Spearheading Real Estate Transformation Through Automation

Date: April 29, 2022
Author: Vinayak Katkar
marketing automation for real estate agents

How Was BeyondWalls Born?

BeyondWalls is India’s leading Integrated Prop-Tech Ecosystem that can address any type of challenge in Real Estate. Initially, the company was a part of Amura Marketing Technologies, a Pune-based digital marketing firm. Amura came into being under the leadership of Vikram Kotnis, a serial entrepreneur. He joined hands with four of his college friends to found Amura in 2010.

Like most startups, Amura’s entry into the market wasn’t a cakewalk. At the time, most companies and marketers were reluctant to go digital. The founders spent a lot of time educating clients on the need to move from traditional media to digital platforms. In the next five years, the smartphone and internet penetration boom helped Amura overcome its initial challenges.

One of Amura’s core motives was to enable marketing automation for Real Estate agents. The firm had the vision to be India’s one-stop transparent & trusted platform for developers, channel partners & homebuyers. By 2015, Amura Real Estate was able to reach 15 lakh people across 80 countries worldwide. Our most popular features included lead conversions, real-time sales assistance, and real-time customer behavior analytics. These features increased the credibility of the digital experience for Amura’s clients.

Taking forward this experience, Amura materialized its vision through its brand name, BeyondWalls. BeyondWalls is an independent leading Prop-Tech partner for channel partners and developers alike. It is now an all-around property selling and technology integrator for B2B & B2C customers who dwell in everything Real Estate. BeyondWalls also has a Real Estate CRM solution under its wing that enables a sales & marketing partnership platform.

Marketing in Real Estate

Marketing in Real Estate

Given its wide parametric range and customer profile spectrum, marketing in Real Estate involves various complexities. The foremost necessity is to set up an entire automated marketing funnel at specific stages of brand development. The marketing funnel helps developers learn more about the journey of each prospect as they move from first coming across the brand to using its services to becoming a long-term client.

If you’re a developer, you may use profiling tools and analytics to understand the needs and preferences of your prospects. Some effective profiling tools include Integrated ROI tracking and bulk SMS shooting. Based on the information gathered, you can have a personalized interaction with them to gain their trust. Thereafter, you can aim at converting your lead by integrating known marketing & sales techniques.

To address the challenges of Real Estate marketing, BeyondWalls Real Estate collaborates with its in-house CRM tool which is one of the leading CRM software designed specifically for the Real Estate industry. It’s an end-to-end platform offering the benefits of Real Estate marketing automation and post-sales management, among multiple other features.

Let’s take a look at some of the crucial features.

Marketing Automation Features of the Real Estate CRM

Marketing Automation Features of the Real Estate CRM

1. Segmentation & Cohorts

With its customer segmentation feature; you can now divide your clients and devise relevant strategies for each segment. You may do so based on 250+ attributes and connect to them via email, SMS, and WhatsApp. This helps you gain insights into how your customers are reacting to your messages and form a database to review their potential. Besides, the platform’s AI- & ML-driven engine already generates a pre-populated list of leads with the maximum probability of conversion. To make your information more data-driven, you may go through the entire history of your prospects and follow the necessary steps to push for closure.

2. Lead Nurturing

Take advantage of the built-in drip marketing to set up a series of SMSes and emails to notify leads regarding sales events. When you set up a drip, funnel analytics gives you an overview of which leads are at what levels. You can figure out what percentage of leads are dropping off and how many are proceeding to the next level. The analysis will help you implement feasible strategies to move leads further towards conversion.

You can send automated messages to leads to help strengthen relationships. For instance, you may automate a note of thanks or a feedback report after a site visit or offer a discount if the lead is in their final stage. Based on your lead’s reaction to these messages or notifications, the tool will generate a score to give you a more holistic idea of their potential.

3. Marketing Attribution

After you put up ads across diverse media, you need to actively keep track of the entire funnel. Leads might try to reach you through various channels. Through the marketing attribution feature, the CRM integrates with your Google Analytics account to help you streamline this process. You can gain insights into the results of your campaigns and create better strategies for an improved outcome.

The CRM designs a complex marketing attribution model to offer a bird’s eye view, from immediate impact to first-and-last click. Depending on the perspectives you gain, you may alter the direction in which the data must flow and create reports accordingly.

4. Google, Facebook & LinkedIn Integration

There’s no denying that social media has brought about a digital transformation in Real Estate industry. The CRM leverages this factor to improve lead generation and productivity. The platform automatically captures leads from LinkedIn, Google, and Facebook ads and accumulates them in a single repository. You can then allocate them to your team members, depending on the workflow. You can also easily track the cost attribution from Google Adwords and Facebook.

