Barfoot & Thompson Browns Bay’s Strategy for Automation & Scale 

Barfoot and Thompson Browns Bay is one of the company’s most established branches, known for its excellent customer service. However, they were struggling with slow, manual processes that were difficult to measure or scale.

At first, some agents were hesitant about automations, worried emails might feel like spam. Still, the team went ahead and launched five campaigns – welcome emails, new listings, sold reports, data updates, and monthly newsletters – for more than 50 salespeople. Every group was segmented and tailored so clients received messages with unique titles, looks, and delivery times, even when contacts overlapped.

The results spoke for themselves. The unsubscribe rate stayed under 2%, and as Wendy Smit, Marketing Specialist, explains: “Ninety appraisals have come through in the past year without us lifting a finger. The automated campaigns have handled everything for us.”

ActivePipe also gave the team early insight into shifting market conditions. Engagement with sold property campaigns was falling, while interaction with new listings was climbing – a clear sign buyers were back in the driver’s seat. The data lined up with what the sales team was seeing in real time, giving them confidence to act quickly.

In less than a year, Browns Bay delivered more than one million emails with a 69.85% open rate – well above industry averages. As Wendy puts it: “It’s a no-brainer. The system works its magic in the background without any effort on your part, and the numbers speak for themselves.”