Tool Offers More Personalization, Measures Campaign Performance

Real estate marketing software company BoomTown has rolled out an automated drip marketing tool it says makes emails "more personalized, accurate and easily improved based on campaign performance."

BoomTown's Smart-Drip has been incorporated into the BoomTown marketing platform's lead management system at no additional cost to BoomTown clients. The platform also includes a customized real estate website with local multiple listing service data, personalized online advertising campaigns, and a client management dashboard.

"Current limitations in traditional drip marketing include inaccurate messaging and limited personalization, resulting in impersonal communication," the company said in anannouncement.

"BoomTown's Smart-Drip enhances traditional drip marketing through innovative features, to increase open rates and reduce the likelihood of a 'canned' email.'"

For better personalization, Smart-Drip recognizes the time and day a real estate professional sends an email, in addition to the the recipient's name. For example, a prospective client might get a message that begins "Good morning Jim, hope you're having a great Wednesday morning!"

The tool also tracks when a user normally frequents a BoomTown site to search for homes and sends that user an email minutes before he or she would visit the site.