Is Home Still Where the House Is?
The 2018 Life at Home Report from Ikea shows that people all over the world don’t think about home the way they used to. Find out what’s changed for modern buyers and how you can use this knowledge to sell homes.
This year, for their fifth annual Life at Home report, Ikea looked at how and why peoples’ idea of home has changed and what effect these changes are having.
We reached out to Ikea and asked why they would invest in this kind of report. They said, plainly, “Creating a better life for people starts with a better life at home. That’s why it’s essential we know what life at home is really about.”
For an agent, who is an expert on what a home is, this information is invaluable, as it gives agents direct insight into how their database will feel.
From this report, you can learn how to empathise with prospective buyers so that they look to you as an expert, who will guide them to their next home.
Why People Care about the Home
Ikea has identified the five core emotional needs connected to a sense of home:
These five emotions apply to pretty much everyone, although different people place different importance on each of them. How a person reflects on these needs will change through the course of their life.
As an agent, you need to understand that when someone is looking at a property, they are thinking about their life at home and making an effort to meet these emotional needs.
What happens when these needs aren’t met? Will a prospect be turned off a house that doesn’t offer optimal privacy? What if their ideal house or flat is out of their price range?
Ikea’s research has shown that home doesn’t end at the front door. If a person can’t get what they need at their “residential home” they won’t settle for unhappiness.
Instead, they turn to the “extended home”.
A Home Outside of Home
“Home doesn’t give me mental privacy, so I like to escape onto my balcony to be alone or go and sit in my car on ‘my street’ in winter,” said Alessandro, one of the respondents in the study.
This is reflective of broader Life at Home findings, which showed that 29 per cent of people feel more at home outside their residence.
This might sound astounding, and a little grim.
“[People] have shifted their behaviour towards living their lives both inside and beyond the four walls,” Maria Jonsson, an insights analyst from Ikea, told ActivePipe.
“They see the opportunities in the extended home, they don’t expect [the residential home] to cater to all emotional needs.”
This means, for modern agents, it is more crucial than ever to be embedded in the local community. When people come to an OFI, they are probably inspecting the area as well as the house.
Know your area.
Local sporting clubs, entertainment districts, school catchments and the neighbours are as important to people as the house itself. The backyard might not be as big as your prospective buyer would like, but if you can sell them on the area, they might think it’s as big as they need.
Future of the Home
“The world’s population is becoming more urban … technology and climate change is fundamentally affecting our way of life,” says Katie McCrory, communications specialist at Ikea.
People understand that these changes are happening and are adjusting to new modes of living.
The data supports this.
Life at Home found that 64 per cent of people globally were prepared to build a home that was different to the one they grew up in. People are opting out of the traditional home ownership dream and are more likely to live in smaller spaces that are closer to central hubs.
In Australia, for example, 70 per cent of people favour, “a smaller residence with a great location over a larger home in a less ideal place.”
When we look at trends in technology and shifting cultural values, we can form an idea of what the future will look like.
This, combined with Ikea’s ongoing Life at Home research, helps people in the industry build a holistic understanding of what a home is.
This is about more than adding value to your sale.
By understanding the needs of home and how life at home is changing, you can reflect on your own home to ensure you’re building more fulfilling spaces and communities, which addresses your emotional needs and leads to a happier, healthier life. (more…)
Security Flaws and Why You Can’t Fall Behind with Technology
Have you ever heard of “adversarial attacks”? A lot of people haven’t, even though this kind of attack could leave you, your business or your family vulnerable to criminals. Learn why you need to be mindful of how security flaws can affect modern tech.
Home assistant devices are becoming part of the family. These smart pieces of technology, a part of the “Internet of Things” (IoT), are changing our homes and changing the way we do business.
For real estate agents, these improvements open up exciting ways to sell houses to promising leads. In fact, IoT devices are becoming commonly used as cherry-on-top sales pitches to push interested buyers over the line.
People are excited about having a home that can unlock itself, order the groceries and book the kids into the dentist, but with so much sensitive info going into these devices, we need to ask:
Who else is listening?
What Makes You Vulnerable?
Imagine if criminals could hack your phone or home assistant with nothing other than a simple mp3 recording.
This sounds out there, but it might be possible.
In recent years, researchers from a German university, Ruhr-Universitaet Bochum (RUB), have been looking into security flaws in these devices, specifically, ways smart machines can be hijacked or tricked.
To test this idea, the researchers play two sound bites at the same time. One of them is just a normal voice recording that any person can understand. The other recording is disguised in a way that makes it impossible for people to hear, but which the machine can understand perfectly well.
When played together, the recordings – which could be anything from a pop song to the sound of birds chirping – don’t sound suspicious to a normal person’s ear. The device, however, hears a command that it has to obey:
“Pay for shopping …”
“Transfer money …”
“Unlock the front door …”
How Can this be Happening!
You are smart. Like, one of the smartest things to ever set foot on planet earth smart.
You might not be able as good as a computer at maths, but you can learn from experiences, think creatively and understand emotions. All of these ways of thinking are way too difficult for a machine and probably will be for many decades.
Because computers don’t have the power to think critically, they will just open a door when they’re asked to. They don’t have the common sense to consider if the person asking is a criminal or the imagination to recognise the possible consequences.
Should I Throw out My Devices?
Probably not yet.
These things can be scary, but don’t let them turn you into a technophobe (someone who’s afraid of technology).
In this instance, the researchers are publishing their findings so that the general public can be aware of the security flaws.
This forces the companies who design our software to take our security seriously. Public awareness of these issues holds large companies to account and forces them to look for solutions.
Unfortunately, this isn’t always the case. Software exploits create a tempting incentive for hackers who can make a lot of money when they discover weak links in a security system and sell that information to criminals.
Why are we Telling you this?
If the lock on your front door was easy to break into, you would want to know about it.
And that’s the thing.
Most digital technology is far more secure than the stuff that came before it. Although nothing can be 100 per cent resistant to attack, you can make sure you are safe by keeping yourself informed.
We are all very lucky to be alive in this day and age. Modern technology makes our lives efficient, convenient and exciting. By knowing what’s out there and what’s new, you can stay ahead of the curve. This gives you a massive advantage over the people around you.
Reject technology and you’ll be left behind.
Embrace technology and shoot ahead. (more…)
The Future of Proptech with Dr Mike Messig
I sat down with Dr Mike Messig, tech genius and ActivePipe CTO, to find out what trends we can look forward to (and what we should be wary of) in the era of proptech.
