Craig Rowe opinions ActivePipe, a MoxiWorks utility designed to launch superior electronic mail campaigns for lead technology, brokerage branding and long-term buyer engagement.
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ActivePipe is an electronic mail advertising answer for the actual property business.
Platforms: Browser, mobile-responsive
Superb for: Brokerages, groups and brokers
Prime promoting factors:
• Intent-based marketing campaign templates
• Recipient behavior-based automations
• Dynamic itemizing advertising
• Touchdown web page creation
• SmartSend marketing campaign move
Prime concern(s):
Primarily, that some aspiring customers could really feel compelled to modify over to different elements of the MoxiWorks ecosystem to acquire essentially the most worth, hindering adoption.
What it is best to know
ActivePipe is an electronic mail marketing campaign creator and gross sales workflow answer that leverages superior client habits analytics to make cadence, content material and measurement as straightforward, or extra so, than its business opponents. The product depends closely on consumer-first options to assist the agent make fast, behavior-based selections on what to ship to who when.
In case your content material isn’t gaining traction, ActivePipe can routinely throttle again the tempo of sending to make sure your area doesn’t find yourself on the e-mail sender naughty record, to train a seasonal metaphor. This can be a nice technique for assuaging the danger of letting electronic mail sequences run on auto-pilot regardless of dismal viewers reactions.
ActivePipe helps customers construct content material based mostly on record intent (first-time consumers, buyers, upsized, mortgage want, vendor, and so forth.) and, in what I feel is a recent tackle content material supply, dynamically alters the listings being despatched based mostly on the recipient’s response to them, or their standing out there.
Meaning it helps you higher perceive what your purchaser is after earlier than you suppose a market-wide tour is so as. It will get nourished by the shifting intent of your viewers, adjusting content material as their preferences ebb and move growing the chances that when the market and intent align, your electronic mail might be there.
Electronic mail advertising is nugatory with out proactive follow-up. In any other case, gentle your advertising funds on hearth and heat your arms. Thus, the software program permits for the fast creation of touchdown pages related to each ship to ship calls to motion for itemizing appointments, contact updates, mortgage data and as one other tactic to your viewers to let you know extra about themselves.
It has a survey builder, too, and a easy system to your record’s members to categorize themselves. Are they merely curious in regards to the market? Prequalified? Downsizing? A few clicks is all it takes.
Keep in mind, there are by no means sufficient alternatives so that you can study one thing in regards to the individual to whom you might be promoting your self. I imply, it’s why Meta and Amazon are what they’re. All the pieces is an opportunity to seize information and insights; even your non-opens let you know one thing. Even a deleted electronic mail means one thing.
It ought to be anticipated that any electronic mail builder you’re contemplating deploys a easy creation expertise, which is the case right here. ActivePipe has a drag-and-drop content material builder that has all of the widgets, textual content containers, gallery builders, article summaries, video insertion capabilities (YouTube, for instance) and picture managers one wants.
Gone, too, are the times of getting to jot down your individual emails, however relaxation assured, you possibly can edit and approve the supplied content material as wanted earlier than it flies away. Marketing campaign and email-specific engagement reporting, follow-up suggestions, contact exercise alerts, historic metrics and different such invaluable advertising wants are all intact right here and made straightforward to entry, delivered in a contemporary consumer-inspired entrance finish that eases adoption and encourages on a regular basis use.
Loads of what made ActivePipe nice to start with is what drove MoxiWorks to accumulate it, and it’s solely since been enhanced from there with quick integrations with its MoxiWorks’ sister merchandise.
I’ll add that ActivePipe, whereas straightforward and clever, is finest left to the arms of your advertising employees.
Regardless of its automation, Good Ship performance and different low limitations to entry, any workplace desirous to win enterprise within the New 12 months might be finest served when its electronic mail outreach is made a part of an organization-wide enterprise acquisition technique. (Please be aware: I’m going to be reiterating this take so much within the coming quarters.) Certain, every agent ought to, and with ActivePipe can, have their very own “send identity,” however model uniformity is all the time superior, and it by no means helps to have 120 seemingly model disparate, strategically fragmented messages pummeling your database’s inboxes.
To summarize, ActivePipe goes a good distance towards exposing the parable of the “drip campaign,” a time period I don’t like that serves to perpetuate the notion that so long as you’re sending one thing each month, it’s higher than nothing. It’s not true, so do higher within the coming yr. Be energetic.
Have a know-how product you wish to focus on? Electronic mail Craig Rowe
Craig C. Rowe began in business actual property on the daybreak of the dot-com increase, serving to an array of business actual property firms fortify their on-line presence and analyze inside software program selections. He now helps brokers with know-how selections and advertising by means of reviewing software program and tech for Inman.
