What is Marketing Automation for Estate Agents?
Supporting your marketing and sales teams
As explained on our Marketing Automation page our product is a Marketing Automation software tool to help businesses get more qualified leads and quality sales.
Property sales processes have changed dramatically in recent years with the arrival of web-based property agents such as Purple Bricks and a reliance on online property portals such as RightMove and Zoopla.
The property market as a whole has been slow to adapt. But it’s never too late and embracing Marketing Automation for Estate Agents now could transform your business performance and fuel growth.
Track your leads
Imagine this scenario. A couple is standing outside your office looking at the properties on display in the window. You can tell they are in the market for a house to buy because of where in the window they are looking. You may also guage a rough idea of their budget because you can see what properties are attracting their attention. But they don’t walk in so you will not know anything more until, or if, they return.
Now imagine this. A couple is standing outside your office (but in this case the office is your website). You are fast asleep in bed at the time, but this couple is browsing property sites late at night because it’s a time that suits them. As they browse your website prompts them to answer a few simple questions; such as what their budget is, how many bedrooms they want and in what area they want to live. They don’t have to give up their contact details so they’re happy to answer the questions and be filtered through to relevant property details. Then one of the children wakes up and they stop their search.
A few days later, they’re on your website again. This time they request a property brochure and so complete their email address and name.
Rather than watching an anonymous couple wandering past your window you now have a valid self-qualified lead – without even meeting them. And before you even knew their name you had an understanding of their budget, the type of property they’re after and where they want to live.
Reduced frustration of long sales cycles
Marketing Automation systems track prospects even when they are anonymous website visitors (by IP address), continually qualifying the prospects, checking for engagement and scoring actions. There is no limitation on prospect numbers, so you can nurture thousands of prospects as easily as one. When that couple we referred to above decides to stay put for a couple of years you will be forearmed with details of their original search when they return. You will have a march on your competitors by having an immediate understanding of how their requirements may have changed.
Using thresholds and scores prospects are moved between or through workflows allowing them to qualify themselves as hot prospects when ‘they’ are ready. Triggers can be set to alert your team to hot prospects as they qualify providing a profile and their individual engagement history.
If you have any questions please contact us by email or on 07956 306 940.