Outcome: We help clients find the right properties and make confident real estate decisions. Our approach ensures smoother transactions and a focus on long-term value.
A global real estate company dealing with both residential and commercial sales and letting property intended to boost traffic and sales from its emails. Having a vast database containing leads they wanted to address several issues at once: improving the email marketing effectiveness, personalizing the content, and enhancing the campaign results.
Key Challenges Faced By Real Estate Company
1. Low Email Engagement Rates
They had poor email open and click through rates that saturated them and the organization oversight to nurture potential home buyers and sellers.
2. Manual Processes
The marketing team was spending a lot of time placing leads into segments by hand and creating base-level email marketing campaigns.
3. Limited Tracking and Analytics
A substantial part of it to do with the fact that they could not get insights on how to measure the performance of their campaigns, and how to adjust their tactics in the future.
4. Generic Communication
Emails were not personalized, resulting in a lack of connection with the audience.
Solutions
Wrinom implemented a tailored strategy using HubSpot’s Marketing Hub:
1. Advanced Lead Segmentation
Using HubSpot’s CRM and Lists Tool, the client’s leads were segmented into different Lists according to demographic data, Pell Properties preference and Buyer’s Journey status.
2. Personalized Email Campaigns
Applying HubSpot’s Email Marketing Tool and Dynamic Content Features, we differentiated email templates depending on the segment of each lead. Increased relevance through more targeted subject lines, property recommendations, and local market information.
3. Automated Workflows
The leads received were effectively managed using HubSpot’s Workflow Automation Tool to create a cycle of timely emails to such prospects. For example:
Welcome emails for new subscribers.
Automated communication programs for the possible buyers according to their interests.
Reminders for prospects who viewed specific properties.
4. A/B Testing for Optimization
To increase the effectiveness of the campaign, we sought to use the HubSpot A/B Testing Feature on subject lines, designs of the emails, and the CTAs. This made it easier to improve the system since hard data was used to determine where and how changes could be made.
5. Comprehensive Reporting
In HubSpot’s Analytics and Reporting, we gave the client specific data such as the open rates, click through rates and conversion rates. This made it easier to make decisions informed by the data.
Tools and Technologies Used
1. HubSpot CRM
2. Email Marketing Tool
3. Dynamic Content Features
4. Workflow Automation Tool
5. A/B Testing Feature
6. Analytics and Reporting Dashboard
Results Achieved
1. Increased Engagement
The overall open rates improved by 35% and the click-through rates, by 25%, which was significantly above real estate marketing benchmarks for email marketing.
2. Time Efficiency
Scheduling helped the marketing team minimize the amount of paperwork, leave more time to think about strategies, and communicate with the leads.
3. Higher Lead Conversion
There was a 20% increase in inquiries and 15% increase in property viewings facilitated by emails that are sent with the recipient’s name.
4. Enhanced Customer Experience
Specific communication enabled the issue of leads to be made to feel valued thereby boosting their trust and loyalty.
5. Actionable Insights
Real-time analytics used in campaigns allowed for improvements in the campaigns as they continued to grow.
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