Have you ever received an email from a company and immediately clicked “delete” because the content was completely irrelevant to you?
On the flip side, have you ever clicked on an ad that was so personally tailored to your interests that you felt like someone had read your mind? That’s the power of segmentation and personalization.
A mistake that many agents make as they scale their database and marketing efforts is not being strategic when it comes to personalization and segmentation. The modern client or potential client expects the information given to them by their agent to be relevant to them.
The ability to segment, prioritize and personalize marketing messaging is critical to maintaining meaningful relationships with your clients. Within your MoxiEngage CRM, you have the ability to utilize both categories and groups to market strategically to your sphere of influence.
How you choose to segment your database is ultimately up to your personal preference; however, I often share segmentation practices that I’ve seen from top producers over my career. Here are five of my favorite tips.
Tip #1: segment your CRM database by transaction year
Past buyers and past sellers are two segments that routinely show up in an agent’s database. However, the market is constantly in flux, changing and shifting year by year. Because of this, the message you may send to someone who bought or sold in 2015 is likely to be different than what you send to someone who did the same in 2021. Also, you don’t want to tell someone who just sold their home that “now’s a great time to sell!”
Grouping past buyers and sellers into sub-groups by transaction year allows for more personalized messaging about their property.
Tip #2: segment by location
Having your client’s address in your database is another basic CRM function. Enhance that by also including additional groups such as “Subdivision”, or educational data such as groups by elementary/secondary/high school.
This allows for more local marketing such as when a particular high school team is playing for a state championship, or farming when you have a client that has determined they want to buy a property where their child will be able to attend a certain elementary school and you’re asking your sphere for listing leads.
Tip #3: add other agents to your CRM
Don’t forget about other agents! Having a subset within your database of agents that have had multiple transactions with buyers at certain price points can help you make pre-marketing a property more strategic. Whether you have a new listing priced at $1.5 million or $450,000, doesn’t it make sense to market this information to agents who regularly have buyers at that price point?
Tip #4: segment by property type
Consider adding the group “Property Type” to the contacts in your Engage CRM to again allow for more personalization in your marketing.
I’ll never forget when an agent I knew decided to refocus on staying in touch with their database. They opted to sign up with a third-party company that sent out an e-newsletter each month, along with a friendly message from that agent explaining that they’d created the newsletter with their clients in mind.
The first email newsletter’s headline story? “Five Great Gardening Tips For Spring.” The issue? 70% of that agent’s business was listing and selling condominium units (which did not have yards). Situations like that can be avoided by an easy classification of what each client’s property type is.
Tip #5: segment by lead source
Last but not least, I’m a firm believer in tracking the “Source” of each of your contacts. Not only can you use this data to fine tune your business plan and prospecting efforts, you can also use this data for further personalization of your own marketing messages.
For example, if you have a group of contacts that were from referrals, you can incorporate that into a message where you’re now asking those clients for the same courtesy. Knowing where business came from is essential for knowing where business will likely come from.
How to segment your database in your Engage CRM
Database cleanup is almost no one’s idea of a good time – but it’s an investment that will pay off when you’re able to reach out to your sphere with personalized, relevant messages that actually get read.
If you need any help creating groups or tagging your contacts in your Engage CRM, take a look at the resources on our website.
Build relationships that last
MoxiEngage is the CRM that keeps you on task and in flow, syncing and updating info and insights about yoursphere, and ultimately helping you save the day – every day.
