Enterprise marketing software rezora is a powerful solution for brand-conscious agencies
INMAN STAFF by Craig Rowe
Are you using marketing power to land more listings?
The pitch
Constantly evolving sales and marketing technologies provide us with amazing audience tracking power and affordable ways to make a single message proliferate across multiple viewing platforms.
How are you leveraging all of this power on behalf of your clients’ listings? More importantly, are you using it to get more listings?
It can be hard, I know.
Maybe Rezora can help.
The sale
Rezora is a marketing content creation and dissemination platform. And what I like best about it is that its marketing software for marketing people.
Rezora is enterprise-level software for marketing execs and managers who oversee comprehensive branding efforts for large, multi-office brokerages. There’s a lot of power here, and career marketing professionals will recognize that Rezora was programmed to make them better at their jobs.
However, Rezora is still a great way for agents to manage listing promotion and contact list communications.
After setting up a profile, which would probably be done by a system admin, agents listings, contacts, marketing campaigns and creative materials are accessed on a central dashboard, or Stat Center.
This Stat Center lists current, future or previous campaigns, as well as reader metrics from recent campaigns.
Rezora’s interface presents campaign-specific reports, such as number of opens and clicks, among other common email marketing figures. Agents can sort metrics by previous campaigns and find out which contacts are most often engaged.
Rezora works with CRMs (customer relationship manager) to embed contacts, but it is not trying match wits with CRMs. Its only intention is to be marketing software; and it excels in that intention.
Marketing teams, whether local or across the country, create and launch campaigns on an ongoing basis to a company’s entire list of contacts.
However, Rezora is very pro-agent, granting individual agents tight control of their contact lists, which are also unavailable to other agents.
This feature allows agents to control what larger company campaigns their contacts are subject to.
For example, an agent who sells urban lofts may not want his or her list to receive the company piece about its success in marketing golf course properties. However, they may want their list to see the email about being the “Market’s Highest Rated Brokerage.”
The Stat Center allows agents to easily remain in the campaign, which is the default, or decide not to participate.
Because each agent can see the broader message being broadcast by the central office, so to speak, they can be kept abreast of company brand, messaging themes, and advertising tactics.
In turn, agents can get a strong sense of company culture and sell with a uniform approach. This makes Rezora an excellent resource for agents new to an affiliation.
Collateral templates come in a wide array of formats and purposes, and they are easily customized. Content creators can make editing any facet of the company identity unavailable to agents, so every piece remains aligned with company brand standards.
Thus, agents no longer need to worry about which version of the logo to use, and marketing executives can rest easy knowing a lone wolf broker hasn’t decided to rebrand the company in their next newsletter.
Building collateral is simple with Rezora. There is an extensive library of templates that are edited using a simple drag-and-drop content interface.
When it comes to listings, Rezora uses MLS (multiple listing service) agent IDs to load each agents respective listings into their dashboard.
When building a listing flyer, images are dragged and dropped, basic details simply typed in and links or videos are placed appropriately.
Rezora also pumps in RSS news feeds so agents can include relevant industry stories in whatever they send out to contacts.
The interface is simple and Rezora makes it almost impossible to not build a very professional piece of collateral.
Email distribution lists are made easy to segment, as Rezora stresses that the more specific your list, the more you can learn about your audience.
Ultimately, provided the marketing staff is consistently populating the system with campaigns, agents can feel confident that their contacts are being regularly contacted with quality, tightly-branded content about their company.
The close
Again, Rezora is a big investment in marketing, and not from the financial perspective. This is for the committed brokerage teams with a multi-market message to share.
For larger agencies wanting to get a handle on how their agents represent the office brand, and help them do a better a job of managing their own, Rezora could be a great solution.
Digital marketing is about being flexible and reactive, and Rezora does an excellent job of allowing real estate marketing teams to be exactly that.
If managed right and embraced, this is as well-rounded a total marketing solution as you’ll find in the industry.
