How to automate your real estate business?

We all sometimes wish that the day had more than 24 hours. There’s simply not enough time during the day to get everything done. Real estate agents also have their hands full every day – especially since the competition in the industry is enormous. Wouldn’t it be nice if there was a way to both save time and get everything done?

Actually, there is such a way – marketing automation. By 2023, companies will spend $25.1 billion on marketing automation systems. Why? Because automation is be useful for companies of all sizes and industries. It works both for enterprises that need to take care of thousands of clients and for small local companies.

Real estate agents also can make good use of marketing automation system. For example, you can use it to schedule emails and send them automatically instead of sending them manually. Or to find out for what your client is looking for, before starting the conversation with them. You could also prepare relevant offers for them in advance. Want to learn how to do it? Here are three things with which marketing automation system could help you with.

Finding out your client needs

Buyer consultation meetings is an everyday job of a real estate agent – you surely have plenty of requests too. Usually, those take a good amount of time because you need to ask about every detail. How much would it help if, before those meetings, you had data on what type of properties the client looked at? Or what is their approximate budget? And maybe even a list of house at which the client was looking at? Surely that would make the meetings both much shorter and much more efficient, wouldn’t it.

With marketing automation tracking tool, doing this is entirely possible – all you need is a website visitor tracking tool. After setting up the widget on your website, it gathers info about your website visitors including their page views, clicks or how long they were on each page. So, for example, it could give you a detailed summary of which exact pages the client has been visiting or what search options did he use.  

Once you have the information, you can analyse them to find out for what is your client looking for. With this knowledge, you can prepare real estate offers that would match their expectations the most.

Bringing clients back to your company

Buying a house is a huge decision, so you can’t expect people to decide straight away. They will most likely look at several different real estates pages, compare various offers, maybe save the ones they are interested in. With so many companies in the industry, how can increase the chance the client will come back to your website?

That’s where retargeting comes in. Retargeting is a digital reminder about your business and your offer to people who have already visited your website earlier. The reason for using it is simple – there’s a higher chance that a visitor who previously visited your site will become your client. According to various researches, retargeted customers are 3x more likely to click your ad than cold prospects.

For example, real estate companies could use retargeting to encourage clients to come back to their website and schedule a meeting. Or to inform them about new listings or simply to raise brand awareness.

How does it work? You can use either triggered emails or targeted ads for this. With emails, all you need to do is to set a triggered email that after the scheduled time will show new listings or encourage clients to read a new blog post.

You can also use so-called “tracking pixels” to  “follow” your website visitors while they are browsing the internet. A targetted ad will then remind your website visitors about your business. You have to be careful here though, as many clients see retargeting ads as disturbing and it might put them off rather than encourage.

Sending emails to new and existing clients

Just how much time a day you are spending on sending real estate related emails to your prospects and clients? Far too much, I bet. Why not leave it to marketing automation? With an excellent email marketing tool, you can forget about manually sending listings or newsletters to your clients – they will be sent automatically at a scheduled time. You’ll also have access to advanced analytics tool which will give you hard data on your email marketing performance. But email marketing can do far more than just schedule your emails!

Most of your leads are not ready to purchase the first time they contact you – they don’t know enough to make a decision. This is a great moment to start a “drip marketing” sequence. Drip emails are a set of pre-written emails that are sent whenever a website user performs a specific action or every set amount of days.

You can set the trigger to be whenever a user signs up for a newsletter or visit “schedule a meeting” page. After a website user triggers the drip sequence, they automatically get a pre-written email on a relevant topic.

How can you use drip marketing in practice? Let’s say you are preparing a drip email guide for your new subscribers on the topic of purchasing a new home – the first email with confirmation will be sent to them immediately after they subscribed to you. Next email will come a few days later and can introduce your subscribers to the most popular articles on your blog or website related to buying a house. Then depending on their behaviour (what pages are they visiting, what articles are they reading and so on), the drip marketing can be set to act in specific ways to give the client the content they are interested in.  All of this is done automatically, without you having to write a new email for each person and sending it manually. Handy, isn’t it?

Automating business communication

If you’re in real estate, you know the full worth of business communication. House hunters, current clients, and business contacts are on the line nearly 24/7. To never miss a single lead, you (and your team) must keep communication flowing while staying 100% mobile.

This is where communication automation comes in. A virtual phone system (VoIP) lets you visually build call flows (so callers easily connect to the right person), set up an auto-attendant (automates general info like hours/location so agents stay focused on important tasks), and distribute communication responsibilities based on working hours and client type (regular/VIP).

Best of all, VoIP gives you the complete freedom to move around that’s so vital to your real estate business. Fine-tune settings just once, and your whole team is ready to make/receive calls on all their devices (smartphone, iPad/tablet, laptop, or IP desk phone). This means you’re set to talk business wherever the job takes you.

With a VoIP phone system like MightyCall, you get up to 60% savings compared to landlines. Automation features are included on all plans — and so is your peace of mind.


Of course, this is only a fraction of marketing automation real powers – mentioning every single way in which marketing automation could help in the real estate industry would require a book, not one article. Marketing automation tools are not the cheapest, but as long as you will get a system matching your business size and your needs, the cost will be back to you sooner than you expect it.

While we are at it, why not have a look at our tool?

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Our marketing automation tool will help you with all those things in a flash if you sign up for an account (if you didn’t do it already). So why not start using marketing automation in your real estate company? After you learn how to use the marketing automation system effectively, you will surely find out just how useful the system can be!

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