OPERATIONS
LIST SEGMENTATION
Segmenting for Success SEGMENT YOUR PROSPECT LISTS FOR BETTER MARKETING CONVERSION.
By Justin Silverio
A fter you have built your prospect lists, it’s time to take another important step—and it’s one that many real estate investors miss: segmenting your prospects. WHAT IS SEGMENTING? Segmenting prospect lists means grouping your prospects based on specific parameters. It involves identifying the most substantial commonalities among your prospects
so you can send more personalized marketing messages. The more you can personalize your marketing messaging, the more successful your campaigns will be. Segmentation is used in all types of marketing and by both large and small companies. If you have ever received an email from a company about something you might like to buy, there’s a good chance you received it because you were segmented to receive it. By speaking directly to a
potential customer’s specific interests, you appeal more persuasively than you can in a more general sales message. How does this kind of personaliza- tion work in real estate investing? As a real estate investor, segmenting your prospect lists is an essential step in your marketing plan and a great way to save money. When you market to prospects without segmentation, you spend your entire marketing budget on all prospects—those that are high- and
56 | think realty magazine :: may – june 2023
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