing to take into account is the way it is marketed on real estate websites. The main advantage is that each offer is personalized and based on the tastes and needs of potential buyers. For this reason, it is that the tools we use with these potential clients are as well optimized as possible.
And the third point is the way in which it operates. Once again, Google makes multiple tools available to the real estate sector to analyze, segment and manage campaigns. Promoting digital transformation, motivating its use and demonstrating its benefits are key situations for everything to work better.
Technology can also be used for other things that help provide better service, such as: to make predictions based on data, how will a neighborhood change? How will it grow in a few years? What will its value be in a given time? Questions that were practically impossible to know for a long time are now within reach.
The future is here
The digital transformation continues to advance and with it also the challenges that must be overcome and the new ways that must be learned. It is necessary to be in constant analysis and study of the new scenarios to be able to create successful strategies and that they know how to adapt adequately.
The large number of tools that exist facilitate tasks, but you also have to know how to choose between them. Betting on the right digital tools is the first big step. Constant training for the personnel involved in its management is also important. Work teams have to be increasingly specialized in digital.
Have you already taken the step? What is the biggest benefit you find in digital transformation? Share the article!
Characteristics of good storytelling in the real estate sector
Real estate developers have to go one step further to contact their clients. All digital content production should be designed as a short, concise and exciting narrative. Selling flats and apartments where people will live it is necessary to emphasize the human side of your products. For this, it is important to know the ideal client and know their needs, expectations and pain points as known by Tajarat properties.
Some of the practical tips for using storytelling in real estate are the following:
- Start with a concise and attractive title.
- Use animated people or characters to humanize the story.
- Focus on positive emotions such as: hope, security, love, friendship or happiness.
- Explain how your real estate development will improve the lives of future buyers.
- Stories with beginning, middle and end (you can leave an open ending if it is a serial narration).
Examples of storytelling for a real estate digital campaign
Storytelling is a way of explaining information. This way of telling is based on telling the story behind the buildings, which is what motivates building the promotion that is sold or the people who live in that city or neighborhood. Anecdotes that apparently are secondary end up having great weight to convince in the sale.
An excellent campaign is to create short videos both for the web and for Facebook or another social network. Audiovisual works of less than a minute where the protagonist is a buyer who explains his real story of how he acquired his home.
But not only owners, images of entire families showing their new life in the newly acquired apartment. Or also, of entrepreneurs who grow their business with a brand new office.
Creativity to the power to edit all kinds of videos. Now, it is true that recordings are a great way to tell a story, but they are not the only ones. There are effective examples of storytelling on all types of platforms:
- Instagram Stories
- Images on Pinterest
- Twitter threads