Data Segmentation – What is it and How Can it Generate More Sales?

The data you gather from enquiries and previous dealings with customers offers you the tools to create timely and relevant messages. This data is crucial as relevance is one of the most important points to focus on when marketing to your contacts.

The real estate industry has an average open rate of 18 per cent when it comes to email marketing. This poor result is primarily due to a failure to deliver content that is relevant to the recipient.

 

How Does Segmentation Work?

Segmentation works by analysing your database and grouping people into different audiences such as buyers, tenants, investors and homeowners. In order to do this, you need a system to effectively capture your leads.

Real estate agencies have the opportunity to do this at open homes and when people make online enquires about properties. These interactions allow you to access valuable information like email addresses and personal contact numbers.

You can then determine which target group you want to approach with a specific message based on your marketing strategy. The goal is to deliver relevant content for each of your recipients.

 

The Importance of Relevant Content

You don’t want to send the same content to low income student tenants that you send to high income property investors. Instead, you want to deliver tailored information to audiences based on specific demographics such as location, age, lifestyle and income.

Segmenting your data allows you to know more about each of your leads and what their current motivations are. For example, if you know someone is an investor, you could send a targeted email containing suburb performance from an investor perspective, property management tips and even showcase great investment opportunities you have on offer.  This may generate a sale off your own database as the investor may have a property they want to lease or sell.

 

How Do You Effectively Capture and Segment Data?

By delivering relevant content, you have a far greater chance of engaging prospects. But how do you keep track of your leads? Manually maintaining a list of your current in-the market leads can cost your agency a huge amount of time in data entry.

It’s far better to use real estate software to automatically capture and segment your data. However, many real estate agencies make the mistake of using third party software without considering how this data might be used. Protecting your prospect data is key to protect the interests of both your customers and your business. Ensure you do the appropriate due diligence before selecting a tool to manage your database.

 

Plezzel Can Help

At Plezzel, we provide quality software that can help you with everything from data profiling, data segmentation, lead management and marketing automation. A key brand promise is that you have complete ownership over your data. This means you can market more effectively while ensuring your database is secure.