With Witei's email marketing drip campaign advertising tool, you will be able to create and send personalized and automated emails to your potential and existing customers, with the aim of increasing your sales and customer loyalty.
Here's how to use this tool effectively and get the most out of it.
Let's get started!
A) Initial recommendations
Each of these examples that we will show you below must be applied using saved searches of your contact list in Witei.
These saved searches will allow you to perform specific actions to that group of contacts and thanks to them you will be able to send them drip campaigns like the ones we will share with you below.
If you are here and you still don't know how to create a saved search of your contacts or how to send a drip email campaign, we recommend that you read these two articles first:
B) Examples and case studies of drip campaigns
Welcome campaign from the business
This campaign is sent automatically when a subscriber registers on the website or subscribes to the real estate agency's mailing list. It can include a personalized welcome message, information about the services offered, a summary of the benefits of working with the agency, and a call to action to contact a real estate agent. In addition, you could offer a special incentive for new subscribers, such as a discount on services or a welcome gift.
Steps you could take:
Create an inbound funnel for new contacts.
Set up the funnel to have a sign-up stage and a contact stage.
Set the first stage of this funnel to be the default funnel stage.
Access your general customer list in your contact manager.
Create a saved search for the inbound funnel and its first stage.
Create a drip campaign with this saved search.
Prepare and design the automatic welcome email you are going to send.
Activate the drip campaign and track the sending of the campaign.
From this point on, all the contacts that start to be part of this group of contacts from the saved search, will be sent this welcome drip campaign by the business.
If you don't know how to create, configure and manage a funnel, access here to learn how.
Example of a search filter:
Campaign for new contact requests
This campaign is sent to subscribers who have made a contact request through the website or other communication channels. It may include a thank you for the request, additional information about the agency's services, testimonials from satisfied clients, and an invitation to schedule a meeting or property tour.
Steps you could take:
Access your general client listing in your contact manager.
Create a saved search for contacts that have the tag 'claimant' and are in active status.
Create a drip campaign with this saved search.
Prepare and design the automatic email for new contact requests.
Activate the drip campaign and track the sending of the campaign.
From this, all contacts that start to be part of this saved search contact group will be sent that drip campaign to contacts that have made a new contact request.
Note that the 'demand' tag is a tag that is applied by default to your new incoming contact requests in Witei.
Example of a search filter:
Campaign for property visit
This campaign is sent to subscribers who have visited a property offered by the real estate agency. It may include a thank you for the visit, additional information about the property visited, other similar properties that may interest the subscriber and a call to action to schedule a meeting or make an offer.
Steps you could take:
Create a visit funnel for managing the visit process.
Configure the funnel to have the stages you follow in the visit process.
Access your general customer list in your contact manager.
Create a saved search through the visit funnel.
Create a drip campaign with this saved search.
Prepare and design the automatic emails of the visit process that you are going to send.
Activate the drip campaign and track the sending of the campaign.
From this, all the contacts that start to be part of this group of contacts of the saved search, will be sent this drip campaign of the process of the visit to your potential customer.
If you don't know how to create, configure and manage a funnel, access here to learn how.
Example of a search filter:
Homeowner Campaign
This campaign is sent to owners who have previously worked with the real estate agency or have expressed interest in selling or renting a property. It can include information about the agency's marketing services, market statistics, testimonials from satisfied homeowners, and a call to action to schedule a meeting or property appraisal. In addition, you can offer special incentives for owners, such as reduced commission rates or exclusive promotions or send them reports on the follow-up of the sale or rental of their property.
Steps you could take:
Access your general client listing in your contact manager.
Create a saved search for contacts that have the tag 'owner' and are in active status.
Create a drip campaign with this saved search.
Prepare and design the automatic emails for owners.
Activate the drip campaign and track the sending of the campaign.
From this, all contacts that start to be part of this group of contacts from the saved search will be sent that drip campaign to contacts that are owners.
Note that the 'owner' tag is a tag that is applied by default to your new incoming owners in Witei.
Example of a search filter:
Campaign for offers
This campaign is sent to subscribers who have expressed interest in receiving special offers from the real estate agency. It can include information about discounted properties, exclusive promotions, financing opportunities, incentive programs for buyers or sellers, and a call to action to take advantage of the offer. In addition, it is ideal to segment the subscriber list based on interests and buying preferences, customize the content based on the type of offer, and establish a sense of urgency or scarcity to incentivize action.
Steps you could take:
Create a custom 'offer' tag.
Access your general customer listing in your contact manager.
Create a saved search for contacts that have the 'offer' tag and are in active status.
Create a drip campaign with this saved search.
Prepare and design automatic emails for contacts to whom you want to send an offer.
Activate the drip campaign and track the sending of the campaign.
From this, all contacts that start to be part of this group of contacts from the saved search, will be sent this drip campaign to contacts to whom you want to send your offer.
If you don't know how to create, configure and manage tags, access here to learn how.
