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Real estate software company Lofty has developed a new product to assist agents with hands-off lead generation called Lofty Bloom, Inman has learned.
The company said in an April 14 statement that Bloom silos email and print outreach, market-specific community content, display ad re-targeting and sequenced follow-up powered by artificial intelligence.
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This kind of multi-channel vertical alignment helps messaging stay consistent because each action and form of content remains linked. Agents don’t need to record an email, manually strategize and create a response, and then record each action in their CRM — Bloom does it for them. It also helps ensure communications are timely and contextual.
“This advancement will enable real estate professionals to dominate key zip codes by offering guaranteed exclusivity and positioning agents as the “go-to” local neighborhood expert,” Lofty said in the release. “Each ZIP Code comes with guaranteed exclusivity, allowing teams to dominate their local area and help sellers get top dollar for their property.”
Marketing automation is becoming a common and powerful value contributor for agents and brokerages who want to shrink operations and create efficiencies (not necessarily the same thing) with software.
Brokerage tech-stacks are often redundant or fragmented and sometimes both, meaning one agent uses Mailchimp for email and Salesforce for contact management, and a colleague of theirs works with a local print house to send flyers and Hootsuite to manage social media content.
While each product and vendor is good at what it does, they collectively compound multiple risks, such as losing data between actions, eliminating the benefits of immediacy or sending out-of-context messages. Also, users have multiple channels of support and training to which to adhere. Vertically integrating each step can execute a marketing effort with more consistency in cadence and overall offers a higher chance of success.
In one use case, a postcard sent via Bloom will use a QR code to offer the recipient a home valuation. In turn, the user is tagged in the database, triggers an email sequence and is then targeted on Facebook with location-specific display ads. Such efforts can be set up to collect buyer interest, promote open houses and for general brokerage branding, among other uses.
“Lofty Bloom is the most dynamic, end-to-end digital farming tool, seamlessly combining postcards, digital marketing, AI-powered nurture, and follow-up for exclusive ZIP Code targeting. Designed to engage homeowners and sellers, it maximizes exposure and ensures agents stand out in their most targeted markets,” said Dave Carter, vice president at Lofty, in the statement.
Lofty announced an internal initiative last summer to accommodate the needs of “modern brokerages.” It involved a number of product updates to appeal to larger teams and enterprise operations. Many of the updates rolled out in the fall, Inman reported.
