No matter the industry, every customer has their own unique wants, needs, and motivations. So, it makes perfect business sense to treat them accordingly. This phenomenon has ushered in a new era of marketing where customers don’t expect to feel like just another number on a list.
Personalization has proven to be a highly effective strategy in combating this trend. In fact, Infosys reported that 59 percent of consumers say that personalization has an impact their purchasing behavior. Furthermore, MarketingProfs revealed that when businesses personalize a user’s web experience, they generate a roughly 20 percent increase in sales.
However, for many real estate agents, message personalization often only goes as far as putting a customer’s first name in the subject line of an email. But, this is only the tip of the iceberg.
How to Personalize Your Real Estate Marketing Communications
Email Marketing
One of the most important email personalization strategies for real estate agents is segmentation. Before taking any other steps, make sure you’re using the right data as factual inaccuracies can disrupt this entire process. From there, segment your email lists according to demographics, interests, and other factors. You can then utilize these segments to send more tailored and relevant e-mail content to your real estate customers and prospects.
Retargeting Emails
This is another practice to consider. For those who have already interacted with your website in one way or another, sending targeted advertising to those who have read one of your blog posts, visited one of your landing pages, or subscribed to your newsletter, will make them more inclined to stay in contact with you.
Social Media Marketing
Even with real estate companies, prospects want to connect with brands on a personal level. In addition to targeted emails, the most basic way to personalize communications with your real estate leads can be done through social media by engaging with individual accounts. Responding personally to their direct messages and mentioning them in posts shows them that you value them as individuals.
For example, if a customer tweets about the positive experience they had with a real estate agent at your company, it’s up to you to continue nurturing that relationship online and establishing a two-way, personable dialogue.
