Workflow

Workflow is best way to automate your marketing efforts. Most database marketing systems do not have a way for you to truly automate a tactical marketing plan.

You need to be able to automate the steps in a plan so that you maintain consistency, keep appointments and follow up sufficiently with no “dropped balls” to get a higher closing ratio.

Most people know something about marketing a home for sale, so I’ll give you a short example of a marketing plan we have automated using AMGCMS.

When a home seller is interested in finding a Real Estate Agent to help with selling his/her home, s/he finds an agent who may be offering a free viewing of a video called “Dress Your House for Success”. The Agent needs to follow a marketing plan to make sure the seller develops trust that the Agent will be the best person to help sell his/her home.

  1. Seller requests the video
  2. Agent calls to arrange delivery of the video
  3. Agent delivers the video and schedules a return date to pick it up
  4. Agent returns on the date scheduled to pick up the video and offer another video called “Price Your House For Success”
  5. If the seller accepts that video another appointment is scheduled to pick it up later
  6. The Agent returns to pick up the video on the scheduled date, and makes recommendations about what to do to make selling fast with the least disruption. Also has a listing agreement just in case the seller wants to list with the Agent.
  7. If the seller signs the listing agreement – go to a listing plan in the hopper
  8. If the seller doesn’t sign the listing agreement – go to a newsletter drip in the hopper to send helpful selling tips until the seller unsubscribes.

All of these steps are entered into the hopper system so that they are scheduled properly, and follow-up is assured. The newsletters are automatically sent every month until the seller 1. buys, 2. dies, or 3. opts-out.

Each process can be automated with email templates, paper-based pieces that are automatically sent to a print fulfillment center for printing and mailing; or fax templates for business to business communications.

Most systems allow you to setup automatic e-mail, but the print and fax fulfillment are not possible without you manually doing the job yourself or through other systems.

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