People have always tried to predict the future. In the past, predictions involved visions and crystal balls, while predictions in modern enterprise have a greater focus on modelling and forecasts.
This isn’t magic.
When we’re thinking about the future we’re actually looking at what is happening now and what has happened in the past. When a change happens in a general direction, we call that a trend, and when we notice a trend, we ask ourselves if we can trust that this trend will stay on that trajectory.
One person who thinks a lot about trends is Dr Mike Messig, our resident tech guru and industry oracle. In a recent trip abroad I caught up with Doc Mike. He told me about a few things he sees becoming big things in the next few years, and why he’d put money on them.
What is Proptech?
Proptech is technology for people in the property industry.
A smartphone isn’t proptech.
Proptech is the smartphone app that lets agents and brokers manage their properties on the move.
Every industry has exploded or been flipped on its head by changes to technology. Proptech is the wave that is washing over real estate and will make the market of the future almost unrecognisable to the market of today.
Why Marketing Automation is a Game-Changer
In the past, marketing campaigns required a lot of leg work. Brands put themselves in front of customers with expensive ads in local papers, or with time consuming letterbox drops.
“We’re seeing a lot more people explore marketing automation, and that number is only growing,” Doc Mike says. “People invest money on marketing automation because they can count on good returns.”
When marketing is automated it is much easier to personalise. It’s the modern equivalent of putting brochures into personalised envelopes but it’s about a billion times quicker and way cheaper.
With the way things are going brochures will be extinct pretty soon.
“Imagine trying to explain what a brochure is to a kid in the future,” Doc Mike laughs, “they’d think you’re nuts.”
Can Proptech Fix Problems with Proptech?
The funny thing about technology is that it often introduces a new problem in the process of solving another problem. What’s the solution?
At least according to Mike.
A good example from real estate is the agent publicity dilemma. As email started to dominate as a way for people to communicate, agents had to choose between managing their digital presence and important time making deals out in the field.
There was no way to solve the problem by reverting back to the good ol’ days, so proptech introduced a clever solution.
Make your digital comms send themselves!
When email first arrived it made global communication lightning fast. Improvements let us do cool stuff like smart sends, where a digital campaign waits for a customer to do something before targeting them with a personalised message.
This is all possible thanks to things like machine learning which is going to make everyone’s life easier.
Can Someone Please Explain Machine Learning and Neural Networks in Plain English?
Doc Mike says that machine learning and neural networks are ways of making computers train themselves and to perform better over time.
According to Mike the trend towards machine learning and neural networks is “through the roof”, especially with big guns like Google, Facebook and Amazon throwing billions of dollars into this kind of technology.
What does this mean in terms of proptech?
Machine learning and neural networks help build technology that addresses the needs of your database, such as software that can predict how contacts will act before a contact has even approached an agent for enquiry.
“Agents who use these technologies will uncover leads that they don’t know are there,” Mike says.
“With digital methods you find out how people will act before they know themselves. This gives anyone a clear advantage over competitors and helps grab commissions that can be worth tens of thousands.”
List Buying is on the Way Out
For a long time, list buying has been a normal practice for agents. It has often been seen as a way to get in touch with a lot of people quickly, but that practice of list buying will probably not be around much longer.
“We see list buying a lot in the US,” Mike says. “This is funny because in most other respects the US is way ahead but in terms of list buying, they often trail behind.”
Mike explains that bulk sending to bought lists is a quick way to get blacklisted. People think list buying can put you in front of a lot of people quickly, but the reality is that it can lock you out of conversations with people forever.
This is why people say that a trend away from list buying is a trend towards forming and nurturing relationships.
“I feel like I’m hearing the term ‘customer for life’ a lot more than I used to,” Mike realises. “There is definitely something to that.”
What does this mean for those lists you bought?
Don’t be frustrated that you’ve spent money on lists in the past. Just be grateful that, if you’re smart, you won’t be spending money on lists in the future.
What is the best approach to Technology?
When we think about trends, often we think about fads. We imagine that a trend is just something that comes and goes. This is not necessarily the case. A trend is a direction, that we assess by judging the past and the present to predict the future.
Often technology changes so quickly that it’s hard to determine the difference between trends and fads. Mike says that we should watch the people around us to figure out what’s coming next.
We also need to be bold.
The most successful people and brands in the future will be those who are open minded and prepare for challenges and opportunities that come out of nowhere.
That’s a trend you can bet on.
Jesse Duffield is No Lazy Git
My most important job as ActivePipe’s CTO is to nurture and support my developers.
As a company, we attract some of the best and brightest in the business and I feel so lucky to have such hard working talent around me each day. As such, it gives me great pleasure when I see my team pursuing innovation outside of their ActivePipe duties.
Jesse Duffield is a fine example of the huge impact ActivePipe developers are making in the competitive land of coding. He’s just been crowned the ‘Number One Trending Developer of the Week’ for his latest application LazyGit, which has quickly catapulted him to cult status amongst his peers.
I sat him down to talk about his new creation, sudden notoriety and the ways creativity and innovation collide to build the perfect product.
This is one impressive side project!
What is LazyGit and why did you create it?
Jesse: Pretty much every developer in the world uses a tool called Git. Without getting too technical, Git is a tool that helps a distributed team of developers all contribute to the same codebase simultaneously. Developers get frustrated because they have to type long commands directly into it and for the small amounts of work they have to do each day, they end up wasting too much time on a tool that was supposed to make their work easier.
LazyGit works by letting you do all these long commands in a click of a button and showing you at a glance what other developers have been up to in the code. This means you can spend less time struggling with the command-line and more time doing fun development stuff. It wraps everything up in a nice user experience. It’s very intuitive.
The app went viral almost instantly. How did this happen?
Jesse: I posted it to GitHub, which is a place where any open source project gets pushed to and anyone can come and look at the code and download or contribute to it. Then they can rate it with a little star at the top. I believe they determine what’s trending by how quickly the number of stars go up. I believe I was named top trending developer based on profile views and how many people are interacting with me and checking me and my projects out.
So how many people do you think are using it at the moment?
Jesse: Quite a few. There’s been over 6000 people who’ve starred it and I’ve had 64,000 views on my page.
What’s the process that you go through when designing a product?
