Marketing emails can be effective for real estate businesses, as long as they are well written. To create a great marketing email, follow these six steps: ____.
Have you ever found that your real estate marketing emails aren’t getting the response that you want?
But that’s not the case. If you’re feeling like email marketing just doesn’t work anymore, you’re not alone. It’s easy to try it once, get disappointing results, and convince yourself that it’s not worth pursuing. However, that’s not accurate.
Although it may not seem like it, email marketing also takes effort to be successful. There are six steps necessary to create an email campaign that will be effective in marketing real estate.
Real estate email marketing is a process of using email to promote your real estate business. It can be used to cultivate relationships with potential and current customers, as well as to promote your listings. In terms of whether or not real estate email marketing will still be effective in 2022, it is likely that email will continue to be a main form of communication, meaning that real estate email marketing will still be an effective way to reach your target audience.
There are many ways to market your real estate business, from social media advertising to direct mail to word of mouth marketing to local outreaches to writing a book. The Covid-19 pandemic forced many real estate agents to embrace innovative marketing strategies in an industry that has been dominated by traditional marketing methods like postcards.
However, email marketing is much better than most other marketing techniques when done correctly. Email marketing leads to a 4200% return on investment, meaning $42 is made for every $1 spent.
66% of realtors surveyed by TheClose said they want to improve their email campaigns and customer relationship management (CRM) process in 2021 – unsurprising given the current state of affairs.
Highlight the main idea of the text The text discusses the fact that realtors prefer social media marketing over email due to the Covid-19 pandemic, but email marketing is less time-consuming than social media.
More and more realtors are using innovative methods, like hyper-local videos and targeted ads, to market real estate listings on social media. But realtors who use these techniques in combination with advanced real estate email marketing techniques, like list segmentation, will be able to achieve even better results.
Real estate email marketing is a way to stay in touch with leads and former clients. By keeping lines of communication open, you can create engagement that eventually leads to sales. If you want to do email marketing for realtors the right way in 2022, this post will tell you how to build your brand authority, create awesome value, and attract more business.
First, a few email marketing jargons:
- Open rate: How many people opened your email? For higher open rates, you’ll need better email subject lines, strong brand recognition, and a good preheader. Plus, you’ll want to deliver your emails at the most optimal time. The average email open rate is 22.02%.
- Click through rate: What percentage of your total email recipients clicked on a link in your email? A video in your email can improve email click-through rates. Social sharing buttons have also been shown to increase clickthroughs, according to a GetResponse study. The average email click-through rate is 2.13%
- Spam rate: The percentage of your email recipients who reported your email as spam. If 30 people reported your emails as spam out of 1000, your spam rate is 0.03.
- Conversion rate: The number of people who contacted you as a result of your email campaign. That is, how many people moved from leads into prospects or opportunities.
- Email nurture campaign: A nurture campaign is a sequence of emails (usually automated or drip) sent out to leads. Creating trust and urging your leads toward the next phase is the purpose of a nurture sequence.
- Click to open rate: This is the best way to measure your email’s actual engagement. That is, what percentage of people who opened your email also clicked on a link or CTA (call to action).
- Double opt-in: With a double opt-in, subscribers have to click a verification link inside an automated email to become part of your email list.
- Bounce rate: This is the percentage of emails in your list (out of the total) that return an error due to invalid addresses, full email inboxes, or blocked servers. Email bounces are inevitable but ideally, your bounce rate should be less than 2%.
- Email deliverability: This measures the ability of your emails to reach the receivers’ inboxes instead of ending up in the spam folder or other minor inboxes. A high bounce rate would have a negative effect on deliverability. So will spam complaints.
- Unsubscribe rate: The number of people who unsubscribed after receiving an email divided by the total number of email recipients. Ideally, your unsubscribe rate should be less than 0.5.
How to do real estate email marketing in 2022
Build your mailing list
The most important point to consider when sending marketing emails is the quality of your mailing list.
Although it may be tempting to quickly increase the size of your mailing list by buying one, I advise against it. Most mailing lists that are for sale are outdated, used too much, and usually not effective.
Friends, Family, and Acquaintances
When you started your real estate career, you were told to tell your friends and family about your business.
The best way to grow your mailing list is to add everyone you know to it. This includes your friends, family, acquaintances, and past colleagues.
There’s no doubt that the most valuable contacts in your real estate agent database are those who can vouch for your skills and successes firsthand.
Even if your clients have used your services in the past, they may still need them in the future.
Everyone in your sphere of influence
It’s much easier to find a deal if you look at more of them. Quantity is usually more important than quality when it comes to real estate. The more properties you look at, the more likely you are to find a good deal.
- Identify your area of expertise and your target audience
There are nearly two million real estate agents in the United States, which means you are likely competing against some well-known realtors. However, your unique experiences could help you stand out. You should define your audience, your unique selling points, and your area of expertise. Doing this will help you create targeted content that cements your authority while meeting their needs.
Divide your audiences into subsections to more efficiently reach your target market. For example, an SRE (Senior Real Estate Specialist) would attract retirees, those close to retirement, or those with an aging parent or grandparent.
