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Smart Campaigns

automation, setup, effectiveness, time savings, customization

Automation & Setup

Smart Campaigns are a compilation of scheduled text messages, emails, call reminders, and notices that are initiated by a trigger – either a hashtag or assigning a phase to a contact. If setup correctly, a smart campaign will be 100% automated.

If you have different campaigns for different phases of the sale process, smart campaigns are 90% automated. The transition from one campaign to the next needs to be set into motion with intention by the user.

A real estate drip campaign can last as long or short as you prefer. NurtureLoop offers smart campaigns that range from 3 months to 5 years!

The length of a drip campaign purely depends on your preference or target recipient. 

A standard follow-up schedule for a buyer lead, a new buyer lead (not contracted), is roughly three months in duration. The secret is to use some discretion when developing a schedule and find a balance of touches. Too much, and the recipient could unsubscribe. Too little, and the recipient may not remember you when it comes time to earn their business.

Once per week is a safe balance.

Yes, smart campaigns can run for multiple years. A long term slow drip is best for a contact within your Sphere of Influence or a Closed client. 

Yes, a BoldTrail campaign can be fully automated.

Effectiveness

Yes, real estate drip campaigns actually work, if executed correctly. If you doubt your ability to develop and setup a functioning campaign, send a message.

Nurturing emails see 4x to 10x higher response rates than generic newsletters.

Performance Level: Reply Rate
Poor: <0.5%
Average: 0.5–1%
Good: 1–3%
Excellent: 3–5%+

Consider developing a 3 year drip campaign for closed clients. Within that campaign, pepper it with occasional market reports, new blog article announcements (if applicable), home valuation reports, anniversary messages, and never feel guilty to ask for referrals – if you’ve done a great job for a previous client they will be happy to share your information. 

To prevent Buyer & Seller Leads from going cold, creating an automated drip campaign is a great start. But what’s inside can make all the difference. Browse the available Smart Campaigns.

Customization & Branding

Can Smart Campaigns be branded to my brokerage?

Yes, Smart Campaigns like The Home Buyer / Seller Package is tuned to your brand’s specific colors, graphic style, etc. 

Note: Because we optimize emails for inbox-readiness, we are limited to a shortlist of fonts. We will find the font that looks as closely similar to your official font. If we can’t find a similar font, we prioritize font legibility.

Yes, BoldTrail Smart Campaigns are customizable – From layout, graphics, colors, fonts, and everything in between. If you’re trying to appeal to a specific target demographic, I can personalize your Smart Campaign to really speak to them.

If you’re searching for a custom – one-off campaign, send a message and tell me all about it. 

You absolutely can edit campaign emails after they have been installed or integrated into Smart Campaigns.

Campaigns work beautifully for luxury listings and/or niche markets. Also consider branded and personalized Email Templates to set your listing announcements and your service offerings apart from the basic agents in your local market.

Specific Lead Types

What is the best campaign for expired listings?

Expired listings are a high-intent niche, but the timing and psychology are very different from buyer or seller lifecycle campaigns. The homeowner is usually frustrated, skeptical of agents, and evaluating alternatives (new agent, FSBO, wait, rent, etc.).

So the best campaign solution should do three things:

  1. Acknowledge the frustration without blaming the homeowner
  2. Position the agent as a problem-solver
  3. Provide proof that the strategy will be different this time

Probate leads require a very different cadence and tone than standard seller or expired campaigns. The contact is often dealing with grief, legal processes, and family coordination. A campaign that is too aggressive will destroy trust. The most effective probate campaigns operate as long-term nurture with periodic helpful touchpoints, not sales pressure.

Let’s look at this from a 30,000ft view.

Your Sphere of Influence (SOI) can be Buyers, Sellers, Renters, etc. These are leads have either been inherited, purchased, or have gone cold and haven’t been contacted in a very long time. The needs of these leads are uncertain and when they’ll be ready is also uncertain.

A SOI Drip Campaign should be long term with limited touches and generalized messaging.