Jesse: I start off really, really simply. LazyGit began with a very basic list of commands you could do. I started off small, just playing around with things on the weekend. I didn’t want to reinvent the wheel, I just hated using Git and decided to start building this tool and typing out code bit by bit until I had an MVP product. When the app exploded, the game changed completely. All of a sudden I had to be responding to issues and reviewing features that other people wanted to add as well as changing things to make LazyGit more accessible cross-platform.
So, what happens next?
Jesse: I’m not worried about money right now, I think it’s better to focus on making it a good product that people want to use and then later on, I can look at the money side of things and maybe I can pad it out or someone will buy it, who knows. I’m more stoked that it’s given me an online audience, so anything else that I want to do in the future will gain traction more easily. So what happens now? I’m not sure. Because it’s an open sourced project, anyone can contribute and I have the final say over what goes into the product. I’ve hardly had any sleep these last weeks because I’ll have people I don’t even know sending me messages saying ‘hey, I’ve created a new feature for LazyGit that will help other people download it’. It’s crazy but very fun.
I’ve got other projects in the works but I think this is going to be the big guy, potentially for the rest of my life. I’ll probably never get another LazyGit, so I’m working very hard to set it up correctly from the beginning.
I just want LazyGit to be the best that it can be!
Contact Intent: Building the Database of the Future
Why do agents go through the effort of surveys, cold calls and chasing people down for face-to-face conversations?
It’s not for fun.
Back in the old pen and paper days this was the only way to grab essential information about your contacts. While these methods are still important, they need to be enhanced with something extra if you’re going to be Agent #1 in the modern market.
Our new and improved Contact Intent feature is the powerful solution that gives you up-to-date insight into what your contacts are going to do next.
Contact Intent predicts your contact’s behaviour and displays easy-to-read tags so that you know exactly what to do next.
The different Contact Intent tags are:
- First Home Buyer
- Loan Lead
- Potential Seller
Easy to Use
The tags are super straightforward and easy to use.
For example, if a contact has an Investor tag, you know they are worth chasing for the property management side of your business, while the Potential Seller tag helps you beat other agents to new properties before they go on the market.
Eventually you’re going to wonder how you ever lived without this information. That’s why Intent tag summaries appear on the Dashboard as soon as you log in.
From there, you can view a list of contacts who belong to each category.
It’s simple: Just click on any tag.
From there, you can click on any Contact Intent tag to see which contacts belong in each group.
This gives you a foothold for the type of relevant and personal conversations that add value to your database.
How do we do it?
These tags are our secret herbs and spices, so we can’t exactly tell you the recipe.
What we can tell you is that ActivePipe has recorded over a billion contact interactions. By using machine learning to identify your contacts behaviour, we prioritise the leads that put you in touch with the right contacts at the right time. This way you have more room in your busy schedule to have quality conversations that are so important for developing your personal brand.
The information from Contact Intent updates every 12 hours, so that you know you can act in confidence when it comes to your buyers, sellers and investors.
You always have the final say and full control over how your database is labeled and used with ActivePipe. In the end of the day, you’re the expert, so our software listens to you above all else.
Modern technology gives agents the ability to understand their database like never before. It’s an exciting time, where agents have access to all sorts of tools that people could never have dreamed of in the past.
Jobs that once took hours now take mere seconds.
It’s no wonder more and more modern agents are using the modern tools to turn contacts into customers for life.
“How can I make myself an influencer to my staff, my peers and my database?”
Learn how you can turn yourself into an industry voice who people listen to!
“Is this feels like a glimpse into how my grandkids will be connecting with customers …”
Find out what has forward thinking agents buzzing!
Downsizer Data – Why it Pays to Dig Deep
Can you believe that the generation who brought you flower power, free love and The Beatles are on the verge of retirement? The baby boomers thought they would be forever young but the world’s largest demographic are now well into middle-age and easing their way into their golden years.
This means that the large homes in established suburbs they bought for $100K in the 1970s are now approaching the million dollar mark. These are the perfect properties for young, enthusiastic and entrepreneurial families who have already sold their first home and are looking for somewhere to establish roots.
Just as a tree sheds its leaves to make way for new life, this is the natural lifecycle of real estate. Agents need to understand the requirements of upsizers and downsizers if they want to capitalise on the opportunities both parties present.
The traditional downsizer is an empty-nester whose adult children have started families of their own and no longer require the back bedroom or basketball hoop hanging above the garage. With a seniors card in hand and some time to themselves, they dream of a simpler life full of travels, good friends and maybe even a new set of golf clubs. They are at a point in their lives where they’ve done the hard yards and just want to relax into something smaller and more manageable.
Let’s take a look at Amy and Michael’s story. Michael had a long career in IT spanning over forty years at a mid-size company in the CBD. He was earning good money and was a fastidious saver, always plugging away at the retirement fund and making good investment decisions. Amy was a full-time bookkeeper who took ten years out of her career to bring up their twins, Chris and Nathan. Once the boys were in high-school, she took up some part-time work but was never the household breadwinner and couldn’t contribute much to the super fund.
Now that the boys have left the coop and started their own lives interstate, Amy and Micheal want to spend a few years travelling the country. It’s time to sell the family home and buy a unit near the sea, which they can rent out whilst driving around in their newly purchased campervan. Even though they are established and have paid off their mortgage, the cost of bringing up kids, interstate getaways and part time work, means they’re not obscenely wealthy.
They do have a long standing relationship with Agent Ash, who you might remember from our story about how to service divorcees in their time of need. He’s been great at keeping in touch with Amy and Michael over the years, with his automated ActivePipe emails, and because they know his service is second to none, they give him a call and tell him about their plans.
Agent Ash is excited! He has the perfect buyers in mind. A young family with baby number three on the way looking to upsize. The great thing about downsizers is that their properties tend to be on large blocks close to schools and other amenities, so he knows he is potentially staring down the barrel of a healthy commission cheque.
That’s the story you all know, right? Retirees certainly make up a large chunk of downsizers but you’d be foolish to disregard the growing number of young people who are turning their backs on the traditional ‘bigger is better’ dream in pursuit of a simpler life.
People are working longer hours and spending less time at home, so convenience is more important to them than size. To identify non traditional downsizers, you need to be a little tech savvy and have systems in place that tell you who is clicking on those smaller properties online.
Having this insight will direct your conversations and set you up for success. For example, if you find yourself on the phone to a retiree ready to make the big move, why not suggest the services of a local removalist company who can help them declutter and pack the belongings they’ve amassed over the last 30 years? Going this extra step will solidify your relationship.
