Superior School of Real Estate serves aspiring real estate professionals in North Carolina, and agents who are required to fulfill continuing education (CE) requirements throughout their careers. Superior has several competitors on a local and national level. Tobe’s first challenge was to promote Superior as the premier school for real estate pre-licensing and post-licensing education in North Carolina.
Although Superior normally offers both in-person and online classes, COVID-19 forced the institution to move all classes to a virtual course format. This created an additional objective for Tobe to market the new class formats and keep current and prospective students updated on changes to regulations due to the pandemic.
We focused on creating evergreen workflows, customized for three different segments, to communicate value and important information to Superior’s target audience:
- Pre-license leads
- Post-license leads and prospects, segmented further by license renewal date
- Continuing education leads and prospects
After COVID-19 forced changes to formats, we adjusted the messaging in all of the evergreen workflows to reflect updated class schedules and learning methods. We also worked closely with Superior to get the direct mail messaging aligned with our email campaigns.
We monitored each campaign carefully and adjusted frequently to achieve desired outcomes. Overall, results were that Superior sales beat last year’s comp, even during the COVID-19 pandemic.
Because the Superior sales model serves both prospective RE professionals and current RE professionals, each conversion becomes a valuable long-term prospect and strengthens the pipeline for future business cycles.