When following up or nurturing existing leads, you might be in the dark quite often since you don’t always know whether a particular lead should have a higher or lower priority.
Zurple can help you with that because of its automatic lead nurturing system based on user behavior on your individual Zurple agent website.
That’s only one of the core features the platform provides. Another one is the seller and buyer lead generation.
Today’s article has a closer look at this real estate marketing suite, and you will get a Zurple review from a marketing performance perspective.
You will learn what it is, who owns it, all the features it provides, the pricing, what you can likely expect in terms of marketing performance, and a pros and cons overview.
Sound interesting? Then please keep reading.
What is Zurple, and Who Owns it?
Just like the lead generation marketing suite “Offrs” (you find my review about them here, Zurple is also owned by the Constellation Real Estate Group.
In general, Zurple is a combination of a CRM and a real estate lead generation platform that generates buyer and seller leads for you by using mainly digital marketing channels such as Google and Facebook Ads.
The key feature that differentiates them against many other competitors is their automated, behavioral-based and highly individualized lead nurturing system.
Zurple basically offers two main core features. One is buyer and seller lead generation and the other is lead follow up or nurturing.
1) Seller and Buyer Lead Generation (Marketing)
The strategies for their different marketing methods to generate buyer and seller leads make sense to me.
To generate buyer leads, for example, they run Google search ads with a strong focus on the right search intent.
This makes sense since one of the first things a buyer does when looking for properties is start with a Google search for a specific geographic region.
That’s why realtors get a very locally specific domain name where the buyer lead capturing will take place.
Then, after a buyer clicks on a search ad, they come to a specific landing page where they can do a home search.
During the search, a popup opt-in will appear, offering the potential buyer to stay updated on the property market, getting unique content, giant photos, and listing alerts in exchange for their contact information.
Besides the normal search via the search on Zurple realtor websites, potential buyers can also carry out a search via marking a certain area on a map.
After having marked or circled a certain area, the different available properties are displayed.
What I really liked is that in terms of lead capturing and making the most out of your advertising dollars, they also consider that potential buyers can also be potential sellers and vice versa.
This means that a buyer browsing through the properties can also find a menu item on the top of the website where they can see which homes were sold.
Once they arrive at this page, they will find another option, which this time is directed at potential sellers. Here, they can inquire about a home valuation via another opt-in.
This will generate seller leads.
So the paid traffic of potential buyers from Google also gets channeled to convert as seller leads.
What potential buyers and sellers will also see on a Zurple realtor website are community reports with all the relevant data about the demographics, population numbers, and more.
You can also let the website compare different community data side by side.
Related to the community reports are also school reports a potential buyer will be able to access.
If you work with a partnering lender as a realtor and split marketing costs, you can have your Zurple website directly link to the lending company you are working with.
To generate seller leads specifically, Zurple mainly uses seller behavior, specifically FB ads in particular zip codes you want to target.
As I’ve already mentioned in my article about Facebook ads for real estate, these types of ads are ideal for generating seller leads.
Because even if you are logged out of Facebook, they still track you around the web in a limited fashion (kind of controversial I know).
So, by collecting a lot of behavioral data as a marketer on Facebook, you can make use of this data and better target potential real estate sellers.
Zurple uses Facebook ads to promote a home valuation report, such as “Find out what your home is worth…” and then captures these leads directly on Facebook or on the landing page they create for this.
After seller leads are captured, they receive an automated but individualized follow-up message proposing a property walk through.
Zurple claims to get email open rates from these messages of between 40% and 60%.
As additional information, the company just recently offered an exclusive seller lead generation program.
This means generated leads won’t be shared with any other agent in your area.
To get these exclusive leads, you will need to pay an extra amount per month, as you will see soon below in the pricing overview table.
2) Lead Follow Up
Zurple’s lead follow-up system seems quite convincing to me because engaging and re-engaging with existing leads is based on behavioral data.
What is this behavioral data?
They use an internal data analysis in the background to follow already existing leads around when they are on your Zurple realtor website.
Based on this tracked behavior, they categorize the leads in “Preferred,” “Browsing,” Expensive,” “Favorites,” and “Return.”
In other words, this algorithm determines how cold or hot a particular lead is at the moment.
Based on this information, you can prioritize which leads to engage next in line.
A lead that is labeled as “Preferred” has looked at a property four or more times in a single search.
If a lead is labeled as “Browsing,” it means that she or he has viewed at least 25 homes in a single day.
If leads look at homes with a higher than average listing value according to MLS data, they are labeled with the “Expensive” label.
Leads get a “Favorites” label when they save properties as favorites on your website.
And finally, they get the “Return” label when leads return to your website (that’s a more obvious label).
The more different lead labels accumulate on one lead, the higher your priority should be to engage with them.
Since Zurple also has the functionality of a CRM, you can filter leads by the different labels they got and take a closer look at their behavior data, contact information, and communication history.
With Zurple, you don’t need to do the engagement mentioned above with leads in a manual manner.
One of the unique features is that the platform sends individualized emails and text messages to leads that are one hundred percent based on their user and search behavior.
