Most realtors know about email lists—you get leads onto a list, then you send them emails, nurturing them until they’re reading to close a deal.
But this has problems. What if leads don’t open an email? Is the best tactic to just keep sending them more emails? What if leads have specialized interests? Is it best to send them generic emails?
The answer to both questions is “no.” If a lead doesn’t open an email, it could be just because they didn’t like the headline, or were too busy that day. It doesn’t mean they wouldn’t be receptive to the content. Likewise, if a lead has specialized interests, they’re going to want to read specialized emails.
The solution to these issues that we’ll be talking about today is to use CRMs with conditional logic options for emails. Several good email CRMs offer these, and this blog post will show you why they’re worth looking into as a realtor.
Consider two leads—let’s call them John and Sally. You send both an email. John opens it, Sally doesn’t. Her inbox was overflowing and the headline didn’t jump out at her.
At this juncture, traditional autoresponders would send the next email on the list. Sally would never read the ignored email.
However, an alternative to a traditional autoresponder is a CRM that can track who opened which email. In such a system, you define two versions of each email: One with a standard headline, and the other with a reminder headline.
Under this system, at the same time John receives the next email in sequence, Sally instead receives the email she didn’t open, but this time with the reminder headline. After this, she’s put back on the normal email track.
This concept, which is starting to appear in CRMs, relies similar to follow up and retargeting methods: Leads will act more often if you follow up with them more often.
A great CRM can track another important metric: Website page visits. For example, people who visit listing pages multiple times are more than just browsing—they’re actively researching.
You can take advantage of this by tracking who on your email list is visiting what pages of your website, and how often. If they visit a listings page, say, 3 times or more, that’s a strong indication they’d be interested in help with their research. So you can have further emails that offer:
Obviously, you wouldn’t write “Hi, I’ve noticed you’ve visited my website 5 times, so I think you want to talk.” You would send them an email that seems as if it’s just a natural part of the email list they signed up for—just a little more personalized to their specific interests.
Another relevant metric CRMs can track for realtors is the number of email opens. To take our example above, let’s just say John opens 10 emails in sequence. That indicates he’s really interested with what you have to say.
You can then tell your CRM to send John (and anyone else like him), further emails that push services directly in a more personal way. For example, a direct offer to call you whenever they’re ready. You won’t always make this prompt to someone who just joins your list, so you wouldn’t include it in the general email pool, but certainly to someone who has opened 5 or 10 emails.
These are just some of the ways in which advanced trigger emails can help realtors improve their lead generation. It’s just one of the automation tools we talk about in our recent white paper, Trigger Mailings, Autotexts and Voicemail Drops. Follow that link and take a look.
And speaking of emails, in our own email list we’re currently talking about how to write excellent emails that get real estate leads interested. If you’d like the info, just sign up right here.