Even though relatively novel, promotion automation systems help to automatically warm leads and prospects. Depending on the technology, each promotion automation system has the basic ability to improve lead prospecting and speed the sales process. To provide an example of what an automation product is capable of, I have listed a simple campaign that can be used by real estate professionals.

1) Lead capture – A prospect lands on a landing page that has a form to fill out in exchange for free comps of their area.

2) After the lead enters their information, they are emailed the information that was requested.. Google Adsense, geo-targeting advertising can be used to target specific areas.

3) Regardless of whether or not the real estate agent has called the prospect yet, the promotion automation system sends out a personal introduction by email that looks like it was from the agent. The email not only looks like it is from the real estate agent, but will go directly to the agent if the recipient hits reply. Included in the email is often a link to an automated ten slide presentation, narrated by real estate professional. For Real Estate Agents, this would be their web listing presentation.

4) The next day, another email automatically goes out asking if the prospect has had a chance to view the web presentation. The automated email also asks if the prospect would like to get regular market updates and what form of communication they would prefer: phone, email, or text message.

6) If the prospect has chosen to receive text, the system can set the system up to automatically send a text message to the prospect giving them some more information on current market conditions. It may sound tough to do in 160 characters, but it would be the same as a Twitter tweet.
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5) When this text goes out, a to-do action is put into the agent’s task list with instructions to call this lead today. This is the point where many agents would make first contact as the prospect already knows who they are.

7) Another component of the product may be direct mail. In that case, a postcard may automatically be sent to the prospect.

8) A few weeks later, an email newsletter is emailed to the prospect. Once again, when the email is sent, marketing automation system puts a to-do action to notify you to call the prospect and follow up.

Depending on your goals, marketing automation systems can be used to warm new leads, drive prospects further down the sales funnel, or even turn good clients into great ones.

Fsbo leads from the Redex gives Realtors with a continual list prospective customers.