For agents who want to take a hands-off approach to their marketing, RAIA will gladly take it over.
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RAIA is a new artificial intelligence (AI) marketing automation feature from offrs.com.
Platforms: Browser; iOS; Android
Ideal for: Current customers of offrs.com; boutique, tech-savvy agencies; any team or company looking to streamline marketing and lead nurturing.
Top selling points
- Automates text, email, web and print marketing
- Simplifies a highly complex process
- Elegant, intuitive interface
- Allows for full or no customization
Top concerns
I find this to be a platform best suited for high-volume, tech-savvy agencies. It may not appeal to more traditionally-modeled franchises.
What you should know
Moments after the demo of this software was over, I told offrs.com co-founder Rich Swier to “breathe.”
His software’s latest feature offers a lot to talk about.
Offrs.com is already recognized for its big-data approach to real estate lead generation. The company strains countless streams of data through its algorithm to provide customers with a buffet of highly probable seller leads.
Set to launch at Inman Connect San Francisco 2017, RAIA is the new AI-backed virtual employee who will manage the way customers market to those leads.
It combines smart data with behavioral data while collecting names and addresses from a ZIP code-based smart farm.
Swier said the company’s intent with RAIA is to have her reduce instances of “lead decay” and to put a more human spin on big data.
As leads are unearthed, they are classified into a virtually endless menagerie of silos, each easily identified by a tagging structure, such as #openhouse, #luxury, #sphere, #horselover or #firsttimebuyer.
What’s even more impressive is that users can let RAIA do it all for them, from the tagging to the postcard-email-text campaign that follows. Swier called that, “auto-pilot.”
The collection of behavioral data is what determines how a contact is tagged.
An account comes with a native set of tags. Users can also create their own.
When it’s time to let loose another marketing barrage, RAIA will let you know via a chat sidebar in the admin interface that she’s about to create a new campaign for the #luxury list.
“Is that OK?”
Yes.
And there it goes.
RAIA’s template library for emails, voicemails and the like is robust and ready-to-go, but can be edited as users see fit.
RAIA also decides how each tagged group will be contacted. Some people, for example, will respond more positively to a letter; others might prefer a phone call.
To view a campaign or create one manually, users will click through to a “campaign grid” that cross-references forms of outreach (email, voicemail, direct mail) with lead groups. RAIA also knows to let time pass between each step in the campaign.
The system records every lead’s response and then measures its evolving status. A campaign will stop once a lead demonstrates behavior that suggests he or she is a customer.
Putting aside the technological wonderment that is RAIA, offrs.com provides users with a very minimalist user experience should they prefer to navigate without the bot’s input.
Logging in reveals a white-space filled dashboard with the look and feel of a video game console. The big, bold funnel shows you where your lead pool stands, and next to that is where you can chat with RAIA if you decide you need help.
Customers of offrs.com will be quick to seize the power of this impressive new upgrade, which Swier hopes will put an end to people viewing what he called, “dumb bots on Facebook,” as sophisticated lead generation tools.
There were all kinds of big terms and concepts swirling in the background of our conversation, including, “machine-learning algorithms,” “Google DeepMind,” and “AI-powered smart data.”
I’m sure a lot of you know what he’s referencing; I do, to an extent, as I’ve read and heard a lot about what’s happening in the marketing automation world.
DeepMind is a pretty cool company, in a “we-don’t-have-a-lot-of-time-before-they-take-over” kind of way.
However, the most important term you should take away from this review is, “more sales.”
Have a technology product you would like to discuss? Email Craig Rowe.
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