Posted on: June 03, 2020

As a marketing channel, email is still considered by many as one of the most effective. However, while unfortunate to note, many companies make email marketing mistakes they’re not even aware of.

One of the most common mistakes wholesalers make is using the wrong email service. Sure, this can seem harmless but is it really?

In this episode, successful real estate investor and REI Radio coach Chris Arnold talked about the the impact of choosing (and using) the wrong email service. More importantly, he also shared how he resolved said dilemma and improved the customer experience dramatically.

If you’re new to the real estate/wholesaling game and you’re looking for a system that can help you save time and effort (and get ahead of the pack), this episode is for you!

Key Takeaways

  • The importance of being able to customize content
  • Other amazing features users can benefit from
  • How the system can help you protect your time
  • What Chris likes about ActiveCampaign
  • What their new and bonus feature is all about
  • What Chris’ COO likes about the system

RESOURCES:

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Episode Transcription

Chris Arnold:
Welcome to the Wholesaling Inc podcast. I’m your host, Chris Arnold. And let me tell you something, I love technology, particularly when I come across technology that makes my life easier, makes the people in my company’s life easier and allows us to be more efficient. And I’m telling you, I’ve watched a lot of people complain on our social media, particularly in Wholesaling Inc, et cetera, going, “Hey, I’m tired of Constant Contact. I’m tired of MailChimp. Is there something better out there?” And I can tell you what happened to us. We had GetResponse and we needed to make some fast changes with COVID-19, everything that was happening. And when we made those changes, they shut our account down. And the worst part of that is we couldn’t get anybody on the phone because they don’t have a phone number. So my CO, Sierra was like, “I’ve had it. I’m going in. I’m going to do some research and I’m going to find a great solution.”
So we have a marketing platform that we can market our real estate deals to our cash buyers list and something that has all the bells and whistles. So we found it. Can’t wait to tell you more about it. And on top of that, I have a very special guest Erica Goldenberg, who actually works at ActiveCampaign. Can you believe this? Not only is their customer service so great that you can talk to someone, they were actually willing to come on and share with the tribe about this product and all of the bells and whistles. So Erica, I’m excited to have you on.

Erica Goldenberg:
Thank you so much. I’m excited to be here. I wish every morning you could come to my house and pump me up like that, just to get my day started. I’m excited to be here and this is going to be great.

Chris Arnold:
Cool. So we’re going to talk about the five things that sets ActiveCampaign apart from the other email blast systems that are out there. There’s a ton of them and you’ve actually created and are part of a company that’s created something that actually has everything in one place that we need.

Erica Goldenberg:
People love it. Obviously, we are in making the customer journey the best that it can be through every phase of the customer journey, and a big part of that in meeting people where they are. So whether it’s through chat or email or having a phone, whatever people need, we have our support people available. You can book time with our enablement team to have a one-on-one session if you need some help getting things set up. We’ll talk a little bit later about the actual setup process and the support that goes there. But it’s something that we take really seriously. And the last thing that we want is for people to get signed up for ActiveCampaign and then take a look at it and say, “Oh my gosh, I have no idea what I’m doing and it was all for nothing.” So we put a lot of time and effort into our support and making sure that people are successful.

Chris Arnold:
Yeah. And if you’re newer to the real estate game and you haven’t started picking up a lot of software, trust me, when you have a company you can actually get on the phone and you’re running multiple different types of software in your company, it makes all the difference. I have to tell this one part, Erica, because this was, what won my chief operating officer over. Again, as I mentioned, GetResponse literally shut us down. We had properties, we needed to mark it out and they shut us down. And she found you guys and she was on a call that evening with you guys. It was past work hours and she was active and live and we were ready to blast out the next morning. And she was like, “Sold. I’m in. I cannot believe number one, they would talk to me after hours and number two, they got my entire system set up in the evening, that quick.” And so for us, we were like, man, you potentially have a customer for life here, with that type of service.

Erica Goldenberg:
I hope so.

Chris Arnold:
Absolutely. So let’s talk about content. We understand that it’s important to be able to customize, particularly when we’re marketing to different cash buyers that might be at different levels, different places and so forth. So talk to us a little bit about the customization. This is one of the things that’s unique about this.

Erica Goldenberg:
Yeah. So Chris, you and I were talking before this call and the main core of any good marketing is sending the right message to the right person at the right time. And the first part of that is the right message. So being able to send customized content based on the things that your customers are interested in. So if they are, and I apologize I’m not super familiar with real estate, so you can correct me here, but if someone is interested in buying a multifamily home, that’s going to be very different from someone who’s doing commercial real estate versus someone who is looking for their own property or an investment property. So being able to customize the messages that are going to those different people or people that are looking for more of an urban area versus suburban versus rural, knowing where they’re looking to buy and then being able to send them those deals and send them that content, that’s going to be best related to what it is that they’re looking for.

