The most challenging aspect of being a real estate agent is the constant uncertainty of where the next lead will come from. The key to finding leads is tapping into your own network, but how can an agent effectively communicate with their network in a way that adds value and caters to the specific needs of each individual? Your audience may vary from those ready to make a purchase immediately to those just beginning to consider a new home, all while receiving marketing materials from multiple agents in the area.
The team at CENTURY 21 Canada collaborated with MoxiWorks, their current tech provider, to introduce ActivePipe—a new email campaign tool designed to transform how C21 Canada agents engage with their sphere of influence.
Maximize your personal network
“We aimed to provide our network with a tool that allows them to truly leverage the network they have diligently built,” explains Todd Shyiak, the executive vice president of CENTURY 21 Canada. “Your neighbors, past clients, and friends collectively form a sphere of influence that is a valuable asset for an agent. The challenge lies in reminding individuals of your value, even if they are not currently in need of your services. The most successful agents understand the importance of reaching out to different individuals in different ways, but this can result in a significant amount of ongoing work.
ActivePipe empowers our agents and brokers to automate multiple email campaigns tailored to the specific needs of each recipient. It adapts to changes in their needs, allowing agents to offer a variety of services to their entire network.”
An adaptive tool for your audience
ActivePipe not only simplifies communication with your audience but also learns and adjusts based on their needs. As individuals transition from curiosity about a neighborhood to serious home search, the platform seamlessly shifts them to the appropriate campaign. This personalized approach leaves a lasting impression on clients and associates it with the agent who delivers such customized service.
Deliver engaging content
Understanding how to cater to various levels of need is crucial in maintaining audience interest. Providing monthly updates on buying and selling conditions can keep those monitoring the market engaged. Highlighting expertise in different neighborhoods can attract those interested in specific regions. Engaging with your network regularly, even if they are not currently looking to buy or sell, helps to establish your value and expertise long before a transaction occurs.
Building for the future
In the ever-changing real estate market, it is essential for agents to prepare during slower periods for busier times. By tailoring content to the actual needs of potential clients, agents can focus on lead conversion and establish themselves as experts, ultimately reaping the benefits in a competitive market.
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