How automated EDMs can connect you to buyers and sellers

We've all sent EDMs showcasing new property listings to clients. The problem is, it's a long-winded process that requires you to manually find prospective buyers within your database. Worse still, databases are often out of date.

The result? On the one hand, you miss potential buyers. On the other, you send annoying spam to people who aren't interested in your offer. Finding properties to list can often involve a lot of guesswork and legwork as well.

That's all about to change with the new breed of EDM wizard soon to be available for property professionals. Essentially, it's a software application that links to your databases and enables you to automate much of the workflow. It helps you trawl for listings, pinpoint potential buyers to increase sales, and develop closer client relationships.

Let's look at the advantages in more detail:

Save time and effort

The idea of the EDM wizard is to simplify processes through one interface. That means no more cutting and pasting between different documents and your email application. All you do is select your recipients from predefined lists through drop-down menus and then choose from a range of templates to suit your communication. Once that's done, create your message and send via email, SMS, or both. You can send messages about new listings or ask whether clients are interested in selling. And all communications can be branded the way you want.

Make the best use of your database

Once integrated with your database, the EDM wizard will dynamically identify clients according to their current property relationship. They may be vendors, potential vendors, people who have attended inspections – and more. That means you no longer have to sift through your database to find contacts because they're all predefined for you. You can also view and select contacts that have been active in a specified timeframe depending on your requirements. You avoid the inaccuracies of having out-of-date information, and can send communications that are relevant to the client's current situation.

Incorporate market data into your EDMs

Integration with third-party property data will deliver even more value. Through one dashboard, you'll be able to compare property values, purchase history, sales potential and much more. Offering property assessments based on hard facts will give you a real point of difference, making you look more professional and knowledgeable. And it will be fast and easy to do because everything you need will be in the one application.

The more listings you have and the more accurate your marketing, the better your sales results. The type of EDM wizard I've described offers you a faster, simpler and more precise way to increase listings and target potential buyers. And that's going to keep you ahead of the curve.

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Dawie Verryne

Dawie Verryne

Dawie Verryne brings a solid understanding of software, IT and internet-based business models to his role as chief executive of PropertyIQ. A joint venture between CoreLogic and Macquarie Bank, PropertyIQ gives property professionals a single operational view of the industry and their business through an integrated, cloud-based software platform. Accessed anytime, anywhere and on any device, PropertyIQ provides greater insight to improve efficiency, profitability and professionalism.

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