Australian software helps automate real estate marketing

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Australian software helps automate real estate marketing

If the contents of our physical and electronic mailboxes are anything to go by, estate agents put a lot of effort into communicating with buyers and sellers.

A locally developed system called ActivePipe aims to accelerate and automate this process, and provide estate agents with insights into which of their contacts are imminent buyers or sellers, so they know who to call and when.

It has already been adopted by more than 50 real estate networks, including the two largest.

The system also drives attendance to open for inspections, and automatically surveys attendees for their feedback on the property.

ActivePipe claims agents across all networks have reported increases in appraisals, listings, properties sold, inspection attendances, pipeline conversions and the discovery of future sellers and buyers.

The basic idea is that ActivePipe connects email marketing campaigns and the agency's web site, so that future communications are tailored to the individual's interests, taking into account the way web interactions may indicate changing criteria.

Open rates for mailouts are said to be around 60 percent, which is an impressive figure - the latest numbers provided by email marketing provider MailChimp show an average open rate of just under 22 percent for real estate campaigns.

Other benefits of ActivePipe are said to include the ability to alert contacts to new listings before they appear on the major real estate portals, automatic feedback collection following property inspections, consistent branding, and responsive design for a good user experience on computers or mobile devices.

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