Example of a search filter:
End of contract campaign
This campaign is sent to clients whose contract is about to end or has already ended. It can include a personalized message to thank the client for their business and their trust in the agency, an invitation to renew the contract or to schedule a meeting to discuss the options available, a description of the additional services the agency offers, and a call to action to contact a real estate agent. It is important to customize the campaign content based on each client's specific situation and establish a sense of urgency to incentivize action.
Steps you could take:
Create a rental funnel for managing the rental process.
Configure the funnel to have the stages you follow in the rental process.
Access your general customer list in your contact manager.
Create a saved funnel search for rentals in the 'end of contract' stage, that have the 'tenant' tag and are in active status.
Create a drip campaign with this saved search.
Prepare and design automatic emails for contacts you want to notify that their lease is ending.
Activate the drip campaign and track the sending of the campaign.
From this point on, all the contacts that start to be part of this group of contacts from the saved search, will be sent this drip campaign to contacts that you want to notify that their contract will be terminated.
If you don't know how to create, set up and manage a funnel, access here to learn how.
Example of a search filter:
Real estate launch campaign
This campaign is sent when a new property or development is launched. It can include detailed information about the property or development, images or videos of the location, floor plans, exclusive features and benefits, and a call to action to schedule a visit or request more information. Also, use engaging images or videos to generate interest and excitement.
Steps you could take:
Create a landing page for this real estate launch.
Access your general client list in your contact manager.
Create a saved search of your contacts that have the tag corresponding to the landing page and are in active status.
Make an email campaign from the property file to the suggested contacts.
Add in this email campaign the link to the landing page so that the contacts interested in the real estate launch can register.
Create a drip campaign with this saved search.
Prepare and design the automatic email to follow up the contact interested in the real estate launch.
Activate the drip campaign and follow up the sending of the campaign.
From this, all the contacts that start to be part of this group of contacts of the saved search will be sent this drip campaign to contacts that have registered in the landing of the real estate launching.
If you don't know how to create, configure and manage landing pages, access here to learn how.
Example of a search filter:
Campaign to get a review
This campaign is sent to satisfied customers who have completed a real estate transaction with the agency. It may include a request to leave a review on popular review platforms, a reminder of the services offered by the agency, a thank you for their trust and an incentive to leave a review, such as a discount on future services.
Steps you could take:
Create a custom 'review' tag.
Access your general client listing in your contact manager.
Create a saved search for contacts that have the 'review' tag and are in active status.
Create a drip campaign with this saved search.
Prepare and design the automatic email to ask them to leave you a review.
Activate the drip campaign and track the sending of the campaign.
From this, all contacts that start to be part of this group of contacts from the saved search will be sent this drip campaign to contacts that could leave you a review.
If you don't know how to create, configure and manage tags, access here to learn how.
Example of a search filter:
Referral campaign
This campaign is sent to satisfied clients who may refer friends, family or acquaintances to the real estate agency. It may include a thank you for their trust, a reminder of the services offered by the agency, an incentive to refer, such as a gift or discount, and a call to action to share the contact information of potential referrals.
Steps you could take:
Create a custom 'referrals' tag.
Access your general customer listing in your contact manager.
Create a saved search for contacts that have the 'referrals' tag and are in active status.
Create a drip campaign with this saved search.
Prepare and design the automatic email to propose them to refer someone to you.
Activate the drip campaign and track the sending of the campaign.
From this, all the contacts that start to be part of this group of contacts from the saved search will be sent this drip campaign to contacts that could refer someone to you.
If you don't know how to create, set up and manage tags, access here to learn how.
Example of a search filter:
Newsletter campaign
This campaign is sent on a regular basis, such as weekly or monthly, to subscribers who have opted in to receive news and updates from the real estate agency. It can include real estate market news, property buying or selling tips, agency updates, testimonials from satisfied clients, and links to relevant content on the agency's website or blog. The ideal here is to design an attractive and easy-to-read newsletter, segment the subscriber list based on their interests and preferences, and provide valuable and relevant content that keeps subscribers engaged and interested in receiving future newsletters.
Steps you could take:
Create a landing page for them to sign up for your newsletter.
Access your general customer list in your contact manager.
Create a saved search of your contacts that have the tag corresponding to the landing page and are in active status.
Send an email campaign to your active contacts in Witei inviting them to subscribe to your newsletter from the landing page.
Add the landing page on your website designed with Witei or on your external website so that those who want to subscribe to your newsletter can do it that way.
Create a drip campaign with this saved welcome search for those who have subscribed to your newsletter and leave it active for new subscribers.
Define whether you will send your newsletter campaign on a weekly, biweekly or monthly basis.
Every time you want to send that email newsletter campaign to your contacts you can create the campaign and set that you want to send the campaign to that group of contacts subscribed to your newsletter.
From this, all the contacts that start to be part of this group of contacts from the saved search, will be sent that campaign by newsletter welcome drip and every time you send your newsletter it will be sent to those contacts that are subscribed to your newsletter.
If you don't know how to create, configure and manage landing pages, click here to learn how.