- Seniors (people over 50) looking to buy a new home
- Seniors (people over 50) looking to sell
- Millennials (people under 40 years of age) seeking to help their parents move.
- Create a customer journey map
Marketing should be approached from the perspective of what the potential customer would want to hear.
To get a better understanding of your customers, you should interview them about their journeys. A good question to ask customers is how they found you. What led them to you? You can also ask other questions to help you understand your ideal buyer and what type of content they would find helpful.
- Outline drip sequence ideas for each journey map
The reason your real estate email ideas are not effective is that they are not targeting the right people. Drip campaigns produce a 119% increase in click-through rates compared to normal campaigns. Combine relevance with automation and your conversions could skyrocket.
When emailing real estate clients, what type of email do you send?
For your email campaigns, it is most important to keep your current customers up to date, followed by former clients, hot leads, and cold leads. Keeping your existing real estate clients up to date at each step of the home buying or selling process is something you should do manually.
When creating email templates or sequences for former clients, consider including: -A welcome back message -An update on the market and recent trends -New listings that may be of interest -A reminder of your services -A call to action
- Client Testimonial Request Email(s) –If you do a great job for them, your past clients should be happy to provide testimonials
- Referral request email(s) – Most people are more likely to trust referrals from their friends and family than marketing campaigns. Your previous clients may have someone in need of your services from time to time.
- Social media contest invitation email(s) – One of the best ways to generate traction on social media is to run a simple contest. Everyone loves contests. To accomplish this, you might want to consider partnering with a local small business.
- Local events and happenings newsletters –Provide past customers with information about interesting events, happenings, and news in your area.
- New listings newsletter(s) – You should let your past clients know about some of your remarkable new listings. Who knows? They might have a friend who wants to upsize their home.
When emailing your real estate leads, you should send emails that are welcoming, informative, and personal. You want to come across as friendly and helpful, without being too sales-y. Some ideas for types of emails to send include: -An email introducing yourself and your business -A blog post or article that you think would be interesting or helpful for your lead -An update on the real estate market in your area -A list of houses that have recently sold in your area -A congratulations email for a lead that has just bought a house Your email should be welcoming, informative, and personal in order to come across as friendly and helpful. You can include an email introducing yourself and your business, a blog post or article that you think would be interesting or helpful for your lead, an update on the real estate market in your area, or a list of houses that have recently sold in your area. You can also send a congratulations email for a lead that has just bought a house.
If you want to increase the frequency of emails to warm leads, you should ideally remove anyone who hasn’t opened your email in 2 months. This way, you can avoid having a high spam rate and maintain good email deliverability.
Emails to real estate leads should include:
- Welcome email(s).Welcome emailshave an open rate of 86% and a click-through rate of 24.69%. In the welcome email, you are making your first impression. You could experiment with an exciting welcome email series to build engagement early on.
- Educational/nurture email series.New leads are usually not ready to buy yet. A nurture series makes them comfortable enough to engage with you. If your leads are from a home valuation landing page, your nurture series could take sellers through some home pricing horror stories (after you’ve delivered what they came for).
- Social media contest invitation email(s).
- Local events and happening(s) newsletters.
- New listings newsletter(s).The people on your list know you are a real estate agent, so they are ready to see what you have to offer.
- Open house and event announcement(s).Hosting an open house? Keep your email leads informed.
- New reviews and client testimonials/stories.Some of your leads only need a little convincing to pick up the phone and call you. A couple of great reviews could be the tipping point.
- Holiday emails.While sending birthday emails to leads seems creepy, you want to reach out during the holidays – making this period work for you.
Use as many creative real estate marketing emails as you want in one campaign. Drip campaigns with tools like GetResponse make the process much easier to automate.
When deciding whether to use a template or write each email from scratch, consider what will work best for you and your team. If you need to save time, a template can be a good option. If you want to build relationships and connect with your subscribers, take the time to write each email individually.
Email templates serve the purpose of saving time by not having to write each email from scratch. It is inefficient to start each email from scratch. However, you don’t want to use email marketing templates all the time. For example, when clients are expecting updates on a home sale, they won’t care about the email’s visual appeal. There are many text-based and visually designed email templates online that have been proven to be effective.
Putting it all together
. Let’s use all of these steps to create a sample real estate marketing email.
You could send a Halloween-themed postcard to your mailing list, letting people know that you’re thinking about them during this spooky season. You could even offer a special discount for anyone who buys or sells a home with you between now and Halloween. If you’re a real estate agent in New York State, you could send a Halloween-themed postcard to your mailing list to raise brand awareness. You could even offer a special discount to anyone who buys or sells a home with you between now and Halloween.
You should focus on directing more traffic to your website.
You must disclose to potential buyers if a home is haunted if you are a realtor in New York State.
Your email should have a subject line that will make the recipient want to open it, and inside should be a call to action inviting them to visit your blog post.
You would include a call to action in your blog post inviting readers to schedule a free consultation for your services.
Email marketing has a high ROI, but to make your campaign successful, you need to invest time in learning all the necessary elements.
All the effort you put in will be worth it if you’re willing to do so.
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