Something that our digital marketing agency has seen plenty of times with our real estate clients is that they have a ton of contacts, but don’t know how to effectively communicate with them. Maybe they have some email drip campaigns set up but don’t realize that drip marketing is so much more than just email marketing!

The good news is that setting up drip marketing for these contacts is a relatively easy fix that will have a HUGE impact on our client’s conversions. In this post, we hope to shine some light on all that is drip marketing and give you an idea of how you can set up successful drip marketing campaigns!

What is Drip Marketing?

Before discussing the importance of drip marketing for real estate professionals, we want to make sure you know what drip marketing is. Let’s break it down.

Drip marketing is an automated marketing strategy used to keep in contact with an audience. The overall goal of drip marketing is to create numerous touch-point topics for an infinite amount of time.

You can have a drip campaign set up to reach out to your sphere for 300 years if you’d like! Although we don’t recommend this, you get the point. The opportunities are limitless when you always have a touch-point.

It’s possible that you may already be familiar with drip marketing. When most people think of drip marketing, however, they think of email marketing. We’re here to remind everyone that drip marketing can also be through social media, and it’s super valuable!

What Are the Benefits of Drip Marketing?

One of the best parts of drip marketing is how easy it is to capture leads and involve them with your marketing campaign. Through social media, emails, social media messages, websites, QR codes, and more, you can program specific triggers that will add a warm lead’s email to your drip campaigns automatically.

Depending on how you choose to use drip marketing, you will be able to set up certain workflows or automation and have potential clients to be added to different drip campaigns that best relate to them.

Now that we relatively understand the power of drip marketing, let’s look at some reasons why different types of drip marketing are essential, specifically for real estate professionals like yourself.

The Importance of Email

First and foremost, email is a critical tool for every real estate agent to use to maintain contacts as warm leads. Many people believe it to be dead, but it’s one of the most invaluable tools in your arsenal!

Why? It’s probably one of your only contact lists that are your own. Any other list you have on all social media platforms, for example, the platform itself owns them! If they decide one day to kick you off, you’ve just lost all of your contacts.

Keeping in Touch

So now that you have a grip on what drip marketing is, you may be wondering how this can benefit you as a real estate professional.

The first reason drip marketing is important is it allows you to keep in touch with your current sphere, warm leads, and past clients.

In short, drip marketing saves you time and energy. Instead of sending out individual emails or manually sending information to groups of people through social media, you can use drip marketing. You will be able to personalize emails and messages tailored to a specific group within your current sphere and then schedule them to be sent without worry!

What Makes a Good Drip Marketing Campaign

For example, to keep in touch with your warm leads, you could send out messaging encouraging them to interact with your free website downloads, alert them of any upcoming open houses, and push for an opportunity to network in person.

As for a past client, you can use drip marketing to request referrals and testimonials to help establish your credibility even more.

Once you choose whether you want to consistently be in contact with your entire current sphere altogether or group up your current sphere based on an aspect they all share, you will just have to create the messaging. Each week or month, however, you want it scheduled, your content will go out as you have planned, making it much easier on you.

Different Clients, Different Goals

Drip marketing allows you to create different threads of communication that are specific to different clients. Understanding your client’s wants, needs, and goals will help with this.

Through mass messaging, you aren’t able to touch upon this specific communication. Yes, a bunch of people in your sphere will get an email or message about your open house in a specific neighborhood but you run the risk of losing some leads.

Not all the people in your sphere will be searching for homes in that specific neighborhood at the moment, they may be past clients willing to provide referrals, or they may just be looking to use the resources on your website.

Because of this, over time, it is more likely that those receiving generic email blasts will unsubscribe, causing you to lose potential clients. When it comes to drip marketing, the biggest goal is to have a natural interaction with your potential clients, current sphere, and past clients.

You want to show them your personality and provide value to them and never come across as though you’re spamming them. Lead nurturing emails should be written in a way that people want to respond to and just continue the conversation!

Branding Yourself

When using drip marketing strategies, not only do you get to create specific messaging for your different segments, but you also get the opportunity to brand yourself more strongly.

By this, I mean there are templates dedicated to different types of messages. Instead of sending an email or message in the same format every time, you can use different templates to distinguish yourself.

Aesthetically, you will be able to brand yourself through consistent use of your colors, fonts, slogans, mantras, and layouts. You will also be able to be more specific about your services.

For example, if you are using a template for your divorce real estate drip campaign, you can highlight the divorce RE resources and services you offer. You might not highlight these specific resources or services in a non-divorced real estate drip campaign but instead, highlight something else you offer.

So basically, you get the best of both worlds through drip marketing. You get to tailor your messages to communicate effectively with different segments of your leads, but you also get to tailor yourself to highlight specific elements of your brand as a real estate agent.

Getting Started

Okay, you’re convinced and want to launch a drip marketing campaign, but how do you get started? Lucky for you, we have an example of some emails or messages to kick off your campaign.

If you have people in your sphere that you have met before or they attended an event of yours, the first email could be checking in on them. If they are new to you and your website, you definitely want to include an introduction. Don’t be afraid to have an opening in both scenarios. It never hurts to brand yourself.

When it comes to people who performed an action on your site and were added to a real estate drip campaign, messaging possibilities are unlimited and pretty straightforward.

Suppose someone was added to one of your drip campaigns because they visited your site and downloaded a guide or any other valuable resources you have displayed. In that case, you could send messages asking if they are satisfied with the guide they downloaded.

When you gain leads on people, and you know what types of properties or neighborhoods they are interested in, consider using your drip campaign to message about showing them houses in a specific neighborhood, checking out an article about the RE market that could help them with their home search, or recommending a particular home that could be perfect for them.

The more specific you can get when separating and grouping your leads within your drip marketing campaigns, the more likely your messaging will seem genuine and well-thought-out. The more relevant your message to the specific drip campaigns, the higher your engagement will be. So keep this in mind when grouping your leads.

At the end of the day, communication and relationships play a vital role in the real estate industry. It is what separates real estate agents from having clients and losing leads. Drip campaigns are an easy and surefire way to keep your real estate leads hot!

Drip marketing takes care of both of those for you. You communicate with your leads well because you have a plan that listens to and understands your clients’ goals. Whether through separating and grouping leads yourself or separating leads through actions performed, drip marketing campaigns will help you service your clients better.

Showing this understanding and then properly communicating with leads in a tailored way helps build a stronger relationship and overall trust between yourself and future clients.

It’s time to get started! You not only know the importance of drip campaigns but also how to get started. The Inspiration Agency will continue to share our expertise to provide you with more information and clarity on topics that will help you level up your game!

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The Importance of Drip Marketing for RE Agents