Welcome to the second part of our series: The Results of Digital Engagement. If you missed the first part of the series, you can find it here.
In this installment, we explore the first of three companies using digital engagement to increase new business. Redefy is changing the way homes are sold with a flat fee real estate model. They use the engagement in two ways: the first is through their social media marketing and the second is by keeping home buyers and sellers engaged over a long period of time.
Business Challenge: need to drive better qualified leads through their social media marketing
The Social Marketing media is enhanced with digital engagement in a three-part process:
- Drive traffic from social media marketing to a landing page
- Pull leads through a qualification quiz to find out where they are in the buying or selling process
- Send leads a custom property report with the agent’s contact information
Impact on Business
Redefy had 180 people click through their social media marketing to the landing page. They cultivated 49 leads in four weeks that they described as high quality with a “significant portion looking to transact within 1-3 months.”
Business Challenge: keep agents top-of-mind through a lengthy buying process
For their second use of the engagement system, Redefy sent their network invitations to view a branded property report as a way to get people to sign up for ongoing alerts so their agents could stay top-of-mind through the buying process. These alerts were based on their property of interest and featured every-changing data, so the content was pertinent and personal.
Drip Marketing Results
The average Redefy client who signed up for alerts received 14 emails in 12 weeks, a fairly high frequency. The open rate averaged 56%. Click -through averaged 19%.
Impact on Business
Redefy was able to reach out to their network and get them onto a drip marketing campaign. In 7 months they’ve grown this group by 131 and are actively communicating with them at least once a week with positive results.
Redefy is just one company we profiled in our exclusive white paper on Digital Engagement in Real Estate. If you’re interested in downloading the entire white paper, simply fill out the form below.