Chris Arnold:
And I think that that customization is important because I think for most of us and those of you that are listening, you’re probably sending the exact same email template out to your cash buyers list. And what Erica is saying as an option and something to really start looking at, is would you consider the value and understanding that you can customize that? And the thing that’s applicable that you said is, yes, we’re going after residential properties, that’s what we’re marketing. But there are people that buy in different types of locations. Some are rural, right? Some are urban and so forth. And so the ability to customize the flyer, I think is something that will make us stand out versus the other wholesaler out there that’s just sending the same general flyer to everyone else.
So I think that that’s a super cool feature and benefit that you guys have. So let’s talk about routing. And particularly what we’re talking is, you guys allow us to do more than just send an email. And we realize, as wholesalers right now, as the competition heats up, we might need to be able to communicate about the deals that we have more than just emailing. So tell us what we have available here.

Erica Goldenberg:
Yeah. So obviously, email is going to be huge. It’s always going to be a core part of your marketing plan. But there are sometimes where email just isn’t the right fit. So using ActiveCampaign, you can send a text message, you can have something pop up when they’re on the website even, saying, “Hey, I know you’ve looked at X, Y, and Z before, here’s this other listing you might want to consider.”
And sometimes it’s not even an automated thing and it’s really, “Hey, this is the high value, hot buyer, you want to pick up the phone and talk to this person directly.” And so we can work within our automated systems to send you a note saying, “Hey, Chris, this person has been on the website 10 times in the last week. They are really hot or they’ve clicked on a ton of your emails, you might want to pick up the phone and give them a call.” So really being able to pick and choose how you’re getting in touch with people and not just relying on email. So again, meeting people where they are in the way that’s going to make the most sense for them.

Chris Arnold:
Yeah. And that makes a ton of sense. And I can tell you, and again, I’m picking on GetResponse. If they’re listening, they’re going to be like, “This guy really doesn’t like us.” But we were stuck with GetResponse with just emailing. And so the other benefit that we’ve now seen on your platform is we can now begin to customize and communicate with each of our cash buyers in the way that they want to. And we know that this is important because some people prefer email, some people prefer a phone call, a text message. And if you can begin to communicate, through the venue, that that person prefers and is much more likely to actually see, then that can increase the probability of us selling our properties, because we’re getting it in front of them, the way that they like it, which I think is important.

Erica Goldenberg:
Yeah, yeah.

Chris Arnold:
I love that. I love that.

Erica Goldenberg:
It also protects your time, right? Because if someone prefers a phone call, but there’s someone who’s maybe not so hot or they’re a small fish, you can decide how you want to approach that person and you’re not calling through your entire list all the time. But you can really prioritize your time and say, “Okay, I’m going to call the people that I know are going to be the most engaged right now.” And so as the agent, you’re protecting your own time and keeping it really efficient.

Chris Arnold:
Yeah, absolutely. Now let’s talk about time. This is super cool. The ability, particularly if you’re wholesaling in different areas, different time zones, you have someone that might buy, like I’m in Dallas, I have people that will buy properties in Dallas, but they’re on my email list, but they don’t live in Dallas. They’re in a different time zone. You guys have a cool feature here on actually having them drop at different intervals. Talk to us about this. This is a cool bells and whistles here.

Erica Goldenberg:
Yeah. So this is great. This is really giving you the power to send people messages when they are most likely to open. So, on a most basic level, we’re talking about time zones. So I’m here in New Jersey, you’re in Dallas. We want to both get our emails at 9:00 AM in our local time. And when you’re setting up your emails, ActiveCampaign can just have that setting where it sends at the recipient’s local time so they are most likely to open, and you’re not sending emails at midnight, two o’clock in the morning. And it really obviously it’s going to increase your engagement with those emails, those open rates. So really, it’s a simple but brilliant feature that we have.

Chris Arnold:
Yeah. And what I’m realizing and what we’re liking about ActiveCampaign and why my COO and even my director of disposition’s become a fan is it’s these ability to customize. It’s the ability to actually get in and rather just send ONE things, you can tweak this a little bit, you can play with the time zone, you can send a text and it creates a little bit more of a playing field for us to be creative on how we want to market these properties, because we’re not locked into a software that just does it one way, which I think is really important. Now let’s talk about this bonus feature, right, this ability to have 200, now you said, pre-made automations. What is this? What are you guys working on, is this new feature?

Erica Goldenberg:
Yeah. So it’s something that we’re really excited about. We’ve been working on this for a couple of months. Obviously, we’ve just spent the last couple minutes talking about all the things that you can customize and you can do this and send these messages and timing. And to be honest, as a new marketer or someone who is not a primary marketer, it can all be a little bit overwhelming. And so we have these pre-made automations that come with the system. This is nothing extra that you have to pay for, but it’s just something that you, as you’re getting to know the platform, you can actually search for pre-made, automation that says, okay, I’d like to send an email to, I’m specifically in real estate, and I want to take people through this slow.
And instead of having to build it yourself of you met them at this event and then we’re going to follow up and then we’re going to have a meeting, we have that already made for you. And obviously you can customize it from there, but it’s really giving you that groundwork so that you are not having to reinvent the wheel for all of these different things that you want to set up. So it’s decreases that time that it takes to get to know the platform, really get in there and get up and running. And so those are just these pre-made, we call them our recipes, pre-made recipe automations that you can use for yourself.

