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Why Your Real Estate CRM Drip Campaigns Are Costing You Deals · The Real Estate Agent Playbook

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  if your real estate CRM is just a digital Rolodex
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  where you send generic monthly newsletters
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  you're burning your pipeline
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  I managed 52 solo transactions in a single year
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  using an automated four layer database system
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  that still sounded completely like me
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  today we're jumping into the screen
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  I'm going to show you exactly how to architect your CRM
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  to automate the busy work
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  and predictably extract referrals
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  so you have time for the conversations that actually matter
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  let's build this out
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  before we look into the software
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  we have to talk about the strategy
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  most agents buy a CRM turn on a default 10 day drip campaign
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  and wonder why their leads are unsubscribing
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  or worse they sit at their desk staring at their past client list
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  wondering what excuse they can use to call them today
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  that is consumer level sales tactic and it doesn't work
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  the goal of the CRM is not to replace you
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  the goal is to duplicate your best communication habits
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  on your best day it is about leverage
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  you should never have to call a client and say hey
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  just checking in let me show you exactly how I architect my pipeline
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  to give every single call a purpose
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  alright so let me be clear
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  I did say don't send a generic monthly newsletter
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  so I want to start first with my weekly newsletter
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  because prior to having access to our own lofty
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  where we could really automate things and have a completely
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  unlocked version if you're interested in that for yourself
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  let me know comment lofty below and I'll definitely reach out to you
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  but I sent weekly weekly emails in full disclosure
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  this is on car constant contact
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  and it's plugged into my Loftee on the back end
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  you can build this
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  and it is a template available within our Loftee account
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  but I was already doing it
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  I was already running it
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  I was getting a good open rate so I chose to stay here for now
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  so it has Denver's changing fast
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  homeowners need to understand what it means
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  goes into a little bit of a blurb here
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  then I have two of my YouTube videos from the week
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  past week here that they can see
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  call the action schedule a call what's happening in Denver
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  so if you're not really interested
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  in the 20 billion dollar shift in Denver
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  and you want to know what's going on
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  this is from Memorial Day weekend
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  you can go to the Rapids FC Dallas game uh
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  and you can click this button for full details
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  and it takes you to my website that they can click the
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  the certain events and get a link directly to the tickets right
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  I built that with Claude that's for a different different day right
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  and then I have my active inventory so everyone can see that
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  and then I have a search home in Denver and Northern Colorado
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  they can click that takes straight to my website
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  thinking about your own home
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  then we go here give me a call
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  another call to action they can schedule a call here or here
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  and then I have a couple different things
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  my app
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  what's my home worth and buttons for them to click as well as my
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  my uh
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  social media links so pretty cool there
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  how I stay in touch and provide value right
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  if you're not looking to buy or sell
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  you still have access to see what's happening in Denver
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  you can see what homes are doing
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  you can click here and just search around
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  and all of this stuff triggers information to me that people are
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  you know clicking around
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  so let's go over to lofty
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  if you don't love that you can come into my plans
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  company plans here
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  and these were built by myself or my business partner Adam
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  and we can look over here and say
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  let's say we have something
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  instead of a drip campaign that's just like hey
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  are you ready to buy hey
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  if you could wave a magic wand
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  you could stay in contact with people with value driven information
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  if you didn't have the bandwidth to do a newsletter and come into here
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  okay you your
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  you know credit
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  your credit's not where it needs to be to buy a home boom
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  here is a step by step drip campaign that you're on
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  that we can plug you into
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  now here's the deal we
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  took these emails and we made them generic
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  so that people could take them and plug them in over here to chat GBT
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  and I can just say make this sound like me
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  now the more information you have about yourself loaded into chat GPT
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  the better but even still I'm in my generic chat here
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  not in any of the projects or anything but I can say here
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  let's cut through the noise
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  that's definitely something I would say it's not just a random number
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  lenders use it to decide if they'll approve your loan
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  what the rate you qualify for
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  and what your overall loan terms may look like
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  so this sounds a little bit more like me than the generic thing
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  so I could come in here copy and paste it
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  it still has the lofty uh custom value there
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  I could copy and paste it into here and save it
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  and now this is my own version of what's going on
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  so that's that's a really cool piece as we go there's a couple steps
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  you know if you are part of our lofty
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  make sure you create a copy
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  so you're not changing this for the whole team
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  um but as you can see
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  this goes on forever with a value driven campaign
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  that helps people that need the credit repair piece
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  so
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  I don't need to send this to my A+ buyers that have 800 credit scores
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  right
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  because that then becomes a not item of value because they don't care
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  and then I'm just filling their
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  their inbox with something that's not relevant to them
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  those are basic drip campaigns
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  but here's the deal I use the newsletter and when I actually reach out
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  it has weight right I can go as far as putting this into you know
