Drip email marketing is a systematic direct email system designed to keep you in the forefront of your client’s minds. If you want to keep your prospect funnel full, you want to assign your clients to a drip campaign.
Many CRMs and email programs will offer you prepared drip campaigns. It’s never good to use them right out of the box. Mix them up a bit, and give your clients a taste of the quality service that they will receive. Careful thought needs to be put into each email that is sent so that it’s not as easy to hit “unsubscribe.”
When to Assign a Drip Campaign
Most agents have a lead capture system in place. When you capture a lead, assign them to a drip campaign. You will want to put your clients on a drip campaign when they:
- Request information when visiting your website
- Request listing information on a listing aggregator
- Show up for an open house
- Walk into the office to see a home
Make Your Contact Memorable
Your first email should be a unique introduction. You want them to know that you are a local market expert and what sets you apart from your competition. Make your first contact with them memorable. Make sure that they understand that your client’s satisfaction is a priority to you. Explain any areas of expertise that you have. Are you a short sale specialist, buyer’s agent who will work hard for them, a seller’s agent who aims to get top dollar for their home, or do you specialize in mortgage modifications? Let them know.
Prepare a series of emails, or have them prepared for you, that will be systematically sent to each of your past, present, and prospective clients. Remember to revisit your templates from time to time to make sure they’re relevant.
Past clients should never be left out of drip campaigns. Give them reason to remember you when they want to buy or sell a home in the future.
Schedule and Assign
Now that your emails are prepared, you will need to schedule them. You can do this through your CRM. Space them accordingly. New leads need to be contacted more frequently than past buyers, though your past clients should always be remembered.
Assign your prospective clients, current clients, and past clients to your drip campaign as they come in. If you’re careful not to be spammy and irritating, you can create lasting relationships with your leads who will remember you when it’s time to buy or sell a home. Cultivating your leads is essential as any top producing agent will tell you.
We offer drip campaign services. As a professional real estate assistant, I have planned and organized drip email marketing material, sent it to an agent for approval, and would love to discuss the possibilities with you.