Connect with Marketing Campaigns Class Notes
Create a powerful and effective nurture marketing campaign to stay top-of-mind with your clients no
matter when they are thinking of buying and selling. This class covers what a campaign is, how to best
connect to your audience using campaigns, and present ideas of what compelling campaigns look like.
Note: The goal of this class is to present strategies that you can use, customize and adapt to work with any
system.
Campaign Basics
What is a campaign?
A marketing campaign is a series of marketing emails, postcards or even activities that you are able to schedule
ahead of time (automate) so that no matter how busy you are, your contacts will receive materials that keep you
top of mind.
How do they help me?
People take a significant time to think about buying/selling before they actually take action to do so. By using
campaigns after you’ve done your best to make personal connections, it reiterates your relationship and your
services so know matter when in their timeline they decide to buy or sell their home, they call you.
Key Stats:
 Phase 1—Pre-research: Sellers 13.1 Months; Buyers 16 Months
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Phase 2 – Active research: Sellers 2.7 Months; Buyers 6.6 Months
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The phase where people start to contemplate the idea of moving and entering light discussions
about it.
This phase is generally an information gathering process when sellers try to figure out what their
home might be worth, what they need to do before selling their home, etc.
Phase 3 – Selling: Sellers 5.0 Months; Buyers 4.1 Months
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This is the phase where they decide to list, and put their home on the market and hopefully get
it sold.
7/10 buyers and sellers only interview 1 agent before selecting who they work with (and typically spend one day
interviewing).
Connect to Your Audience
Who is your audience?
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Friends and Family?
Seller or Buyer?
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First-time or repeat?
Distressed?
Niche?
• Millennials
• Single female
• Growing family
• Empty-nesters
What do I send?
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Educational & Best Practices
Promotional
Trusted Resources
Market Reports and Information
Feel Good/Thinking about you
Home Improvement
Hot Topics
How many campaigns do I need to start?
There are 3 essentials:
 1 Online Buyer
 1 Online Seller
 1 Generic (Sphere/friends)
Examples?
Sphere/Generic:
 Home Improvement
 Holiday Greetings
 Real Estate Newsletters
Buyer/Seller:
 Checklists
 Newsletters
 Burning questions
 Simple text follow-up emails:
o Example from the Buyer Lead Conversion Plan (download the plan and all scripts)
Subject: Let’s Narrow Our Search
Hi, you’ve received information on quite a few properties over the last few weeks. Sometimes it
helps to meet and talk over the key things that are “must-haves” so we can start to narrow our
search down. We can do this face-to-face or over the phone. Does Monday at 2:00 or Thursday
at 6:00 <insert days and times that work for your schedule> work for you?
Niche (Millennials):
Leverage general traits to key in on focus points for your communication.
 Feel Special: Emails that make them “feel special” and like you’re giving them extra attention and going
the extra mile to provide great service.
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Reassurance: Millennials tend to ask for guidance and feedback from their family, friends and on social
media. So make the information (like listings) you send to them easy for them to share on social media,
email, etc.
Know you: Millennials want to feel like they really know you in order to work with you. Trust that they’ll
“Google” you and read up on what others are saying about you. Make sure you’ve added your reviews to
public sites like Trulia, Zillow and Yelp and that you’ve responded to all the good and even bad reviews.
Keep your emails friendly and inviting.
Simple text sample email:
o Example from the Seller Lead Conversion Plan (download the plan and all scripts)
Subject: Phone number?
Hi, I just tried to give you a quick call to check in and am not sure the number I have for you is
accurate. What’s the best number to reach you? Just want to make sure you get the exact
information you’re looking for. Also, let me know if it’s easier to text—I’m flexible! Thanks,
Crafting a Campaign that Works
How long should a campaign last?
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Align length to MINIMUM of average time a consumer researches
When they respond: Remove them from automated drip campaigns
How often should I reach out?
At least 1x/month
 If the contact comes from a source that generates more motivated leads, or you’ve seen more signs of
motivation, increase the frequency of contacts as they are more likely closer to being ready to buy/sell.
More Timely Tips:
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Make your campaign autopilot
o If you can’t… then time block for monthly marketing
Alternate email, direct mail and personal touches
Key Stat: The use of multi-channel campaigns increases response rates by 20% or better
-USPS Deliver Magazine, 2012
Writers Block?
Free Buyer and Seller Campaign scripts on support.trulia.com
Search: “Buyer Lead Conversion Plan” and “Seller Lead Conversion Plan”
Simple Tips to Remember
 Build one campaign at a time
 Match content and length of campaign to your audience
 Alternate emails, phone calls, and direct mail
 Automate it
 The goal is to get them to respond! When they do, STOP any automated campaign emails
Tip: Perfection is the enemy of done!
Homework
 Create 1 new campaign
 Pick an audience
 Create 12 (minimum) touches: 1 email/month
Additional Information:
Seller Lead Conversion Plan
Buyer Lead Conversion Plan