You also need to understand the types of media older people engage with because that will shape your marketing strategy. You may want to invest in more traditional advertising such as a local newspaper rather than the online methods you rely on to reach first home buyers.
If it’s a younger downsizer you might want to focus on the sustainability features of the new property and the possible savings they can gain from a smaller home.
Whilst Amy and Michael have happily parked their campervan at a beautiful beach down by the coast, they’re not the only people who should come to mind when you’re thinking about downsizers. They now come in all shapes and sizes and you should be equipped to service each of them according to their individual needs.
Take the time to learn their pain points and provide solutions to their concerns. Having as much advice and information as possible will put you front of mind and ahead of the competition so that you have a customer for life.
If you don’t know where to start, jump on your ActivePipe dashboard and check out your profile updates so you can see who has been categorised as a downsizer. Don’t just assume that you know who they are and what they are looking for, dig into the data and find out.
You might be surprised by the upper hand a bit of research can give you!
How to Use ActivePipe to Enhance Your Marketing Mix
Twenty years ago, an agent would print out flyers, organise a mail drop and base their cold calls off surnames listed in the White Pages. The entire process relied on mass distribution and a little bit of luck meaning inbound leads were rarely qualified.
These days much of the guesswork has been eliminated from prospecting and every piece of advertising implemented can now be traced right down to a single ‘click’. This visibility is one of the great advantages of real estate’s digital revolution.
What hasn’t changed since the early days is the importance of understanding a customer’s journey down the path to purchase. What we see now is a growing trend for lead generation through digital channels and social media platforms such as Facebook and LinkedIn. These allow agents to get in front of contacts with targeted advertising. Once you’ve captured the attention of potential clients and these leads find their way into your database, ActivePipe kicks in.
As our platform is specifically designed for real estate, ActivePipe profiles new contacts and nurtures them with ongoing automated email communications relevant to their property intentions. This makes the platform just as important to an agent’s marketing mix as a ‘For Sale’ sign with their smiling face on it.
The listings in these email communications drive customers to click through to the agent’s website which can be tracked via a cookie, web hook or Facebook pixel.
So you’re probably wondering what a choc-chip cookie has to do with your marketing efforts?
I’m not saying you need to spend your Saturday mornings whipping up a batch of the sweet stuff to hand out at your open homes (although it probably wouldn’t hurt). What you need to do is get your office’s resident tech-head to install a digital cookie or pixel. This is a small file with an ID tag that tracks visitor movements on your website so you can serve them Facebook ads and Google adwords.
If this sounds too complicated it’s best to get a digital agency such as our friends at StewArt Media onboard who can take care of the technical stuff for you. It’s a worthwhile investment that I encourage you to make.
So, let’s talk about ActivePipe’s role in digital marketing mix
As I said earlier, the platform is designed to nurture your contacts. The detailed reporting of their interactions will give you a bigger picture of what your most popular properties are and who they interest. You can use this data to select the listings you should prioritise in your sales efforts.
Let’s say that 123 Smith St is barely getting any engagement. You look at the reporting and see that it’s quite run down and in an up-and-coming suburb that is about to take off. You instantly know that this is the ideal property for an investor.
It’s time to jump onto your ActivePipe account and look at the list of people who thanks to our behavioural driven algorithms are classified as ‘investors’. You can extract this list and upload it into Facebook Ads Manager and it will automatically create a Facebook audience based on the data you’ve input. You can also set targeting parameters such as age, distance and interests. Once you’ve done all this, activate the campaign with a simple click and your ad will go straight onto the screens of your intended audience.
You may have noticed this working on your own newsfeed. Remember that time you were dreaming about a holiday in Thailand? After having a quick google for cheap flights, you spend the next three weeks inundated with Jetstar and luxury accommodation promotions. That’s targeted remarketing advertising at work.
So, what can you take away from this article?
With the ability to target potential leads in minute detail, digital technologies have revolutionised the prospecting process for agents. Everything online is trackable and marketing strategies can be enhanced by the data intelligent platforms such as ours provide.
So stop just thinking of ActivePipe as an email builder and distribution tool and start using it to its full potential. Really dive into the data and use those insights to direct and develop a true multi-channel marketing strategy. While it might sound complex, the reality is It couldn’t be easier. The best thing is everything you need is right there on your dashboard, it’s up to you to make the most of it.
Stop your Listings Emails from Landing in the Junk Pile
Logic says that when you spend time crafting the perfect email, it should fly through the cosmos and land straight into a subscriber’s inbox. The recipient will read the email, digest its carefully thought out call-to-action and jump on the phone to inquire about the fabulous listings advertised within.
In reality, it’s a lot more complicated than that.
Did you know that 21% of emails never land in a recipient’s mailbox? That’s one-fifth of the world’s communications that never see the light of day.
This is because email providers have decided to spare consumers from unwanted communications by scanning inbound emails and rejecting those they deem ‘spam’.
As a real estate agent who relies on emails for lead generation, I know this sounds off-putting, but don’t let it scare you.
Email marketing is one of the most cost efficient and effective ways to reach your contacts, as long as you follow these simple rules and/or implement a marketing automation platform that will deliver spam-proof emails on your behalf.
Don’t fall into the trap of buying pre-filled subscriber lists because you think it’s an easy way to reach the masses. These are full of dead email addresses which will flag you as an untrustworthy sender. Don’t run the risk of jeopardising communications with your valued contacts because you wanted to fill your list with cheap imitations.
Track your engagement
When deciding which emails deserve to land in an inbox, mail providers look at subscriber engagement. This means that if no-one is opening your emails, they’re less likely to be delivered in the future. The best way to overcome this hurdle is to keep your listings relevant. Checking your open and click rates will give you a good indication of how you’re going and if you need to make any adjustments. Strong subject lines will help immensely.
Keep your subject lines relevant
We’ve all looked at an email’s subject line, instantly recognised it as spam and deleted it before giving it a chance. People judge CAPITAL LETTERS and EXCLAMATION MARKS!!!!!! as obvious characteristics, so avoid them at all costs. It’s a miracle these emails have made it past filters in the first place so do yourself a favour and keep your subject lines short, relevant and grammatically correct.
Choose your words wisely
Phrases such as “limited time”, “special offer” and “today only” sound great in theory but are a red flag for spam filters.
