Ensuring the correct action is carried out for new leads in any business is top of everyone’s list. For the real estate sector, this is particularly true. Being able to create automated lead generating actions across the different customer touch points can be valuable.
There are three critical components to your digital marketing automation activity that you must consider to get the most out of it. 1. Data Security & Storage: Securely store the data to drive future communications. 2.Data Capture: You must be able to capture the new leads (the data) 3. Multi-Channel Communication: You must be able to create and deliver multi-channel communications to the target leads.
Digital marketing automation is driven by data. Working with data is a relatively recent aspect of marketing and comes with consumer privacy responsibilities, but it also comes with great opportunities to generate more sales leads and increase efficiency. But first, you must get the Data!
1. Data Security & Storage
As previously mentioned there are responsibilities around utilising data to drive lead generation and customer experience activities. The General Data Protection Regulation (GDPR) which comes into law in 2018 is proof of this growing responsibility. Customer Privacy is something we all should embrace, society as a whole benefit from the fair and proper use of customer data (we are all customers after all).
One of the most important aspects of using data in marketing communications is the “opt-in” and more importantly the “opt-out” process.
Organisations can’t afford to send communications to anyone who has “opted-out” so partnering with a proven technology platform in this regard is very important. The benefits and industry trends around the use of data have reached a critical mass of momentum, and it appears likely that organisations will continue using data to drive engagement and lead generation into the future. If this is the case, then the fear around using data and the strategic investment required will have to be embraced. Using data for lead generation and customer experience is no longer a “Nice to have” it is a “must have”.
Regardless of which camp you are in (“Nice to have” versus “Must have”) working with a recognised data processor for your multi-channel digital communication is vital. If your communication partner can’t offer you GDPR peace of mind, centralised data storage and agile digital communication functionality, then beware. Going digital can be scary, but once you take the first step, it opens a world of efficiency and value that you will never look back from.
2. Data Capture
There are many customer touch points in the real estate sector. And customer touch points are a great place to capture new leads. A new lead might wish to fill out a form on your website, a new lead might be added to your CRM system in a retail environment, or the new lead might be added at a property event (i.e. an open house). In all three examples, the “lead” or a sales agent can fill out a form and enter the lead’s details into a centralised database.
An important question to answer at this point is “where does the data go?”. If you work with a centralised digital communication platform, you can use it as a digital CRM to store new leads securely. This means that the data capture forms used both online and offline can feed the data back to a secure central database used for future communications.
Of course, there is another source of data that can be used for automated digital communication and that is via your core business system (CRM system). Simply integrating your digital communication platform with your core business system will allow you to pull and push data back and forth as required for communication purposes.
3. Multi-Channel Communication
Now that you have the data securely in place you can begin to benefit from the power of a centralised digital communication platform. You can create automated email campaigns with qualifying “Call to Actions”, target emails to specific geographical areas, personalise the communications and even tailor the content to the person’s particular needs (i.e. only email the 2-bed housing lists etc.).
Another critical aspect of digital communication is the ability to deliver emails and create data capture web forms with the freedom to create your designs without any IT involvement. This helps create an agile organisation and is great for nurturing new leads.
Today’s customer is mobile and demands choice; they expect businesses to offer choice around communication channels and content specific to their needs. This trend is forcing businesses to look more strategically at how they engage with their customer base (and by future association customers) and employ more sophisticated means of engagement.
If data allows businesses to engage in a more sophisticated manner, it indeed will enable businesses to report on their communication activity. Understanding if you leads are opening your communications and which specific pieces of content they show interest in, creates far better insights into what your customers are looking for. This, in turn, allows you to tailor the right content to the right leads improving the customer experience and generating better-qualified leads for the business.
Which50 from Customer Minds is our flagship “data-driven” digital communication platform. Which50 offers you the peace of mind around your data responsibilities and at the same time provides all the benefits of a centralised digital communication database.
If you would like to know more about how Which50 is used within the Real Estate sector call or contact us on the details below.