Henry Williams, senior account manager at Google, gave attendees tips for how to take advantage of CRM data at Inman Connect San Francisco.

Every agent and broker customer relationship management system (CRM) is full of a valuable asset: consumer data. On Tuesday at Inman Connect San Francisco, Henry Williams, senior account manager at Google, gave attendees four tips for how to take advantage of that asset to drum up more business.

1. Leverage your data across the web

That means reaching out to the people in your CRM through social networks and targeting custom audiences through Google AdWords campaigns.

Source: Google

“The difference between the people that are winning to their fullest capability and those they aren’t are those that are [are] taking advantage of the tools that are available to them. Your data is a tool available to you. To not use it is crazy. Use your data,” Williams said.

2. Connect prior to the audience being in-market, anticipate your consumers’ needs

Marketers talk about people being higher or lower in “the funnel,” with those lower in the funnel more ready to transact. Businesses always ask, “How do we reach the people that are lower funnel, the in-market people?” Williams said.

But the people who, as Williams put it, “win” are those who connect with consumers well before they are in-market, he said. Google now offers a “Life Events” targeting feature through AdWords, allowing agents and other business people to target consumers going through a major life event such as a graduation or a new baby.

Source: Google

3. Re-engage when ready to buy

Yes, every marketer reaches out when consumers are in-market, Williams said, but the few ads that will really resonate with consumers will be those from agents who took the time to reach out to them before they were in-market.

Source: Google

4. Reach a niche audience

An example of a niche is senior housing. Those in search of such housing would likely type certain keywords into Google, such as “local assisted living,” and visit certain URLs, such as After55.com, Williams said.

Source: Google

Agents can reach those audiences by targeting consumers who use those keywords and URLs via Google AdWords, according to Williams.

Source: Google

“If you do all four of those things, I guarantee you will maximize your data and reach your target audience,” Williams said.

Email Andrea V. Brambila.

Like me on Facebook! | Follow me on Twitter!

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription
×