Our marketing tools have evolved to create an interconnected network across which multiple channels communicate with motivated sellers.
98% of Americans switch between devices in a single day. You want to reach customers wherever they are by their preferred methods of communication. The best way to do this is to design a cross-channel marketing campaign that involves popular channels.
Three Marketing Approaches: Multi-channel, Cross-channel, and Omnichannel
These three marketing approaches are similar, but with differences:
Think multiple but separate. This type of marketing involves various channels, but those channels work independently of each other. They do not communicate with each other. So what?
So customers want complete transparency and accessibility throughout their journey. Moving from one channel to another, rather than between channels, means they start their journey over at each new touchpoint. It also makes the journey impersonal.
Think multiple but together. The channels are connected. They record lead interactions and communicate information relative to seller motivations between them.
An example might be: a homeowner gets a direct mail piece that invites them to “Request an Offer” on their property. They go to the URL link listed on the mail piece and fill out an online form. This triggers a campaign. They get an email confirming receipt of their information, and three days later, they get a text message inviting them to have a phone call to discuss an offer.
Even if the lead says, “Not Ready to Sell,” that response triggers a different campaign. The lead then gets emails and SMSes that help nurture them till they are ready.
Cross-channel marketing offers a better experience through personalization and moves the seller through the funnel. It also keeps you in front of the lead at all times.
The most advanced of the three, omnichannel marketing involves multiple channels, connected, interconnected, and interactive. This allows for maximum engagement, as all channels work seamlessly together and often simultaneously, giving customers a comprehensive experience.
So, Why Not Use Omnichannel Marketing? Why Use Cross-Channel?
Omnichannel sounds perfect, but it better serves retailers and banking than it does real estate investors. It takes the notion that customers can use different channels simultaneously, like paying a Starbucks in the store with the mobile app.
Cross-channel is about the experience. The message changes throughout the different stages of the seller’s journey. It takes into consideration the lead’s motivation, online interactions, and replies. This way, the motivated sellers get the right message to detect their interests and encourage them to take action and ask for the offer.
A cross-channel marketing strategy will make a world of difference in how you reach and convert leads. Multichannel customers alone spend three to four times more than single-channel customers, and 72% of customers prefer an integrated marketing approach, making cross-channel the ideal solution.
To create a winning cross-channel marketing strategy, consider the following:
Create Seller Personas: Putting the customer experience at the forefront of your marketing strategy is essential. Gather information about your target audience – their behaviors, preferences, pain points, etc. Leverage these personas in your marketing strategy to target the right people based on their location, motivation to sell, and preferred methods of communication.
Use Channels that Complement Each Other: Some channels work better together than others. The right combination helps you reach the homeowners and balance communication.
Gather Data: Any interaction that traces back to a lead’s touchpoints. Track emails and text messages you send – which ones did motivated sellers respond to? Keep up with blog posts and landing pages users visited. Have your sales team take notes during their conversations with sellers. Any information you gather will help you to nurture and retarget leads.
Test and Optimize: Measure the impact your marketing strategy has on audiences. Which channel combinations prove most effective, and which channels have higher response rates? Optimize your strategy accordingly to drive real results.
It can be difficult and time-consuming to monitor channels, track campaigns, and integrate analytics. That is why we do it all for you!
GoForClose does all the heavy lifting for your marketing campaigns. We organize and optimize, track performance and talk with sellers. This way, you can focus on sales, closing deals, and growing your real estate investing business.
If you have questions or are curious to know more, request a free consultation below.
April Henley is a Professional Writer and our Content Developer. She has 5 years of Real Estate Industry knowledge, and 8 years of experience writing copy for various marketing initiatives. She came to us from a Fortune 500 Real Estate Company (Lennar), where she co-created content for a partnership with Amazon and wrote a variety of multichannel, multipurpose pieces for home buyers and owners.