The Importance of Personalization in Marketing Automation

Real estate agent addressing an envelope to a prospect illustrating the need for personalization in marketing automation

For real estate professionals, personalization means sending the right message at the right time to the right audience. Your clients expect tailored experiences that meet their unique needs, and marketing automation has made delivering this level of customization more accessible than ever. Here’s why it matters, how to implement it effectively, and how artificial intelligence (AI) can play a critical role.

Why personalization in marketing automation matters

Personalization builds trust and strengthens relationships with your audience. When prospects feel like you understand their needs, they’re more likely to engage with your content, respond to your outreach, and ultimately choose to work with you.

Consider these statistics:

While personalizing every communication with a lead or client may seem daunting, marketing automation tools make it easier to achieve this at scale.

How to implement personalization in marketing automation

1. Collect and segment consumer data

Start by gathering data about your leads and clients. Use customer relationship management (CRM) tools to track their preferences, behaviors, contact information, and needs.

Once you have this information in one place, subdivide your contacts into meaningful groups. Common segmentation categories for real estate include:

  • Property preferences (location, size, price range)
  • Transaction type (first-time buyer, investor, upsizing, downsizing)
  • Engagement behavior (email opens, website visits, social media interactions)

With this information, you can create tailored campaigns that address specific needs.

2. Customize your messaging

When creating content — whether it’s blogs, emails, social posts, or guides — it’s important to focus on addressing the specific needs of your audience. For instance, offering local renters a first-time buyer’s guide would not only provide value but also present an opportunity to send custom messaging. Reflecting your clients’ preferences and needs will improve engagement and show that you’re listening.

Avoid generic communication by tailoring your messaging to match client preferences, such as property or location preferences. Using an email subject line, for example:

  • Instead of: “Check out these properties for sale!”
  • Use: “Discover 3-bedroom homes under $500k in {neighborhood}”

Include the client’s name in email subject lines or greeting lines to make the communication feel more personal.

3. Use behavior-based triggers

Marketing automation tools allow you to send personalized content based on user behavior. For example:

  • After a client views a property on your website, send an email featuring similar listings.
  • Offer a downloadable neighborhood guide if visitors spend time reading about a specific area.

These triggers ensure you’re delivering relevant content that aligns with their interests.

Tools that implement personalization in marketing automation

To effectively implement personalization in your marketing efforts, leveraging the right tools is crucial. Here are some key platforms and technologies that can help real estate professionals automate and personalize their marketing content.

Websites

Luxury Presence websites offer an exceptional opportunity for real estate agents to personalize their marketing efforts by leveraging sophisticated user tracking and behavior analytics. With Luxury Presence, agents can gain insights into how consumers are interacting with their sites, including which properties they view, which pages they visit, and how long they stay.

This valuable data helps agents better understand consumer preferences and browsing habits, allowing them to tailor follow-up communication and recommend properties that are more likely to resonate with each individual. By using this information, agents can enhance their marketing strategies, provide more relevant content, and ultimately build stronger relationships with potential clients.

gif of user activity being tracked on a real estate website and app

CRM systems

CRMs are the backbone of personalized marketing automation. They store client information and track interactions, making it easier to segment your leads and tailor your messaging. Some top CRMs for real estate agents include:

  • Salesforce: A robust, top-of-the-line CRM with advanced features like AI-driven insights and automation to personalize outreach based on client behavior.
  • HubSpot: Known for its user-friendly interface, HubSpot allows agents to manage leads, track interactions, and automate email campaigns — all while personalizing content.
  • LionDesk: A CRM built specifically for real estate professionals, LionDesk offers lower-cost automation features like personalized email campaigns, SMS, and video messaging.

Email marketing platforms

Automated email marketing tools can help you send personalized, timely content to your leads and clients. These platforms can automate the delivery of customized content based on a client’s interests and actions. Some popular email marketing platforms for real estate agents include:

  • Mailchimp: This powerful, yet easy-to-use tool allows you to create segmented lists and personalized email campaigns.
  • ActiveCampaign: Known for its advanced automation capabilities, it helps agents set up behavior-based triggers, segmented email lists, and personalized drip campaigns.
  • Constant Contact: This straightforward platform offers templates and automation features designed to work for real estate marketing.

These platforms can also integrate with your CRM to send personalized email campaigns based on client data, ensuring that every communication feels relevant.

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Our e-book contains tested prompts for outsourcing common real estate tasks to ChatGPT and best practices for using artificial intelligence properly in your business.

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Image of a real estate agent's torso with a conversation between the agent and ChatGPT superimposed over the top

Leveraging AI for deeper personalization

AI-powered tools enhance personalization in marketing automation by providing insights and automating repetitive tasks. Here are some tasks AI can help with.

Content creation

Use AI tools like ChatGPT to craft personalized emails or listing descriptions. Here’s a template of a prompt you can customize for your own business: “Write an email to a lead who is interested in waterfront properties in {city}, highlighting these three new listings that are in their price range: {link}, {link}, {link}”

Predictive analytics

Tools like Salesforce Einstein and HubSpot’s AI tools can predict what content a consumer is likely to engage with based on past behaviors, enabling proactive engagement. An agent can use this information to tailor their outreach, such as sending personalized property recommendations or creating targeted email campaigns that align with the prospect’s preferences and needs.

Lead scoring

Use AI to prioritize leads based on their likelihood to convert, focusing your personalized outreach where it matters most.

Automatically engaging with leads

AI chatbots can provide instant, personalized responses to website visitors, such as questions about property details or scheduling showings. In the case of Luxury Presence’s AI lead nurturing tool, they can even continue to engage these leads until they’re ready to speak with you.

AI Lead Nurture

Luxury Presence’s artificial intelligence tool replies to inbound messages quickly and automatically, increasing lead reply rates to over 50%.

Measuring the impact of personalization

To ensure your efforts are effective, track key performance indicators such as:

  • Email engagement rates: Monitor open and click-through rates to assess the impact of personalized content.
  • Lead conversion rates: Evaluate how many personalized interactions lead to closed deals.
  • Website behavior: Use analytics to track how personalized content influences time spent on your site or return visits.

Automated marketing + Luxury Presence

Personalization in marketing automation is more than just a trend — it’s a strategic approach to building relationships, driving engagement, and closing deals. By leveraging tools like AI and behavior-based triggers, real estate professionals can provide tailored experiences that resonate with their audience and set them apart from competitors.

Luxury Presence offers cutting-edge solutions to help agents and brokers create personalized, automated campaigns that drive results. Contact us today to learn more.

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