Even words like “free”, “cheap” and “guaranteed” can be discriminated against. Instead of going for a hard-sell, concentrate on writing subject lines that show the value of what’s inside and entice the reader, without overselling.
Keep your lists clean
Readers don’t like being trapped into receiving content and have every right to complain if they feel their privacy is breached.
It might sound counterintuitive but unsubscribes can actually be beneficial for you. They clean your list which increases your engagement, ensuring you maintain high open rates. Your deliverability rates will be greatly improved and your emails will actually end up in front of more eyes than if you had a big list, filled with useless contacts.
Segment your lists
Not all your recipients have the same real estate interests, so why on earth would you send them the same generic listings? Categorise your contacts into groups, so you can target them with tailored content that they are more likely to open. ActivePipe does this for you with incredible precision. It targets individuals and audiences within your database with properties that match their exact needs. Best of all, it automates the process, so you don’t have to lift a finger.
What can we learn from all of this?
When it comes to real estate marketing, email remains the undisputed king, so you simply can’t afford to be the agent sitting in the junk pile. You’ll be on the right track if you keep your lists clean, segmented and your content relevant.
Using ActivePipe to Identify Buyers in a Tough Market
One of the most ubiquitous terms in real-estate is “the bubble”.
I have never subscribed to “bubble talk” but with the Sydney market slowing rapidly in the recent two months, I’ve noticed that buyer behaviour is changing, days on market are creeping up and auction clearance rates are dropping. This means Australian agents need to implement ‘falling market strategies’ to survive.
Signals of a bad market actually present themselves way before agents recognise them. In most cases, they’ll turn a blind eye to a “cold week” or a “slow month” and go back to focusing on working in the present with little thought or preparation for the future.
In times like this, buyers become a much more integral part of the selling process. Aside from the obvious reason of needing a buyer to complete a purchase, they also become very relevant to an agent’s ability to find new stock, educate vendors and bring properties to a saleable level.
Just because you perform well in a hot market, doesn’t mean you have the skills or grit to survive when the market gets tough. It’s survival of the fittest and those who adapt are going to earn well.
Don’t think that turning up the volume and increasing pressure on your clients is the answer. This only leads to ‘commission breath’, pushing buyers and sellers away.
There are plenty of ways to engage with your contacts in a tough market. Jason Hall from LJ Hooker Gungahlin told us that he uses ActivePipe to better connect with the clients that are ready to make a move based on their profile updates and engagement.
Through direct polling and behavioral interactions, ActivePipe helps you predict your contact’s next move. It harvests data on their engagement and sends personalised communications about the properties they’ve interacted with so you can stay front of mind when they decide to buy or sell.
Here are some tips on how to use ActivePipe to identify the best buyers in a slow market.
- Log into your ActivePipe dashboard and check out the intent panel
- Click on the ‘Potential Sellers’ button. This will give you visibility over all the people in your dashboard whose behavior indicates they are on the path to selling.
- Get familiar with clients who have updated their preferences in the ‘Intent Panel’. This will tell you who’s an upsizer, downsizer, first home buyer or investor.
- Next click on the ‘Highly Active Users’ button. This is everyone in your database that is actively looking for a property, so you know they are ready for your call.
- Check out the ‘Popular Properties’ section of your dashboard. This contains all the buyers that have been engaging with your stock and lists them in order of engagement. You’ll see a list of interested buyers ranked by how many times they have clicked on the property. Needless to say, the more they’ve clicked, the more likely to hand over the deposit.
Be the intuitive agent who knows that relationships beat good tech but great tech boosts relationships to the next level. You’ll never have to worry about a falling market again.
How the ‘Internet of Things’ is Changing Real Estate
Do you remember watching the Jetsons as a kid?
Who could forget seeing the futuristic family take off in their flying car? Or Rosie the robotic maid happily doing the chores whilst George clones himself so he doesn’t have to go to work.
It’s 2018 and hilariously, many of the predictions from the early 1960’s favourite have come true. Just like The Jetsons, our homes are becoming increasingly automated and computers have well and truly embedded themselves in previously inanimate objects, making our lives more safe, entertaining and easy.
It’s known as the Internet of Things and even if you haven’t heard the term before, there’s no doubt that you have at least one object in your life that is turning your home ‘smart’.
The IoT is a network of internet enabled devices that talk to each other. They help us track and manage our everyday activities meaning we can lead more efficient and convenient lives.
At ActivePipe, it’s our job and our passion to stay one step ahead in real estate technology. It was with great excitement that we recently attended “The Connected Home”, a Real Big Things event, held by Hardhat Digital. At the event, a variety of experts spoke on the topic of IoT, imagining the future and how it will shape our everyday lives.
They spoke about beds that automatically change temperature and even toilets that analyse vitamin deficiencies in your morning tinkle. These ideas may seem whacky now but in a few years they will be commonplace.
So what does this mean for real estate?
It means that to survive in the industry, agents need to keep up with changing trends and educate themselves on what’s coming next.
Renters and buyers will begin to expect that a home is fitted out with smart technology and that agents know how these devices work, particularly in high-end real estate.
Knowing that this demand exists will help you advise vendors on how to style their home for sale. No longer will new linen sets and a throw rug be enough to impress buyers. You’re better off installing an intuitive security system or an automated home helper that turns on the sprinklers and closes the blinds with the click of a button.
This may sound like a major expense when combined with marketing fees and moving costs but you’d be amazed at how often this gets buyers over the line. Case studies have shown that houses fitted with smart technology get far more buyer attention online and sell for higher prices as a result.
The future is nothing to be scared of. As an agent you should be excited about these developments because eventually they’re going to make your life easier too.
For example, in the US they are already trialling devices called ‘beacons’. These products stick to the outside of a home that’s for sale and send information on OFI times and agent contact details to anyone in the area.
Imagine what a game changer that will be!
So, why not jump online now and have a look at what’s happening in smart technology. If nothing else you’ll be able to throw in a couple of buzzwords in your next listing presentation.
3 Ways MVP Will Help Your Business Thrive
I’ve spent the past 15 years working with startups.
There’s nothing quite like the feeling of coming up with an incredible idea that no-one has thought of before.You have this huge roadmap with hundreds of intricate details and dozens of features mapped out, and you just can’t wait to get it on the market.
Then it comes time to turn that big idea into a reality.
This is when potholes appear in your perfectly tarmacked road. Team members leave, money is tight and the technology you need hasn’t been developed yet. All of a sudden you realise there is no way you can have a perfectly polished product out in a couple of months.
