Agent Insight: How Not to Lose Your Soul When Using Automated Marketing
By Patrick Davis @ Real Estate Daily
March 14, 2018

For real estate agents, it can be arduous trying to keep up with emails to past and potential clients, social media, and website engagement. Automation of some of these tasks can greatly benefit agents who are trying to advance their business. If you’re wary about automation, understanding 5 main points about it could put your mind at ease. First, you can still write the message that automation tools use.

Second, sending automated emails can draw people to your website. Third, planning most of your social media engagement can make it consistent. Fourth, you can tailor your email campaigns to meet the needs of your prospective and current clients. And fifth, AI chatbots can be incredibly helpful to clients when used with caution.

Key Takeaways

  • Marketing automation can increase the productivity of real estate agents and increase their reach.
  • Even though automation tools do much of the work for the user, it is still possible, and highly recommended, to add a personal touch to whatever is being automated.
  • Using automation tools for things like social media posts and follow-up emails when someone visits a website will allow agents to focus on their interactions with current clients.
  • Any messages and comments should be replied to personally, and any automation tool should act as an extension of the user, not a replacement.

Excerpt

Marketing automation has become popular as more and more tech companies create tools that make the task easier. Moreover, it appears that such tools are making a difference in performance. According to Salesforce’s 2016 State of Marketing Report, successful marketing teams are 6.7 times more likely to be using marketing automation than underperforming teams.

Use social media automation tools like GAIN, Buffer, or PropertySimple to queue up your social media posts at the beginning of each week or month. These programs don’t stop you from posting spontaneously, but being able to set it and forget it will mean you won’t have to worry about keeping your social feeds active.

When someone signs up for your newsletter or gives you their email address to download a white paper, you have the opportunity to connect with them via email. Use online tools like Hubspot and Mailchimp to send emails automatically as soon as a prospect enters their email address on your website. You can craft different messages, such as sending a white paper or completing a newsletter signup, based on where your prospect enters their email or even what your prospect’s behavior flow was as they clicked through the website.

Writing all your copy ahead of time allows you to maintain a consistent voice online. If you blog once a week, try writing four blog posts the first week of the month and then scheduling them to publish automatically each week.

According to a survey from marketing company Adestra, 68 percent of marketers say they saw increased engagement by planning and automating content.

Email marketing automation allows you to filter your prospects based on metrics so that your emails only reach the people that need the information right now. Both buyers and sellers want content tailored to their needs, and marketing automation allows real estate pros to deliver that personalized content.

The biggest hurdle real estate pros face is how to avoid sounding like a robot when implementing a chatbot. Let the customer send the first message, so that the chatbot can become a useful tool instead of an intrusive annoyance. Another important rule is to ensure you’re always honest about when someone is talking to a bot. Program a message that kindly greets your prospect and tells them how to reach out to a real person, once that step becomes necessary.

View the original article at Realtor Magazine