Real estate investors in today’s market are looking for properties that meet an extremely diverse set of characteristics. Listing websites and aggregators have brought new transparency to real estate data and investors expect to receive more personalized opportunities that meet their unique investment goals. Filters like facade, heating and roof type, which seemed impossible 10 years ago, are now becoming the norm, allowing ever more precise searches on specific property types.

When leading new marketing efforts at your real estate agency, it’s imperative that your communications are personalized. Properly segmenting your contacts allows your team to meet investor expectations, which ultimately results in increased open rates, fewer unsubscribes, higher conversion, and more closed deals. Fortunately, CRM systems can help you with segmented marketing lists and custom properties.

Step 1: Match custom properties to potential investors

Suppose you want to organize all of your contacts by asset type and area. CRMs allow you to edit customer, deal, and company properties to create unique identifiers for your customers. By associating contacts with custom selectors in a CRM, you can now mark one investor, John, as a multi-family investor and another contact, Alice, as a retail investor. By creating a square foot property, you can now specify that Alice is only looking for commercial properties over 30,000 square feet, while John is only looking for multi-family properties under 5,000 square feet.

Customizing your properties within a CRM allows real estate professionals to capture data about their clients that is not initially available without proper implementation. Combining operating characteristics such as price, location, number of units, or even roof type increases your reach and gives you valuable reporting metrics about your customer base. Now let’s see how to use this structured data in a real application.

Step 2: Generate your segmented lists

You have just received a referral on a new off-market opportunity for a four-unit multi-family building in New York City. The family that owns the building is retiring and must sell as soon as possible for an upcoming move; but for optical reasons, the family prefers to keep the property off the market. You know you have a variety of customers in your CRM who might be interested in the deal, but you can’t remember them all by name.

Ideally, you want to target anyone in your contacts who is looking for multi-family assets under 5,000 square feet. John, from the example above, would be a perfect buyer for this property. With a CRM, you can create an automatic segmented list of customers based on the Multi-Family Selector and the Square Foot Selector to generate a list of contacts, old and new, who have an interest in that type of asset. With automation, you can automatically add any new customer with these parameters to the list.

Now that we have our segmented list, it’s time to grow your reach with the marketing functionality of a CRM.

Step 3: Create your marketing materials

Many CRMs provide their own robust built-in email builders that allow you to create custom campaigns on the fly. With drag and drop functionality, you can easily add photos and property details that highlight, in this example, your new off-market opportunity and have it sent to the right selection of clients. Once you’ve created the email once, you can reuse that same template for other marketing efforts in the future. With just a few clicks, your new investment case is available and in the inboxes of the right customers.


Target marketing is the first step when engaging customers for future sales. With the proper implementation, a CRM’s custom properties, segmented lists, and email builders provide your team with everything you need to navigate a diverse set of customer interests. Not only do these features save you from meeting unique needs, but they also go the extra mile and convert those differences into growth opportunities for your real estate business.


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