As someone who has been down this path before, I know how discouraging it can be but I also know a way you can get past this. A way to get your product to market, in the shortest possible time.
This version might not be as advanced as you originally planned but it will help by giving you valuable insight into what your consumers really want.
If I’ve learnt anything over the years, it’s that the final product never turns out quite like you expected it to. You assume you know what the marketplace wants but inevitably it’s the person using the product that will shape it’s evolution.
From marketing to development, that’s why we live and breath MVP in this office.
So what is MVP?
MVP stands for Minimum Viable Product and involves releasing a version of an app or website with sufficient features to satisfy early adopters before it’s final form. It will gauge audience reception and allow their feedback so you can develop a final product that satisfies all their needs.
How do you put MVP in place?
Begin by identifying the most important features of your product. To do this you need to understand your target audience so that you can define priorities and know which features to implement first.
These tend to be the simpler tasks that actively solve the consumer’s core problem. The most important thing is that the MVP is compelling enough to convince your public to buy-in. If you’ve got money in the bank, you’ve got resources to allocate towards improvements.
As you begin adding in new features, you will find that you are solving your problems naturally and coming up with concepts and new angles you didn’t think about when you started this journey.
That’s the beauty of using your customers as active participants in your product’s evolution. They’ll add just as much value to your business as you do to theirs.
The basic principles of MVP permeate through every department at ActivePipe. We use Agile Methodologies and a lean start-up model to ensure we are flexible and have the ability to pivot when new opportunities arise.
What benefits have we seen so far?
Product Goes to Market Quickly
There is no use sitting on an idea waiting for the next bozo to come along and pitch it before you do. It will completely ruin your plan before it even gets off the ground.
Going to market with an MVP product quickly establishes your authority in the space and will test if there is any demand before you put all your energy into a potential dud.
It also allows you to gather and enhance your user-base so you have paying customers helping to build your revenue stream and finance further development.
Implementation costs are reduced
Starting with a simple product reduces the cost of staff and will ease some of the financial pressure more traditional businesses face from monstrous upfront fees.
If you reduce the likelihood of making a mistake by taking your time to implement features, you’ll save money from not having to backtrack and fix those misguided ideas later on.
Valuable insight is gained
This is arguably the most beneficial aspect of going to market with an MVP. You are able to create a feedback loop that helps foster development. You work directly with your clients and analyse their behaviour and preferences, allowing you to test key hypotheses and gather user information.
Just as you thought you wanted to be an astronaut when were a space obsessed eight-year-old, where you start your journey is not necessarily where you should finish it. Validating a product idea in the real world is crucial to its success and there’s no use haphazardly wasting your resources building a product that hasn’t been tested.
Insights from Inman Connect NYC
Last month I was fortunate enough to attend Inman Connect in New York City.
Inman Connect brought together more than 4000 CEOs, tech entrepreneurs, marketing experts, agents, brokers and financial service executives and provided me with some invaluable insights into both the USA market and upcoming trends.
Let me share some of the key communication, marketing and technology insights with you.
Personal marketing is a thing
One thing that agents and brokers in the USA are particularly good at is personal marketing. While the corporate brand is important, building relationships and promoting one’s self is key to retaining a competitive advantage. Marketing through social media is also an important factor to forging better relationships with contacts and allows agents to keep a finger on the pulse of what’s going on in their contact’s lives.
Virtual tours have come a long way from basic panoramas that allow you to pan around a room. With the increase in Virtual Reality apps that can be used on a mobile phone, and the introduction of “give-away” goggles such as Google’s Cardboard, which can be easily branded with your own details, VR is now available to everyone.
VR becomes a particularly useful tool for consumers looking for property in a high demand market. Instead of running all over town attending open homes all weekend, VR provides people with a convenient way to get a “real” look at these from the comfort of their home or office – at least enough to shortlist the homes they are interested in viewing “in the flesh” and keeping their weekends running at a sensible pace.
Automate and personalise
Automating (some of) your communications is the only way to keep in touch with all of your contacts, but keeping things personalised and relevant is the key to success. The response rates to communications that feel automated are much lower than those that sound like they’re coming from you.
Sending contacts properties that match their requirements is a great example of personalising content and not only engages your contacts, but nurtures your relationship.
Content is (still) king
Sending regular communications is important, regardless of medium – but without relevant and useful content its effectiveness is greatly reduced. Relevant content need not be your own – there’s plenty of great stuff out there, if you think it’s relevant to your contacts then share it with them via email or social. Not only does this help and educate them, but it positions you as an expert.
Video continues to be a popular and effective way to communicate with people becoming time poor and finding video to be a quick and easy way to consume information. Whether you’re communicating through email, social or sms, incorporating video is a great way to keep contacts engaged.
Response and response times are key
Let’s face it, we’ve all been in a situation where we’ve enquired about a product or service only to wait days to receive a response (if at all) and more often than not it’s a canned one! Responding to any communication in a timely, and relevant manner not only gives you an edge, but keeps you top of mind with contacts.
So what does all this mean?
It’s all about creating a great experience for your contacts – nurture them, know them and build better relationships.
Prop-Tech Predictions From ActivePipe CTO Michael Messig
The media will tell you that 2017 was the year of bitcoin but we are still in the early adopter stage of cryptocurrencies.
I’m sure someone in your office has boasted about their quick fortune; about making a years worth of commissions faster than you can say “going, going, gone!”
No-one in 2016 saw a 13-fold increase in the price of bitcoin coming and I suppose that’s the fun of these predictions.
My colleagues have been picking my brain about what the tech gods will bring us this year and whilst I can’t guarantee anything, I have a pretty good idea that machine learning, blockchain and home automation are on the cards for 2018.
Let’s take a closer look at these innovations and what they mean for real-estate:
Blockchain is the digital ledger on which cryptocurrency transactions such as bitcoin are chronologically recorded and smart contracts are used.
Towards the end of 2017, we saw a huge spike in interest for blockchain technologies and a couple of properties in Australia went to market accepting Bitcoin as payment.
I see this playing a big role in real estate’s evolution.
Smart contracts enable assets to be tokenised and traded. The benefit of this is that buyers and sellers can enter into an agreement where assets won’t be released until they are validated and verified on the blockchain.
It also means that potential buyers can enter the market through fractional ownership. With this method, several parties buy-in together, lowering upfront costs, which results in better housing accessibility and more players on the field.
