Drip Marketing 101: Put Your Real Estate CRM to Work

Without a real estate CRM, the process of tracking and segmenting communication with various leads manually can be painstaking. Because successful agents know that they need to stay productive in order to be profitable, the task of sending a series of emails often gets pushed to the back burner. And drip email marketing for busy real estate agents isn't easy. Along with each message, you have to think about things like open rates, click-through rates, and personalized templates.

However, when done effectively, drip marketing has been shown to increase sales opportunities by an average of 20%.

What is drip email marketing, exactly? In a nutshell, it's an automated process of sending emails to specific segments of your email lists based on certain actions they take. These messages land right where they're supposed to go, over time, with minimum waste (or at least that's the intention).

In order to get the most out of your efforts, you'll need to set up drip workflows — the order in which emails are sent — in your real estate CRM based on two criteria: 1) Where leads are coming in from and 2) What actions were taken on your website.

An automated real estate CRM is essential to conducting email drip campaigns and structuring your workflows. However, in order to achieve profitability with your email efforts, you need to be able to keep prospects engaged over time. Here are a few best practices for determining who should receive what type of email, and when they should receive that message.