Pop Quiz. Have you ever run a drip email campaign for an entire year without one person hitting reply? If you answered yes, then you have been running a canned campaign.

We have all been on the other end of a drip campaign that we unsubscribe to as soon as possible. You know the type – cheesy, canned and so obviously not personally directed to you, the consumer. As a realtor, why would you ever want to be the source of that email for your potential clients? Here, we have the solution to all of your canned campaign problems – 5 Steps to the perfect drip campaign.

1. Determine your target market. Really think about the tastes and values of your target market. Hire a Virtual Assistant to create your campaign and make sure you educate them on what direction you want to take with your campaign.

 

2. Find the drip campaign that will serve as your jumping off point. There are many drip campaigns available – many of which may already be included in a site you are paying for such as RealPro or Top Producer. Their email campaigns are a great starting point, but you should never use them right out of the box. They are usually very general and often canned.

 

3. Customize to your target market. Have your VA go through each email and customize them to your target market. You may be able to keep some of the pre-written content to pepper in between your more specialized emails, but this is your chance to run with it…

RealSupport has done some really interesting campaigns for our clients. For Joy Rice of Rice Realty Group, luxury homeowners with dogs were her target market. RealSupport created three campaigns for her: a buyer campaign, seller campaign and relocater campaign – but each had a unique dog-loving twist to them.

We also created an extensive year-long drip campaign for Lisa Murray of RE/MAX Sun Properties. Her focus was her town of Fountain Hills – an active, beautifully scenic city in Arizona that has a lot to offer. Each email offered a fun fact or feature of the community – from a list of the iconic fountains in the area to the best restaurants in town.

4. Customize your graphics. Depending on the drip campaign template that you are using, you may be able to customize your emails with eye-catching graphics. If there is an area for HTML code, your VA could create a graphic using your picture, a community scene, or maybe even a picture of a dog, whatever appeals most to your target market. Some campaigns are committed to the stationary they provide, in which case, it is even more important to make sure your content pulls in your audience.

 

5. Feature a Call to Action. At the end of each email, you have the option to feature some kind of call to action. This could be more direct, “Visit my website for more information about this beautiful community,” which would include a direct link to your website. Or you could simply feature a link to more information about the topic or tip you provided in your email.

If you follow these steps, you can create a one-of-a-kind, perfect-for-your-target-market drip campaign. The idea is that the person at the receiving end of these emails will think that you were up the night before writing this email just for them. When they are getting information that is interesting, entertaining and pertinent to their needs, they will be a lot less likely to jump at the “unsubscribe” option.

Carrie Gable of RealSupport, Inc. is our “VA Quick Tip” columnist offering expertise in real estate marketing, technology and more. RealSupport’s office and team of 9 full-time staff members is located near Chicago, IL. Their successful team works virtually for many top real estate agents nationwide. Pioneers in the Real Estate Virtual Assistant industry, RealSupport offers marketing, website and logo design, branding, lead generation, technical support, transaction management and more.

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