Let’s face it. Real estate is a competitive business. But that doesn’t mean you can’t fight through the noise and get noticed.
Get out of obscurity by delivering more and better content to your clients. If you can educate your audience and deliver valuable content, you will build trust and brand loyalty.
The challenge is delivering relevant content to each segment of your database. After all, your past clients, sphere of influence, new referrals, internet leads and your active buyers and sellers all of very different needs.
The solution: Email Drip Campaigns.
What are email drip campaigns?
Email drip campaigns are context-based emails that deliver a sequence of emails designed to educate your clients, provide relevant information, position you as an expert, and ensure you’re the first thing your clients think of when they hear the words, “Real Estate.”
You create email follow-up sequences for common client scenarios such as:
- First time home buyer
- Motivated seller
- Past client
- For sale by owner
- Expired listing
- Internet buyer or seller lead
With your pre-written content ready to go, you can reduce the amount time it takes you to follow-up with your clients and deliver more relevant content to all of your clients and prospects. By delivering high-quality relevant information, your clients are more likely to be engaged with your material and recommend you to their friends and family.
Also, don’t underestimate the value of just showing up.
The number one reason agents lose business is lack of follow-up. You prospects can’t call you if they don’t remember you, so if you deliver helpful information for months or even years you will win more business by just showing up.
How to use email drip campaigns
There are a number of ways in which you can send context-specific email drip campaigns to your prospects and clients. Let’s take a look at 3 ways.
Send emails based on client needs.
Buying and selling real estate can be an overwhelming and challenging task for anyone. Luckily, your clients have you!
Unfortunately, there are only 24 hours in the day and if you spend them all writing email follow-up there isn’t much time left to actually help your clients. The solution is systems and automation. Anything you’re going to have to do more than once should have a system or automation process, including educating your clients.
Since you’re going to come across many of the same client scenarios over and over again in your career, you’ll want to set up an email follow-up sequence to educate each client group. That way, you don’t have to personally write thousands of emails explaining the home-buying or home-selling process to all of your lovely clients.
Plus, by automating your email follow-up, you can let your systems do the educating so you can spend more time out in the field helping your clients with the biggest investments of their lives.
Do this with Top Producer CRM! Top Producer has over 500 pre-written emails and letters covering dozens of different scenarios: Motivated seller, buyer lead, past clients, online lead, FSBO, Expired, Renters, First time home buyers, etc. Simply qualify your lead and then activate your relevant action plan to deliver long-term relevant information to educate your clients and automate your branding.
Send emails based on lead source.
Another way to send relevant emails to your prospects is based on the source of the lead.
You can do this because the source of the lead can tell you a lot about the needs of your new prospect.
Did you meet your new prospect at an Open House? They’re probably a nosey neighbor or a buyer. Both are good! You’ll just have to follow-up with the nosey neighbour for longer before they’re ready to convert.
Is your new lead an internet lead? The megasites (Realtor.com, Zillow) deliver buyer leads, Tigerlead delivers buyer AND seller leads and your other favorite lead sources will deliver a consistent lead type. This is perfect, you can deliver email drip campaigns to satisfy their curiosity and educate them on the market.
Do this with Top Producer CRM! Use Top Producer’s Auto Apply Plan Rules to automatically send your new leads a series of emails based on the source of the lead. Want to send your Zillow and Realtor.com leads a 2-month Buyer Lead follow-up campaign? Easy!
Send emails based on real estate life cycle.
Check out these statistics from NAR’s profile of home buyers and sellers:
- Having an agent to help them find the right home was most important to buyers when choosing an agent at 53 percent.
- 41% of buyers used an agent that was referred to them by a friend, neighbor, or relative.
- Nearly 7/10 interviewed only one real estate agent during their home search.
- 88% of buyers would use their agent again or recommend their agent to others
The average home owner is likely to buy or sell every 5-7 years. If you follow-up you have a great chance to getting repeat business and referrals. Despite this fact, very few agents follow-up.
Follow up like a top producing agent and you’ll get more repeat and referral business. When you do, you’ll likely continue to meet your clients at different stages of the real estate life cycle. And when you do, be prepared to deliver helpful and relevant information based on their new needs.
Start sending email drip campaigns!
Sending personalized, relevant content to your entire database is easy and will provide massive benefits when used consistently – And it doesn’t have to be difficult!
One of my favorite client success stories is a client who got a listing and a $16,000 commission from a response to an email drip campaign initiated 7 years prior. That’s what I call the Power of Automation!
Start writing your own custom campaigns today or, better yet, use your CRM’s pre-written campaigns to jump start the process. Top Producer has over 500 pre-written emails and letters covering dozens of different scenarios, so you don’t need to spend hours creating content and putting emails together.