Create Effective Real Estate Marketing Using CRM Contact Segmentation
By Maggie Wilson @ Real Estate Daily
December 19, 2017

For a real estate agent, segmenting contacts in a CRM can greatly improve marketing efforts and client relationships. While mass marketing campaigns require much less effort, targeted campaigns based on specific client information are a lot better at engaging and converting prospects. Connecting with each individual on a personal level is vitally important to the health of any agent’s business.

Key Takeaways

  • Segmenting contacts in CRM will greatly enhance marketing efforts
  • It allows for better targeting through personalized marketing messages
  • Try to ask a couple personal questions whenever you talk with contacts
Source: Realvolve

Brief

First, it’s important to understand what segmenting entails. When a real estate agent segments their CRM, they usually separate contacts into groups based on similar needs, wants or interests.

Contacts can be segmented into different groups like buyers, sellers, title companies, lenders or agents. It’s also possible to segment based on hobbies or personal habits for more finely-tuned marketing. Think about favorite sports teams, restaurants, books or movies.

For example, if your contacts are separated by habits, an eye-catching advertisement announcing a sale at Bucks County Country Club presents great opportunity. It just takes a couple minutes to draft a short template to reach out to any of your contacts with an interest in golf. Although you are still using a template to sent out a mass email in this case, the message will still feel personal because of its nature.

It’s also important to maintain relationships with all contacts in your CRM. Make an effort to reach out to every person at least once a year and reconnect with them. This is also a great opportunity to probe (not too aggressively) for more personal tidbits to grow your CRM.