How we Support you…Marketing Automation
Marketing automation is everywhere. As more and more businesses move towards digital transformation, there’s an inevitable push toward automating time consuming processes, and scaling the tactics that generate revenue. In the past, marketing has been seen as totally separate from sales, but today, digital media has brought the two teams together, aligning the sales and marketing cycle from brand awareness to closing a deal. At iREPS, closing this loop has allowed us to scale a real estate business more like a tech company, and enabled some great wins for our agents.
LEARNING TO MARKET AT SCALE
Marketing automation has closed the loop in the consumer lifecycle, allowing our automated processes to streamline the time consuming administrative tasks our agents used to have to manage manually, and generating the intelligence to let ROI drive business decisions.
At iREPS, we have built a complex, multi-channel marketing strategy covering search engine optimization, search engine advertising, display and re-marketing, inbound, content and social media marketing, email and many, many more media channels… As a result, we have a large database of leads to feed our agents, marketing automation provided us with the necessary tools for the high level insight, to follow every prospect all the way through the sales funnel.
While “automation” and “scalability” are two of the biggest buzzwords heard around our management team, real estate has typically not been a scalable business model. Overhead always limits the agent’s productivity, and managing a team of independent contractors becomes increasingly difficult… if you don’t have the right tools to keep them compete, NOT ANY MORE, once you’re with iREPS, this superior platform comes to you basically FREE of charge, a superb offer… valued at 2,000 USD plus per month if you had to pay on your own.
LEVERAGING MARKETING AUTOMATION TO STREAMLINE PROCESSES
By having a marketing automation platform in place, we are able to build an organizational data architecture that giving us the foundation for growth and scalability, and empower both our agent and marketing teams. The creation of this structure, wasn’t easy, we had to dive into the entire consumer journey of a client, from their first exposure to our brand as a prospect, to the needs of a long term client working on a repeat deal, and every potential step in between.
This meant thinking about real estate as a lead ecosystem, with a continuous churn to understand where the bulk of our clientele was at every potential step in the purchasing process. Our consumer research resulted in four categories: Awareness, Follow Up, Nurture and Re-Engagement. Each stage was further organized by lead type (Sellers, Buyers, Renters, Investors), as well as micro-segmented by buying criteria, such as price point, neighborhood or amenity.
SUCCESS!!! IT ISN’T A DISTANT DREAM WITH iREPS
This kind of segmentation is allowing our agents to create hyper-targeted drip campaigns, with messaging catered to the lead type, and serve dynamic content to consumers based on their buying criteria. For example, a buyer in Vaughan might receive an entirely different email than a renter looking in Downtown Toronto… automatically.
Thanks to these drip campaigns, prospects that would have been discarded or overlooked last year were categorized, then converted into luxury real estate clients, helping us rapidly grow our business as a result.