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Marketing is a multi-faceted job. You have to be clear about what you do, who it benefits, and who you’d love to work with. Then, you need to figure out how to reach those people.
You have a lot of options with outreach. You can use social media, print mail, email, and much more. At PrinterBees, we recommend that you use a mix of these marketing approaches.
However, your message can never be one-size-fits-all. Instead, you have to tailor your marketing to your audience. And the best way to do that is through segmentation.
What is List Segmentation?
List segmentation is simply a fancy way to say “put people in groups.”
You separate folks on your list into categories, based on what they need. Then, you personalize your marketing to that need when you reach out to them.
Here are some examples of segments:
- First-time homebuyers
- Empty nesters
- Luxury buyers and sellers
- Listing prospects in your farm area
- Renters who may buy soon
You won’t have all of these segments in your list. The goal is to determine who you have, and then put them in groups so that you can effectively reach out.
Segmenting a Buyers List
Many people start in real estate with buyers. Helping people find their dream home is the motivation that causes a lot of people to fall in love with this industry.
If you have a buyers list – either one that you purchased or one that you put together through list-building efforts – you’ll need to put it in categories before it’s useful.
Some ways to divide up your buyers include:
- Home purchase status – first, second, third, etc.
- Families vs. no families
- Pets vs. no pets
- Age of kids – baby, elementary, middle school, high school, empty nest
- Income range
You can do so much with your marketing when you segment. For instance, let’s say you decide to divide up your list based on the age of the kids in the home. This allows you to have very specific marketing messages.
For instance, you can send out helpful tips about first-day-of-school photos to elementary parents. You can discuss college prep with high school parents. You can talk about helping kids adjust to peer pressure when you email middle school families.
This helpful information – targeted to their exact situation – will help you be the most relevant thing in their mailbox. It will give them respect for you, and help them decide to keep reading what you send. And eventually, when they want to buy a home, they’ll be likely to call you!
How to Segment a Sellers List
What about sellers? Are there different categories within your selling list?
Absolutely! In fact, many of the same categories we discussed for buyers will work for sellers as well. You can decide if you want buyers and sellers together or separate. For instance, do you want to talk to middle school families as a group, both buying and selling? Or do you want to send individual tips to each category?
A big segment of sellers that you may want to focus on are empty nesters. Many of these will be looking to sell their home and downsize into something smaller, now that kids are away. Consider sending specific messages to these folks to build your connection with them.
What About Previous Clients and Partners?
I strongly recommend that previous clients have their own category. Because they’ve worked with you before, you want to mention that regularly and build upon it.
Those marketing messages don’t make sense to prospects who haven’t yet bought or sold with you!
In the same vein, it’s a good idea to have a specific category for partners. Even if there aren’t a lot of folks in that group, they deserve attention and love as well. Those relationships can be very profitable when it comes to referrals.
So. Much. Time!
Does all of this seem overwhelming? I get it. I really do. However, it’s really just a matter of putting a little thought into how you can focus your marketing list.
If you want to automate your email marketing and follow-up, it can save you an enormous amount of time and energy. I personally improved my marketing ROI 4000% (not a typo!) simply by using email marketing automation.
I love and use Infusionsoft. It’s great if your company has grown and your list is large. If you’re still growing, many people recommend ConvertKit instead.
Either way, get a system that works for you! You DO have time to send personalized marketing, when you have the right tools available.
How do you segment your marketing list? Share in the comments!
This post originally shared on PrinterBees' Real Estate Marketing Magazine.