Our automated SOI Smart Campaign runs for 5 years and touches each recipient twice per month on average, but a little heavier during the seasonal months. 

The idea is to nurture these leads, remain in their inbox for as long as possible and limit how many unsubscribe because our goal is to convert as many of these leads into clients.

You automate recruitment follow-ups for prospecting real estate agents by creating a smart campaign,  filling it with a variety of actions ranging from outgoing emails, SMS text messages, call reminders, and associating an automated trigger – preferably a hashtag.

Triggering a hashtag can be achieved by entering the hashtag manually within the contact’s profile or associating the hashtag to a landing page – once the prospect submits their contact information, they are automatically placed into the campaign associated with that hashtag.

In the rental world, speed is the only currency. A renter’s “pain” is the fear of losing a good unit to someone else.

Recommended duration: 1-2 months depending on your market

Recommended touchpoints: 10-20 (Rental searches move quickly, so frequent communication early is beneficial.)

The Renter Smart Campaign is the perfect done-for-you solution and can be implemented within 5 business days.

Time & ROI

If you’ve tried building your own basic campaign, you already understand the amount of time you’ve invested in planning, writing, designing, developing, and assembling all the pieces that go into a smart campaign; and likely weren’t completely satisfied with the results or perhaps it didn’t work as you hoped. 

What is your time worth?

Having a done-for-you solution will not only save you an unsurmountable hours of frustration, but also ensure your email campaign’s functionality and maximize it’s effectiveness.

Browse smart campaigns here.

Marketing automation is great for solo agents like eXp agents, agents the represent a brokerage, and brokerages (top-down)!

If you’re not following up consistently, you risk losing opportunity by:

  • Prospect going cold
  • Prospect signing with another agent

Email Templates

templates, branding, effectiveness, open rates, design

General

Every agent should have these three email templates in their toolkit:

A BoldTrail user can create branded email templates by:

  • Using BoldTrail’s Advanced Email Editor
  • Designing the email with HTML

Yes, NurtureLoop email templates are mobile-friendly. On average, more than 65% of recipients view emails from their smartphones, so its incredibly important to design and develop your emails to be responsive.

Listing-Specific Templates

A “Just Listed” email should include the necessary and exciting property information (address, square footage, amenities, etc.), a few images, and a CTA that takes the email recipient to the property’s listing on your website.

An Open House email invitation should include exciting, yet easy-to-read, property information. Give them enough information to want more…from you! 

The idea is to entice the reader enough to contact you to schedule a walk-thru.

The delivery timing of a “Coming Soon” real estate listing email really depends on your preference. Sometime within 7-10 days prior to the listing going live on the MLS is probably best.

This gives you a nice window of time to schedule appointments.

You should be emailing your contacts about a new listing 1-2 times over the course of 7-14 days. Then, create an email that contains all of your current listings. 

Branding & Deliverability

Yes, a custom signature block does improve credibility because it goes hand-in-hand with branding.

Yes—branded email templates can materially improve click-through rates (CTR), but only when executed correctly. The lift doesn’t come from aesthetics alone; it comes from trust signaling, recognition, and behavioral consistency.

When a recipient repeatedly sees:

  • The same logo placement
  • Consistent color palette
  • Recognizable layout

…it reduces cognitive friction. They don’t need to “figure out” the email—they trust it faster.

Authenticate your domain properly

  • Set up SPF, DKIM, and DMARC
  • This is non-negotiable—without it, deliverability suffers immediately

Use a reputable sending domain/IP

  • Avoid brand-new domains for cold outreach
  • Warm up new domains gradually (start low volume, increase over time)

Keep your email list clean

  • Remove invalid, inactive, or bounced emails
  • Don’t buy email lists—this is one of the fastest ways to get flagged

Avoid spam-triggering content

  • Limit excessive ALL CAPS, “FREE!!!”, “Act now”, etc.
  • Don’t overload with links or large attachments
  • Keep a balanced text-to-image ratio

Write like a human

  • Personalized, natural language performs better
  • Avoid overly “salesy” or templated messaging

