Buying or selling properties is a big deal for most people. The last thing you want is to make your clients feel like they’re just another name on your email list to be pushed through the sales funnel.

Generic marketing messages no longer work. Real estate clients demand a personalized experience on par with their interactions with other consumer brands. In fact, 72% of people would only engage with marketing content customized to their specific interests.

Marketing personalization helps you meet client expectations, generate more leads, nurture relationships, build trust, and deliver the right message at the right time to each prospect or client to drive conversion and build loyalty.

Here are some key strategies for delivering a personalized experience to your real estate clients:

 

Customer Journey and Behavioral Triggers

Before you select marketing channels, you need to define what behaviors would trigger what type of messaging. This involves mapping the customer lifecycle, designing the ideal client experience, considering contextual signals, and identifying the action you want prospects to take at each stage of the buyer’s journey.

Use a customer data management (CDM) system to record prospects’ behaviors, preferences, and interactions to inform what relevant content and offers you should send them. Consider how these interactions build on each other so you can deliver an experience that progresses prospects toward conversion.

Email Marketing

Email is one of the best channels for real estate agents to deliver a personalized client experience cost-effectively. Before you implement any email campaign, make sure you have the correct client information and a clean list. This can help you deliver the right content to the right audience while gathering accurate data to improve your future campaigns.

Then, segment your list based on various attributes relevant to your marketing strategy, such as household size, income, geographic location, interests, and preferences. You can then send targeted content to these segments to maximize engagement and response rates.

Social Media Marketing

Social media platforms give you opportunities to reach a larger audience and interact with individual prospects. Post helpful content and start a conversation with your audience to build relationships. Tag your followers, ask questions to generate engagement, use hashtags to increase your reach, and respond to direct messages.

You can also use personalized Facebook ads to reach highly targeted prospects thanks to the platform’s highly granular audience segmentation capabilities. For example, you can create custom and/or look-alike audience segments by uploading your email list to reach people who are most likely to click on your ads.

Remarketing Campaigns

Remarketing campaigns can be highly effective because they allow you to stay in touch with prospects who have already shown interest in your services or listings. You can track which listing they have viewed or which blog posts they have read and send the most relevant follow-up information to progress them along the conversion path.

You can implement remarketing or retargeting campaigns via various touchpoints, such as online ads, Facebook ads, emails, and text messaging. You can use a centralized CRM system to track these interactions, then mix and match different channels to deliver a seamless omnichannel and coherent client experience.

Direct Mail

Direct mail, such as postcards and brochures, helps you showcase real estate listings and stay top of mind. You can use a similar segmentation strategy as you do for email campaigns to send the most relevant listings to each prospect. 

In addition, you can use this offline touchpoint to augment your online marketing efforts. For example, include a unique QR code associated with each recipient to track prospects’ interactions with your online content (e.g., a virtual tour) and send relevant follow-up information via email.

 

Deliver a Personalized Client Experience At Scale

To implement these personalization strategies at scale, you need to integrate client information from various touchpoints in real-time and then use marketing automation technologies to deliver the right content to the right people at the right time cost-effectively. 

• A customer relationship management (CRM) platform allows you to record client interactions from across channels and send appropriate follow-up messages via email or text. 

• Chatbots can be programmed to deliver the most relevant information to your website visitors based on real-time interactions, browsing behaviors, and profile information. 

• LeadHax Pro simplifies and automates online advertising (e.g., listings and agent promo) such as Facebook ads and display ads with location targeting and data gathering. The on-demand and automated reporting functions can also help you take the guesswork out of your marketing strategy. 

Automation technologies streamline your marketing strategy so you can focus on building long-term relationships with your clients. Learn more about LeadHax Pro and see how it can help you drive conversions and maximize your marketing ROI.