What’s the best way to reach as many clients as possible? Forget the days of renting out billboards and filming television commercials – because sending a simple email can do more for boosting your profits than any other traditional form of real estate marketing.
Think about it this way: What’s the cost of sending an email? Now compare that cost to how much you’d have to pay to take out an advertisement in a local publication or create an online ad. There’s a noticeable difference, right?
While we’re not thumbing our noses at traditional forms of marketing – they still work! – the point here is that an email campaign can reach a more targeted audience in a fraction of the time. You can’t control how many people will see your advertisement in a newspaper, nor can you guarantee that every reader will be in the market to buy a home. Yet with an email campaign, you can be pretty sure the majority of your list has expressed an interest in buying a property in your specific location.
That means they’re a qualified lead – and a qualified lead is much more likely to become a client than someone who’s rifling through a newspaper.
If you’re ready to take advantage of an email marketing campaign, here are the five strategies you need to use on your next real estate email campaign.
1. Analyze Your Site’s Experience
It seems like an odd place to start an article about an email campaign. But keep this in mind – if you’re directing leads to a site that’s confusing and poorly designed, you’re going to miss out on a number of opportunities. That’s why, before you click “Send” on that email campaign, you need to honestly assess how your website looks and functions.
This is where a real estate website development expert comes into play. Even the most technically savvy real estate agent can benefit from outsourcing this task to an independent real estate site design and development team. For example, you may know how to code a site, but do you know how to make your site responsive to mobile? Do you have the time to continually update your site with new content, including real estate listings?
Your time is best spent on what you know best: running your business. Find a designer who specializes in website development and lead generation for real estate agents. This professional can identify any weak points in your site, as well as provide you with ongoing support after your new site is live. At Excida, we make it our business to create the most beautiful, functional, and success real estate website. We offer fast setup, custom branding, mobile friendly services, lead captures, blogging, and so much more.
Remember that your site should be designed with your typical user in mind. Keep it sleek, modern, and clean. Make it easy to access your real estate listings without having to click through multiple ads or promotional materials. Have your site host a blog that’s filled with relevant and valuable content. By giving your site a makeover, you’re making it much more likely that your next email campaign will be a smashing success.
2. Assess the Quality of Your List
Once you built a real estate agent website that provides a better user experience, it’s time to take a close look at your intended audience. How did you get these email addresses? Has your list expressed interest in getting more information from your business? What methods did you use to procure this email list?
Lead generation for real estate agents is so incredibly important, particularly when it comes to planning out a successful email campaign. If your leads come from your landing pages, blog posts, social media posts, and other content, it’s safe to say the majority of your email list will be interested in receiving an email from you.
However, if you purchased your email list, you’re not only going to get fewer conversions – you may actually find yourself being blacklisted by inbox providers. While we’ll dive into this in the next section, the point here is that you want to make sure your email list is filled with people who actually want to hear from you.
3. Plan Out Your Content
Now you’ve fixed up your site and pruned your email list, it’s time to plan out what you’re actually going to say. Your content needs to be relevant and informative, with the kind of promotional edge that prompts your recipients to click the email and land on your website.
Suffering with writer’s block? Take a look at a few suggestions as to what you can write in your email campaign:
Talk about housing prices in your area, and a few tips that your audience can use to save money on their next purchase;
Highlight a real estate article that you found interesting, and ask your readers to respond back with their own comments;
Send a weekly update of new listings you’ve just added;
Highlight a past client by doing a follow-up interview. Ideally, you’ll be emphasizing how much they love their new home, and how helpful you were in the home-buying process; and
Announce a special promotion or home sale.
As you can see, there are a number of options you can use if you need inspiration for your next email campaign.
One important note here: Make sure that you’re providing quality content that your audience wants to read or see. If you’re just blasting your email list with information about your latest promotions, you can pretty much guarantee that your audience will quickly unsubscribe from your list. You should be providing more informative content than promotional content (go for a 70/30 ratio).
This strategy may sound like it’s not going to make you any money, but trust us – content can build the kind of prequalified leads who are ready to spend top dollar with you.
4. Identify When You’re Going to Send the Email
Part of launching a successful email campaign involves identifying when you’re going to be sending out the email. Timing plays a crucial role in so much of your campaign. If you send it at the right time, more of your recipients are going to read what you have to say. If, however, you send it out at the wrong time, your email might get lost in their inbox – and that means less conversions for you.
While there’s no exact science to timing your email campaign, there is basic agreement about the most likely times your audience will see your email land in their inbox. Aim to send your real estate marketing email out between Tuesday and Thursday, close to the lunch hour (10am is often suggested by email marketing experts). Monday and Fridays are usually spent catching up on work or planning for the weekend, while your recipients may not be spending as much time in their email inboxes during the weekend.
While we’re talking about timing, let’s spent a brief moment to discuss the frequency of your email campaign. Your audience has busy lives; that means they’re extremely choosy about what they allow into their inboxes. If you’re sending too many emails throughout the week (think once per day), you’re going to end up annoying them with your email frequency.
Instead of bombarding your email list with your content, pick a couple of days each week to send an email. For example, you could send out a newsletter every Wednesday, with a special email on Thursday afternoons. That way, you’re respecting your audience’s time, while ensuring your messages are getting out there.
5. Use Your Own Voice!
Don’t make your emails sound stuffy and stodgy, especially if that’s not your particular tone. If you want to create conversational pieces, go ahead and do that. Feel like sprinkling a few puns in there as well? That’s fine too! As a real estate agent, you have a unique personality – put it to your advantage so your content remains memorable in your audience’s mind.
Soon, you’ll find that your email list is actually looking forward to seeing your emails in their inboxes!
Unlock the Power of Your Next Email Campaign
Your email campaign doesn’t exist in a vacuum. You need everything under your real estate agency to perfectly reflect the messages you’re trying to send. For example, if your real estate agent website looks like it’s straight out of 1999, directing your email leads there might be akin to shooting yourself in the proverbial foot. Your website, listings, and user experience needs to reflect the brand tone you’re trying to set; otherwise, this discord could create confusion, leading to poor interactions with your brand.
Think of your email campaign as the opportunity to tell the world about what makes your real estate agency so special. Unlike other forms of advertising, it provides you with the unique ability to talk one-on-one with your audience – so use it to your advantage!
Once you’ve identified a few ideas to send out to your audience, find the right real estate website company to help you make sure your site is ready to receive all those leads.