Transcription
Learn how to build effective drip marketing campaigns. 2015 Coldwell Banker Real Estate LLC All Rights Reserved
Drip MarketingDrip marketing campaigns are often conducted as a series of email messages or directmail items sent on a specific schedule. This can seem impersonal, however. A moreeffective drip campaign will combine static pieces (stock emails and newsletters) withdirect contacts (phone calls and personal visits) and dynamic content such as justlisted or just sold flyers.We have found that drip marketing is an essential component of time managementand market presence. Successful independent agents and brokers have shared that inyour business you will need to focus the majority of your active time on hot leads,those about to transact within the next few days or weeks. But if you focus only onhot leads, your pipeline will soon dry up! Drip campaigns help you maintain anappropriate level of attention with warm or cool leads, those likely to transact withinthe next few months or part of your Sphere of Influence, without draining yourvaluable time away from your hot leads.Everyone has preferred communication methods. Some people prefer to speak on thephone while others prefer to receive emails. You have a preferred method ofcommunication as well. But if you only use your preferred communication method,you may struggle to connect with potential buyers and sellers whose communicationpreferences differ from yours. We believe that the advantage of employing a multimodal drip marketing campaign is that the campaign will help you to vary yourcommunications to reach all potential clients!“Rain puts a hole in stone because of itsconstancy, not its force. Just keep knocking ondoors until the right one opens”H. Joseph Gerber 2015 Coldwell Banker Real Estate LLC All Rights ReservedPage 2 of 6
Common CampaignsCampaigns can fall into two general categories, date based: where all contacts in thecampaign receive the same communications at the same time (think holiday andanniversary cards); and time based: where every contact in the campaign will receivethe same sequence of communications beginning when they are added to thecampaign.Some common uses for drip campaigns for you to consider in your business include: Prospecting For Sale by OwnersProspecting Expired ListingsMaintaining contact with your Sphere of InfluenceMarketing a specific property to a targeted geographic marketKeep It Relevant, Keep It RealRegardless of the type of campaign you are conducting, your potential clients willappreciate if the communications you send demonstrate not just your real estateprowess, but that you have listened to them and responded to their needs andconcerns.During your in-person contacts, it is essential to ask questions to determine yourpotential client’s needs, motivation and timeline. We encourage you to take notesand record these in your contact database. We recommend you select campaigns thatwill be relevant to that specific potential client, and to keep all content within eachcampaign consistent and relevant for your real estate business. 2015 Coldwell Banker Real Estate LLC All Rights ReservedPage 3 of 6
Common Multi-modal Campaign ElementsSome common communication methods used in a multi-modal campaign include: Personal VisitsNothing is more effective in establishing a relationship than knocking on a dooror initiating a conversation with someone you meet in person. While it is likelyunrealistic to rely on personal visits for all events in a drip campaign, periodicin person visits will help to reinforce your connection with a prospect andallows for richer communication that will allow you to glean much moreinformation about a potential client’s motivation and timeline. Phone Calls/Text MessagesPhone calls are the next best thing to an in-person visit, as it still provides theopportunity for real-time question and answer that allows you to find out moreabout a prospects needs, motivations and timeline. Not everyone, however, iscomfortable with phone contact, and you may find some clients will avoidphone calls in favor of other methods of communication. Millennials, inparticular, may respond to your phone call with a text message. This may be anindication they prefer either to meet in person or receive a text or instantmessage. Be respectful of others’ communication preferences. eCardseCards are method of reaching out to individuals or a mass audience, either tomarket a specific property, or to mark a holiday or anniversary. eCards are bestused for maintaining a relationship between personal contacts, or marketing aspecific opportunity, not for establishing a relationship or gatheringinformation about a prospect’s motivations. eNewsletterseNewsletters are a vehicle for demonstrating your knowledge of the marketconditions and the resources you can bring to potential clients. As part of adrip campaign, they can be used for maintaining a relationship betweenpersonal contacts. With eCards, eNewsletters will help you remain top of mindfor a potential client when a real estate need arises.Coldwell Banker has a robust library of content resources which you can use topopulate your eNewsletters. Article-style content, which covers a variety ofhome-related topics, can be sourced from the Coldwell Banker Blue Matter 2015 Coldwell Banker Real Estate LLC All Rights ReservedPage 4 of 6
blog: http://blog.coldwellbanker.com. You can link to Video content fromColdwell Banker On Location: http://www.youtube.com/coldwellbanker.Coldwell Banker encourages you to repurpose the content from these resourcesin your eMarketing drip campaigns. Property flyersElectronic Property flyers can be used to market a specific listing or group oflistings. They are essential as part of a marketing campaign for a specificproperty. Flyers can also be used as part of a drip campaign for your sphere ofinfluence, but should be used strategically. In the Coldwell Banker eMarketingsystem you can add reminders to send out a just listed or just sold flyer. Keepjust listed flyers to those that would be of interest to the specific contact, todemonstrate that you have listened to their wants and needs. Otherwise, use ajust sold flyer or share a real estate-related article to maintain the contact andkeep yourself top of mind. Mailers and postcardsMailers and postcards do incur more cost than electronic communications,however, it is important to respect your potential client’s communicationpreferences, and some clients will not read or respond to email, so keepingpostal mail communications in the mix is valuable. Even those who do reademail may find the variety of regular mail refreshing.For those cultivating a targeted geographic market (also called farming),mailers are essential to demonstrate your activity and market knowledge inyour geographic market. Plan to send mailers at least quarterly to build namerecognition and awareness of your market knowledge and activity. 2015 Coldwell Banker Real Estate LLC All Rights ReservedPage 5 of 6
ResourcesTo find more help creating drip campaigns to remain top of mind to your cool andwarm leads, please check out these Coldwell Banker resources available on CBExchange.Multi-modal Drip Campaigns (4:47)In CB Exchange enter “Multi-modal drip campaigns” in the search box on the home page.The eMarketing System Training Video(1:37)In CB Exchange select eMarketing from the Springboard, then once in the ColdwellBanker eMarketing system, click on Get Support, then on Where can I find theeMarketing System training video. (NRT sales associates see below)Master Your Marketing Center: Campaigns(45:39)For NRT sales earning/Master Your Marketing Center%3A Campaigns Visit learn.marketleader.com to learn more about the marketing features ofintouch.eMarketing System User GuideIn CB Exchange enter “eMarketing” in the search box on the home page.* As an independent contractor sales associate affiliated with Coldwell Banker Real Estate LLC, you have a variety of resources,tools, technologies and educational opportunities available to you. Use of materials drafted by a third party and any relatedprogram or meeting are not mandatory but instead are completely voluntary for you to use at your discretion. Furthermore,any statements in this educational material or made during any related program or meeting are not those of Coldwell BankerReal Estate LLC. 2015 Coldwell Banker Real Estate LLC All Rights ReservedPage 6 of 6
To find more help creating drip campaigns to remain top of mind to your cool and warm leads, please check out these Coldwell Banker resources available on CB Exchange. Multi-modal Drip Campaigns (4:47) In CB Exchange enter "Multi-modal drip campaigns" in the search box on the home page. The eMarketing System Training Video (1:37)
