Once upon a time, directing traffic back to your real estate agency website was as simple as having a website. Back in the days of Myspace, Geocities, and AOL floppy disks (remember those?), having a real, functioning website put you head and shoulders above the competition.
Now, however, every real estate agent should have an in-depth website up and running. What’s more, these sites should feature pages of detailed listings, informative articles, special promotions, and multiple opportunities to reach out to you. So if your website isn’t up to code, drop this article immediately and reach out to a real estate website development company who can help you build your online foundation (trust us, it’s harder to use the tips in this article if you have a subpar website!).
If your website meets all of these criteria, you may be wondering what you can do to bring in an avalanche of leads to your real estate business. Surprisingly, the answer might not be found on your actual website…
Instead, it could be as simple as sending out a few emails.
Discover the Power of Drip Campaigns
Drip email marketing campaigns is an incredibly simple yet powerful way to engage with leads while converting them into customers. The idea behind drip campaigns is simple: You create compelling emails that are sent out to leads at specific times throughout a weeklong period; these emails should all be varied in content, with the ultimate goal of propelling leads to entrust you with their home search.
Unlike other forms of marketing, which can be expensive and overly technical, drip email marketing campaigns only require the cost of sending out emails, as well as the time it takes to write up those emails in the first place. What’s more, drip email marketing campaigns are fully automated, meaning you don’t have to put in hours of time each day just to send out an email.
Drip marketing campaigns also use template emails to simplify the campaign process. These templates allow real estate agents to quickly add copy to the email and send it out in less time. What’s more, these templates can be designed to appeal to different lead segments. From hot prospects to cold leads, each segment can get its own email template, making it much more likely that you’ll convert.
Confused by the drip email marketing process? Fortunately, this article contains plenty of strategies and technical tips you can use to make sure each email you send out is a massive success. Let’s start by examining the kind of emails you need to start sending out to your leads ASAP:
• Regular Listings: Think of these as weekly or bi-weekly emails you’ll be sending out to all your leads. This type of email will showcase what homes you’ve recently added to your listings. The message should be super general so everyone on your list can receive them. Prompt them to check out the latest listings, then end the email with a link back to the listings page on your real estate agent website.
With drip email campaigns, you want to focus on sending out a regular email at least once per week. Think of these emails as the foundation to your real estate marketing efforts, as they’ll build up your reputation and trustworthiness, as well as help ensure email providers won’t direct your emails straight to spam folders.
• Top Property Lists: One of the best parts about home buying is looking at all of the out-of-price houses on the market and dreaming of the day you can buy them. That’s precisely why real estate agents should send out a “top property” list to leads. Once again, you don’t have to segment this type of email, since it’s likely that everyone will be interested to see the crème de la crème of your real estate listings.
When writing the messaging for this email, do so in a way that isn’t accidentally insulting to your audience. You want to show off without making your real estate proprieties seem out of reach, nor do you want to unintentionally position yourself as a top-of-the-market real estate agent if that’s not what you are.
• Information and Tips: The house hunting process can be one of the most excrutiating parts of buying a home. If you position yourself as someone who can help ease that stress with tips, strategies, and advice, you’re much more likely to be the real estate agent that your leads end up working with. Make sure you’re offering real advice, not just fluff. From getting the best mortgage rate possible to managing negotiations with sellers, your informative content should provide real value to your leads.
These email templates can get you started in building your next email marketing campaign. As a busy professional, it’s likely you don’t have the time or technical talent required to design these email templates. That’s why you should work with a professional website development service that specializes in providing real estate agents the emails they need to build some serious lead generation.
Analyze Who It’s From
It seems like such a simple question, doesn’t it? Your first instinct would be to point out that your emails are from you – but what does that mean? Are you referring to your professional name? Your real estate agency’s name?
Get specific about what kind of voice and name you’ll be using when you send out these emails. To help you narrow down this decision, analyze your own behaviors in your inbox. Do you tend to respond to company emails or personal emails more? Are you more likely to open an email if you see it’s from a company or a person?
Make sure that your “From” name is personal enough that it increases the odds of your leads opening your email. For example, a great From name could be “First Name @ Real Estate Business Name”. That way, you’re getting the advantage of using a personalized name while still highlighting who you are.
Follow Important Rules and Regulations
There are various international laws and regulations that govern how you can use emails. These laws are known as CAN-SPAM, and violating them could result in serious financial consequences for your business. Here’s a breakdown of some of the ways you can avoid breaking CAN-SPAM laws:
• Make sure that all email content is relevant to your audience. If your audience opens an email from a real estate agent and instead gets an advertisement for vitamins, you’re going to be in violation of CAN-SPAM.
• Give your list the ability to unsubscribe from your emails if they want to. The unsubscribe button should be easy to find, and should totally remove that person from your future emails. If there’s no unsubscribe link or button on your emails, you could be fined by the federal government.
• Don’t trick your leads into opening your emails with your subject lines. For example, using “Re:” in your subject lines without the email actually being a reply to someone is considered a violation of CAN-SPAM. What’s more, your subject line should provide your audience with a hint of what they can expect to see once they open up your email. If the subject line doesn’t match the messaging of your email content, you may find yourself on the wrong side of a CAN-SPAM lawsuit.
• Avoid promising your audience something that you can’t deliver on. For example, if you’re promoting a discount in your email that you have no intention of honoring once someone actually walks through the doors of your business, you could be in legal trouble.
As long as you’re not purposefully engaging in bait-and-switch tactics with your list, you should be on the right side of CAN-SPAM laws. However, it’s always useful to have a professional service help ensure that your real estate marketing content is always on point. Look for a real estate website development service that also specializes in email marketing, blog content, and social media – they’ll help you navigate through the pitfalls of CAN-SPAM violations.
Get The Email Support You Need
Take the mystery out of optimizing your real estate marketing emails. Don’t try to navigate through these technical email details alone. If you want to turn your real estate website into a lead-generating machine, then it’s time to partner with Excida.com. Our nuts-and-bolts services can provide you with critical real estate website design – including mobile-responsive design, email marketing, and social media content – as well as ongoing support for any other website changes you might want to make in the future. From blogging and lead capture to social media and beautiful site designs, only Excida can help you take your real estate website company to the next level, so you can focus on what truly matters…
Building a successful real estate agency.
Discover where your real estate website will take your business in as little as a few days. Discover Excida.com today!