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Learn Proper Segmentation from a Market Leader, Real Estate Broker Marcus & Millichap
  • May 04, 2021|
  • 4 minute read

In a surprising twist of events, the real estate market has fared quite well during the pandemic. If you’ve been following the news during the 2008-2010 crisis, you know that the real estate market collapsed dramatically in all sectors, investment included.

Naturally, most analysts expected things to be the same this time around. Except that they weren’t. ‘The invisible hand’ of the economy protected the real estate market.

Even more interesting is the fact that, while the stock market broke record after record and gain incredible momentum (we all remember the GameStop fuddle that brought to the table an unparalleled number of small investors), it did so with incredible volatility.

Thus, investors started to consider less volatile options. Real estate was one of them.

Real estate brokerage companies suddenly found themselves with more work on their hands than usual. Bear in mind, that despite the good news above, these are still uncertain times with even less predictability than investments usually offer.

So it doesn’t mean that real estate investment companies had the time of their lives cashing in on easy money.

Quite the opposite.

Savvy investors took their time to research (with WFH we all had plenty of that) and they required even more from their brokers. Consequently, brokers needed to up their marketing game with added focus on segmentation.

If there ever was a time to be extra careful with sending the right message to the right recipient at the right time, this was it. Real estate investment companies had a complicated balance to maintain: they needed to keep their (potential) investors informed, not scare them off when the news was grimmer than usual, and make sure that they don’t send them irrelevant information.

How Marcus & Millichap Communicated Effectively during the Pandemic

If you know anything about real estate investment, then you know about Marcus & Millichap. They are a landmark in the real estate industry and they have been setting the tone in real estate investment since 1971.

Let me put it a different way: if you want to invest in real estate, you work with them. If you want to see how the market is faring, you look at them. And if you’re their competitor, you try to steal their tactics.

One of Marcus & Millichap’s favorite communication tactics is using powerful solutions to facilitate communication with their stakeholders. I’m talking about Constant Contact for their emails and Salesforce for…pretty much everything.

As you might know, these two solutions are the first step in setting you up for success. The second is using the Constant Contact for Salesforce integration.

Of course, being the market leaders that they are, Marcus & Millichap needed even more out of their integration. So they emailed their favorite integration provider — that’s us, by the way 😀.

This is their message to our support department:

Wanted to only pull contacts into my Constant Contact list (that allows me to select the type of Record Type to sync with Constant Contact.) Contact Record Types AND all Persona Accounts in my Salesforce.

Salesforce Contact Record type Field

The SyncApps response:

If you want to segment with this Field then head to Step 5 and choose this Field then place Investor as “equal to”.

Step 5 Segment Field Contact Record Type

That will segment only those with that Record Type Name into a List in Constant Contact if you enable the blue button “Enable Segmentation”.

Step 5 Segment Contact Record type Field

See video on How Filtering and Segmentation works:

Segmenting, Contact Record Type helps allow you to associate different business processes, used to drive which page layouts users see when viewing records from their Constant Contact.

In turn, this helps you create better, more targeted campaigns. Marcus & Millichap want to go even more in-depth with their targeting and we were happy to help them do just that. After all, in an uncertain market, the last thing you want to do is lose momentum, right?

Want to leverage the same feature and many others? Try SyncApps, it’s 100% FREE, so what have you got to lose?

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