Circle Prospecting

INTRODUCTION

Circle Prospecting campaigns connect with homeowners and potential buyers by leveraging the momentum of listing events like open houses, new listings, and recent sales. Reaching out to the surrounding community with targeted outreach and personalized messaging sparks interest, builds trust, and positions you as the local market expert with valuable insights into neighborhood trends and opportunities.

REQUIRED TOOLS

DealTrail App for managing contacts, sending email and SMS campaigns, tracking engagements, and automating workflows.
DealTrail Dialer (Single-line or Triple-line) to call prospects efficiently.
(Optional) DealTrail Lead Store to access high-quality leads in your target neighborhoods.
(Optional) DealTrail's Direct Mail integrations to send postcards and letters

WORKFLOWS

1. Lead Generation

The success of your Circle Prospecting campaign starts with identifying and gathering high-quality leads in the area surrounding your target property.

Focus on a 10-20 mile radius around the property to ensure relevance. This distance balances proximity with reach, allowing you to tap into neighbors who are most likely to be curious or interested in market trends.

You may also choose to filter leads based on:

Proximity to the property (use mapping tools for accuracy).
Ownership Duration: Target those who’ve owned their property for 5+ years, as they may be more likely to sell.
Home Value: Align your outreach with homeowners whose property value is similar to the target listing or the general area trends.
Transaction History: Exclude homeowners who recently purchased or sold to avoid wasted outreach.

2. Initial Touch

Your first contact sets the tone for the campaign. Utilize multiple channels to maximize reach and adapt to varied homeowner preferences. Below are detailed methods for Initial Touch:

A. Email Campaigns

Execution:
- Personalize emails with dynamic fields (e.g., homeowner’s name, address, property details).
- Use a subject line that sparks curiosity, such as:
  - "What’s Happening with Homes in Your Neighborhood?"
  - "Your Neighbor’s Home Just Sold – Here's What It Means for You."
- Email Content:
  - Introduce yourself and your expertise.
  - Highlight the listing event (e.g., new listing, open house, or sale).
  - Include a call-to-action (CTA), such as offering a free home valuation or a neighborhood market report.
Frequency:
- Initial email within 1-2 days of the event.
- Follow-up email 3-5 days later if no response.
Benefits:
- Cost-effective and scalable for large outreach.
- Easy to track engagement metrics (opens, clicks, replies).
- Builds a foundation for continued digital communication.

B. SMS Campaigns

Execution:
- Send brief, engaging messages like:
  - “Hi [Name], this is [Your Name] with [Your Agency]. I just wanted to share some exciting news about [Property Address]. Interested in learning more about your neighborhood’s market trends?”
- Add a Link:
  - Include a link to a landing page for additional information, such as a market report or the event details.
- Follow-Up:
  - If no response after 48 hours, send a second text offering a no-pressure consultation.
Compliance:
- Ensure adherence to SMS marketing regulations (e.g., opt-ins, providing an opt-out option like “Reply STOP to unsubscribe”).
Benefits:
- Instant delivery and higher open rates than email.
- Encourages real-time responses.
- Builds personal connections with concise, friendly messaging.

C. Postcard Campaigns

Execution:
- Design visually appealing postcards with:
  - A bold headline like "Your Neighbor’s Home Just Sold!"
  - A brief message highlighting the recent activity and its impact on the neighborhood.
  - A strong CTA (e.g., "Call [Your Number] to Find Out What Your Home Is Worth!").
- Mail to homeowners within the defined radius.
Frequency:
- Send an initial postcard within 3-5 days of the event.
- Follow up with 1-2 more postcards over the next month.
Benefits:
- Tangible, attention-grabbing format.
- Effective for older demographics or those less active online.
- Builds credibility by showing investment in the outreach effort.

3. Drip Campaigns and Nurtures

Drip campaigns and nurture sequences are designed to keep your leads engaged and informed over time, ensuring they remember you as their go-to real estate expert. By combining different channels, such as email, SMS, and direct mail, you can create a comprehensive follow-up system that addresses lead preferences and maintains consistent communication.

A. Drip Email Campaigns

Drip email campaigns are an automated sequence of emails sent over time, designed to educate and engage leads while maintaining a professional relationship.

