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Now Chime is in on it, too.
The marketing and lead management solution has launched a fully managed Facebook advertising tool for its users called DARE: Dynamic Ads for Real Estate.
Inman walked with Chime through a demonstration of DARE and found it capable enough to rest on its own as a reason to consider switching platforms.
Dynamic ads on Facebook leverage retargeting technologies, meaning they stay in front of folks who click or interact with an ad at any time.
With a full understanding of the time constraints and creative energy required of agents to properly plan and monitor online advertising, Chime’s approach includes full automation.
Like Ylopo, users can choose from ready-made demographics according to age group and ZIP code, for example, and agents can easily choose which listings to advertise using a comprehensive grid layout originating from their MLS account.
Brokers, but likely marketing managers and assistants, are fully enabled to run campaigns on behalf of agents.
Creative is handled in-house by a team Chime has assembled for that very reason. They are charged with generating copy and content that overlaps directly with each demographic for which a listing is aiming, and each ad redirects to that property’s web page.
In keeping with Facebook themes, Chime users are given the opportunity to like or dislike ads put together by the creative team and input their own messaging when they want.
When asked during a product demo about fair housing issues that recently surfaced around Facebook advertising, Chime told Inman that it dutifully follows the new best practices and standards the social media company has put in place.
The new advertising solution is fully embedded into Chime’s root lead cultivation engine.
Campaign responses are smartly built into lead activity monitors and scoring algorithms, and they are then auto-nurtured via email, texting and phone campaigns.
Lead scores that start to fall after inactivity are then being put back into the Facebook targeting rotation via artificial intelligence.
Chime clearly put thought into this product. It wasn’t rushed or launched solely to compete with what else is out there, and it works well with other company offerings, such as website builders and omnichannel marketing modules.
The company will be launching new features for DARE in July, including a budget analysis tool, and editing the conversion funnel parameters.
Like so many other technology platforms that start as one thing, Chime is now much more than a customer relationship management tool. It calls itself a sales acceleration platform.
This is both good and bad — but bad only as it relates to the idea that yet another singular solution has added more and more to its menu of offerings. This is more about this columnist hoping that one day, a great CRM stays in place as only a great CRM.
Nevertheless, like DARE, everything Chime puts out registers with its customers. So why quit evolving?
Have a technology product you would like to discuss? Email Craig Rowe
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