"If you are not taking care of your customer, your competitor will." – Bob Hooey
Building strong relationships with your database isn’t just about responding when a lead comes in; it’s about staying consistently present throughout their property journey.
An always-on strategy ensures you’re nurturing relationships, keeping records updated, and staying top of mind so that when the right opportunity arises, your contacts think of you first.
What Is an Always-On Strategy in Real Estate?
It is a marketing approach that ensures ongoing engagement, rather than relying solely on short-term campaigns. In real estate, this means maintaining a steady presence in your database’s inboxes, social feeds, and interactions to build trust, stay relevant, and strengthen relationships with clients. By consistently providing personalised and valuable communication, real estate professionals can stay top of mind when contacts are ready to list their property.
Leveraging SMS in Your Always-On Campaigns
SMS is a very effective method for maintaining contact as research shows that 98% of people read SMS messages*, making it an invaluable tool for nurturing relationships. SMS plays a central role in keeping your nurture strategy alive, ensuring that your outreach is not only regular but also personal and dynamic. Here's how SMS can be considered at key stages of your always-on campaigns:
Nurturing Owners
- Check-ins: “Hey [Name], it’s been a while. How’s everything going with your property did you go ahead with that renovation work?”
- Anniversaries: “Congrats on your [home purchase anniversary]! How’s the home treating you?”
- Market Updates: “There are some shifts in the market. Would you like an update on what it means for your property?”
Jumping on Trends
- Interest Rates Decrease (More Buyer Activity): “With interest rates decreasing, we're seeing more buyer activity in your area. Now might be a great time to discuss your property’s potential.” RiTA customer? Watch this video on how to implement this template.
- Appraisal Offers: “Many homeowners in your area are surprised by their home’s new value. Want a quick appraisal?”
- Just Listed / Just Sold: “A property has just been listed/sold in your area. Curious to know how it compares to your home’s value?”
Building the Pipeline with Clean Data and New Opportunities
- Clean your Data: Just checking we have up-to-date records. Are you still at [address]?”
- Buyer Engagement: “A property just hit the market that might match what you’re looking for. Want details?”
- Life Changes: “Are you thinking about upsizing/downsizing in the next 6-12 months?”
- Equity Conversations: “Your property has likely gained equity. Have you thought about leveraging it for another investment?”
By using SMS as part of a structured, always-on strategy, you can keep your relationships fresh and maintain regular, personalised contact without overwhelming your clients. “I see the most value in SMS outreach, as most customers respond more frequently by text. It’s the best way to stay in regular contact, especially with those close to converting". Jeremy Moss from PRD Penrith.
How RiTA Powers Your Always-On Strategy
RiTA enables real estate agents to run AI-automated campaigns with smart, dynamic conversations that keep outreach fresh and engaging. “I use RiTA’s owner-nurturing (SMS) campaign every three months. The AI technology varies conversations, and we can switch owners to a 'Happy Anniversary' campaign when the time is right” Jeremy Moss.
This type of strategy ensures you’re consistently nurturing relationships, engaging with your contacts, and positioning yourself as the go-to real estate expert. By leveraging smart automation, you stay proactive, nurturing leads and driving new listings while staying ahead in an increasingly competitive market.
RiTA Customer? Want to take your campaigns to another level?
Our RiTA team are here to help. Click below to book a session with our experts and learn how to optimise your campaign strategies. Need training? Email customertraining@corelogic.com to arrange a session.
CoreLogic Australia