As a part of digital marketing strategy, email marketing is one good tool for the real estate industry. It is adaptable, can be personalized to suit your needs and you can send targeted content to achieve better engagement and conversations.
When MarketingSherpa asked its customers what way they would prefer a company to communicate with them, more than 70% replied saying “EMAIL”.
The real estate industry lacks behind in making the most of this highly affordable and effective marketing tool.
Buying a home is not like buying an apparel or a mobile phone. For most buyers, buying a property is one of the biggest financial investment they will make in their lifetime.
So when it comes to investing in a home, most buyers prefer to go with a real estate agent.
In fact, according to a National Association of Realtors report, 88% buyers purchase their home through a real estate agent or broker. Keeping pace with the ever-evolving email marketing world.
Cr: Marketing Sherpa
For any business, it is essential to stay in touch with prospective customers and email marketing helps a great deal in this regard, more so in the real estate industry. You can remind the subscribers on a regular basis about why you do is important that when they need to buy a property they wink think of you. Basically, Email Marketing helps to keep you top-of-mind with the right people.
Several reasons that make email marketing a winner in the real estate industry but we shall start with some statistics.
The 2016 Email Marketing Metrics Benchmark Study states that Real Estate, Construction & Building Products Industry enjoys good unique open and click-through rates.
Done right, you can reach out to the largest audience through email marketing. Using email, you can start a conversation with subscribers and build a relationship using the relevant content. (new house listings, home improvements, and tips)
Using Personalised Emails provide you with a way to display the properties that you are offering to home buyers since they are looking for a home they will be most likely to be engaged.
They’ll view every email you send to check if any resembles their dream home. The good thing about email marketing is that you can measure the success of an email campaign through open rates, click through rates etc. You can know those people who have not opened your email and resend then the campaign by tweaking the subject line to see if it can get there attention.
On the other hand, email automation helps you to stay in touch with your clients and also concentrate on other tasks. A real estate email marketing campaign can be customized with the help of contact information, choice of location, preferences of the recipient like budget, etc. You can utilize the data that you have from your clients.
Emails to send
1. Welcome email
A Welcome email is the first email you send to a new subscriber; it’s got to be the best and sent as soon as someone subscribes. Here, you can tell your subscribers what they can expect from you as an agent and from your future emails. The content of the email should be such that it grabs the attention of the subscriber. You can provide a ‘‘free consultation’ as an appreciation for subscribing to your emails and don’t forget to make the CTA prominent.
2. Lead nurturing emails
Once you have new subscribers, you now have to nurture them by educating them about your services, industry updates, policy, and updates. Make sure you send relevant, appealing, shareable content. While market reports, mortgage advice, eBooks, whitepapers, and interesting blogs may be good to share or home improvement tips, recent sales, testimonial, local events and holiday greeting or birthdays to keep them interested.
3. Promotional Emails
Keep your subscribers excited and include listings and invitations to open houses. But it is important to not go overboard.
The main focus of every email should be educating the subscribers, sales come second.
In case you sound pushy, subscribers will not think twice before unsubscribing.
For someone who has joined your list for selling their property, the primary focus should be on helping them find out the right price for their home and you are the right agent or broker for them. Strategically crafted emails and sending them at the right time can help you achieve that sense of trust. So if you want to be that one agent they choose, you will have to STAND OUT from the crowd through your marketing mediums, including email marketing.
4. Emailing past customers
To begin with, you can send an email to get a feedback just after the purchase of the property. Customer feedback is essential for knowing what you are doing right and where you need to.
Even after you helped them found their dream home, you need to keep in touch with them because your clients are most likely to refer you. Make them feel valued. But remember that you will NOT be sending them listings and open house invites! Your regular newsletters should suffice- those emails with reports, eBooks, etc. Another good way to keep in touch with them is by sending them birthday wishes or holiday greetings or maybe even wishing them on the first anniversary of the home they bought from you or Holiday Emails greetings.
With email marketing, you can send a lot of content without making it too lengthy. You can use Interactive Email elements in your next campaign. You can use a slider to showcase listings in less amount of space and graphs to show real estate market trends.
Lastly, analyze the performance of each campaign because this can be the basis you for your next campaign. It would be great to follow the best practices in sending an email campaign like segmenting subscribers, what kind of subject works best for the real estate industry.