When I read great books on digital marketing or articles online about creating content, the successful authors all share one common knowledge of hindsight. They all wish they had started their list sooner.
What list? It's the list of blog subscribers and other converted traffic that they now have contact information for and to whom they can do specific marketing (like calls, texts, and emails).
I too can claim with high certainty that I wish I had made list building my top priority much sooner! Five years ago, I had the traffic and the ability to do what I’m doing today, but my list of prospective customers was too small. I incorrectly put more effort into generating great content than I did on converting visitors to leads to build my list.
Define The List
Now that I understand the importance of the list, I work to identify anyone who has an interest in buying or selling homes in Tallahassee. Most of my marketing strategies aim to either maintain, grow or interact with that list of people. Some of them will decide to move today, others won’t be involved in a real estate transaction in the next five years. But, all of them have had some kind of interaction with me thanks to my digital marketing plan.
Segmenting The List
My list has grown to nearly 90,000 people (in a market with roughly 150,000 people that I want to target), so we use some great digital marketing tools to track the most active people on the list.
We know the ones who are looking at homes (and “liking” or “favoriting” a house), opening our emails, clicking on the links in our emails, responding to our texts and phone calls and we continually try to segment our lists into targeted niches to which we can serve up specific marketing materials.
Here is a good example of a targeted niche in real estate: Everybody who has opened an email in the past year and clicked on a link to a home on our website in the 32312 zip code.
It takes little time to send a quick message to everybody in that niche to let them know we’ve listed another 32312 home.
Divide and conquer. This is what I love about the power of digital marketing.