As a realtor, it’s always important to stay ahead of the game all the while continuing to build and maintain relationships. Email gives real estate agents a way to easily and directly connect with their customers, potential homebuyers and sellers. Here are some other ways to leverage email:
- Update email subscribers on the latest houses for sale
- Provide information on the latest trends happening in the housing market
Why should realtors use drip campaigns in their email marketing efforts?
First off, what’s a drip campaign in email marketing? Drip campaigns are emails that are sent out on a schedule. These types of campaigns can also be referred to as drip marketing, automated email campaigns or marketing automation.
Home Buyer Leads
By setting up an automated drip campaign designed to share the latest listings, a realtor can reach buyers searching for a new home. For homebuyer leads, consider creating a three month drip campaign, like the one we’ve outlined below:
- The latest homes to hit the market. Send out a newsletter with a catching subject line about the latest listings to hit the market, and even those who aren’t actively searching will be intrigued. Link to the listings in the newsletter from your website to continue driving traffic to your content.
- Information on the housing market. The housing market is always changing, so keep your followers in the loop with what’s happening. Information can range from mortgage rates to home values. Perhaps you could highlight the most expensive home to hit the market in your area. Not only will data like this give your subscribers a look at the current market, but it shows that you’re a knowledgeable realtor that keeps up with the latest news.
- Details about the community and why people love it. Don’t focus solely on homes, but also where the homes are. Share information about what’s happening in the community, and share testimonials as to why people love living there.
Home seller leads
Your message to sellers needs to be different. They want to know about the latest homes to be sold in their area and the features that contributed to a high market price. It’s also common for sellers to be on the lookout for the updates they should make to their home before listing. Include reasons why a home sold for less than the average sale price, so your customers can plan for home repairs they’ll need to make before listing. These could work nicely together as a series of blogs centered around home selling tips.
Homeowners looking to sell are going to want to know why they should choose you as their Realtor. In your drip campaigns to home sellers, realtors need to provide their value proposition. Let them know what you’re able to do for them, your sales history and your real estate acumen.
Most likely, not all of your home sales are going to come from new customers each year. In fact, it’s been found that at least thirteen percent of a realtor’s business comes from past customers each year. Connect with these individuals by providing valuable homeowners resources from your website and the community in which they live.
Realtors using email marketing can also provide past customers with company information, such as new offices, new employees or sales facts. However, keep these updates to quarterly as you don’t want to inundate these individuals with frequent updates. Remind them that you’re there, and offer them coupons to restaurants in their area or special digital promotional codes to places like Amazon. Customer retention is cheaper than customer acquisition.
How to Create an Email Marketing Strategy for Real Estate
Determine How Often You’ll Send A Newsletter
It’s important to first determine the goals of your newsletter, and how often you’d like to send them. Never send an email just to send an email – they should always have a purpose. Determine how much content you would like to share per newsletter, and that can help you decide whether you should be sending a weekly, biweekly, monthly or possibly quarterly newsletter.
Use Appealing Images in Emails to Entice Readers
It’s well-known that many people prefer visual information, so play on that in your email marketing strategy. In your newsletters, include images from recent home listings or sales that may interest your subscribers.
Don’t be afraid to think outside of the box. Do you have a quick video from one of your listings or from an event that your company sponsored? Create a fun gif from the video and include that in the newsletter.
Create Audience Segments
Do you sell homes in a variety of places? Don’t assume that homebuyers/sellers in one area, are interested in homes in another area. Segment your audiences to specific locations or needs. For example, do you sell homes in two different cities? Separate your audiences to have two segments that are specific to each city. That way, residents are getting information about the city in which they reside, and not somewhere they may not care as much about.
Important Elements to Include in Your Email
Now that you know how to develop an email marketing strategy specific to realtors, here are a few extra tidbits of information you should have in your email marketing campaigns:
What can you offer your prospects or past clients that would interest him or her? Provide a tangible benefit to these subscribers, such as a free home value consultation, an overview of the current state of the market or possibly a free whitepaper download. Continue to provide tangible benefits in your emails, along with instructions on how to take advantage of them. These are a great way to get new leads or sales.
Did you know that 54 percent of emails are opened on a mobile device? It’s critical that as a realtor, you make your newsletter mobile-friendly! With more and more people using their phones to check their email, ensuring that your content is responsive will likely lead to higher open rates than if your newsletter is solely designed for a desktop computer.
An Engaging Call-to-Action
Each email should have a purpose, so make sure to use a call-to-action that encourages users to take some type of action regarding the email’s purpose. That could be clicking a link back to your website or to a new listing. Whatever it may be, make sure to use verbiage that’s creative. Avoid saying “Click Here” or “Learn More”. Try phrases such as “Find Your New Home” or “Click for Free Homeowner Resources.”
Use GreenMail Email Marketing to Reach Clients
If you’re ready to connect with potential homebuyers or sellers, don’t wait to begin email marketing. As a realtor, developing a strong email marketing strategy can help grow your brand recognition, leading to more sales!
With GreenMail’s email marketing platform, you can use the platform for free up to 100 subscribers and have access to all the features. Sign up for GreenMail Email Marketing and start seeing results today!