Chris Arnold:
Super cool. I love it. So you’ve got the customization, you can do more than just an email, you can change the time zones, you’ve got the pre-made automation, the customer service. Now, I did something I didn’t tell you that I did. Before we got on, I told my COO to email me what she liked most about ActiveCampaign. So let me touch on, from her perspective, of utilizing this now day-to-day, what she liked. She said, “I love the fact that it’s an easy import, so there’s no guessing if your list is accepted.” She said in comparison to GetResponse, what we’re using for the import, as we were adding more and more email into the system that people we wanted to market to, that was an issue. And now she said, that’s easy.
The second she said is embedding the videos, because right now, and Erica, you don’t know this, in our world, well you understand social distancing happening. But right now, our investors can’t access the products and do a walkthrough like they normally would. So they have to make a decision off of a video. And so with your system, we’re actually able to embed the video in there, not just put a link. And we don’t want to link where they have to make one more click to see it. We want them to just press play and actually see it. So she liked that. She loved this too. She said buttons are great. They’re easy buttons. So if you want to submit an offer, right, whatever that looks like, she’s like, “I just like how easy the buttons are laid out.” And she actually told us, already, that our cash buyers list is actually interacting with your platform more by clicking those buttons. Where on our other platform, they weren’t really clicking, like submit an offer, different things like that as well.
And then the last thing she said is she loves the report stats for the newsletter. So she likes the reports and how it’s laid out to really understand what’s happening. The actual visual of the KPIs as more user friendly. So I thought you might find that interesting of what she likes best.

Erica Goldenberg:
I love it.

Chris Arnold:
And of course, those are listening, that comes from someone that’s in there, utilizing the system and so forth.

Erica Goldenberg:
I love it.

Chris Arnold:
We love the system, Erica. We wanted to share it with everyone because it’s been a great find for us. And so a couple of things. Number one, if you’re tuning in and you’re listening on iTunes, you know you can always see the visual on this by going to YouTube and watching it there. So if you want to see myself in Erica, just go to YouTube and subscribe at Chris Arnold Real Estate.
Secondly, if you’re interested in ActiveCampaign, I was talking to Erica and I was like, “Okay, I work on behalf of the tribe as a coach. If I come across something good, I’m always looking for what’s the deal that you can give us.” And what you told me is, “Hey, something that we’ll do is we will do a free migration,” meaning, at no cost, we’ll do the pain in the ass hassle of taking whatever emails and contacts you have in your old system and we will migrate those over into the new system. Is that right?

Erica Goldenberg:
Yep, yep. We’ll take care of it for you. We want to make it as easy as possible to get it set up. So if you’re using another system, we’ll help you to import your contacts, get those automations, get those emails going. We don’t want you to have to waste days and weeks having to go through that process yourself. So we will take care of it for you.

Chris Arnold:
And I told you my COO, Sierra, when I told her that, because she had already signed up. She’s like, “Dang, I didn’t know there was free migrating. We didn’t get that deal.” So that’s a deal for the tribe as you guys are listening. And of course, if you want that deal, just click the link that we have in the show notes and that’ll make sure that you get that once you go check out ActiveCampaign and get signed up.
Last thing, as you always know, we are here to teach on radio and how to find discount properties. You’ve got to have deals to be able to have ActiveCampaign to market to. And of course, we know one of the best and efficient ways right now to find deals is via radio. And what I would tell you, and I’m going to keep emphasizing it, I don’t know how much longer the window is going to last on radio right now. The inventory is really low for mass media, being television, radio, billboards. They are the most negotiable I’ve ever seen. And we actually have students that are one call closing these stations. I’ve never seen a one call close.
They’ll call in, they’ll give the price that we will advertise at, which is deeply, deeply discounted. Normally it’s back and forth, back and forth. Right now, they’re going, “Okay, we’ll take that. Done deal, let’s go.” And you lock that rate in for 12 months. So as things are turning and everything’s getting back to normal and people are starting to get back out and about, you’ll have something that’s locked in and ready to go. So as always, go to wholesalinginc.com/REIRadio and book a call and see if radio is available for your area because I know a lot of the areas have been locked up. Erica, you’re awesome. Thank you for your time.

Erica Goldenberg:
Thank you.

Chris Arnold:
Thanks for coming in to share about ActiveCampaign. and to the rest of you guys, we will catch you later. Thanks for joining us.

Erica Goldenberg:
Thanks Chris, it was a pleasure.

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