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How Real Estate Agents Should be Using Marketing Automation to Increase Performance and Productivity

Marketing automation is a powerful tool that can be used by agents to streamline your marketing efforts and convert more real estate leads - but only if you are using the right tools in the right way.

To maximize your efficiency and transactional output, you need a real estate website system capable of being your virtual assistant - with artificial intelligence automating and managing previously time-consuming tasks - particularly in the lead nurture stage of the sales cycle.

You should be using marketing automation to:

  1. Track user behavior and compile buyer/seller data for a more complete user profile. The more data you have on each user, the better and more effectively you can convert leads and service your existing clients.

  2. Email highly relevant, targeted recommended listings based on adapted user behaviors. Buyers want listings. The more relevant listings you can provide, the greater your value and the greater the likelihood of a successful transaction. Don’t turn off buyers with irrelevant listings - give them properties based on their evolving wants and needs to increase your conversion rate.

  3. Generate real-time market reports for hyper-local markets. Market reports have been, historically, one of the most time consuming tasks for real estate agents- in addition to being quite tedious since the data is outdated almost as soon as it has been painstakingly compiled. Using an advanced algorithm, your website system can automatically generate highly niche-specific market reports based on up-to-the-minute data for maximum relevance to every website user’s needs. More on why auto-generated market reports on agent websites are crucial for lead generation and conversion.

  4. Funnel and manage lead capture and follow up (ex. Home Valuation Tool for seller leads). Marketing automation can generate niche-specific landing pages with lead capture functionality to generate and convert more leads. One of the best examples of this is the home valuation tool for seller leads. Artificial intelligence-powered systems can automatically create thousands of home valuation landing pages - specific to each neighborhood and condo building that you farm. This creates a highly targeted form of lead capture for seller lead generation with maximum potential for conversion. Marketing automation capabilities can then manage your follow up to nurture the lead through initial phases of the sales process.

  5. Communicate via text and email on your behalf to develop each lead until the right time for you to take over. Follow up is easily one of the most important aspects of building a successful real estate career. Some leads, however, can take months to grow from a new lead to a hot one. Modern marketing automation and artificial intelligence tools can run your follow up and keep you top of mind with each lead, providing value throughout their buying or selling process, until they are ready to move. This is an invaluable tool for real estate agents - working in the background, getting your leads ready - while you are closing other transactions.

Why is Marketing Automation Crucial for Today’s Real Estate Agents?

By automating repetitive follow up tasks, such as finding and sending listing recommendations, real estate agents can free up more time to focus on building relationships with potential clients and closing deals. Even better, automated marketing algorithms can provide the level of accuracy and consistency that is needed for maximum lead nurture throughout the entire sales cycle - resulting in increased conversions and more sales.

A key factor in your conversion rate is how well your branding and user experience showcase your level of market knowledge and expertise. Remember, buyers and sellers in a competitive market are more likely to choose to work with those whom they perceive to be their local market expert. Artificial intelligence and marketing automation are your secret weapons to positioning yourself as such by providing the most relevant data and listings to your website visitors - without lifting a finger.

Rather than bombarding potential clients with endless emails and phone calls, automation tools can be used to send targeted messages at the right time, based on a prospect’s behavior and interests. For example, if a prospect visits your real estate website and searches for a specific type of property, an automated email can be sent with similar properties that might be of interest. The right system will automatically adapt user preferences - even as behaviors and preferences change over the course of the sales cycle. Advanced algorithms will accumulate, integrate, and adapt data in real-time as users navigate your website and automatically send new matching listings to meet their needs before they even ask for it. What better way to highlight your expertise than always being one step ahead of each lead?

Using real estate marketing automation to track a prospect’s behavior and engagement with your website platform allows you to better understand their interests and preferences - enabling you to provide a better standard of service throughout the sales cycle. Not only can this information be used to create targeted campaigns that are more likely to convert prospects into clients, but it helps you to give each unique user exactly what they are looking for, boosting your chances for both conversion and transaction completion.

Marketing automation can be a game-changer for real estate agents looking to increase their efficiency and productivity while enhancing their marketing efforts. By automating repetitive tasks, nurturing leads over time, and tracking marketing performance, agents can focus on building relationships with potential clients and closing deals. With the right automation tools and strategies in place, you can take your marketing efforts to the next level.

Realty Net Media's powerful real estate website systems are loaded with a robust suite of tools, including easy-to-use, integrated marketing automation, that will enable you to grow your real estate business and stand out in a crowded market.

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