Encourage engagement

  • Replies, opens, and clicks improve sender reputation
  • Ask simple questions to prompt responses

Maintain consistent sending behavior

  • Sudden spikes in volume can trigger spam filters
  • Keep frequency and volume predictable

Include an unsubscribe option

  • Even for cold emails, this builds trust and reduces spam complaints

Monitor your domain reputation

  • Use tools like Google Postmaster Tools or similar platforms
  • Watch for drops in engagement or spikes in bounce rates

 

Email deliverability is not a perfect science

Even with best practices:

  • 5–15% of emails may still land in spam
  • Cold outreach campaigns can see 15–30%+ spam placement depending on quality and setup
  • Spam filters (Gmail, Outlook, etc.) use constantly evolving algorithms—you don’t control them

Landing Pages

A Landing Page is a type of webpage that is laser focused to convert a visitor into an action, whether that’s capturing lead information, purchasing a product, or setting an appointment.

Yes, BoldTrail landing pages integrate with Smart Campaigns. In fact, they’re usually the first step in automating your smart campaigns.

Yes, you can create neighborhood-specific landing pages / squeeze pages. But the possibilities are unlimited! Here are a few other ideas:

  • New Listings
  • Open House Events
  • Agent Recruitment
  • PDF Guide Download
  • Condo Buyers
  • FSBO Leads
  • Prospecting Buyers 
  • Prospecting Seller
  • Foreclosure Shoppers

Agent Website Widgets

functionality, SEO impact, conversion optimization, compatibility

General Functionality

Agent Website widgets improve lead conversion by ways of giving the visitor valuable information and a sense of empowerment, whereas many agents prefer to gatekeep information and assets in hopes to maintain control of their lead.

I say give your visitor every reason to stay on your website longer and come back! The more they visit and longer they stay on your website, the more information you can gather from them; and based on the data your BoldTrail gathers for you, you can make the proper moves as you see fit without coming across as stuffy and controlling.

BoldTrail Agent Website Widgets every real estate agent and/or broker should have are:

  1. Mortgage Calculator
  2. Buyer Page
  3. Seller Page
  4. Recruitment Page

BoldTrail Agent Website Widgets are responsive to desktops and smartphones.

When we install your BoldTrail Agent Website Widgets, our initial discovery email requests branding guidelines (colors, fonts, etc.). 

This way your website assets blend with the rest of your website and communicate your brand properly.

Our BoldTrail Agent Website Widgets are optimized for performance and load speed, as this is important for Google ranking. 

Mortgage Calculator Related

Adding a NurtureLoop Mortgage Calculator for your BoldTrail Agent Website does increase engagement! It keeps users on your website longer – reducing bounce rates, while increasing rapport and the likelihood of outreach.

NurtureLoop mortgage calculators are tools to estimate rates. They are intended to give an idea, not an actual figure.

Absolutely, if you would like a CTA (call-to-action) added to your Mortgage Calculator page, let us know!

Is a mortgage calculator worth adding onto your agent website for $49.99? With installation, brand personalization, and no monthly fee?!

We’d like to think so! Get your Mortgage Calculator, here.

SEO & Content

If written correctly and images optimized properly, yes, it will certainly improve your Google ranking. 

We prioritize your Local search ranking so you stand out amongst your competition.

We recommend 10-15 blog articles; but release them slowly! Update your sitemap And upload your updated sitemap on Google Search Console!

This is the secret that gets your website crawled quicker and ranking faster.

Need help? Send a message.

Yes, NurtureLoop Blog Articles are optimized for Local SEO, otherwise, whats the point?

NurtureLoop Blog Articles include CTA (calls-to-action) that drive readers to the appropriate Landing Page or Squeeze Page of your choice.

If you combine The Buyer / Seller Smart Campaign with the Blog Article Bundle, depending on the topic of the blog article, each blog article will send the reader to either a Buyer Landing Page or Seller Landing Page, which then, providing the visitor completes the submission form, will automatically trigger your Smart Campaign!

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