Audiences are one of the most powerful tools in Lifesycle, made possible by the centralised data approach of the Lifesycle platform.
Traditionally, if you wanted to send marketing communication to your database you would need to upload your contacts via a csv file into an email marketing platform. Even if you could manage to find an email marketing software that would suck your contacts directly from your CRM, you would still be limited to a very basic set of filtering tools in order to make your communication more personal.
Because of this, agents have been quite limited with their ability to do effective personalised marketing. Audiences in Lifesycle changes this.
Lifesycle's centralised data approach, means that any information held on your contacts from any of the actions or information they have shared across the 18+ different marketing tools inside Lifesycle all leads back to the same place and is all held against that specific contact. As an example, if someone is reading a specific type of blog article on your website, it is record against the contact automatically. If someone has done an online valuation and given you some information about their property, it is recorded on the same contact. Even if you have been to value their property, the price you valued it at and the status of that market appraisal is recorded against that contact and much more.
Because of this, inside Lifesycle you can choose the type of people you would like to fall into your audience and the system will keep that audience up to date in real time allowing you to run hyper personalised marketing to them.
For example, you can ask Lifesycle to build you an audience of people that have completed your online or social distancing valuation form and told you that they have a property in good condition AND in the catchment area for local schools AND has a south facing garden.
Lifesycle will then build you that audience of people. From here you can do 3 things; 1 you can send them all a sms message, 2 you can send them all an email or 3 because Lifesycle has a partnership whereby we integrate directly into Facebook Ads manager, you can even run a Facebook ad to those people if your audience is big enough.
You will now create your email or advert that says something like:
This is a long shot but we are just putting this message out there to see if there happens to be anyone who is thinking of selling in the next 6 months, who has a property in good condition, within the catchment area of local schools AND has a south facing garden! We know it is a long shot but if that is you please do let me know as we have the perfect buyer for you who will pay a premium for that type of property.
Once you send that sms or email or run the advert through Facebook you KNOW only those people will see that message. That is hyper targeting and is only made possible by the centralised data approach of Lifesycle where you can turn your data into actionable messages.
That was an extreme example but even for simple things such as an audience of people whose property you have valued but have instructed another agent, allows Lifesycle to suck people into that audience which means the ads you have set up in Facebook and your email marketing is very specific to them i.e if you are disappointed with your estate agent, learn about our relaunch program. But you are safe in the knowledge that only people you know have instructed another agent are seeing that and the moment that person instructs you, Lifesycle will know about it and automatically update the audience, sucking new contacts in and pushing old contacts out that are no longer relevant.
This is a new approach to estate agency marketing and Lifesycle has a whole suite of tools that not only allow you to create useful data but take action on it in a way never before seen in our industry.
If you're not already a Lifesycle user and would like to find out more information about our innovative Estate Agency software that actually generates new business you can book in for a call here.