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“It’s about providing valuable content to the potential buyer that will keep them engaged…”

Robert Cowes is an accomplished entrepreneur with expertise in product management, design and execution of lead generation programs, branding, interactive marketing and account service. He managed more than $25 million in lead generation budgets in the last eight years, yielded 500,000+ leads and over $600,000.000+ sales. At SmartTouch®, he leads the lead generation programs, agency account services development of the Latin American Market with a foundation in his home country of Panama.

Backed by more than 30 years of experience in real estate and home builder marketing, the SmartTouch® team understands the intricacies of serving an industry built on tight margins and revenue models that require strict payback periods. As real estate marketing and lead generation experts, their primary focus is working with domestic and international builders from across the spectrum.

BusinessInterviews.com: What are your top tips or insights when it comes to lead generation?

Robert: The market is in for a tremendous change with regards to targeted profile based marketing.   Big data is now being cross referenced with end user behavior on websites and in boxes, creating a whole new market category, as well as a more cost effective way for marketers to reach target audience.

We now have the ability to invest in ad impressions on (desktop/tablet/mobile) and clicks with those that match target profile only, making online expenditures even more cost effective than ever.


BusinessInterviews.com: Can you talk about the art of launching “re- engagement” campaigns designed to keep buyers interested in a brand or community?

Robert: It’s about providing valuable content to the potential buyer that will keep them engaged with a specific community and builder.   Most real estate shoppers emotional criteria are geared towards prioritizing location and lifestyle requirements.   Publishing genuine content about those topics on a developer or builder website, along with dripping content via a branded email can prioritize the buyers attention towards your brand.

One thing we advocate in the execution of the creative is to provide options for the end user to engage by clicking on preferences or categories of information they like.   Most progressive CRM & Marketing Automation systems today provide a mechanism to provide signals to the sales executive when a buyer is engaging with an email.   This provides the perfect opportunity to contact while the buyers thoughts are engaged with your product and brand.

BusinessInterviews.com: Can you provide an example of how your dynamic interactive marketing strategies have enabled your clients to become leaders their markets?

Robert: We have worked with a number of clients in our backyard (the Austin Area), that had goals to double or triple production of home sales in a short course of time.   We implemented a strategic plan consisting of owning the Internet, having cutting edge marketing automation and a reporting discipline with strong accountability for performance.   Each one of these companies doubled and tripled production sales goals in 24 months after implementing the SmartTouch Lead Gen Program.

BusinessInterviews.com: What are some trends in the real estate market that you’re excited about or think that our readers should be paying attention to?

Robert: Open your ears to Geo Fencing mobile marketing, push notifications marketing (currently only available to appear on Android Devices), and real time ad network bidding (you can buy clicks on the sites such as the New York Times for fifteen cents.

BusinessInterviews.com:  SmartTouch’s five year anniversary will serve as the release of your next generation SmartTouch platform. Can you expand on how this new platform will help your clients further optimize their sales and marketing processes?

Robert: In addition to providing world class marketing automation features such as lead scoring, anonymous web tracking, rule based & reengagement emails, Next Gen is addressing a strongly desired need in the eyes of all sales managers and executives; “Triggers & Alerts.”   An easy to use rule based condition that helps sets alerts when certain activities have been completed or missed.

For example, the VP of sales can be notified every time a new contract is executed; and sales directors can be informed when an assigned leads has been untouched for a designated period of time.   With this information dynamically developed based on user interaction sent via email, it enables organizations to automate staying on top of critical actions.

BusinessInterviews.com: Can you talk a bit about your leadership philosophy and if it’s changed over the course of your career?

Robert: Lead by example, treat all the way you would want to be treated, motivate by virtue of the individuals’ passion and hot buttons.     Treat fairly and reward genuinely.   Those are my key guidelines.

However, being a former ball player, I always want to win and perform as an all star. I seek to surround myself with teammates that have the same drive and desire to be the best at their position and win by excelling and over delivering at the task at hand.


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