See How Integrated Interest Is Helping Winkworth Offices Get More From Their Data In Their CRM

ii Knowledge Team

Aug 28

3 min read

For estate agency teams, the challenge isn't always generating more data. Often, it's making better use of the opportunities already sitting within the CRM.

Applicants, previous valuations, vendors, landlords and past clients can all represent future business. But consistently identifying, nurturing and following up those opportunities takes time.

That's where Integrated Interest comes in.

Integrated Interest is now working with 15 Winkworth offices and central marketing, with more joining the platform, combining smart 2-way CRM integration, automated marketing, Property Matches and managed marketing to help offices get more from the data they already have.

What has that delivered over 12 months?

Across six Winkworth Prime Central London offices, Integrated Interest marketing and automation generated::

459 valuation opportunities
211 instructions

Over 12 months, that works out at an average of approximately:

77 valuation opportunities per office
35 instructions per office

Automated communications also achieved an average 74% open rate and 6% click rate, compared with industry benchmarks of 17% and 2%.

More consistent follow-up.

One of the biggest advantages of Integrated Interest is the connection between the platform and the CRM.

Through 2-way CRM integration, Integrated Interest can help remove many of the repetitive processes involved in database marketing.

Rather than continually exporting data, uploading lists, creating segments and remembering when individual groups of contacts need following up, marketing can respond to what's happening within the CRM.

This allows communications to be delivered at important points throughout the customer journey, including welcome communications, pre and post-valuation nurture, property launches, reviews and anniversaries.

The objective is simple: make sure valuable opportunities aren't missed simply because someone didn't have time to follow them up.

Making more of every property launch

Property Matches takes that same principle and applies it to applicants.

When a suitable property becomes available, Integrated Interest can use the applicant requirements held within the CRM to identify relevant matches.

Instead of relying entirely on someone manually searching the database, creating a list and building a campaign, much of the heavy lifting can be done for the office.

The team remains in control, but has more time to concentrate on speaking to applicants and progressing opportunities.

What if you don't have the time to do the marketing?

Technology solves part of the problem. Resource is another.

That's why Integrated Interest also offers a Managed Marketing Service.

For offices that want to communicate with their database more frequently but don't have the internal time or marketing resource, we can help manage regular campaigns including newsletters, Hot Properties, market updates, Recently Sold campaigns, landlord communications, mortgage updates, New Builds and timely announcements.

That can include the content, segmentation, campaign creation, sending and reporting.

In effect, the technology handles the activities that can be automated, while our team can help with the marketing that still benefits from a human touch.

Getting more from the database you already have

Integrated Interest isn't about sending emails for the sake of sending emails.

It's about connecting the different parts of your marketing so they work together.

Your CRM provides the data.

The 2-way integration keeps everything connected.

Automation provides consistent follow-up.

Property Matches helps uncover applicant opportunities.

Managed Marketing keeps your wider communications moving.

And your team has more time to concentrate on conversations, valuations and instructions.

With 15 Winkworth offices and central marketing already using Integrated Interest, and more joining the platform, we're seeing a growing number of Winkworth teams using the same approach.