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  the closing date and after a buyer closes
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  I have this set up to where it says okay
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  the closing date triggers and then they have three day three week
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  three month follow up those are tasks for me
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  a lot of people think that drip campaigns
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  are only emails and text messages
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  the truth is with automations on the lofty platform
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  we can set tasks for people
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  so I have a task to call my buyers
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  after we change their file to closed
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  in the CRM that says call them right
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  and it gives me a reminder what to say and then three weeks later
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  it says call them sends out
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  you know everything you need
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  and then obviously if you go into 365 days later
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  it triggers my annual asset review
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  and we start moving forward with that
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  so you can start to automate things based on people's
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  place in your ecosystem
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  instead of just having one big thing that goes out
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  that's why we have the newsletter because that touches everybody
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  my past clients my sphere of influence
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  you know
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  any contractors I might have that might be home buyers at some point
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  all of that they get the general information okay
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  and it's all driven back to my YouTube channel
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  back to my social media so that they understand that yes
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  they get this email
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  but as they start to do that they click on that video they subscribe
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  then they're gonna get notifications when I'm doing YouTube videos
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  and so on so these closing dates and things you can
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  you can make it about them and where they're at in the process
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  and I think that's a big time piece of what people miss right
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  and then every year because that automation happens I'm reminded OK
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  it's time to send them their you know
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  brownies fairy tale brownies shout out um
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  and then that process starts it
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  it notifies my assistants that the brownies go out
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  then it notifies them that I wanna schedule an annual review
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  and then we get that going okay
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  now let's look at tagging
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  because this is an important piece of the puzzle
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  so now you can see here we have some tag options
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  and I'm gonna show you actually
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  how I set up this client appreciation event
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  so that's a good one you see annual review month
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  you can see a lot of different tags here that we can go into
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  now all of these tags have a purpose
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  it's not a field of tags that
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  you know
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  no one's ever going to use and I have to sift through them or code
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  them in a certain way because we are on our own lofty platform
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  that's what me my partner Adam and I sell
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  if you're interested in that
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  please DM me or comment lofty below and I can reach out
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  cause it's a completely unlocked version
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  it gets rid of a lot of the riff raff
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  so tags are really how I generate a lot of my automations
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  because there's things like 26 Lake Day
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  client appreciation event
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  so when I come over here to landing pages
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  you can see that I've built a landing page okay
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  and I'm gonna open this one uh
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  just to show you what it kind of looks like
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  and I'll open this one okay
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  so I'm having a client appreciation day
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  it's in the past now but here we are and this is my landing page
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  it has all the event details
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  it has everything it has the call to action RSVP here
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  when they when they fill this out
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  I get a trigger and the automation goes
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  so once I fill this form out
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  then all of a sudden I become tagged in a different way
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  and I can show you how that works as we go
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  so I'm gonna come into client appreciation Lake Day here
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  and actually I'm gonna go to this one
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  because I built this one
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  because currently you cannot send video texts
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  and I know that's a way that a lot of people will connect
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  so what I did was I actually took the same form
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  I embedded a video that I recorded on loom
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  and what I did was I took a screenshot here so that when people
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  when people get this they're gonna see this screenshot right
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  it's gonna say RSVP on the link below to be like
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  oh there's a video well they can't click it live
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  but they're gonna click it and so they can watch the video
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  and I just say hey
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  you know I'm excited let's get out of the office
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  let's go to Lake Day
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  whatever that looks like and it drives them back to this same form
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  okay
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  now that's the form when this form is filled out as you can see here
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  26 Lake Day Client Appreciation becomes the tag
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  so every single person that fills this format now has a tag
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  and when I want to go you know
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  see who's coming and go buy the hamburgers and hot dogs
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  I can just go through here sort by this and I can go you know
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  buy the buy the stuff I need
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  so now let's go back behind the scenes to the automation
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  which drives this
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  okay
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  so when I go into my plans I can go to Lake Day rsvp received actually
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  let's go to the invite first Lake Day invite says hey
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  I went through and tagged all the people with 26 Lake Day invite
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  notice when I was on the test page
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  it said 26 client appreciation whatever
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  so this is I went through and tagged all these
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  I did you know
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  a mass tag so I clicked everybody that I wanted to invite
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  I said add tag 26 late day invite
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  then they got a text that says hey
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  you're invited this is when it is
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  click there hey
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  come out hang out at the lake
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  they got the email with a little bit more information
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  because there's a little more room
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  wait 5 days ask them again
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  okay hey
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  first name don't miss Lake Day rsvp spots are filling up
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  they got a text it's similar right
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  at the same time we waited
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  now this says hey
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  you know last call for Lake Day boom
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  here we go so that is that piece of it
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  and that's how we did that
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  now the cool part is if they text