When advising sellers to stage their home I’m sure all of you have talked about a fresh lick of paint and a couple of new cushions for the couch but how many of you have considered asking them to invest in a home automation system?
In 2018, we are seeing the peak of the Internet of Things, where more than ever, devices, white goods and homes are being connected to the Internet. Not only are we seeing the ability to remotely control these, but we are leveraging the power of the internet to make them truly “smart”.
Brands like Samsung are releasing fridges with the ability to broadcast the inside of the fridge and order groceries for you and this is just the beginning.
By now, it’s clear that AI is less the stuff of sci-fi nightmares and more a modern tool we can use in our daily lives.
Artificial intelligence is everywhere. It suggests TV shows for you to watch on Netflix, it protects you from credit card fraud online and it tags you in photos on Facebook.
But what does this mean for agents?
When machine learning algorithms are applied to real estate data, they are able to predict intent earlier in the real estate lifecycle. This means useless raw data can be contextualised so that agents have the information they need to target contacts with the right properties and cement quality relationships.
Chatbots will automate tedious and time consuming processes so agents can get on with more important things. Questions such as: “are any homes open for inspection in Glen Iris this week?” don’t require a human answer, so technology can respond to these enquiries for you.
So what’s in the works at ActivePipe?
We are always working on our algorithms to help identify potential sellers before they reveal themselves to the market. Whilst we are already pretty damn good at identifying your contact’s real estate intentions, our aim is to get them to you even faster by implementing improved machine learning technologies.
We’re also looking at integrating your blogs into our email builder so that you can position yourself as a thought leader and share your property expertise with the local market. Adding SMS functionality means you can communicate with your database on an additional channel.
We’ve noticed that some people like to check their emails on the way home from work while others do it first thing in the morning. Our personalised scheduling function will know each contact’s movements and time email-sends for maximum open and click rates.
Finally, since we already know the content of your communications and how your contacts engage with them, we will develop an automated audience builder to curate contact lists based on the audience and their collective needs.
We will keep you updated as each new feature is released so tune into PipeLine fortnightly!
Data Is Power! Why Every Lead is Important
Have you ever kicked yourself trying to remember the name of a contact you met at your son’s soccer game?
You know the one; she was practically begging you for an appraisal but you forgot to put her number in the database and now she’s selling her multi-million dollar home with Jack, the smug agent from the office around the corner.
You could have sold that place for more than Jack did but that one little slip-up has cost you thousands of dollars in commissions.
We all know we should be putting contacts into our CRM but how many of us are making a conscious effort to add every potential lead.
There are probably a tonne of people that have slipped through the cracks; people sitting on your phone, in your emails or on a piece of paper at the bottom of your drawer. These are a massive waste of opportunity.
The reality is that your data is your most valuable asset but it will only work for you if you are diligent.
Here’s your ROI:
You may have a real estate career spanning twenty years. The amount of people you’ve spoken to in that time is insane. There is no way to keep thousands of people front of mind and ready to contact when the time comes to buy or sell. How would you even know they were ready?
Adding contacts to your CRM will ensure they are all in the one place and categorised with relevant tags. These will help you group and target them effectively.
A little extra effort now will save you hundreds of man hours in the future.
Having a database filled with your contact’s personal details makes it easy to market to them in the context of the relationship you have.
Whether you met them at an open house a couple of months ago or they’re an old friend from the town you grew up in, every contact has potential.
Keeping track of those relationships is vital. Let’s say you want to run a re-engagement campaign for your high-end clients. If you don’t have them categorised in your CRM, reaching out would be a nightmare and you might miss some important contacts. If they’re well organised, it’s just a matter of ticking a few boxes and hitting ‘send’.
Treat each entry as an opportunity for a lifelong friend and referral source.
Feeding those contacts into your CRM will allow software programs such as ActivePipe to automatically nurture those relationships with timely, relevant and valuable information at each stage of the property lifecycle.
Just as you enjoy meeting your mates for coffee, each email works as a digital catch up, giving your contacts the opportunity to reach out and engage with you.
Because you’ve added contacts to your CRM and they are hearing from you regularly, you are inadvertently building up a profile in their minds. They know who you are but more importantly, you know who they are.
Analytics from your communication will identify certain characteristics and real estate interests that you can use to get a better picture of what they are looking for. One of the number one principles of marketing is the importance of knowing your target audience so let technology get to know your contacts for you.
At the end of the day, this is what you’re here for. Why would you bother going to all this effort if it didn’t result in dollars for your bottom line?
Rather than giving you sweeping statements let’s hit you with some facts:
In the month of December an agent from Ray White Tugun added 101 contacts to his database. In doing so, he discovered that 21 of them were looking to up or downsize, ten of those contacts even requested an appraisal.
When you consider that the average commission earns you $12,000 and there’s an appraisal-to-sale conversion rate of approximately 20%, it means that our agent secured a possible $24,000 in commissions he wouldn’t have if he failed to update his database.
Hardly numbers to scoff at.
Quality CRM management results in more leads and better sales.
The next time you get a portal enquiry, host an OFI or put effort into marketing, grab those leads and feed them straight into your CRM.
Data is power. Treat every lead with respect.
5 Things You Can Learn About Data from Watching the Aus Open
Who’s been watching the tennis?
Who saw Nick Kyrgios flunk out to Grigor Dimitrov in the fourth-round of the Australian Open earlier this week?
The match was tight; there were four sets with three tie-breaks and in all honesty it could have been anyone’s game.
Kyrgios’ loss is an opportunity to improve but the only way he can do it is to understand his weaknesses.
Whilst it’s easy to say it’s just the luck of the day, the truth is far less ambiguous. It comes down to statistics and simple data collection.
At the Australian Open, the result of every point is documented, collated and analysed, not just by players but by spectators, trainers and coaches too.
They rely on data to get a better picture of performance and to understand what separates the winner from the loser.
Let’s take a look at the key stats from the match and start to understand where Kyrgios fell short.
- Kyrgios had a serve percentage of 65% which was 5% lower than Dimitrov’s 70%
- Kyrgios was smacking the ball with 25 unforced errors on his forehand compared to Dimitrov’s mere 7.
- Kyrgios was weak on the baseline, hitting only 15 forehand winners compared to Dimitrov’s 22.
By looking at these statistics, Kyrgios (or his support team) are able to pinpoint where he needs to improve his overall game to make it to the top.
So what does this have to do with real estate?
