Craig Rowe reviews ActivePipe, a MoxiWorks application designed to launch advanced email campaigns for lead generation, brokerage branding, and long-term customer engagement.
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ActivePipe is an email marketing solution for the real estate industry.
Platform: Browser, mobile compatible
Best for: Brokers, teams, and agents.
Top selling points:
• Intent-based campaign templates
• Recipient behavior-based automation
• Dynamic listing marketing
• Creating a landing page
• SmartSend campaign flow
Biggest concern:
Primarily, some aspiring users may find it necessary to switch to other components of the MoxiWorks ecosystem to get the most value, which can hinder adoption.
What you need to know
ActivePipe is an email campaign creation and sales workflow solution that leverages advanced consumer behavior analytics to make pacing, content, and measurement as easy as, or better than, industry competitors. The product relies heavily on consumer-first features to help agents make quick, behavioral decisions about what to send and when to whom.
If your content isn’t gaining traction, ActivePipe automatically slows down your sending pace to keep your domain from ending up on email sender fraud lists, a seasonal metaphor. This is a great way to reduce the risk of your email sequence running on autopilot despite poor audience response.
ActivePipe helps users build content based on listing intent (first-time buyer, investor, increase, need a mortgage, seller, etc.) and I think it’s a new way to look at content distribution. Dynamically change the list that is sent. the recipient’s reaction to them, or their status in the market.
This means you can better understand what buyers are looking for before you think you need a tour of the entire market. Informed by changing audience intent, adjusting your content as tastes rise and fall increases the likelihood that your email will get there when market and intent align.
Email marketing is useless without active follow-up. If not, warm up your hands by firing up your marketing budget. So, with this software, you can quickly create landing pages associated with all your submissions to deliver CTAs to list appointments, contact updates, loan information, or to help your audience learn more about themselves. You can also use it as another tactic for elaborating.
There’s also a survey builder and a simple system for list members to categorize themselves. Are they just interested in the market? Are there any pre-qualifications? Downsizing? It only takes a few clicks.
Remember, there are never enough opportunities to learn something about the person to whom you are pitching yourself. So that’s why Meta and Amazon exist. Everything is an opportunity to gain data and insights. Even something that isn’t open will tell you something. Even deleted emails have meaning.
You would expect the email builder you’re considering to roll out a simple creation experience, and this is the case here. ActivePipe has a drag-and-drop content builder with all the widgets, text boxes, gallery builder, article summaries, video insertion capabilities (like YouTube), and image manager you need.
Gone are the days when you had to compose your own emails. But don’t worry, you can edit and approve the content you provided before it disappears. Campaign and email-specific engagement reports, follow-up recommendations, contact activity alerts, historical metrics, and other valuable marketing needs all remain here for easy access and implementation. Delivered with a modern, consumer-inspired front end that facilitates everyday use. use.
Many of the great things about ActivePipe that led MoxiWorks to acquire ActivePipe in the first place have been enhanced by rapid integration with MoxiWorks’ sister products.
I would like to add that while ActivePipe is easy and intelligent, it is best left to marketing staff.
Despite automation, smart sending capabilities, and other low barriers to entry, offices looking to win business in the new year are making email outreach part of their overall business acquisition strategy. It is most effective when (Note: We’ll be coming back to this point many times over the next few quarters.) Granted, each agent needs to have its own “sending ID,” and ActivePipe allows you to have one, but Uniformity is always better and never is. This floods the database inbox with 120 strategically fragmented messages with seemingly different brands.
In summary, ActivePipe has gone a long way in debunking the “drip campaign” myth. This is a term I don’t like because it helps perpetuate the notion that as long as you’re sending something every month, it’s better than not sending anything at all. That’s not true, so try harder next year. Stay active.
Have a technology product you’d like to talk about? Email Craig Lowe
Craig C. Rowe entered the commercial real estate industry at the dawn of the dot-com boom, helping various commercial real estate companies strengthen their online presence and analyze internal software decisions. He currently helps agents with technology decision-making and marketing through Inman’s software and technology reviews.
