MarketingTechnology

BoomTown merges sales and marketing — an explosively efficient combination

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Takeaways:

  • Local competitors using BoomTown will be bidding for the same Web traffic based on paid search budgets.
  • It starts with building agents a responsive WordPress site, on which agents can add custom content or use what’s supplied by BoomTown’s marketing team.
  • BoomTown is big and very well-orchestrated.

The pitch

BoomTown is an enterprise marketing platform with CRM and brokerage administration functionality for real estate companies and teams.

Type of software: Marketing and CRM
Platform: Mac, Windows desktop OS; Major mobile OS
Ideal for: Large agent teams and brokerages

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Top selling points:

  • Two great tastes: BoomTown successfully merges comprehensive digital marketing campaigns with sales and contact management.
  • Well-rounded: Software facilitates proven point-to-point Web marketing strategies, from paid search to landing pages to lead capture and follow-up.
  • Broker oversight: Team leads and office managers can monitor agent/user activity and deal progress.

Things to consider:

  • Local competitors using BoomTown will be bidding for the same Web traffic based on paid search budgets. In some markets, search volume will allow for both to succeed. Small market teams should be wary of overspending.

The close

I’ve had a lot of requests to review BoomTown. Having finally had a free 90 minutes, the review is in:

I needed another 90 minutes.

BoomTown is a top-to-bottom sales and marketing automation solution.

It starts with building agents a responsive WordPress site, on which agents can add custom content or use what’s supplied by BoomTown’s marketing team.

The company walks users through an assimilation process to ensure adoption, the most common root of software onboarding problems. This is a smart move by the company, and a nice insurance policy for brokers.

BoomTown centers Google AdWords campaigns around an IDX-linked company website, which also supports individual broker subdomains with personalized content and listings. Users can spend from $100/month to $10,000. Whatever fits.

BoomTown leverages a proprietary keyword-bidding algorithm that helps land clients’ brands in the right position based on user search.

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This is a rare kind of understanding of online marketing for the real estate space, representative of services offered by very expensive Madison Avenue-level firms.

Keep in mind, paid search is named such for a reason. The more spent, the more traffic.

Still, search results are market-dependent. Not every MSA demands a big budget to win in search engine marketing, especially considering the level of sophistication BoomTown applies to its campaigns.

Every search result has linked to it very well-done landing pages. They present vivid listing views, searchable by map, too. Users can also draw a search zone to find potential homes.

cobblestone_screen

Each landing page employs strategically repetitive, but not intrusive, call-to-action boxes to capture user credentials.

User data is funneled into a powerful back end that tracks contacts based on an array of color-coded categories, such as New, Qualified, Hot, Pending, Watch, Nurture, Close, Archive or Trash.

BoomTown’s craftsmanship with contact data is Bob Villa-esque. The software combines lead source, page views, flier prints, number of visits, shares and more to generate very accurate, number-based quality rankings.

Agents run through opportunities using a Live Feed based on up-to-the-minute activity. Did a contact take a look at a condo you have listed? You’ll know right away, and BoomTown skillfully guides you to take action via call, text or email.

smart-drip

Any CRM field can be used to create and save hyperprecise categories of buyers, called Smart Segments. Drip campaigns can then be executed accordingly.

A standout to me was BoomTown’s in-solution connection to your MLS’ hot pages. Your entire market is fed to your dashboard.

The advantage is that when a reduced listing falls into a contact’s price range, BoomTown lets you know, and walks you through the follow-up process.

BoomTown’s Agent Accountability feature is sharp. Brokers can peer into every user’s activity to determine who is most involved with the software and thus, its contacts.

Agent activity is, for example, by “No Email,” “No Phone Calls,” “No To-Dos” or “Sessions,” meaning, instances of using BoomTown. This insightful feature is management-oriented, helping ensure brokerages are receiving the return on investment they expect from their software investment.

BoomTown is big and very well-orchestrated. For those who have asked me about it: You may proceed with confidence.

Do you use BoomTown — and what do you think? Leave a comment and let us know!

Do you have a product for our tech expert to review? Email Craig Rowe.