Sunday, October 27, 2013

Real Estate Drip Campaigns

"One size fits all" VS "Content on Demand" on Newsletters

One thing I have seen working with real estate agents and their customers - if they don't deliver value in a website or with their correspondence, the customers tune them out...or worse...they opt out of the correspondence.

The problem in the industry is that most agents deliver what they think the consumer wants instead of what the consumer tells them that they want.

This probably seems obvious but it is not as easy as it sounds.

There are two things that you will need in order to deliver what the consumer wants, when they want it:

1. You need original content that has value. Think about what you would want to know and then create that content.

2. You need an intelligent CRM that can monitor click patterns and the send the appropriate message at the appropriate time. Be careful when choosing a CRM because they will all claim to be the best. I have seen Constant Contact, Mail Chimp and Results Mails. They have all been great for delivering drip campaigns but there is nothing intelligent about them. The emails may get delivered and read, yet the next email is pre-determined instead of being determined by the prospect's click patterns.

We call this "Content on Demand" versus "One size fits all."

How does it work?

The only way I have seen it work is by using a system called Infusionsoft. This program is more than a CRM because it allows you to send emails based on what your prospect is clicking on. Your drip campaigns become intelligent correspondences instead of cookie-cutter emails.

For Example:
You send an email to your database and you include a few links for them to watch a video. You may have one video link about short sales and another link to a video about buying investment properties. If someone clicked on the short sale video then you wouldn't want to send them information about properties for sale. You would want to send them information about the short sale process. And, for the person that watched the investment video, you would want to send the information about properties for sale. Infusionsoft can automate this entire process. This is Content on Demand!

At first, you may think this is difficult. For many real estate agents, it is much easier to send the old drip email campaign. The problem is that more people are opting out of your emails and you are losing your audience. Your database is valuable and you cannot afford to lose it. In addition, many of the IDX website companies are now writing in this program with their own editors. Ask about it! 

An article like this can only briefly describe what this new technology can do for real estate agents. If you understand what you are reading then you probably want to see this in action. Also, if you get Infusionsoft through Greg Harrelson's website, all of the emails are designed for you and available for free. It will save you hours of time trying to write the most effective communications for your customers as well.  I recommend you check out the Infusionsoft Demo and see how it can help your sales! 

Tuesday, July 30, 2013

Real Estate Database Marketing – Infusionsoft

Real estate agents all over the country are talking about databases and how to use a lead management / automatic email system called Infusionsoft to turn leads into commissions. Because he has been using newsletters and database emails for many years, Greg Harrelson has offered to share with you three mistakes that real estate agents make in their email marketing, as well as three tips to assure success.

Infusionsoft takes your database and automatically communicates with potential clients at regular set intervals. If you have leads that get lost, or past leads that may still be interested, this powerful software can be a lifesaver.

Visit this webpage for a free Infusionsoft DEMO and see just what a difference it can make in your sales.

Infusionsoft Lead Management Software

Let’s get started with emailing tips from Greg……

Infusionsoft Mistakes:

  1. Irrelevant message – Stop sending "Who cares" emails to your audience. If you would read it, then send it… If you wouldn’t, then stop sending it. Before you send your next email to your database, send it to a friend first and ask them if the email helped them in any way. If it didn’t, do not send it.
  2. Message is too long - People are busy and they are checking their emails on their smart phones. Too many agents are writing novels for emails, and people cannot read them on the go. 
  3. Too many emails – I will stop listening to anyone who keeps talking everyday. Too much noise and your audience will tune you out. That's why Infusionsoft is so useful - it keeps track of the time intervals so you communicate consistently but not too often.

Infusionsoft Success Tips:

  1. Use Tags to customize your message – Add a tag to every person you put into your database. Tags are a great way to segment your database. Proper segmentation allows you to offer custom content. Condo investors are not interested in single family residences, and someone with 4 kids looking for a home isn't interested in a one bedroom oceanfront condo.
  2. Create multiple databases – By having multiple databases, you can send information that is better for buyers of homes versus sellers of homes. As an example, you can have a Seller Lead Database and a Buyer Lead Database. As you can imagine, these two databases will be interested in a totally different message.
  3. Listen to what they are NOT saying – After you send an email to your database, monitor how many times they are clicking on your automation links. If you notice they are reading additional information on short sales, than consider they are interested in more of that information. If they are NOT reading additional information on short sales then don’t send anything else on that subject. Your database will tell you what they want if you will listen to what they are NOT saying.

Warning: Real estate agents need to consider their audience before sending out mass emails. We are hearing success stories all over the real estate industry. But, for every success story, we hear nightmare stories also. After listening to both the good and the bad, we have determined that the content makes all the difference.

If you are an Infusionsoft user or decide you want to be, than we hope these tips will save you some time and make you some money. If you are not a current user then maybe you should take the Infusionsoft DEMO to see if this application will fit you needs. If you haven’t stepped up to this robust program, then maybe these tips will work for your current CRM. If you have questions, feel free to call me at 843-457-7816 and I'll try to answer them!

From Greg Harrelson
C21 The Harrelson Group Myrtle Beach
C21 Charleston Expert Advisors
Century 21 Barefoot Realty

Tuesday, July 9, 2013

New Charleston Real Estate Site

Several months ago Greg Harrelson decided to expand his horizons and opened another Century 21 office, this time in Charleston, SC. So we are in the process of building another monster website to try and pull in all the communities in and around Charleston. This includes North Charleston, Mount Pleasant, Summerville, Isle of Palms, Goose Creek, and another 7-8 barrier islands around the city.

This is going to be a long time project, and it seems like everytime I think I'm going to dive in, there's another blog to do, another great website to put an article on - such as Greg's new Charleston Blog on

At least I can always say that it's a pleasure to work for someone who really knows the business and takes pride in his website and online reputation.

If you're interested, take a look at our new Charleston Real Estate site! Give us a Google Plus if you like!

Saturday, May 4, 2013

Pismo Beach California and San Luis Obispo

M & H Real Estate Team - San Luis Obispo

Just finished a new website for a resort in California called San Luis Obispo County, which includes Pismo Beach, Shell Beach, and several other cities including the wine country in Paso Robles.

Todd Martincello and Don Hedrick are experienced agents and have a brokerage in San Luis. I've enjoyed working with Todd and his assistant, Alyssa. Like many other of the MLS boards in California, theirs doesn't allow for searching by neighborhoods.  We managed to present the communities anyway and he's written information and photos for each section. It will be a first for the area! At least his buyers can see photos and information about the different neighborhoods, and then call him for any questions they have.

If you are interested in California real estate, take a look at his new San Luis Obispo Homes website!