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Real World Prospecting Strategies With DeltaNET 6
We talk about CRM's every single day in our business. The importance of using one, how to clean up contacts, the benefit of email marketing strategies. Having automations empowering your business with tools like our Social Media Connector for automated posts running to Facebook, LinkedIn, and Twitter can make your entire business life easier. What I wanted to share today is how to actually utilize that type of software in ways that will deliver even more tangible results.
One of my largest responsibilities at Delta Media Group® is conducting enterprise-level outbound sales prospecting to find partners to utilize our software. Many people don't know this, but I personally use the DeltaNETTM 6 CRM software in my business every single day, and I'm not a real estate agent. Taking the time to truly USE our product in ways that many of our clients would has been enlightening for me, as I have now discovered real-world applications on how any sales associate could use our platform to find new business opportunities. At the end of the day, real estate agents who make a career out of helping people complete the biggest transaction of their lives are ultimately still salespeople.
Before you can accurately use any CRM, you need to have data in it first. Ironically, I believe this is typically the biggest hurdle that you have to clear to use any CRM. So many real estate agents I've trained and worked with have lists and lists of data. Still, it's nearly unusable to them because of how outdated the information is or the sheer amount of duplicate contacts in their database. Bad data leads to a bad experience for everyone. When you start using any CRM, you need to decide how you would like to load contacts into the platform — uploading those contacts one by one or by uploading the database files and cleaning them up manually.
One of the most useful tools I've found which helped me get started using our CRM platform was DeltaNET's "Merge Contacts" and "Clean Up Customers" tools. It allowed me to have duplicate contacts in my database import quickly flagged, so I could decide which contacts I wanted to keep in the system and which contacts I needed to delete and start fresh with. Any CRM that has tools to help you get your database clean is going to be a necessity to accurately use it for outbound prospecting efforts.
We also have an incredible feature at Delta Media Group that helps make this process even easier for real estate agents. It's a dynamic AI-driven Newsletter tool called "My Customer For Life." This tool takes all the hassle out of an agent needing to manually segment and clean out their list of contacts by tracking the interests of the customers that are receiving an agent's automated newsletter. Here's an example of how it works.
Let's say that I'm a contact that exists inside the database of my agent Charles Copeland. Charles has his automated newsletter set up to run to ALL of his contacts on a bi-weekly basis. So the first time I receive the newsletter from Charles, it contains three articles of content. One buyer article, one seller article, and one home improvement article. If I'm someone curious about selling my home, I might click on that seller article. DeltaNET tracks that click. So two weeks later, when I get Charles' following newsletter, it will now show me two seller articles, along with the other categories of content. Suppose I click on a seller article two newsletters in a row. In that case, the DeltaNET now as- signs me a label of "potential seller," and the newsletters coming from Charles will predominately contain seller content as that is the type of content I was engaging with.
On the agent end of this experience, I have newsletters with great content running every two weeks. It helps segment and build my customer groups (like buyers, sellers, current homeowners) without ever lifting a finger. We're giving the clients content they care about and helping sort and filter ALL of an agent's contacts using this great tool. One last thought to share on My Customer For Life — the agent never needs to worry about adding new content to their newsletter, either. Our marketing team at Delta adds 12 fresh newsletter articles every month to the platform. To date, we have over 650 articles inside of our platform, and that number will only continue to grow!
So now we've got some contacts in our CRM. This is when you can start to get more tactical with your marketing and prospecting strategies. Any CRM worth using will have an "email blast" or "bulk email" feature that allows you to send bursts of emails to hundreds, or thousands, of customers at once.
Let me share an example of how I use this kind of tool in the DeltaNET, and how I've seen real estate agents directly use the same tactic to generate interest in finding new listing opportunities.
In my personal DeltaNET 6 CRM, I've imported thousands of real estate professionals' contacts that I have curated and built over the last six years. These contacts are sorted into groups like "Independent brokerage owners" or "Current Delta Media Group Clients." Something I do in my sales strategies is craft an email that can run to all of my prospects each month. It might be an email talking about a new promotion we're running, or a new product launch, or even the latest REMT magazine issue. I build a great-looking email and schedule it to run on a specific date and time (I've found Tuesday mornings have the best open and click-thru rate for me). I run an email blast to over 4,000 contacts on Tuesday morning, and then I wait.
Wednesday morning rolls around, and I can now go back into the DeltaNET and look at a history of all of the email blasts I've run through the system. If you open up the history of an email you previously sent, you're greeted by a prompt showing you the total number of emails sent, how many were opened, and how many were clicked on. Personally, I then take all of the customers who clicked on one of my emails and put them into a new group that I'll use for dedicated prospecting over the next week. I've essentially used an email blast to find out who is paying attention to my emails and who was interested enough to click on one. For anyone who clicked through my email...they're now on my cold call list!
Finally, let's connect the dots on how to use this in a real estate setting. Let's say you're looking for a way to pick up new listings. You can send an email blast to all of your active clients with information that might give you a clue if they're interested in listing their home anytime soon. Perhaps plug in something related to historically low mortgage rates. Or new communities that are being built/developed in markets you service. Once you have a solid topic, send that email blast to all of your clients and come back the next day to get a list of clients who opened or clicked on your email. It's building you a list of warm prospects that you can follow up with because you know they saw or interacted with your content!
If you'd like to find more great tips on using CRM tools in your business, please like us on Facebook and YouTube, where we regularly share these types of stories and strategies!
