Marketing Automation for the Modern Realtor

© 2016 iContact LLC.All Rights Reserved.
Hank Hoffmeier, Strategic Insights Manager
Twitter: @hankhoffmeier
MARKETING AUTOMATION
for the Modern Realtor

Agenda
• What is Marketing
• How Marketing Works
• Smarter Marketing with Automation

What is Marketing?
Goals and Challenges of Marketing to Modern Consumers
Marketing is convincing
people to Need what
you have.

Then and Now
• In 1972, office workersspent zero time checking email
or social media
• The Yellow Pages was the marketing tool of the 90’s
• The average adult receives 147 emails a day. They will
delete 71 or 48%
• The average American spends 4.7 hoursa day on their
mobile device
• People in the U.S. check their Facebook, Twitter, and
other social media account 17 times a day!

Today’s Consumer
EMPOWERED
CONSUMER
Mobile
Hands-On
Vocal
Committed
GlobalSmart

How Marketing Works
The Marketing Funnel, Stages of the Buying Cycle
Traditional Marketing FunnelAwareness
Consideration
Intent
Evaluation
Purchase
Interest

Today’s ar e n unne
How can we adapt
to s ne unne

Marketing Automation
Featuresand servicesthat can help teamsdelivermore intelligent
and impactfulmarketing

Marketing Automation is the Solution

How do we get startedwith Marketing Automation?

Lead Generation
The act of acquiringan audience

Marketing Journey
Lead Generation
Awareness
Consideration
Interest
Lead Nurturing
Purchase
Evaluation
Awareness
Interest
Consideration
Intent

Lead Generation
Lead Generation
The marketingprocessof
stimulatingandcapturinginterest
in a productorservice for the
purposeof developing
a salespipeline.
• Increases Brand Awareness
• Builds Relationships
• Generates Qualified Leads
Purchase
Evaluation
Interest
Consideration
Intent
Awareness

Lead Generation and Content Marketing
Email
Marketing
Blogging Content
Marketing
Website
and SEO
PPC
Advertising
Content
Syndication
Direct
Mail
Social
Media
Landing
Pages
Webinars,
Live Chats
Capturing Leads
Being Found

Approximately
96% of the visitors
that come to your
website are not
ready to buy.
You need to convert
visitors to leads,
but how?

Landing Pages
Direct, convince and convert

Landing Pages
Specific page for product or service .inventory?
Branded and focused
Can be added to navigation, hidden or hosted elsewhere
Focuses solely on the conversion
Reduces friction

Landing Pages
Email
Marketing
BloggingOnline
Presence
Social
Media
PPC
Advertising
Webinars,
Live Chats
Build Awareness & Convert Leads
Incentivize to Convert

When Does a Conversion Happen?
C = = >1
Positive Factors
Negative Factors

Positive/Negative Factors
Positive Factors
Negative Factors
Copy Offer Color
Branding
Friction
Anxiety

The Key to Online Conversion
C = = >1
R+M+V+O
F+A

The Key to Online Conversion
C = = >1
R + M + V + O
F + A
Likelihood of
Conversion
Relevance
Motivation
Value Proposition
Offer
Friction Anxiety

Test Button Copy and Color

Landing Page Examples

Lead Nurturing
The act of buildinga relationship

• Create Personalized and
Engaging Experience
What is Lead Nurturing?
Lead Nurturing
The marketingprocessof building
effective relationshipswith
potentialcustomersthroughout
the buyingjourney.
• Strengthen Affinity and Trust
• Increases the Propensity to BuyPurchase
Evaluation
Interest
Consideration
Intent
Awareness

Impact of Lead Nurturing?
Nurtured leads make
47% larger purchases
than non-nurturedleads.
Purchase size with lead gen Purchase size without lead gen
147 100

Drip Marketing vs. Lead Nurturing

Main Element in Lead Nurturing

Lead Nurturing
Segmentation

Lead Nurturing
SEGMENTATION
Activity Channels
LPs Custom Objects
Email Social
Win/Win
Desired Behavior
Automatic
Personalization
Workflows

ur ur n oesn’ nd er ur ase
• Allows you to create brand
advocates and spread word
of mouth referrals
• Creates an opportunity to ask for
a review/reference or testimonial

Workflows
Helping marketers efficiently
and intelligently
communicate with their
consumers

What are Workflows?
Workflows are tools to improve marketing
efficiency and create a tailored experience for
each contact by automatically delivering
relevant and timely information based on
segmented data, such as their interests or
their stage in the buying cycle.
Workflows are the embodimentof
marketing automation.
413 Potential Contacts
No Yes
Wait 1 day
Update Lead Score
+50
Wait 1 week
No Yes
No
Yes
+
+
+
Update Lead Score
+50
Visited Web Site?
Remove from
Workflow
Send Email
Follow-up Email
Visited Web Site?
Send Email
Special Offerto Social!
Audience
Engaged Socially?

Marketing without Workflows
Untimely Follow-Up
No visibility into
contact Inactivity
Lack of
personalization
Overall headache
Continualrepetition
of tasks

Impact of Workflows and Nurturing
of marketing leads
never convert to sales.
Lack of lead nurturingis
the common cause for
poor performance.
79%
Never convert Convert

Customers will
manage 85% of their
relationships without
talking to a human.
By
2020
Managed without human Human required

65% of marketers
say they have
not established
lead nurturing.
YET
Do not have lead nurture Have lead nurture

Workflow Triggers
Activity: based on
the action of the
subscriber.
Date: based on a
chosen timeframe
Data: based on
subscriberdata

Workflow Example
SEND EMAIL
Tips and Information
SEND EMAIL
Questions? Answers?
AUDIENCE
SEND EMAIL
Stay Up-to-Date
OPENED EMAIL?
Request Consultation
SEND EMAIL
Request Consultation
NoYes
1
2
3A 3B
SEND EMAIL
Available Properties
SEND EMAIL
Emotional Appeal
CHECK CONTACT
Appointment/Purchase
4
5
ADD TO WORKFLOW
Homeowner Guide
ADD TO LIST
News & Information
NoYes

Workflow Ideas
• List Hygiene
• Website visit
• Interest
• Series of information
• Feedback
• Informative

When You Should Not Use Workflows
Transactional
email
Personalized noteA lot of content

Workflow Actions
• Send email
• Segment
• Add tags
• Add/remove from lists/workflows
• Update information

Social Media
Automate your social media efforts

Social Media

Social Media
• Not everything should be automated
• Promote your content Blog, images, stories
• Use Hashtags 2/3 the most (11 for Instagram)
• Post daily and encourage engagement
• Amplify and repurpose content
• Use images, video and questions to engage
• Share other brands posts and add your thoughts

Social Media Etiquette
Give your followers
something to talk about
Focus on your
audience more
than yourself
Humanize your voice

’t e ete
comments/posts(unless
they are spam)
Other Best Practices
Create brand advocates
interact and be
personal
Reply to comments
and tweets as
quickly as possible

What Did We Learn Today?
• Digital marketing is always changing
and evolving
• Automation takes some upfront work,
but is well worth it
• Automation helps you provide timely and
tailored content to your audience
• Allows you to provide consumers and
clients with what they need when they
want it

Use Coupon Code: FBRaleigh_25
to receive 25$ your iContact subscription
Expires 5/17/2017
Need Email or Automation?

Twitter:@HankHoffmeier
LinkedIn: Hank Hoffmeier
Amazon Echo/Alexa iTunes

Q u e s t i o n s ?
C o m m e n t s .
T h o u g h t s .

T H A N K YO U !

Marketing Automation for the Modern Realtor

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