Let’s go over a few examples. Here are some of the ways agents can use marketing automation software to work more efficiently.
Reduce cart abandonment
Imagine you sell products on your website. It could be branded merchandise, online courses, or real estate services.
Ideally, when someone adds an item to their cart, they will complete the transaction immediately—but, that’s not always the case. They may have been looking for more information, like shipping prices, before making their decision. Or, maybe they realized they can’t afford to pay today.
Either way, the result is an abandoned cart and lost sales.
Marketing automation software can help you capture this information and add this lead to your database. Then, you can target this lead with a follow-up email that encourages them to return to their cart and finish the sale. You could provide them with a discount, free shipping, or some other enticing offer. This email could be the key to persuading the buyer to complete the sale.
Nurture your blog subscribers.
If you’re investing time and resources into content marketing, your goal is to engage an audience who may not be ready to buy today, but they will be in the future. Maintaining an active blog is a popular way to build an engaged audience of subscribers.
So, how do you move these people toward sales?
Real estate marketing automation can help agents set up email campaigns to nurture those blog subscribers. You can even divide your audience into segments and send them relevant, customized content—like local listings. Regular contact will keep your brand top-of-mind, so they think of you first when they need an agent.
Identify leads who are ready to buy.
Sometimes, it’s hard to track all the leads in your system and prioritize the ones most ready to buy. You don’t want to miss a sales opportunity while it’s hot, so you decide to prioritize leads who’ve completed certain actions on your website.
But… which activities should you track, and how?
A good marketing automation program will provide reliable data on the actions that demonstrate high interest:
- Landing page visits (such as visiting your pricing page more than once)
Email opens (like opening a demo email, but not clicking through)
- Lead scoring (assigning a number to a lead based on how many actions they’ve completed)
Based on this information, you can be confident that you’re reaching out to a real estate lead at the right time.