Structure of the Campaign:
- Email 1 (Welcome/Introduction):
  - Send within 1-2 days after the initial contact.
  - Include a warm introduction and reiterate the value you offer.
  - Example: “Thank you for connecting with us! We wanted to share some exciting updates about real estate activity in your neighborhood.”
- Email 2 (Success Story):
  - Send 1 week after the first email.
  - Highlight a relevant success story from the area.
  - Example: “We recently helped a homeowner nearby sell their home in just 10 days! Here's how we did it.”
- Email 3 (Market Insights):
  - Send 2 weeks after the second email.
  - Provide detailed local market trends or buyer activity reports.
  - Example: “Did you know that home prices in your area have increased by 7% in the past year? Find out how this could affect your property’s value.”
- Email 4 (Offer):
  - Send 1 month after the third email.
  - Include an offer for a free home valuation, personalized consultation, or another incentive.
  - Example: “We’d love to provide you with a complimentary home valuation to explore how much your property could sell for in today’s market.”
Customization:
- Use dynamic content to personalize each email with the lead’s name, neighborhood, or property details.
- Incorporate interactive elements like links to blog posts, market reports, or valuation tools.

B. Drip SMS Campaigns

SMS campaigns use concise, timely messages to provide value and maintain engagement. They are particularly effective for leads who prefer direct, fast-paced communication.

Structure of the Campaign:
- Text 1 (Initial Contact):
  - Send immediately after the initial touch if appropriate.
  - Example: “Hi [Name], thanks for connecting! We’d love to share some insights about the recent sale near your home. Are you interested?”
- Text 2 (Follow-Up with Value):
  - Send 1 week later.
  - Example: “Did you know that buyer demand in your area is at an all-time high? Let’s discuss what this means for your property.”
- Text 3 (Market Update):
  - Send 2 weeks later.
  - Example: “Home prices in [Neighborhood] have increased 5% this year. Curious about how much your home is worth? Click here: [Link].”
- Text 4 (Final CTA):
  - Send 1 month later.
  - Example: “If you’ve been considering selling, now is the perfect time. Let’s discuss how we can maximize your home’s value. Reply ‘Yes’ to schedule a call.”
Best Practices:
- Keep messages short and action-oriented.
- Include links to further resources, such as landing pages or downloadable guides.

C. Call Follow-Ups for Nurture

Incorporating call follow-ups into your nurture campaigns enhances personal engagement and demonstrates your commitment to providing tailored support. Calls allow for direct, meaningful conversations that can uncover the lead’s unique needs, motivations, and concerns, which are often difficult to gauge through email or SMS alone.

AUTOMATIONS

Creating workflows in DealTrail for circle prospecting campaigns ensures efficiency, consistency, and streamlined operations. Below is a detailed outline of automations using DealTrail to manage lead tagging, contact assignment, follow-ups, and drip campaigns.

1. Automation for Assigning Tags to Contacts

Tags in DealTrail help segment and categorize leads for easier targeting and workflow triggers.

Workflow Setup:

Trigger:
- Use triggers such as:
  - Form Submission: When a lead submits an inquiry or a contact form.
  - Contact Uploaded or Added: Trigger when contacts are imported into DealTrail or added manually.
  - Smart List Inclusion: Automatically tag contacts added to a Smart List for circle prospecting.
Actions:
- Add Tag:
  - Action: Add a tag like “Circle Prospecting Lead” or “Neighbor of Recent Sale.”
- Optional: Notify Team:
  - Action: Send an internal notification to the assigned agent or team about the new tagged contact.
Purpose:
- Automates lead segmentation for targeted follow-ups.
- Acts as a trigger for subsequent workflows and automations.

2. Automation for Assigning Users (Round Robin or Manual)

DealTrail allows for automatic lead assignment to agents using Round Robin or custom logic.

