CASE STUDY: Real Estate Developer Redstone Engages Real Buyers With Email Effort
- Written by
- Published in DemandGen Reports
Given the dramatic shifts in demand the real estate market has seen over the past year, sorting out the serious buyers from the window shoppers is a top priority. Although their prospect database was plentiful, Redstone Properties’ marketing team recently cashed in by shifting strategies to optimize the impact of soundly engaged leads.
Williamstown, MA-based land developer Redstone Properties maintains wholly-owned subsidiaries in regions varied from Massachusetts to Colorado. An avid Salesforce.com customer, Redstone relied on the CRM solution as the platform for all their customer-facing initiatives, but wanted to tap a more full-service platform to ramp up their email marketing and easily optimize email relationship efforts.
Offer-Driven Marketing
Redstone tapped the combination of Genius.com and Salesforce to send offer-driven marketing emails from their Williamstown office. Each email sent was designed to highlight a specific property or sales event at one of their regional offices. Local land consultants (Redstone’s field sales team) were plugged into prospects’ reactions to offers, receiving instant alerts with engagement analytics.
With rich prospect insight at their fingertips, the Redstone sales team no longer had to exhaust their efforts on non-active prospects and could focus their follow up and communications with leads that were responsive and actively engaged in the process. Because all campaign and visit reporting was instantly available in Salesforce.com, both the local field rep and the corporate office were always up-to-date and in sync on the campaign and sales performance.
Closing the Deal Quick
With Genius.com and Salesforce, Redstone has enjoyed impressive open and click through rates, proving out their “specific offer on a specific location” marketing formula. On a recent campaign Redstone saw a 30% open rate and 17% click through rate with single and multiple page views.
The company has also been able to go from email to close in a single day in some cases. Redstone had previously sold a 40-acre parcel in Colorado that went into foreclosure and took it back and re-offered it at a phenomenal price. “We sent out a Genius email at 9 a.m. and at 3 p.m. one of our land consultants picked up a check for the parcel,” said Allen Jezouit, Director of Marketing, Redstone Properties. While customers with other solutions are “watching and waiting” or waiting for valuable information to be rewritten back to Salesforce Redstone is out closing deals for, as Jezouit puts it “Real-time ROI.”