RISMedia's Real Estate Magazine

JUL 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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24 July 2019 RISMedia's REAL ESTATE N o matter where you are in your real estate career, communicating with your database is a simple way to bring in more business; however, for busy real estate professionals, the opportunity to connect with active buyers and sellers often goes unnoticed. But all that is changing in a big way as email marketing solution ActivePipe—an Australian startup that provides the customer insights that agents, REALTORS® and brokers are looking for—continues to infiltrate the U.S. market. "One thing we do really well is operate in the middle of the sales funnel," says ActivePipe CRO Mike Feller of the system they've built that allows them to sit at the inter- section between marketing automation and sales auto- mation in order to help brokers and agents effectively engage with their database. "On the marketing side, we've made it easy to fully au- tomate the consumer's journey with highly relevant and personalized content, while on the sales side, we can help the agent understand who to contact and when," says Feller. Taking this one step further, ActivePipe even arms agents with the data they need for the conversations they're going to have by working with them so that they understand what's happening in their database in regard to consumer behavior. "Being in the middle part of the sales funnel is instru - mental as far as helping agents and brokers understand how to move people along so that they can make more money for the leads they have," adds Feller. Breaking into the market less than a year ago, the focus is now on scaling the business and continuing to power the growth engine. "We have a pretty aggressive growth plan in place in which the U.S. represents a majority of our revenue with- in the next 12 - 18 months," says Feller. Having hit a true turning point, Feller—and the entire ActivePipe team—is poised to capitalize on the opportu- nity at hand as he continues to build out their presence in the U.S. by raising awareness among thought leaders and real estate professionals alike. Implementing the technology at the brokerage level, Zane Burnett—managing director at OkapiCo in Camp- bell, Calif.—has an intimate view into what it's like to get the ActivePipe technology up and running. "I first heard about ActivePipe at the National Asso- ciation of REALTORS® (NAR) Innovation, Opportunity & Investment (iOi) Summit," says Burnett, "and I was in- trigued because they were one of only a few solutions that aimed to address the specific problems brokerages faced when it came to email marketing." While most solutions tack email marketing onto their product as an afterthought, ActivePipe was created to solve this very problem once and for all for brokerages large and small. "Because the product was set up for real estate, a lot of the nuances that couldn't be solved by third parties have been eliminated altogether due to managing the process from the brokerage level from the top down," says Burnett. Coming off this initial attraction, Burnett goes on to explain that the product's sleek, refreshingly modern and easy-to-use interface is what truly sealed the deal. And the icing on the cake? The level of intelligence behind the automated product. But it goes even further than that. In fact, for Burnett, the process of implementing and onboarding Active - Building Relationships DQG3URÀWV ActivePipe helps real estate professionals engage their sphere by automating the consumer's journey by Paige Tepping

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