Why a Bad Drip Sequence Is Worse than No Drip Sequence

We’ve all been there.

Tempted by that perfect piece of content, we gladly offer up our email addresses, only to regret it later. With each generic, templated email we receive, we’re one step closer to hitting the unsubscribe button.

Well, guess what. If you can sniff out a mass email from a mile away — so can your leads. Because the one thing we seem to keep forgetting is that no two subscribers are ever the same, and over-relying on the same played-out drip sequence won’t help you win their loyalty.

But what if you could close more deals with less effort by simply using your tech tools more intentionally?

If you’re looking for ways to use automation to connect with your leads on a deeper, more human level — keep reading. We’ve got some proven tips to help you use tech for good.

Real estate drip campaigns are not a cure-all

Before we dive deeper into how to fix your drip campaigns, let’s talk a little more about why they’re broken in the first place. Because the irony is, we all know we need to nurture our leads. We’ve heard it a million times.

We’ve read all about the business owners who make 50% more sales at 33% less cost because of their awesomely warmed-up databases. And the 18X more revenue targeted emails can bring. But these results often feel like they’re meant for someone else, someone who has more time, more resources, or both.

So what most of us end up doing is set up an automated drip sequence, and walk away. We feel good about having ticked another box off the “should-do” marketing list, but deep down, we wonder how effective it’ll actually be.

Because the truth is, in today’s always-on age of chatbots and social media, having a drip campaign for the sake of simply “staying in front of” your prospects no longer makes sense.

Buyers are more empowered than ever before. And though the volume of homes hasn’t changed all that much (we’re looking at the first major market shift in a decade), the ways in which we sell those homes have changed dramatically.

It’s time to come out and say it: All this technology is making agents lazy.

To be fair, maybe “overwhelmed” is a better word. But whichever way you cut it, not calling leads, ignoring emails and sending the same generic auto-responder to all prospects just proves most agents don’t really understand their leads — and worse, they’re not concerned with making themselves truly valuable to their prospects.

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Still, the numbers don’t lie. 80% of marketing automation users have seen an increase in leads, and 77% have seen the number of conversions increase. The question isn’t whether or not you should use technology — obviously, this stuff works.

The real question is this:

How can you use technology to stay one step ahead of the competitors, disruptors and ultra-informed leads who are permanently changing the way homes are bought and sold?

Scrap the generic drip sequence and close more deals

From VR property viewings to transaction management via the blockchain, most agents are afraid of being replaced by technology.

According to Joshua Smith coach, mentor and host of the #1 Most Downloaded Real Estate Agent Podcast, GSD Mode, “There are several things happening in our industry currently. First, we have a market shift that is taking place, but this is nothing new for our industry, just remember: ‘There Is No Such Thing as a Bad Market, It Is Always Good for Someone’. As Real Estate Agents, we need to identify who the market is good for and adapt to serve their needs. That’s how you thrive in shifts.”

As disruptors continue to shake up even the most tried and true industry best practices, experts like Joshua say that what separates the winning agents from the rest is whether or not you can resist the urge to bury your head in the sand. “We need to take massive action on this as the future role of the real estate agent depends on it,” says Joshua.

Segment your list based on what really matters

Let’s imagine a perfect scenario where prospects walk right into your office with a complete profile including details about their knowledge of your brand, level of interest in buying or selling, what type of house they’re into, budget, etc. That’d be amazing, right?

But since it’s rarely (if ever) the case that you have that much intel, you need to put a real effort into narrowing down your lead segments based on what you do know about them. Then, regroup your sales and marketing efforts to consistently deliver what they want, when they want it.

Most CRMs allow you to get extremely specific, narrowing it down to:

  • Demographics: Income, Family size, Occupation, Gender, Race, Generation
  • Geographic aspects: School district, Neighborhood, Employer, City
  • Psychographic aspects: Pet owners, Lifestyle seekers, Friends/Family in the neighborhood, etc.

In Follow Up Boss, we think a simple approach is best:

  • Lead type: New leads, buyer leads, seller leads, past clients and of course, hot leads
  • Lead behavior: Price, lead stage, last activity

No matter which of the hundreds of CRMs you’ve singled out as the one that’ll work for you and your team, it should be flexible enough to adapt to the real-world behaviors of your leads — and your team — so that you’re always ready to act anytime a lead takes a big leap forward in their buying journey.

Keep your emails succinct and human

There’s something about the 9-Word Email that makes it so effective.

Business owners who use it say the engagement with their leads is higher and that leads convert faster. So next time you’re sending out an email, why not try it out?

You could write something simple like, “Are you still interested in housing in South Carolina?” or “Have you seen our new listings in Wrigleyville, Chicago?”

In Follow Up Boss, you can create Smart Lists of segmented leads and send tailored follow up emails your leads will actually reply to. Here’s a quick example:

Hey [Lead Name],

I’ve been sending you new listings for a little while now and just wanted to check in to make sure I’m sending the kinds of houses you’re interested in.
Want me to make some adjustments? Or any you’d like to schedule a showing of?

[Agent Name]

Let’s not forget, one of the main reasons consumers love technology is because it’s so simple to get a fast, frictionless reply. Make it easy and they won’t be able to resist.

Plus, all customers care about the little things. Let’s say you’ve closed a sale — this doesn’t mean your work is done.

Show your gratitude by using a personalized drip campaign to send a short “Thank you for trusting us” email, then add your new customer into a past client follow up sequence that includes a mix of direct mail, phone and email correspondence. Trust us, it will make a difference.

Never forget the power of face-to-face interaction

We obviously believe technology is a force for good. But even we have to admit that it comes with a serious downside.

For one, nearly half of the US population is lonely.

No matter how many awesome tech tools are at our disposal, nothing can replace human connection. Successful real estate agents know it’s important to truly connect with their leads and clients — on the phone, via video and, not least, in person.

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Want more on how to win with video? See how agents like Taylor Hack, Team Leader of HACK&Co use video to build a personal connection with leads.

Leading agents use tools like BombBomb to put a face to their drip campaigns, making it that much easier to stand out above the noise get a face-to-face appointment. In fact, even simply using the word “video” in your subject line can boost open rates by 19% and clickthrough rates by 65%.

This stuff is powerful.

For times when you can’t connect in person, sending a quick, personalized thank you video message is the next best thing. And if you want to get even more personal with your leads, check out how real estate agent Kinny Landrum uses BombBomb to send (belated but still awesome) birthday wishes.

Your focus is all you have

With technology taking over industry after industry, it’s natural to feel a bit uneasy. But whatever you do, don’t waste your time focusing on the wrong things. Because at the end of the day, your focus is the only thing that matters.

It’s the one thing you can count on to make sure that every time you pick up the phone, text a reply or hit send on an email, the person on the other side knows you’re worth their time. So focus your full attention on the people who are most ready to buy. And do it every day.

For everyone else, take a day or two to step out of the chaos and create a truly relevant drip sequence that delivers value at every step of the journey. Keep them short, sweet and use the tools available to you to show them you’re a real person with real insights they can rely on. Automation is here to help you with that. But it can’t do it all on its own.

Who are We?

GrowthHouse is where ambitious agents and teams come to learn strategies and tactics to grow their real estate businesses.

The team behind GrowthHouse also runs Follow Up Boss, a sales driven CRM dedicated to helping agents and teams focus and follow up for more appointments and sales. Click here to learn more about how Follow Up Boss can help you accelerate your growth.