Automated Touchpoint Playbook - July 2022 - Smith & Associates Real Estate

AUTOMATED TOUCHPOINT PLAYBOOK August 2022 EDITION

1ST TO KNOW

HOMEBEAT

HOLIDAY GREETINGS

Orange you Engaged?

It ALL Starts on The Orange! lovetheorange.com

HOMEOWNER TIPS

MARKET REPORT

NEWSLETTER

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

Put Your Contact Nurture On Autopilot Staying top of mind with your past clients is the easiest, most proven method of ensuring repeat business.

Smith makes it effortless for you to stay top of mind with all of your contacts, with a wide variety of options. Put your leads, contacts, and clients on the drip(s) that are most fitting to that particular person. It is worth it to take the extra time to choose which drips each person receives so you can ensure the content is relevant and valuable to that person, which positions yourself as a knowledgeable expert sharing information instead of a salesperson sending marketing. For this reason you will find many more than 36 touchpoint options at your disposal, though it is not recommend to put each contact on every single touchpoint.

The touchpoints program is an automated, or semi-automated if you choose, way to ensure you are consistently top of mind. This can have overlap with a Ninja 8x8 campaign, but the point of the 8x8 is 8 meaningful, relevant connections in 8 weeks.

Join our Ninja workshops every Monday for guidance on a successful 8x8 program.

HOMEBEAT Automated Seller Nurture

OVERVIEW: Homebeat is an email alert that uses your contacts property address and MLS data to give them a report on real estate values on the 10 most comparable homes to their property. This prompts them to contact you for a true CMA. Use this with your homeowner contacts to provide consistent, valuable information that works to get you an appointment with them when they are thinking of selling.

WHEN THIS SENDS: These automated emails send monthly, quarterly, semi annually, or annually.

HOW TO USE: Access Homebeat through Cloud CMA. Click “Homebeat”, then click “Add” to get started.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

INDIVIDUALIZED PROPERTY REPORTS

Client View

PROMPTS FOR A CONSULTATION

TAMPA BAY MARKET REPORT Broad Overview of Our Local Real Estate Market

OVERVIEW: Smith agents know the market. Use this touchpoint to inform your contacts of what is happening in our local real estate market. We suggest using this in conjunction with Homebeat to give both broad understanding as well as focused, tailored information. This report is also great if you do not have a physical address to use in Homebeat, or to send to your buyers, vendors, and referral partners around the country.

WHEN THIS SENDS: This email sends monthly on the 3rd week of the month. This is when stats are finalized by our multiple data partners for this piece.

HOW TO USE: For email, add your contact to the group “Drip - Tampa Bay Market Report”. For social, go to the Marketing Menu on lovetheorange.com to edit or download.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

SOCIAL POSTS

NEW DEVELOPMENT SPOTLIGHT Announcements for Development Updates

OVERVIEW: Keep your contacts up to date with new developments with this monthly email drip.

As new developments or development updates are released, your contacts on this drip will be the first to know. Position yourself as the expert on new developments by using this drip.

WHEN THIS SENDS: This email sends monthly; potentially more frequently if there are multiple major development updates. This will be noted in your monthly email broadcast calendar.

HOW TO USE: For email, add your contact to the group “Drip - Development Updates”. For postcard and social, go to the Marketing Menu on lovetheorange.com.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

E-BLAST

BE THE FIRST TO KNOW Automated Buyer Nurture Email with Curated Properties OVERVIEW: This sends an elegant, automated email alert as properties that meet your criteria enter the market. You can use this for both highly active shoppers, or those that are just looking around, by changing the sending frequency.

This keeps your contacts in your closed ecosystem as opposed to them ending up on Zillow, Realtor, and other brokerage sites when you inform them of a listing plus you will take full advantage of your AdWerx remarketing pixel.

These emails and your Smith website give you real time intelligence to the types of properties your prospect is interacting with most, so you can use this information to provide them better real world suggestions.

WHEN THIS SENDS: Choose to send one time, send every time a new property hits the market; or a daily, weekly, or monthly summary of properties that meet the criteria.

HOW TO USE: When looking at a contact in your CRM, click “Listings”, then “Create Saved Search”, then put in your criteria.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

Client View

Agent View

AGENT REAL TIME INTELLIGENCE Use your CRM to gain intellegence on your contacts search preferances

HOMEOWNER TIPS Monthly Tips for Homeowners

OVERVIEW: Stay top of mind by bringing value to your contacts with these helpful home maintenance tips. These are available for you to send via email, postcard, or post on social.

