Cut through the Clutter with IDX Email Updates

By
Real Estate Services with IDX, LLC.

Many agents believe that buyers and sellers check their email hourly, looking for generic and sometimes redundant tips about how to buy a home. This is simply not how email works for most buyers.

What is email, really?

Email is a medium that demands a lot from the user. Email often forces people to:

  • Unsubscribe to keep their inbox manageable.
  • Delete all non-essential messages.
  • Leave email where it is and simply ignore 99% of emails.  

All new email/newsletter/drip campaigns to arrive often struggle unsuccessfully to catch the reader's attention.

How do you cut through the clutter?

Timely, relevant listing information is the key to differentiating via email. IDX software should send your contact a list of newly added properties. This should happen within the first 24 hours of when that listing appears in the MLS.

This information is both timely and critical to the buyer.

How are targeted, timely listing emails different from “DRIP” campaigns?

Traditional DRIP campaigns are generic, and relatively easy to replicate. Targeted content is less generic, and much more difficult to replicate. 

Rather than focus on sending DRIP content that may dilute the impact of a new listing email, why not simply attract buyers to your website? Use your website to share market, neighborhood, or other targeted information that you would normally save for a generic DRIP campaign.

Email Update Target

Below are some advantages to automated MLS listing updates:

  • The email will have a higher open rate. You are not wasting valuable time and resources on generic content that may have an open rate of 7% or less.
  • You are using software to automatically send targeted, unique content to your client.
  • You are not diluting your new listing email with generic content.
  • Customize the look and feel of your email updates in order to build personal and professional brand awareness.  
  • Use your IDX software to test email updates internally before you customize. This allows you to correct any typos, layout, or other inconsistencies.

Where to focus?

Focus on your buyer’s #1 priority: Finding a home.

Customize automated IDX/MLS listing update emails to make an impression. Then you can focus on software designed specifically to build and launch newsletters, manage CRM, etc. Build website content in order to attract a broad audience, and then pinpoint buyers with targeted and professionally branded IDX/MLS listings.

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the umbrella to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Topic:
Real Estate Technology & Tools
Groups:
Technology
Tags:
idx
email
drip
lead

Comments 17 New Comment

Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the foot to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
233,907
Jenny Durling
For Los Angeles real estate help 213-215-4758
L.A. Property Solutions

I do sent targeted listings, unfortunately there are still listing agents who don't seem to know where their listings are actually located and post them in the wrong areas!

August 04, 2009 12:41 AM
Rainmaker
83,627
Kathleen West
Flagler County & Palm Coast Realtor
Trademark Realty Group of Palm Coast

IDX broker is a great service.  I began utilizing the service this past year.  The biggest benefit is the custom feeds that can be created (i.e. links for homes for sale by neighborhood, foreclosures, etc.).  This creates a great and easy starting point for visitors that can then tailor their searches from there.  I've been getting great feedback as well.  Not only can visitors create one custom search, but they can create many and they like the feeling of control over their shopping.  This also cuts down on the desire to 'unsubscribe' or delete any emails from me since they are getting the content they want.  

Great product and service.  I highly recommend IDX Broker to anyone seeking a custom IDX solution.

 

October 29, 2009 09:23 AM
Rainer
21,056
Mike Glastonbury
Deep Creek Realty

I use IDX Broker and really like it's features. This area is one where IDXBroker really falls short. Even your illustration of the target shows a targeted email drip campaign as being effective, if not as effective as listings. A targeted drip email is a way to 'touch' your clients from time to time if they have not signed up for email updates or nothing new has been listed. Right now I have to manually export my leads from IDXBroker to the drip campaign and, quite frankly, I don't have the time. Is there any way IDX broker could fashion some sort of interface where a IDX lead is automatically transferred to a drip mail vendor. I would even switch drip mail vendors if this could be taken care of. As it looks now, the only way to automate the system is to leave IDXBroker or - gasp - sign up with TopProducer!

June 23, 2010 01:33 PM
Rainer
40,635
IDX Broker
IDX, LLC.
IDX, LLC.

Hi Mike - We offer web services that many developers have used to automate the IDX > DRIP lead management.

As you mentioned, we also offer direct integration with TopProducer. That integration is automated and can be setup in 20 minutes or less. We pass "lead type" information as well so you can build campaign profiles around the form that an IDX client used when they contacted you.

All valid points. I would just point out that a saved search often gives people the kind of actionable listing information that may give them a reason to call you right away. This is why we encourage our clients to setup as well targeted saved searches for potential buyers.

June 23, 2010 02:55 PM
Rainer
332,837
Paul Gapski
619-504-8999,#1 Resource SD Relo
Berkshire Hathaway / Prudential Ca Realty
 

I think drip email or auto email should obviously do all the work for you. It should be just so easy and after just a keep in touch call or monthly call

August 21, 2011 03:59 AM
Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the airplane to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainer
40,635

IDX Broker

IDX, LLC.
Ask me a question
*
*
*
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the clock to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Additional Information

Blogging about all things IDX/MLS, including IDX Broker tools and resources that make Agents' and Brokers' lives easier.