Automation: The Secret Weapon for Building Top-of-Mind Awareness

By Mercedes Santiago, Marketing Coordinator

When was the last time you reached out to your sphere with relevant content? Hopefully the answer comes quick, because after all, 41% of buyers choose a real estate agent based on a referral (source). Another stat from NAR indicates that two years after a transaction, only 23% of clients you worked with can quickly recall your name. The competition is only getting stronger to win listings, and being “found” just isn’t enough anymore. Luckily, you have technology on your side to keep you actively engaging your sphere while juggling your busy to-do list.

Automation is an agent’s secret weapon to staying in touch with their sphere before, during, and after a transaction. Nurturing your contacts with relevant information and widgets that are hyper-local is what’s in demand today. With MoxiWorks and its partners, you have access to a plethora of tools that will automate your delivery of the right content, to the right people, at the right time. Here are a few ways to keep in touch with your sphere of influence with automation:

Personalized and curated content for your clients

There’s nothing better than walking into your favorite go-to coffee spot, and the barista you see every morning finally remembers your name and order. Why? Because we simply like to be remembered. Your clients are the same. Plus, they didn’t purchase a six-dollar coffee, they invested in one the biggest purchases they’ll make in their life. It’s a big deal.

Envision your client receiving a monthly email from you that includes a market snapshot of their neighborhood, personalized just for them. Not only will you stand out by going the extra mile to keep in touch, you’ve remembered them: their email, name, neighborhood, etc. The best part? These monthly emails can be accomplished all without lifting a finger with the right automation tools. In MoxiEngage, the Neighborhood News feature gives you the ability to do just that.

Deliver content that matters to them

Imagine being able to be a fly on the wall of buyers and sellers so you can deliver content relevant to their needs and dreams. Let’s say each week you send new articles out on different topics ranging from first-time homebuying and investing in real estate to vacation home buying and retirement. Using the power of automation, leverage insights on which email recipients have clicked and read through the article and use that information as a great conversation starter for a topic of interest to them. A great example of this is MoxiWorks’ Partner, HomeActions, and their E-relationship platform.

HomeActions helps agents GET and STAY top of mind through on-demand content and widgets that fuel predictive metrics and other AI tools. Their new AI-Powered Lead Scoring service shows you who in your database is warming up for a transaction.

Integrating social media

We all know that using social media is a great way for people to connect with you. But unless it’s your best friend or a family member, they might not think to follow you! When using Neighborhood News, trigger emails, or any other form of communications with your clients, attach your social media links in it. Now, every time a contact receives an email from you, they’ll be reminded to find your business on their favorite social network. Social media is a place where clients most likely go at least one a day, so being visible on it is key.

Templated email communications

Leveraging pre-formatted content and email blast templates saves you time, automates your workflow, and allows you to reach more of your sphere more often. Tools like HomeActions, for example, will offer up templates in dozens of categories and give you the ability to add in content on just about any topic under the Real Estate sun. Featured listings, holidays, just sold, new listings, open houses… you name it. With templated email communications, you’ll always have a great reason to reach out to your sphere of influence.

Having a great relationship with your clients is obviously important. But the fact of the matter is, they don’t remember you quite like we want to believe. According to NAR’s quick stats, sellers who say they would use the same agent again is 69%, but only 24% actually do when they go to buy or sell a home (source). With automated email marketing, we can stay top of mind with clients and win more listings.