WHEN THIS SENDS: The emails send monthly. The postcard and social graphic are available to you at the beginning of the month.

HOW TO USE: For email, add your contact to the group “Drip - Homeowner Tips”. For postcard and social, go to the Marketing Menu on lovetheorange.com.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

E-BLASTS

SOCIAL POSTS

POSTCARDS

HOLIDAY GREETINGS Automated Holiday Touchpoints

OVERVIEW: Effortlessly stay top of mind during the holiday seasons by using the Smith Holiday Greetings. You can use these via automated email, or as a 1-off email, social graphic, or postcard.

WHEN THIS SENDS: The emails send as holidays occur. The print and social graphics are available to you at all times on lovetheorange.com.

HOW TO USE: For email, add your contact to the group “Drip - Holiday Emails”. For postcard and social, go to the Marketing Menu on lovetheorange.com.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

SOCIAL POSTS

E-BLASTS

POSTCARDS

AROUND TOWN Email Drip of Local Happenings Around Tampa Bay

OVERVIEW: Stay top of mind by sharing this curated list of things happening on either side of the bridge each month. We have partnered with That’s So Tampa and I Love The Burg to have a completely unique content series with exclusive insider information.

The content primarily focuses on new businesses, noteworthy events, and other unique things going on in each city for the month ahead

WHEN THIS SENDS: This is sent before the first weekend of each month to ensure all news and events are relevant by the time the email is received.

HOW TO USE: Simply add your contacts to either group respectively, “Drip - Tampa Around Town” or “Drip - St. Pete Around Town”. We recommend only having your contacts on the drip that makes the most sense for them, based on what area they live in or are planning to move to.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

E-BLAST

SIGNATURE SPOTLIGHT Your Smith CRM Drip

OVERVIEW: We’re selecting the homes with the nicest eye candy and putting them on a campaign for your most affluent clientele to showcase what Tampa Bay Luxury is today. The homes are a mix of Hillsborough and Pinellas properties priced over $1million and actively listed at time of creation.

WHEN THIS SENDS: The emails will go out the second Friday of every month.

HOW TO USE: Add your contacts to the groups “Drip - Signature Spotlight”.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

QUARTERLY NEWSLETTER Curated Email of Local Real Estate, Art, and Trends

OVERVIEW: The newsletter is your chance to show your local heart and global. This features content about housing design trends, international real estate trends, development updates, emerging artists and more.

WHEN THIS SENDS: This email sends quarterly.

HOW TO USE: Add your contact to the group “Drip - Quarterly Newsletter”.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

E-BLAST

BIRTHDAY GREETING Automated “Happy Birthday” Email

OVERVIEW: Ensure you never miss a birthday by using this automated email touchpoint. You must input your contacts birthday for this email to trigger. It’s not a replacement for calling them to wish a happy birthday, or possibly sending a gift!

WHEN THIS SENDS: Once annually via email on their birthday.

HOW TO USE: Add your contacts birthday into the custom field. Then, add them to the group titled “Drip - Birthday”.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

HOUSEVERSARY GREETING Automated “Happy Houseversary” Email

OVERVIEW: Stay top of mind each on your client’s 1 year home anniversary, aka their Houseversary, with this friendly email! Ensure you have input the “House Anniversary Date” custom field for this to trigger. This would go well paired with a friendly call or hand written note to check in.

WHEN THIS SENDS: Once annually via email on their home anniversary date.

HOW TO USE: Add your contacts house anniversary date into the custom field. Then, add them to the group titled “Drip - Happy Houseversary”.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

ON-TARGET PROPERTY REMINDERS Automated Reminders for Local Property Information OVERVIEW: Provide value to your clients on an ongoing basis by sending them local reminders on important updates for homeowners, such as their annual homestead exemption.

Make sure you put your client on the appropriate corresponding drip of either Hillsborough or Pinellas.

WHEN THIS SENDS: This sends as applicable via email. Different localities will have different property information to share.

HOW TO USE: Add your contacts to the groups “Drip - Hillsborough Property Reminder” or “Drip - Pinellas Property Reminder”.

SMITH & ASSOCIATES REAL ESTATE AUTOMATED TOUCHPOINT PLAYBOOK

AUTOMATED TOUCHPOINT PLAYBOOK Need Help or Have Feedback?

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