One of the best ways to improve brand awareness and nurture leads into sales is through real estate email marketing. Real estate email marketing is something that you should be doing, and if you aren’t utilizing it, you are missing out on great business opportunities.
Even a small email list can drive massive results, especially for a real estate professional.
HomeActions, a real estate marketing firm, found that email lists with under 200 subscribers actually received far better open rates than big lists. Which means that even if you don’t have a big email list, it could still ultimately be very lucrative for you.
This is powerful finding from HomeActions because when people open your emails, they end up back on your website, reading your blog, and browsing your lists. It’s a truly effective way to turn qualified leads into people who adore your brand. When people adore your brand, the likeliness of him or her making a purchase or sale using you significantly increases.
To turn email lists into your key real estate marketing tool, you should be sending (at least) one of these email types:
Newsletters typically have a fantastic open and clickthrough rate. This is powerful for real estate because it means you not only get to share updates about your business with your audience, but you also stay on the top of their mind as they interact with your brand.
The key to creating an effective newsletter is to be both informative and visually appealing. Don’t bombard your newsletter with logos and too much text– conciseness and strong call-to-action buttons are most effective.
Some ideas for things that you can include in your newsletter are:
- Latest posts from your blog.
- New listings.
- Recent sales.
- Content like a real estate trend report, ebook, or infographics.
The ideas that I have shared above demonstrate the key characteristic of a newsletter: they send your leads (and current clients) back to your content. When people end up back on your content (website, blog, etc.) they trust you more, which increases the likeliness of them using (or reusing) your services.
If you don’t know how to get started with email marketing, feel free to click here to ask me questions about creating your newsletter.
A digest is similar to a newsletter, but has less of a focus on sending people back to your own website or consuming the content that you have created.
A digest is a quicker, more digestible version of a newsletter. It’s a way to share links and other relevant information with your target audience that helps establish you as a trustworthy expert.
If you think that your leads are typically tight on time, a digest is a great option for you to send to them. It’s a quick reminder to your audience that you exist and that you are an expert.
Since readers may not be going back to your own site if you decide to send a digest, the use of strong and branded imagery in the email is extra important. Make sure that the images you use in your email are bold and high quality since opening your email is the key moment of interaction the lead is having with your brand at that time.
3. Promotional emails.
While I typically suggest to my clients to steer away from being overly salesy, I think that promotional emails have a lot of value in the real estate industry.
For real estate, a promotion email does a great job nurturing your leads through the sales funnel.
To avoid being too salesy, you need to do things like not say statements “buy this home!” Rather, you should offer leads information such as the state of the local home buying and selling market.
Make your leads dream about buying or selling a home in your promotional emails, and come up with a creative way to demonstrate that you’re the perfect tool to help them with the sell or purchase of their home.
4. Piggyback emails.
I am a big fan of piggyback emails because they allow you to use a stronger, more established brand or event to grow trust in your brand.
This means that you send emails that piggyback off things such as the Super Bowl or a holiday. With a piggyback email, you want to do things like send your leads a holiday message or tie in a major event to your services.
Your piggyback emails should be a subtle reminder that your brand exists and that you are in-touch with trends and key events.
5. Transactional emails.
While a transactional email can be powerful, I suggest not worrying about sending any transactional emails until you’ve sent some of the email types described above.
If you are unaware of what a transactional email is, it is simply an email that is automatically sent when an action is completed on a website. For example, if somebody signs up for your newsletter, you might send them a thank you email. That thank you email would be considered a transactional email.
Ultimately, a transactional email is a way to show your leads that you appreciate them and their engagement with you. Personalizing these emails with the names of your leads will also go a long way and be more memorable than a generic mass email.
If you’re interested in learning more about how real estate email marketing can help grow your real estate business, I would love to talk to you. I will help you set up high performing campaigns using things using tools such as MailChimp so that you can grow your real estate business in the most cost efficient way possible.
Click here to contact me.