Workflow Setup:

Trigger:
- Contact is tagged with “Circle Prospecting Lead.”
Actions:
- Assign User (Round Robin):
  - Select agents to include in the Round Robin rotation.
  - Use Split Traffic Equally for even distribution or customize traffic weight for priority agents.
- Create Task:
  - Create a follow-up task for the assigned user (e.g., “Call [Contact Name] about the recent listing event”).
Optional Add-Ons:
- Send an Internal Notification to the assigned user (via email, SMS, or Notification Center in DealTrail).
- Update a Custom Field to track agent assignment for reporting.
Purpose:
- Ensures leads are assigned promptly and fairly.
- Creates accountability for follow-ups and builds a streamlined workflow.

3. Automation for Follow-Up and Drip Email Campaigns

Drip campaigns in DealTrail allow for consistent, automated communication with leads.

Workflow Setup:

Trigger:
- Contact is tagged as “Circle Prospecting Lead” or added to a Smart List.
Actions:
- Send Email:
  - Email 1: Highlight recent activity (e.g., “Your neighbor’s home just sold!”).
  - Email 2 (Delay 7 days): Share local market trends or a success story.
  - Email 3 (Delay 14 days): Offer a free home valuation or a neighborhood consultation.
- Send SMS:
  - SMS 1: Send a short follow-up message after the first email, such as:
    - “Hi [Name], did you see the market update we sent? Let me know if you’re curious about your home’s value!”
Advanced Features:
- Use Conditional Logic to segment responses:
  - If Email Opened: Trigger a new sequence or follow-up task.
  - If No Response: Schedule a task for a manual call or send a postcard.
Purpose:
- Automates consistent communication to keep leads engaged.
- Supports multi-channel outreach with seamless email and SMS integration.

4. Automation for Postcard Campaigns

Trigger postcard mailings for leads who prefer offline communication.

Workflow Setup:

Trigger:
- Contact tagged as “No Response After Email” or included in a Smart List for Postcard Campaigns.
Actions:
- Send Postcard:
  - Use DealTrail’s direct mail feature to send personalized postcards with:
    - Messaging: “Your neighbor’s home just sold! Find out how your property compares.”
    - CTA: “Call [Your Phone Number] or visit [Website Link] for your home valuation.”
Follow-Up:
- After a postcard is sent, wait 7-10 days and create a task:
  - “Call [Contact Name] to follow up on the postcard.”
Purpose:
- Complements digital outreach with tangible communication.
- Targets homeowners who may not respond to online channels.

5. Automation for Call Follow-Ups

DealTrail enables automated call scheduling to ensure effective lead follow-through.

Workflow Setup:

Trigger:
- Contact is tagged as “Circle Prospecting Lead” or flagged as “No Response After Email/SMS.”
Actions:
- Create Call Task:
  - Assign a task to the designated agent with clear instructions, such as:
    - “Call [Contact Name] about their property near [Listing Address].”
- Conditional Follow-Up:
  - If No Answer: Schedule another call 2 days later.
  - If Voicemail Left: Send an automated SMS recap with a CTA.
Purpose:
- Maintains consistency in call attempts.
- Personalizes outreach with meaningful, voice-based interactions.

6. Automation for Lead Scoring and Prioritization

Lead scoring in DealTrail helps agents focus on the most engaged prospects.

Workflow Setup:

Trigger:
- Specific actions such as:
  - Email opens.
  - SMS replies.
  - Postcard follow-ups.
  - Click-throughs on links.
Actions:
- Update Lead Score:
  - Example: Add +10 points for opening an email, +20 points for clicking a link.
- Notify User:
  - Alert the assigned agent when a lead reaches a predefined score (e.g., 50 points).
Purpose:
- Empowers agents to focus on leads showing the most interest.
- Enhances efficiency by prioritizing high-value opportunities.

7. Automation for No-Response Escalation

Handle leads who don’t engage after multiple touchpoints.

Workflow Setup:

Trigger:
- No engagement after a set number of touchpoints (e.g., 3 emails, 2 calls, 1 postcard).
Actions:
- Tag as “Cold Lead” or “Long-Term Nurture.”
- Move contact to a low-frequency drip campaign:
  - Quarterly market updates.
  - Seasonal postcards or emails.
  - Check-in SMS every 3-6 months.
Purpose:
- Keeps unresponsive leads in your system for future engagement.
- Allows active campaigns to focus on responsive leads.