Marketer offers real estate agents data-driven marketing automation

Marketer excels at executing your marketing plan, helping you reach the people you think will best serve your business plan. The Norway-based company plans to head to the United States.

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Marketer is a marketing automation technology and services company for the real estate industry.

Platforms: Browser, mobile friendly

Ideal for: Large brokerages and offices, franchises and real estate developers

Main Selling Points:

  • CRM integration for SEO data
  • Automated creation of Facebook ads
  • Google Advertising
  • After-sales agent promotions
  • Seller reporting tools

Main concern:

Based in Norway, the company is well recognized in Europe and will be heading to the US in 2022. However, until a full national presence is established, the US-based service could present challenges.

What you should know

Automation is all the rage in proptech today. When this comes at the expense of agents gaining valuable expertise on how to sell or generally understanding the business, I consider that a disadvantage.

However, when it comes to marketing tasks and the tactical end of marketing and lead generation, it has enormous value.

Marketer excels at executing your marketing plan, helping you reach the people you think will best serve your business plan. It’s who you call when you know what needs to be done.

In the demo, a company representative told me that their mission was to bring “…the right property to the right people at the right time.” They do this by using social retargeting and online display campaigns, Google ads, and real estate websites, among other tactics.

The company pulls data from lists for outreach campaigns by connecting to your current CRM or any other tool used to track lists. It then creates individual FHA-compliant personas for each property entering the market. A “persona” is a universal marketing term used to describe the ideal target for a product.

In this case, Marketer will ensure that a luxury listing in a specific zip code is exposed to an audience of luxury shoppers searching in that zip code. And they can also be more nuanced than that, diving into square footage or community name, assuming the data is available.

The company uses predictive modeling – a polysyllabic way of saying that it generates a lot of data to ensure targeting accuracy. The intention here is to find higher quality leads, whereas standard, broadly targeted marketing tends to pick up those who aren’t as likely to buy.

Advertising campaigns run on Facebook and Instagram, as well as on Google and news and media, similar to what Adwerx and other advertising providers offer.

The live results of each ad delivery are tracked in a main dashboard. These stats can be further distilled into seller reports. I think campaign reporting tools would make good fodder for list presentations.

Marketer automations can deploy real estate websites to expand the sales funnel, with chat windows to engage potential leads and convey favorable conversations to the real agent.

The backend does more than track what you do. It offers ways to take action on specific properties, and its lead management module can be synced back and forth with an existing CRM, meaning leads and activity updates collected in Marketer campaigns can be passed to your old solution.

Something else that stands out about Marketer? The price. New customers get a three-month free trial, which is somewhat necessary to determine a desktop’s ability to drive adoption. No software company wants to waste time with an ill-equipped customer.

Implementation and configuration are free, and the company assigns a full-time project manager and success representative to help with integration and long-term usability challenges.

I have no doubt that Marketer will find traction here in the United States. I would probably rank it a bit higher if it already did. Still, I feel like there’s more to come from this company.

Do you have a technology product you would like to discuss? Email Craig Rowe

Craig C. Rowe started in commercial real estate at the dawn of the dot-com boom, helping a range of commercial real estate companies build their online presence and analyze internal software decisions. He now assists agents with technology decisions and marketing by reviewing software and technology for Inman.