Another social media platform where you can put up lead-gen ads is YouTube. The CRM integrates with YouTube as a Google Premier Partner and captures leads, and adds them into its lead routing workflow.

5. Property Portal Integration

The CRM makes property portal integration simple! This enables your leads to flow seamlessly into your account in real time, saving time and effort. In addition, you can attribute a fixed cost for different portals as a whole. It identifies the exact sources and calculates the cost from various portals to give you an overview of the specific returns.

Even though you run ads and campaigns on diverse mediums, the CRM allows you to manage your routine for every portal. This guides the lead to get in touch with the right team.

6. Lead Capture & Survey Forms

With the CRM, you can track lead data and get an idea of their behaviors and preferences through a lead survey. You can create lead capture forms to understand what your lead desires and quickly add them to your site. You may keep sending the same link to gather additional information and gain in-depth knowledge to build a detailed profile.

You may also create survey forms to get feedback from your customers on your product and service. Based on the data gathered, you can implement plans and strategies to improve their experience. For their benefit, customers have the option to schedule a site visit or an online meeting at their convenience.

7. Bulk Marketing

The CRM allows you to send out emails and SMSes to a bulk audience while personalizing campaign lists for various stages of your funnel. These lists help you contextualize the information going out to different sets of customers.

The platform also sends you a report on the outcome of your bulk email and SMS campaigns. A high number of views and responses add to the lead score, giving you insights into the intentions of your leads. Based on these reports, you can create remarketing campaigns on Facebook and Google to reach a larger audience.

Sales Automation Features of the Real Estate CRM

Sales Automation Features of the Real Estate CRM

1. Lead Management

The CRM incorporates an advanced lead management software that handles all the work with the click of a button. It comes with a host of features whereby you can seamlessly manage leads and their data. You can integrate it’s lead forms into all your digital assets for efficient tracking and viewing. Even if you contact your leads via different sources, the data gets accumulated in one place. Besides, the software verifies every lead by sending an OTP link on their phone number and email ID. So, you can rest assured that the lead data is valid.

If you’re running short of time, you can simply use smart filters to pull out lead information in a second. The tool also enables automatic scoring for different leads to help you gain insight into their intentions and close sales quickly. Another useful feature is the option to create multiple sales pipelines. You may customize these pipelines as per the developments in your business and take the next steps accordingly.

2. Pre-Sales & Call Center

The CRM provides cloud telephony service that facilitates remote working. The platform also supports on-premise interactions. The online call center helps improve productivity by reducing turnaround time with in-built IVR, voicemail, and greetings.

You can automatically track leads from numerous sources in real-time with the help of vanity numbers. In addition, it presents intelligent call routing that can be utilized in two ways. You may automatically distribute incoming leads based on pre-defined rules or in a round-robin pattern. The second option is to categorize them based on factors like location, expertise, hierarchy, etc. The tool also has a sticky routing feature to ensure all leads get assigned to the same salesperson.

If you’re a manager, you have the option to break into ongoing sales calls to check quality. In other cases, the salesperson themselves can invite you to join a call and share your expertise. Your team can save valuable time by choosing the click-to-call feature. This allows them to make calls from within the system.

3. Workflow Automation

With the CRM software, Real Estate agents can now streamline their workflow to be on top of the pipeline. The platform notifies the salespeople regarding calls from leads through auto-scheduled follow-ups. After understanding the team bandwidth and routing workflows, the insta-connect feature enables auto-dial every time an inquiry is made.

Managers can auto-schedule tasks for their teams with deadlines. In case there’s a delay or any escalation, they receive reminders and notifications to handle the same.

4. Team Collaboration

The CRM empowers teams with cutting-edge technology to create a seamless experience for the lead. You can customize the access to lead data for different team members based on their requirements. You may also attach relevant notes against leads to help other team members gain insight into their profiles and manage them in your absence. A valuable feature in the tool is the auto-generated updates on each prospect’s journey. This helps you understand the buyer’s intentions and behaviours to accordingly manipulate your business in the future.

Managers can create dashboards to keep track of their team’s performance and observe sales progress. They can also access call recordings to analyze the team’s capabilities or shortcomings. With the insights gained, they can develop a game plan to help the team improve in the weak areas.

Final Thoughts

By developing innovative and user-friendly features, the CRM has managed to carve a niche through Real Estate sales automation. The platform combines the powers of ML and AI to help Real Estate companies make smart endorsements and close deals faster. Leveraging the benefits of this advanced CRM software, BeyondWalls is spearheading the transformation of the Real Estate sector with automation.

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