Increasing numbers of real estate brokerages are turning to technology to get more listings. Technologies such as email marketing and CRM remain key tools.
Social media, email and CRM were all popular technologies in our recent survey:
- 37% are using social media marketing
- 24% are using email marketing
- 20% are using CRM for organization/contact management
A Multichannel Approach
Most real estate professionals are using all methods available, combining social media with traditional direct mail and email campaigns. "It's important to use all of the above... but more important is consistency," one agent observed.
There’s also awareness that mass mail outs can have limited effectiveness and that people are getting overwhelmed with marketing messages. As one agent observes: "Texting and calling. Everyone is on social media.
Specialist Marketing Platforms
Managing all this communication is made easier with specialist cloud software and CRM platforms designed for the real estate industry. These can help nurture contacts and ensure the customer journey is tailored for them in the most effective way. Pre-generated content can help save time and help educate buyers and build trust and confidence with agents.
For some real estate professionals, new technologies can be challenging. "I'm 76. The computer aspect of this business is getting to be way over my head. I don't take advantage of nearly as much as I should. This is true of most agents over 75," one agent commented.
Automation and AI
Although the importance of the personal touch remains strong, most agents recognise that going through an entire database manually is not time or cost-effective. Instead the importance of using data is being recognised to identify prospects and manage the sales journey.
Brokerages are turning to technology to assist in refining databases, identifying the most likely targets to justify the effort of individualized, personal approaches. In the future, AI will also be able to help predict housing market pricing trends more accurately, taking into account historic trends and data, as well as information about amenities, crime, transport and housing activity in the area. These insights can be passed on to homeowners, further establishing real estate professionals as trusted experts.
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Harry leads the marketing team in Australia, New Zealand and the US. Harry has worked in digital marketing for B2B tech companies for 9 years and has a strong focus on building scalable growth. He believes a deep understanding of the customer should be at the core of any marketing strategy. When not in the office you can find Harry rolling around on the Brazilian Jiu Jitsu mats.