Purple Cow, a real estate agency in sunny Brisbane, were facing a convoluted sales process, scattered leads, and a manual nurture strategy. They turned to us to help automate their sales process, re-engage with their database, and maintain CRM hygiene. The result? The creation of a seamless appointment and re-engagement nurture with contact profiling features, along with a timely autoresponder.
Victoria Molin | Senior Account Manager
Gemma Lawrence | Senior Copywriter
Ryan Benniston | Senior Designer
Gyweneth Katigbak | Developer
With multiple CRMs and messy databases, featuring duplicate records and hard-to-understand naming conventions, Purple Cow faced significant challenges in communicating with their contacts in a personalised and engaging way. Our mission was to create a unified strategy to streamline their sales process and leverage automation to enable more personalised emails with their contacts. We created:
Streamlining processes a side, above all Purple Cow aimed to build trust and engage their audience at scale to maximise sales opportunities. Highlights of our approach included:
We set up the email nurture campaigns in Active Campaign, and ensured a seamless integration with their Rex CRM and Calendly through Zapier. A strategic alignment that brought efficiency and cohesion to Purple Cow's digital marketing efforts.
During the planning and implementation stages of the nurture campaign, we wanted to maintain a strategic approach with our key objectives in mind, whilst also allowing a set up that would enable future optimisations down the line. Some of our early optimisations included:
A pivotal optimisation was the incorporation of an autoresponder in tandem with the appointment nurture. The criteria for entry into the autoresponder were website leads expressing an intent to sell within the next 3 months. This streamlined the capture of hot leads originating from website form fills, enabling prompt attention while nurturing warm and cold leads for the long term.
At the time of writing, the appointment nurture has now been live for around 3 months, whereas the re-engagement nurture will be triggered for the first time after several months of inactivity. In the Purple Cow active Nurture Campaign, the “Appointment Nurture” witnessed an impressive engagement: 154,566 emails delivered, 38,411 opened, and 1,575 clicks. Moreover, 3 appointments have been successfully booked through Calendly to date, accompanied by 39 valuable profile updates.
Purple Cow’s journey to a streamlined, automated system marks a turning point in their digital marketing transformation journey. The results speak volumes — but their ongoing commitment to innovation promises a future where Purple Cow can continue to thrive in the competitive real estate landscape.
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