Example of a search filter:
Active portfolio campaign
An active portfolio campaign aims to maintain constant communication with a real estate company's contacts to ensure that they are up to date and still interested in the services offered. In this type of campaign, automatic emails are sent to clients and prospects, asking for their confirmation on whether they are still interested in the real estate services.
Steps you could follow:
Create a custom 'active portfolio' tag.
Create a saved search for contacts with the 'active portfolio' tag.
Create a drip campaign with this saved search.
Prepare and design the automatic email to confirm with these contacts if they are still interested in your real estate services.
Activate the drip campaign and follow up on the sending of the campaign.
From this, all contacts that start to become part of this saved search contact group will be those contacts to whom you apply this tag, and when they have it, that drip campaign will be sent to those contacts.
Example of a search filter:
Ideally, when you have this configuration done, you can recurrently filter your contacts by activity in this way:
Filter by last update before 3 months.
Filter by last update after 1 year.
Then, those contacts that are part of this list of contacts, you can massively apply the label 'active portfolio' to identify if they are still interested in your real estate services or not.
These contacts to whom you send the drip campaign will be able to confirm their interest in two possible ways:
With a Landing Page that has a form for them to respond (this you can link to a button in your campaign).
By responding to the Campaign that you have sent to those contacts (you will receive these responses in your conversation tool).
From there, those contacts who respond to you will be able to identify them through the answers they leave on the Landing Page or the responses they make to the Campaign you have sent them.
After that, you can manage them as it is more convenient for your business. The most important thing is that according to the confirmation of interest from these contacts, you can set their status depending on their response.
This will allow you to keep your contact list updated and with their corresponding status (such as won, active or lost).
If you don't know how to create, configure and manage landing pages, click here to learn how.
Vacation or absence campaign
This campaign is sent during the vacation season, such as Christmas, New Year's, or summer vacation, and may include holiday messages, seasonal greetings, special promotions, or themed real estate agency events. It can include holiday-related content, such as tips for decorating a home for Christmas, real estate investment opportunities during the summer season, or special agency events to celebrate the season. In addition, it's ideal to use festive language and tone to create a sense of connection and celebration with subscribers.
Steps you could take:
Access your general client listing in your contact manager.
Create a saved search for contacts that you have assigned as a user, that have the tag 'demand', that have been created from the date of your absence, and that last action is before the date you will return.
Create a drip campaign with this saved search.
Prepare and design the automatic email for these new contact requests during your absence.
Activate the drip campaign and follow up on the sending of the campaign.
From this, all contacts that start to be part of this group of contacts from the saved search will be sent that drip campaign to contacts that have made the contact request during your absence and on your return you will be able to check them more accurately.
If you want to apply this for an entire workspace, you will not need to apply the first contact manager filter.
Example of a search filter:
C) Measuring the results of sent campaigns
Types of metrics
There are several key metrics that can be used to measure the success of an email marketing campaign in the real estate sector. Some of the main metrics that you will be able to measure and visualize in Witei are:
Bounce rate: this metric refers to the percentage of emails that were not delivered compared to the total number of emails sent. A low bounce rate indicates a clean and up-to-date subscriber list, which is important to maintain the quality of the list and ensure that emails reach the right recipients.
Open rate: This metric refers to the percentage of emails opened compared to total emails sent. A high open rate indicates that recipients are interested in the content of the email and are opening it to read it. For optimal results, look for a high open rate, which indicates that the subject line of the email is engaging and that the content of the email is relevant to subscribers.
Click-through rate: This metric refers to the percentage of recipients who click on links within the email compared to the total number of emails sent. A high click-through rate indicates that recipients are interested in the content and are interacting with the links provided. For optimal results, look for a high click-through rate, which indicates that the content of the email is engaging and is generating interest and participation from subscribers.
Conversion rate: This metric refers to the percentage of recipients who take the desired action, such as filling out a form, making a purchase or scheduling an appointment, compared to the total number of emails sent. This would have to be done on the user's own, by measuring the number of recipients who took the desired action against the total number of emails sent, and multiplying the result by 100 to get the percentage. For example, if I sent 1000 emails and 50 recipients filled out the form, the conversion rate would be 5% (50/1000 x 100).
The list of recipients and details: you will be able to see the sending status of each recipient, if they have opened the campaign, if they have clicked, if the email has been rejected by a recipient, and if they have responded to the campaign.
The campaign responses: If they respond to the campaign these responses will arrive to your Witei conversations section and if you want to customize the sender domain of the campaign it is necessary that you contact us to guide you in this process, since the way to configure it may vary depending on your case (For example: if you have your domain in Witei or in an external provider).
Steps to display a drip campaign report
The drip campaign must be active and must have been sent to at least one contact in order to have a report of the campaign.
To view the campaign report you just need to access the drip campaign.
Click on the right side button with the three dots on the campaign.
Choose the option View report.
From this moment on, you will be able to see the report of each campaign, as in the example shown below:
If you have any questions, please contact us via chat!