Before working for Lasso, I was a marketing director for one of the largest real estate sales and marketing agencies in the southeast. We sold condominiums and townhomes for multiple developers, and had as many as 30 active projects at a time. In addition to tailoring sales and marketing plans to each individual project and developer, agencies must also have standard metrics and reporting in place so that they can compare similar data when evaluating success and planning future campaigns. It was a lot of data to manage and organize, but we did it all with Lasso CRM. Here’s how:
1) Separation of Developer Data
Some agencies sell projects for developers competing in the same market. If an agency is responsible for selling 10 projects for 10 different developers, it is done through one client portal, but with 10 different “projects” within Lasso. Information does not cross over and is not shared between projects. (Watch the client testimonial from Rose & Womble Realty to learn how.)
2) Customized Project Databases
Every project has a different marketing plan and target audience. Information fields within the database should reflect that. Lasso allows agencies to create unique marketing sources, questions/answers, and demographic fields for each project, allowing sales teams to gather appropriate data to sell that project. For example, Project A might run banner ads, social media campaigns and signage. But Project B might advertise in print and on radio. Lasso allows agencies to create unique databases to capture relevant data for each project.
3) Standardized Ratings & Reporting at the Agency Level
Though agencies may have multiple developer clients, they still need the ability to report on their own performance in a standardized way. Agencies often have their own systems for rating leads and reporting data that developers agree to, which is reflected in Lasso.
4) Project-Specific Website Tracking & Analytics
Lasso offers Website Analytics for individual projects, highlighting top web pages viewed, weekly traffic numbers, and top referrers. Lasso’s Website Analytics go a step further than Google Analytics by tracking website activity for each individual registrant, so you can see a lead’s journey from the moment they found your community online. Leveraging Lasso’s project-based structure, an agency can install tracking code on each project’s website, so that data is automatically associated with only that project.
5) Project-Specific Follow-Up Processes
Different audiences require different follow-up processes, even when they exist in the same market. Lasso allows for each project to have customized sales processes and delivery criteria, such as demographics, regions, preferences and timing. In fact, sales processes can only be created at the project level, which ensures relevant content for that particular audience.
6) Combine Cross-Project Registrants with Marketing Project
Lasso offers a feature called Marketing Project. Its purpose is to send mass email to registrants from different projects at once. For example, if an agency has a developer client with three projects, using the Marketing Project, the agency can send one email campaign to all registrants from those three projects (rather than three separate email campaigns). Or, the agency can choose to email registrants with specific ratings from all projects. This feature is useful when a developer is launching a new community and wishes to inform all existing prospects and contacts with a pre-sale campaign.
When managing sales and marketing campaigns for multiple developer clients, organization is key. Lasso makes it easy by providing proven systems and processes that agencies of all sizes benefit from.
For more information about using Lasso CRM to manage your developer clients, email firstname.lastname@example.org.