Rainmaker Masters Circle

For every 100 prospects, on average three will need your services right now. Conversely, for that same 100 prospects, 90 of them will need your specific services within the next seven years. Most unsuccessful real estate agents focus all of their time and resources on finding those three people looking to buy or sell a house right now. The truly successful real estate agents invest in systems to market to the entire list and implement campaigns so that they will be the first phone call whenever any of those 100 prospects is ready to buy or sell a property.

Thanks to technology, the marketing systems to maintain a top of mind presence with a potentially huge prospect list is become less and less expensive. In addition, marketing automation systems are allowing individual real estate agents the ability to fully automate every aspect of their prospecting allowing REALTORS to create a completely personalized experience with their prospects while moving those prospects quickly down the sales funnel. These marketing automation systems are specifically designed to help agents and small businesses automate every one of their prospecting and drip marketing programs which frees up time and resources to focus on getting listings and closing sales.

As a REALTOR, there are a number of marketing automation programs that may suit your needs. Two of the systems that best suit the specific needs of real estate agents and brokers are Infusionsoft or Marketo.  Marketo is a bit more comprehensive, and also more expensive, but both tools are excellent at providing you with the ability to quickly establish a complete and comprehensive prospecting, follow up, and drip marketing system. Both require some investment up-front to develop your messages and the entire follow-up sequence that you want your prospects to go through. However, once the initial work is done, the beauty of marketing automation systems is that you can literally set it on auto-pilot and forget about it. Marketing automation systems do all of the work, sending your prospects through the sales process. You simply pick them up when it is time to close.

For real estate professionals, these marketing automation systems can quickly replace the hours and investment in time and resources developing or contracting the development of your newsletters, email chains, and other prospecting tools. Instead of having campaigns going with numerous vendors to attract prospects, you can consolidate your lead generation and prospecting into one comprehensive tool. You then simply automate the process.

As a more concrete example of how a marketing automation system can help you automate your prospecting, consider the following scenario. Suppose you post a lead capture form on your website that feeds into your Infusionsoft marketing account. You can set the follow up sequence to first notify you to call the prospect, as well as automatically send the prospect an introduction, report, or other communication from you. Suppose that the prospect is “just looking” and not in the market to take action. You can set the system so that as part of your automated communication, that prospect receives a monthly update from you as well as a postcard or text every three months. Also, you can set up your marketing sequence so that in the event that the prospect clicks on any of the links in your email, or re-visits your website, they receive a more personalized letter or email from you offering to help them with any questions. Finally, suppose that the prospect has clicked through your email, visited your website, and perhaps downloaded a report that your offer online. You can set the system up so that in this sequence, you will automatically be notified that this prospect needs a personal call.

All of the processes mentioned are completely automated with the exception of you making the phone call. As such, the prospect has received your information, and when they started behaving like they are getting closer to needing your services, you get notified. That is the beauty of marketing automation. You can maintain a personal relationship with all of your prospects and even know when they need your services. Technology has had a big impact on almost every area of real estate, and new marketing automation systems are poised to make every real estate agent a top producer.

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