As technology continues to revolutionize the workplace, it’s important that fear of the unknown doesn’t stop us from embracing beneficial technologies. Even positive changes can upset employees and cause endless drama; nevertheless, businesses that don’t embrace emerging technologies run the risk of being trampled by their competitors.
This risk is especially prevalent in 2016 where we anticipate the rise of Marketing Automation, a powerful technology that remarkably increases efficiency by automating and streamlining marketing tasks.
It’s already being used
Marketing Automation has already made a significant impact on the real estate industry, despite reluctance from some agents. One of America’s largest real estate firms, Berkshire Hathaway HomeServices Florida Network Realty now utilizes Marketing Automation technologies through a platform powered by Imprev.
Currently more than 320 real estate professionals in the firm are benefiting from an expansive set of marketing capabilities.
Push button, receive marketing
With the new Marketing Automation platform, real estate agents no longer have to spend time creating marketing collateral. To produce a complete digital and print marketing package, agents just enter property details and photos into the platform.
The package includes everything an agent could possibly need to market their property, including social media, virtual tours, single property websites, newsletters, flyers, postcards, YouTube videos, and more. All materials distinctly promote the brand of both the firm and the individual agent. The best part is that all marketing materials will automatically update and redeploy when changes are made to the market.
Brand representation
BHHS FNR demonstrates that Marketing Automation can create gorgeous, agency branded marketing materials, while also helping brokers protect their brand. Large firms that have developed over decades with multi-million dollar investments, greatly benefit from an automated marketing platform that will ensure their brand is represented in agent’s marketing materials.
Allows time for other projects
Conventional wisdom led many marketing leaders to fear that Marketing Automation would devalue their role in brokerages. In reality, BHHS FNR found that their creative team now has additional time to focus on important projects, and agents have time to make more sales.
Brokerages also feared that Marketing Automation might discourage agents from utilizing the platform’s other features. Once again, this was not the case with BHHS FNR, who discovered that their agents were actually utilizing platform feature more since the implementing Marketing Automation.
Are you ready?
Many of the growing pains we experience when adjusting to new technologies just don’t occur with Marketing Automation. Because the agent is completely removed from the process of creating marketing materials, Marketing Automation doesn’t require them to learn a new system. However, agents still have the power to edit their marketing materials.
As businesses begin to appreciate the benefits of these new technologies, we anticipate a trend towards Marketing Automation in 2016. With this powerful tool helping businesses efficiently accomplish their marketing tasks, organizations that don’t get on board might not be able to compete.
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