Fine-tuning Your Real Estate Email Marketing Strategy to Maximize Results
Real Estate Email Marketing Best Practices
Email continues to reign supreme in the world of marketing. Everyone and their mother uses email. The latest data show that over 300 billion emails are sent every single day.
Email marketing is particularly important for real estate agents and brokers. Before every client chooses their agent, that agent needs to demonstrate two things:
Email campaigns are the most effective way to demonstrate both at the same time. Giving leads a steady flow of real estate content, posted right alongside your face and name, shows them that you’re not only extremely knowledgeable in your field, but that you’re a real person too.
Real estate is a numbers game, but it’s also a recognition game. When a person finds an agent or company they trust, they’ll use them again or share the information with their social and professional circles as well. You can keep your services fresh in the minds of clients by sending regular emails that offer helpful content. Immediate buyers or sellers may be engaged by how to guides on selling or buying a house. Potential customers for the future, or past clients may be interested in a series on local places of interest, or home decorating or fix it guides. There’s no end to the content you can offer.
While email campaigns are second to none when it comes to converting leads into sales, there are some best practices that need to be implemented if you want yours to stand out.
Be sure you have quality leads.
There’s no point in wasting time selling what people don’t want to buy. You are better off marketing to a small circle of quality leads than sending emails to vast numbers that ultimately won’t engage. The best way to find quality leads is through your website. Offer something valuable to your key demographic in exchange for an email address.
Offer quality content.
Your emails should be well curated and intentional. Think about your target audience and what kind of information they’d like to see. You want to create loyalty to your brand, so use your company aesthetics in the email (colors, font, brand design). Curating a mix of internal and external content is a great way to provide a well rounded newsletter.
Keep it short and sweet.
You want to keep eyeballs on your emails. Keep it punchy, with relevant information only. For real estate agents, this means giving your potential clients listings or home buying tips that actually add-value to their lives. This not only keeps your clientele engaged, but also shows that you’re a thought leader in your industry, with all of the insider information that your competition doesn’t seem to have.
Seeing one email every six months is not enough to motivate your clients to buy. They need to see your name, or your company’s name, at least once a week in order to tell you apart from others – which is especially important in real estate.
Direct to a landing page on your website.
An email marketing campaign is only as good as its call to action. What do you want the recipient to do? This should be made clear and clickable on the top fold of the email. Whether you’re selling a product or a service, the CTA must be obvious–it is in fact the whole reason you’ve sent the email. When the reader clicks on the link, it should take them to a landing page on your website that specifically addresses what you’ve offered in the email.
Why Should I Bother with Email Marketing for Real Estate?
But why bother with email marketing? The answer is relationships.
There is no easier or more effective way to build a strong client base for your real estate business. Email marketing campaigns are so valuable because they keep eyes on your brand. By sending out regular personal emails, you can turn leads into sales, but also sales into loyal long term customers.