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ActivePipe Helps Real Estate Professionals Engage Their Sphere by Automating Consumer’s Journey

No matter where you are in your real estate career, communicating with your database is a simple way to bring in more business; however, for busy real estate professionals, the opportunity to connect with active buyers and sellers often goes unnoticed. But all that is changing in a big way as email marketing solution ActivePipe—an Australian startup that provides the customer insights that agents, REALTORS® and brokers are looking for—continues to infiltrate the U.S. market.

“One thing we do really well is operate in the middle of the sales funnel,” says ActivePipe CRO Mike Feller of the system they’ve built that allows them to sit at the intersection between marketing automation and sales automation in order to help brokers and agents effectively engage with their database.

“On the marketing side, we’ve made it easy to fully automate the consumer’s journey with highly relevant and personalized content, while on the sales side, we can help the agent understand who to contact and when,” says Feller.

Taking this one step further, ActivePipe even arms agents with the data they need for the conversations they’re going to have by working with them so that they understand what’s happening in their database in regard to consumer behavior.

“Being in the middle part of the sales funnel is instrumental as far as helping agents and brokers understand how to move people along so that they can make more money for the leads they have,” adds Feller.

Breaking into the market less than a year ago, the focus is now on scaling the business and continuing to power the growth engine.

“We have a pretty aggressive growth plan in place in which the U.S. represents a majority of our revenue within the next 12-18 months,” says Feller.

Having hit a true turning point, Feller—and the entire ActivePipe team—are poised to capitalize on the opportunity at hand as they continue to build out their presence in the U.S. by raising awareness among thought leaders and real estate professionals alike.

Implementing the technology at the brokerage level, Zane Burnett—managing director at OkapiCo in Campbell, Calif.—has an intimate view into what it’s like to get the ActivePipe technology up and running.

“I first heard about ActivePipe at a National Association of REALTORS® (NAR) Innovation, Opportunity & Investment (iOi) Summit,” says Burnett, “and I was intrigued because they were one of only a few solutions that aimed to address the specific problems brokerages faced when it came to email marketing.”

While most solutions tack email marketing onto their product as an afterthought, ActivePipe was created to solve this very problem once and for all for brokerages large and small.

“Because the product was set up for real estate, a lot of the nuances that couldn’t be solved by third parties have been eliminated altogether due to managing the process from the brokerage level from the top down,” says Burnett.

Coming off this initial attraction, Burnett goes on to explain that the product’s sleek, refreshingly modern and easy-to-use interface is what truly sealed the deal. And the icing on the cake? The level of intelligence behind the automated product.

But it goes even further than that. In fact, for Burnett, the process of implementing and onboarding ActivePipe’s technology is yet another benefit that can’t be overlooked.

“As one of the first enterprise clients here in the U.S., I’ve always felt that the entire team at ActivePipe was just as invested in the success of the launch as we were,” says Burnett, which goes a long way toward ensuring a process that’s both straightforward and seamless for everyone involved.

“ActivePipe solves the problems we’re looking to solve, which will ultimately foster the generation of more leads and traffic to our site,” adds Burnett, a benefit that customers are already privy to.

“We’ve conducted some ROI studies with our customers, and while it depends on the product they’re using, our customers have seen upwards of a 30 times return,” says Feller. “In addition, we drive tons of traffic to their sites, tee up listing appointments for them and pinpoint when prospective clients will require a listing appointment—all through the engaging customer journey we’ve built.”

Precisely focused on bringing a unique and valuable product to the real estate industry, ActivePipe is cutting through the noise in a crowded technology environment.

“In a world where too many agents have generic email content, ActivePipe is transforming how we communicate in a dynamic fashion through email, which I refer to as Email Marketing 3.0—an era built on machine learning and artificial intelligence,” says Travis Saxton, SVP, Technology Consulting at T3 Sixty, LLC.

A technology consultant in digital strategies for nearly 15 years and 10 years in the real estate industry, Saxton notes that it’s a passion of his to work with brokerages and technology companies in order to solve challenges and optimize efficiencies.

“In the end, a system is only powerful if it’s adopted, and ActivePipe has a super simple user interface to ease this learning curve,” says Saxton.

“Agents are busy professionals, and due to the amount of noise in the online lead game, their gold is in their sphere,” he adds. “While there will always be a place for leads, something has to give, and a company like ActivePipe makes you smarter when engaging your sphere (and leads, for that matter),” concludes Saxton.

The beauty of ActivePipe? According to Saxton, it’s in the ability to customize the technology to your specific business so that you can deliver a unique experience for each and every consumer, every single time.

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Paige Tepping is RISMedia’s managing editor. Email her your real estate news ideas at