Who Should Receive Your Just Listed and Just Sold Campaigns?.
Just listed and just sold campaigns work best when they are sent to people with a genuine reason to care about that property or local market.
Just listed and just sold campaigns are common in real estate.
The mistake is sending every campaign to the entire database.
Your CRM should help you decide who is most likely to find the information useful.
Start with the local area.
Nearby property owners are often one of the most relevant groups.
They may be interested because:
They own a similar property
They are considering selling
They want to understand local values
They are watching activity in their street or suburb
Use location data to keep the communication local where possible.
Think about future sellers.
A just listed or just sold campaign can also be useful for:
Recent appraisal contacts
Future sellers
Owners who have previously asked about value
People planning to move within the next year
Past vendors who still own property locally
The message should match what you know about them.
Include relevant buyers.
A just listed campaign may be useful for buyers whose requirements match the property.
Check:
Suburb
Price range
Property type
Bedrooms
Land size
Other key requirements
A buyer looking for a $750,000 townhouse does not need every $2 million family home your agency lists.
Use just sold campaigns differently.
A just sold campaign is often more relevant to homeowners than buyers.
It may help demonstrate:
Recent local activity
Buyer demand
Results for similar properties
What is happening in a particular street or pocket
Keep the focus on useful local information rather than simply announcing another sale.
Past clients can still be relevant.
Past clients may want to hear about activity in an area they still own property in or have a strong connection with.
But do not assume every past client needs every campaign.
Use the property and relationship data already in your CRM.
Know when personal contact is better.
Some contacts deserve more than a bulk email.
For example:
A homeowner next door to the listing
A future seller with a similar property
A recent appraisal contact
A buyer who strongly matches the new listing
A past client who has discussed selling
The campaign can still be sent, but a personal call or message may be more valuable.
Build simple recipient groups.
For a just listed campaign, consider:
Matching active buyers
Nearby homeowners
Future sellers in the area
Relevant past clients
Recent appraisal contacts
For a just sold campaign, consider:
Nearby homeowners
Future sellers
Recent appraisal contacts
Owners of similar properties
Past clients with a local connection
Practical sending checklist.
Before sending, check:
Is the audience relevant to this property?
Are the location filters correct?
Are buyer requirements current?
Have future sellers and appraisal contacts been included where appropriate?
Have irrelevant contacts been excluded?
Is the message correct for just listed or just sold?
Is the property information accurate?
Are links and contact details working?
Have any contacts opted out?
Has this group received too many recent campaigns?
Should any high-value contacts receive a personal call or message as well?
Will responses and enquiries be recorded back into the CRM?
A quick check before sending can prevent a lot of irrelevant communication.
Avoid over-sending.
If someone receives multiple property campaigns every week that have little relevance to them, they are more likely to ignore future communication.
Before sending, ask:
Why would this person care?
Is the property relevant to them?
Is the location relevant?
Is this the right type of campaign?
Have they already received too much communication recently?
A good just listed or just sold campaign should feel connected to the recipient, not simply sent because their email address happens to be in the CRM.