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  see auto pause setting the tags triggered that Smart Planner deleted
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  so when this tag gets deleted
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  then this plan stops right
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  you don't wanna sign up and then keep getting hey
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  come on hey
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  come on so that's an important piece that I utilized
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  I built another plan right behind it with Lake Day RSVP received
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  and as you can see here 26 Lake Day client appreciation
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  this is what's attached to the form
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  so they fill out the form
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  they get this
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  then they come here 26 Lake Day invite
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  they're removing the tag move leads from tag 26 Lake Day invite
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  so that deletes that and then we come in
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  you're in they get the information
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  they get some more information
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  text confirmation 5 minutes later
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  lake day reminder tomorrow
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  and then um
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  then we wait till after the
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  the Lake Day 26 Lake Day appreciation
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  now I did the date it's so I'm having it on July 12th
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  I did August 3rd because I may want to have that list available to say
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  hey follow up
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  thanks for coming you know
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  so on so that's a little thing that I did there
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  but as you can see I've narrowed
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  I've separated the CRM to say OK
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  these are the people I wanna invite
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  they have the form it's all in here
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  and they're getting text from my lofty phone number
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  so that
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  we're kind of moving from my personal phone to the business phone
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  as we go because that's something new for me
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  and so as you can see within the CRM and you
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  instead of just checking in right
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  I created an event so I didn't have to just check in hey
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  do you want to come do something cool with me right hey
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  you get my weekly newsletters
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  you don't need me dripping on you for other things oh
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  you do have a specific thing
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  maybe you can be on my weekly newsletter and you can get my
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  you know credit repair campaign
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  so very much personalized and so on
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  so it's not just like okay
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  I can only do one weekly one monthly newsletter
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  everybody gets it I'm gonna talk about things all over the board there
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  that's not really what we're doing here right
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  you have to provide relevant information
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  such as even in my weekly newsletter
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  I'm doing the videos that I'm spending time creating
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  about the development around Denver
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  that impacts buyers that impacts sellers
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  that impacts renters and so you have to kind of think through that
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  and what value you do wanna provide
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  so make sure that it starts with tagging
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  when you're doing these little groups
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  and there's other ways within our
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  you know lofty here that you can manage these things
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  there's segments there's
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  you know the pipeline is more like your
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  you know client journey and so on
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  so we teach you and train you how to use this
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  but tags is pretty universal
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  and you can use it on almost every CRM
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  for small groups that you wanna separate
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  and you wanna do things like invite them to an event
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  cause you don't wanna invite
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  you know perfect strangers to an event that's gonna cost you money
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  cause then you'll be renting a lot of paddleboards
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  finally I want you to understand this is where I live every morning
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  right we have tasks here that we can go into
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  it has opportunities today's tasks
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  if those campaigns trigger a task
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  it can come here or if I get a new lead
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  it's gonna pop up and say
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  hey you got a new lead
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  I've already gone through and cleared them out today
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  but this dashboard is of utmost importance
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  you can come in here
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  and you can see all your inboxes and what people are saying
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  and the dashboard is a place to start right
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  I have one transaction near a deadline okay
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  that's a big deal right
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  because I have my transactions loaded
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  it's telling me that this home is near a deadline for a transaction
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  that's pretty cool so I can see everything
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  I can see my listings
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  I can see what's going on and I can build this out as I go
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  and now I no longer need to
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  you know
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  dive into a million different apps because it's all housed here
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  another really cool thing you can do with tasks
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  especially in this day and age of Crms and everything is you can say
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  OK just saw on Facebook this client had a baby
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  I can go and put a task right into my CRM on my app on my phone say
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  hey you know
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  this person had a baby you can use a tag
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  you can just create a task within that that thing
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  and then when I come here on Monday morning
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  I'll be like oh yeah
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  I need to reach out I need to send them a gift
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  I need to congratulate them and so on
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  and I don't notice I don't say hey
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  you just had a baby do you need to move it's more of like hey
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  I noticed this congratulations
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  you know whatever
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  I can give my take on fatherhood
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  whatever you need to do um
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  and so that's that's key
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  so setting this up takes time
• 15:36
  but it buys back your life
• 15:38
  automation can scale your business
• 15:40
  but if you don't inject your actual personality into it
• 15:42
  these workflows it will destroy your trust
• 15:45
  you cannot just turn the AI features on
• 15:48
  step back and let the chatbot talk to your clients
• 15:51
  good strategy depends on communication and listening
• 15:54
  use the CRM to surface the right person at the right time
• 15:57
  whether it is for the annual review or the event invite
• 16:00
  but when it comes time to have a conversation
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  you need to be the one having it
• 16:04
  if you want to skip the trial and error
• 16:06
  I have actually packaged this
• 16:07
  like I have said in our exact lofty setup
• 16:10
  if you want to see if having this fully unlocked system
• 16:13
  plug directly into your business
• 16:14
  could help you scale and buy back your time
• 16:16
  let's talk click the link in the description
• 16:19
  to book a one on one consultation with me
• 16:21
  you can always reach out or DM
• 16:23
  but before you start plugging thousands of leads
• 16:25
  into any tech platform we have to talk about the legal reality of 2026
• 16:28
  feeding your clients personal data into standard AI chatbots
• 16:32
  it's a massive liability and guess what
• 16:34
  I recorded a video on just that
• 16:37
  so click this link on the screen
• 16:38
  where I break down the strict data Protection guardrails
• 16:40
  your real estate tech must have this year
• 16:43
  before you lose your license
• 16:45
  see you on the next video