Inspired Marketing Case Study about the Institute of Estate Agents

Non-profit uses automation to manage member lists and marketing campaigns

This voluntary membership organisation represents, assists and supports its practitioner members and other industry players. Its mandate is to support and serve its members throughout their careers for the continued growth and development of the industry. As part of this mandate, they provide its members with services and information to assist in the practice of their profession, including: training, information, group buying, coordination and representation.

The Situation

As a non-profit, the organisation needs to maximise the use of its resources and in particular its human resources. Many of its marketing and communications tasks were performed manually which consumed valuable and limited resources.

Search for a Solution

Inspired Marketing was approached to assist with developing a solution to improve the marketing and communications processes and to help free up internal human resources.

Automatically

Develop a reliable system that:

Target outcome:

To acquire a reliable system that:

  • Captures member information.
  • Processes member applications, membership renewal reminders, membership renewal payments.
  • Creates and send training e-certificates.
  • Delivers communications about the industry and changes in property regulations.

Delivers relevant communications to specific market segments.

Generates inquiry notifications to relevant parties.

What we did

We identified and developed key marketing and communication assets, business processes and communications timetables. Specifically, we:

  • Set up marketing automation with the built-in sales CRM software platform.
  • Segmented members into relevant persona groups: non-members, members, regions, estate agency principles, estate agents, interns, and other industry players.
  • Mapped out the membership registration process from first contact to repeated membership renewals.
  • Created email content and sequences, campaign web pages with signup forms, information web pages, notifications, smart emails and dynamic content.
  • Set up the marketing workflow automations, tested the processes and then activated the campaigns.
  • Set up performance analytics for real-time feedback.

Results

Today the system works automatically and reliably 24/7. The system has provided scope to automate more functions and in the process continuously eliminate repetitive, time consuming manual tasks.

Non-profit uses automation to manage member lists and marketing campaigns
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