The hardest part about being a real estate agent is the never-ending question of where your next lead will come from. And the best way to find your next lead is within your own network, but how does an agent communicate with their network in a way that provides value, and serves every single person at their level of need? Your audience could range from people ready to make an offer tomorrow to those just starting to think about a new home, and they’re probably receiving marketing materials from multiple agents in their area.
The CENTURY 21 Canada team worked with MoxiWorks (their current tech provider) to bring their network ActivePipe—a new email campaign tool that aims to revolutionize how C21 Canada agents engage with their sphere of influence.
Use your personal network to the fullest
“We wanted to give our network a tool that let them really make the most out of the network they’ve worked so hard to build,” says Todd Shyiak, executive vice president of CENTURY 21 Canada. “Your neighbours, past clients and friends all make up a sphere of influence that is the secret weapon for an agent. The challenge becomes reminding folks of your value, even if they’re not ready to use your services. The best agents know they have to reach out to different people in different ways, but that can mean a lot of never-ending work.
ActivePipe gives our agents and brokers the power to automate multiple email campaigns that talk to people about what they want to hear from you, depending on what services they need. And the best part is that it learns when those needs change. Maybe they need you to represent them today, or maybe they just want your expert opinion on their local market—with this tool, you can be all things to your entire network.”
A tool that evolves with your audience
The beauty of ActivePipe isn’t just the ease it gives in communicating with an audience, but how it learns what your audience needs and can adjust your communication accordingly. When someone curious about a neighbourhood becomes serious about finding a home there, they need different information, and the platform grants you the power to switch that lead to the campaign that suits them seamlessly. Instead of email outreach being too vague or too long, a client can experience an email campaign that feels intuitive and tailored to their needs, and they’re going to associate that level of customized service with the agent who provides it.
Deliver the content that resonates
But once the audience has been targeted and the schedule has been solidified, what exactly is the content that keeps an audience’s attention? This is where it pays to understand how you can serve different levels of need, even if they might be months away from becoming a firm lead. For those who may be watching the market, a monthly update on buying and selling conditions could be something they rely on if they want to strike while the iron’s hot.
If there’s a group expressing interest in an agent’s region of expertise, they should consider highlighting each neighbourhood they serve, and take the opportunity to show off just how much of a local expert they are. The best agent knows that even if their network may not all be champing at the bit to enter the market, it is always worth the effort to engage them regularly so that you remain top of mind, and crucially, demonstrate your skills and value long before the relationship becomes transactional.
Today’s outreach is tomorrow’s lead
Anyone who’s been in the real estate industry for a while will tell you that markets can fluctuate, and the tighter market of the last couple of years, while tough, isn’t new. That’s why it’s crucial for agents to take the time during slower markets to plant the seeds of success for a busier time, as an uptick in listings doesn’t necessarily translate to leads.
By targeting content to what potential clients actually need, they can focus their efforts on the most potential for lead conversion, stand out as an expert, and reap the rewards in a busy 2025 spring market.
