EMAIL MARKETING

Property Drip Campaigns

Team: Broderick Group

Timeline: Fall 2023 - Spring 2024

Tools: Asana, Adobe InDesign, Constant Contact Email Marketing & Reporting, WordPress, LinkedIn

Increasing Email Click Rates

Broderick Group manages a large portfolio of office and industrial properties with varying market exposure. It relies heavily on one-off email blasts and outdated marketing materials, resulting in inconsistent communication and missed engagement opportunities.

While open rates usually range from 40%-70%, click rates only range from 0%-3%. Without a CRM, tracking lead-to-lease conversions was challenging. However, I improved content frequency and brand positioning over time to keep leasing teams top of mind during extended market cycles, and I increased click rates.

From One-Offs to Drip Campaigns

• Drip campaigns for four high-priority properties were redesigned for increased interactivity and set up to run in cycles of three to six months

• Email content highlighted updated available spaces, virtual tours, leasing incentives, amenities, and property location details to create a sense of momentum and engagement

The Results

• Click rates increased for all four campaigns, ranging from 5.9% to 20%

• Broker teams reported increased interest and more consistent tour activity

• Several properties increased leasing activity during drip campaign windows, though direct attribution was not available due to system limitations