Just as Kyrgios will be studying data to get a better understanding of how he can tailor his future performance, you should be looking at stats to understand your contacts better.
Analysing the numbers will give you a better picture of your contact’s position in the real estate lifecycle and what their property interests are.
You will know how many bedrooms they are looking for, what their budget is and what areas they’d like to buy in.
This insight will help you create a winning strategy and go into the conversation with a game plan.
If you make the most of the data, you will always be two steps ahead of your competition; you will see opportunities before they reveal themselves to the market and in doing so, you will work smarter rather than harder.
This is how ActivePipe takes the sweat out of data collection:
- Once an email is sent ActivePipe reports on every open, click and interaction to show you how your deliverability is going and which contacts are engaged with your communication.
- Each contact has their own profile page making it easy to access their personal information and recent activity, including the properties they’ve clicked on and how many times they’ve gone back to it.
- All data is displayed in both list and map form to create a visual representation of a contact’s desired location.
- ActivePipe sends surveys to prompt contacts to divulge more information including their budget, how many bedrooms they are after and the sort of property they are looking for. It feeds this information in the agent’s CRM to continuously update the contact’s status in the market.
- ActivePipe encourages a contact to reveal their current residential address, helping an agent see if they are self appraising or intend to buy in their local area.
What we’ve learnt from data collection in real estate:
That a real estate client database is an invaluable resource.
Collecting data will help you get an edge over your competition as you can get an intimate picture of what your contacts really want. This will foster quality relationships which will ultimately lead to repeat sales and referrals.
Take out the grand slam in 2018 with data that turns wildcards into champions.
6 Things Every ActivePipe User Should Have On Their Email Checklist
There’s no editing or deleting an email once you hit ‘send.’
Avoid a digital red face with these tips to help you avoid some of the biggest email blunders.
Have you sent yourself a preview email?
Don’t make the mistake of sending an email to thousands of contacts before it goes through quality assurance. Colleagues will make sure it’s free of technical and grammatical errors and save you the embarrassment of sending something flawed.
Do all your links work?
Don’t just look at your emails; interact with them. Click on the properties and social media links to make sure users are directed to the right web page.
Have you checked the email on multiple devices?
Our emails are fully device responsive. That doesn’t stop your mobile phone from cutting the subject line in half so test readability on as many devices as you possibly can.
Did you proofread it?
It doesn’t matter how many times you read over content, errors stick. This can reflect poorly on your brand so flick the email to a qualified copywriter or resident grammar enthusiast to edit before you dispatch.
Have you included the right properties?
You have the opportunity to define your properties by their type, status and location. With great power comes great responsibility, so check these. Can you imagine realising you just sent sold properties in a current listings email? It would be a disaster!
How was your experience with the email?
When you check your email reflect on it. What did you like about it? How valuable was it? Could you make it more engaging?
Getting an email right means taking the time to review and refine it. It means checking and double-checking to make sure everything works.
This checklist is an investment – it’s five minutes you spend now to save your reputation later.
Don’t Overlook the Portal: New Data Reveals 36% of Buyers Could also be Sellers
Agents can be pretty scathing of real-estate portals. The mere mention of their name is enough to get profanities flying; to get men in suits punching holes in walls.
“They’re bloody bullies”; “their prices are absurd”; “their monopoly is unfair”.
We’ve heard it all before and as true as some of the statements may be, real estate portals have the enviable power of eyeballs. It’s a supremacy that cannot be overlooked; an exposure that is critical to the effective marketing of a property.
Think about it, where is the first place you would go to look for a house? Better yet, where are your customers going?
Sometimes the industry forgets just how good real-estate portals are at what they do; they generate obscene amounts of publicity, not only for listed properties but for offices, brands and agents too. It’s promotion they throw in with your vendor’s investment.
The truth is you can’t beat them for mass distribution so reluctantly or not, you are going to have to embrace them. Learn about how the systems work, about the programs you can employ to maximise their potential and in turn localise the power of the portal.
Our data has revealed that 36% of buyers disclose their intentions to upsize or downsize. This means that over a third of the people making portal enquiries also have a property to sell; they are investigating the market and surveying agents. If you play your cards right you could be the one appraising their home; that listing could be yours!
Each piece of digital insight generated via a portal, permits a more meaningful conversation, it builds a database five times bigger than the one you already have and attracts more vendors than you knew existed.
At the end of the day, the traffic is worth your vendor’s investment, it invites thousands of times more interaction and attracts hundreds more potential buyers.
Arguing against portals is useless and shunning their talent is a gross neglect of opportunity; it’s listings that you’ve let slip through fingers.
Is Your Database Doing You More Harm Than Good?
Email Service Providers recognise abandoned email addresses on your database and when you continue to send emails to these addresses, you get a cross against your name, damaging your reputation. ESPs even use these inactive email addresses as ‘spam traps’ to detect spam activity. The result is the ESP will consider your emails as spam and won’t deliver them. And that’s not good.
Email Service Providers recognise abandoned email addresses on your database and when you continue to send emails to these addresses, you get a cross against your name, damaging your reputation. ESPs even use these inactive email addresses as ‘spam traps’ to detect spam activity. The result is the ESP will consider your emails as spam and won’t deliver them. And that’s not good.
So the best thing to do is clean your database. Scrub it. Wash it. Get it shining.
So what does cleaning your database achieve?
Cleaning your database is like pruning a rose bush. Think of it as tough love that produces a better result. By running your database through our cleaner, we can get rid of the dead wood – those email accounts that are no longer active.
The result will mean fewer crosses and more ticks for your domain name, so ESPs will happily deliver your emails.
There are also other improvements that come with a clean database:
- Increased open rates
- More accurate performance figures
- Faster blasts
How does it work?
During cleaning, each email address is given a grade – A for an active address, D for an indeterminate addresses and a big fat F for undeliverable email addresses.
Addresses that score an F are immediately deleted. Addresses that receive a D rating are sent re-engagement emails. After 30 days, addresses that fail to re-engage are deleted, while those that respond move to an A rating.
We recently cleaned a client’s list with 450,000 subscribers.
We were able to scrub more than 160,000 inactive email addresses. Just think of the damage these emails were doing to the domain name, with a third of the list being inactive.
So remember: It’s not the size of your list– it’s what you do with it that counts.
If you’re worried about the hygiene of your database – have a chat with a team member at ActivePipe and we can help you ditch the dirt for your next email campaign.