So it’s not a generic drip campaign that other providers may use.
This higher level of individualization understandably leads to a higher response rate.
When you look at the messages that are sent out (watch the second half of the video linked at the end of this section), you can see that the messages really have a personal feel and give the impression that they come directly from the respective realtor.
If a lead responds, the continued conversation is carried out by a virtual assistant.
But you can take over manually if you need to.
Zurple doesn’t offer complete workflow management for agent teams, but nevertheless, there is a limited teamwork capacity integrated where you can manage the leads for your team.
You can configure the CRM so that you distribute the incoming leads in the following ways:
- Equally to all agents
- By percentages
- By search location
- By agent
- By website (different agents can have different Zurple websites)
- By lead source (e.g., Zillow leads go to one specific agent, etc.)
If you want to dive even deeper into the features, you might also find this video from Zurple itself quite helpful.
How Much Does Zurple Cost? – Pricing
Pricing information unfortunately isn’t disclosed on Zurple’s website.
In order to get pricing information, you will need to register with your contact information for a demo.
You also need to be registered with a particular MLS and indicate your primary target city.
I contacted Zurple to provide me with a pricing overview and haven’t received a reply to this date.
Should I receive a reply, the up to date pricing information will be included in this section and the calculated marketing performance data from below will updated.
So because of that, I did some further research and found this review video from 2017 in which some pricing information was revealed.
Since the information is already a bit outdated, you may want to take it with a grain of salt. It might be slightly higher or lower by now.
You will find the pricing overview table below.
|Plan 1||Plan 2||Plan 3||Plan 4|
|System Fixed Rate||$349|
A Second Look at Zurple from a Marketing Performance Perspective
Let’s assume you decide to use the cheapest plan, and you can’t select only seller lead generation without buyer lead generation and need to go with both.
This would mean a total monthly cost of $1,049 if you are one agent. Since, in this plan, you could use it also for two agents, the cost could also be $524.50 per agent.
Since for these types of estimated calculations, I prefer to stay on the conservative or pessimistic side of things, let’s use the $1,049 as monthly costs.
According to this independent reviewer, she or he received between 30 to 35 leads per month. Let’s make it an average of 32.5.
Since we don’t know which kind of leads (buyers or sellers), we need to stay a bit generic for this calculation.
This means a cost per lead (seller and/or buyer lead) of $32.27.
Since we also don’t have experiential data from a user about how many leads could be closed or have resulted in a transaction, we need to resort to generic real estate marketing data.
By the way, in another review article of mine about Ylopo, this kind of data could be gathered with a bit more success.
The typical lead to transaction conversion rate according to this website is between 1-3% (source).
According to the same source, this means that from a certain amount of leads generated per month, between 1-3% of them will likely do some sort of transaction within the next 120 days.
There is also a statistic out there that leads back to the National Association of Realtors that the typical lead to transaction conversion rate is between 0.4 and 1.2% (source).
Unfortunately, the original content of this statistic can’t be located anymore via the above link on the National Association of Realtors’ website.
To approach an exact data point, let’s just make an average of the two sources, which would be a 1.4% lead to transaction conversion rate.
So, to make one transaction, you would need 71.4 leads.
Since the cost per lead is $32.27, you have costs per transaction or closing of $2,305 (71.4 leads x $32.27).
This means that you should not try to sell properties that earn you a commission that is less than $2,305. If you do, you likely won’t break even.
To have at least a significant positive return on investment, you might rather aim for properties where you can earn a commission of more than $7,000 to make a decent profit.
Let’s compare this estimated marketing performance data to other similar platforms I reviewed in the past, where I did similar calculated “guesstimates.”
|Number of leads per month||30-35||1,500||50-60|
|Cost per lead/ cost per acquisition||$32.27||$117.76||$11.60-$14|
|Lead to closing conversion rate||1.4%||2%||1.6%-2%|
|Cost per transaction/ per closing||$2,305||$588.83||$700|
The Pros and Cons of Zurple
Giving you a balanced view on Zurple, I will end this article with a pro and con table of the platform.
|Great website visitor analytics||Not the best response rate in terms of customer support (I am still waiting for a pricing overview)|
|Channeling of buyer lead traffic to convert into seller leads||Limited customizability|
|Sold homes import to Zurple agent website||Pricing plans are undisclosed on Zurple’s website|
|Automatic lead nurturing based on lead behavior on Zurple website|
If you need a lead generation and lead nurturing one-stop shop, then Zurple might be worth a try.
However, if you are selling properties in lower price ranges, you might need to take an extra look at your break-even, since according to my calculated guesstimate of marketing performance data, your cost per transaction or closing is likely to be in the ballpark of $2,305.
What particularly impressed me was the automatic and behavior-based lead nurturing system, based on different priority labels, which makes it easier for you to decide which leads you need to engage next in line.
Want A Free Copywriting Checklist For Your Real Estate Marketing?
Subscribe to the "Hacking Real Estate Marketing Insiders", where you will get out of the box real estate marketing ideas and blog updates on a regular basis.