Marketing Automation Can Be a Huge Risk

Marketing segmentationThis week I have gotten four open house notifications from a Realtor®. She is a friend of mine that has served in various capacities on the Board of Directors for an MLS 2,000 miles away from where I live. She sends me a monthly snapshot of what is happening in the housing market in her area, along with a note when she lists a new property. That is all good. But recently she caused me to hit the unsubscribe button by spamming me with an open house notification when I was clearly not a candidate to attend or buy.

Marketing automation is a seductive song, like the legend of the sirens who lured ships onto the rocks. A great feature of today’s marketing automation tools is that they are full of strong content. They include MLS data feeds, public record data feeds, Inrix Drive Time, maps, fly over, virtual tours, market data, branding, lifestyle attributes, and so on and so forth. The biggest challenge is knowing what to send to whom and when.

Segment Your Database

For most agents, 300 customers is about the number of people that you have in your CRM or marketing automation tool. If you are an agent who has been selling for more than six years, you are likely to have around 500 contacts and sell a house a month. Don’t ask me why, but the data shows that agents who are connecting on a regular basis to 300-500 people tend to Continue reading