Everything you need to know about real estate email marketing. Many real estate agents do not know that email marketing is one of the best return on investment tools. Of course, it is not about opening the mail, writing a message, and sending it to your contacts. There must be a good execution for its effectiveness.
Therefore, to create an effective email marketing campaign in the real estate sector, it must be well thought out. And have planning in which the audience and other elements that cannot go unnoticed are carefully studied.
Do you want to make an excellent real estate email marketing strategy? We will tell you everything you need to know about this tool in this post.
What is real estate email marketing?
If you wonder what real estate marketing is, it is a technique that can be carried out through email. Also, the purpose of using this tool is to send important information from the real estate to the receiver.
Likewise, for this strategy to be effective, its execution must be correct. So, if we use email marketing, we must know how to communicate the message to the right user and at the right time. For example, if a subscriber is interested in selling houses in the mountains, he will not pay attention to a message with information on rentals of houses on the beach.
Indeed, the idea is to send the indicated housing promotion to the subscriber. This is achieved when instead of sending mass messages, we take the time to send personalized messages.
This can be achieved through a real estate program where decentralized data can be added. As a result, we will give our real estate agency a better image.
What are the advantages of real estate email marketing?
Among the advantages of email marketing in the real estate sector, we can mention:
This is one of the most relevant advantages of this tool since it allows sending messages segmented by zones. This way, you won’t waste your customers’ time.
You can create newsletters for different segments in the same database through this tool. Thanks to this, you can make a personalization of shipments based on your clients’ budgets. Thus, they will be able to receive information relating to real estate that may really interest them.
One of the most important advantages of email marketing for real estate agencies is the personalization of contacts. This way, you can make recipients feel appreciated or special. Especially if you address it more personally, by adding first and last names.
Regaining customers through reminders
Sending mass emails where the same message was sent to all customers has become a thing of the past. Therefore, if you want to get back in touch with your customers, you can send a reminder to those who will have their lease expire.
Digital real estate marketing has brought with it many benefits. However, it also brings a degree of dispersion. And so that the client does not lose interest when reading your messages, you can add a button with a call to action in your emails. Thus, it will take the user to your website to fill out a contact form.
Confidence to build relationships
Email marketing has a significant point in its favour. And it´s that through this tool, you can forge trust between the sender and the receiver. This helps your real estate business to be a great point of reference when the consumer needs the services of a real estate agent.
How to create the real estate email marketing strategy?
Now that you know the advantages of real estate email marketing, you are indeed very interested in learning how to create an effective strategy:
Define your goals
Before implementing an action plan, time should be invested in creating a database. Likewise, for this database to exist, it needs the users’ approval to be included.
Of course, they will not be waiting for your mail to receive your consent. But you will have a particular interest in them. And it should be well rewarded through an excellent real estate marketing strategy.
Now, if a group of people has joined your contact list, establish a frequency for sending articles related to the real estate sector. Then, send the available offers and promotions. The most important thing is that you respect the deadlines and do not sell at first. Or else your emails will probably not be as interesting.
Establish a workflow
There must be workflows toward a chain of automated emails in this tool. Also, this chain can be started in different ways, and we will give a clear example of it.
When a person subscribes to your real estate blog, a series of shipments occur to automate real estate email marketing tasks. In this way, it will not be necessary to send the emails one by one.
In effect, a workflow works as follows:
New subscriber –> welcome email –> weekly blog content submission –> monthly summary of blog activities –> offers for new subscribers –> offer reminder –> new content.
As you can see, when you get a new subscriber, the real estate email marketing program will receive an update. And automatically carry out this process that we have explained.
However, the MailChimp tool is one of the best for this automatic process. And it also allows you to vary the functions based on the user’s response.
Write a newsletter
There are many emails so that you can send a newsletter from your real estate agency. One full of discounts, coupons, notices, reminders, and much more.
Check the analytics
A fascinating fact about this type of strategy is that it allows us to measure each action. Also, pay attention to the indicators. Through them you will be able to know who opened the mail, what pages they visit, the time, who clicks, and much more:
- Open rate: This is the percentage of people who open the message.
- Bounce rate: the postal numbers that have not been delivered.
- Opening time: We can get a report with the opening time for more accurate shipments through some real estate applications.
- Click rates: This indicator will let us know the number of users who interact by clicking on a specific link.
- Spam rate: It is essential to know the number of emails that are marked as spam for the successive improvement of shipments. Also, you should take care of suspicious words like “free” or “now” so that the mail servers don’t mark your message as spam.
How to make a real estate email marketing campaign?
Next, we will explain the types of campaigns that you can send through real estate email marketing are:
Once a person decides to be part of your database, the most logical thing is that they can thank you through a welcome email. Thus, you can take the opportunity to mention the advantages that you will get from the subscription.
Promotions are the most common type of email marketing campaign. This way, the recipient can find out about a new furniture offer quickly and, if interested, will contact your agency.
Sending emails is not only used to provide commercial information. This resource can be used to provide customers with quality information. A newsletter of your real estate will be a bulletin to share the news relevant in the real estate sector or entries to your website’s blog.
You can take advantage of seasonal emails more than you think. For example, during the winter you can offer a promotion of heated homes. Likewise, it can offer exciting housing offers near the beach in the summer season.
Through customer surveys, you can get to know them to better segment your database.
What are the most frequent errors in real estate email marketing?
Although there may be specific errors when carrying out a real estate marketing strategy, the most common occurs when using email marketing. Also, this error occurs when taking data from a customer base and sending the same message to all of them.
Therefore, pay attention to the tips that we will give you. So that you design and write the emails for your real estate correctly:
Less is more
Do not complicate your lifeless if you use an email marketing application. These applications have a wide variety of templates. And it will be enough just to place your real estate logo and some images related to your business.
Think of your subscribers first, then the realtor
This point is critical when writing a newsletter. Therefore, first, add company news or information related to this sector and offer your services.
Take Care Of The Wording
If you use professional wording, it will give a more severe image to your real estate agency. Therefore, you must take care of misspellings or typos. You can even hire the services of a professional to take care of this task.
What is the conversion rate of real estate email marketing?
This is one of the reasons why email marketing cannot go unnoticed in the real estate sector. The rate of real estate email marketing is three times higher than the conversion rate of social media for real estate. Consequently, you may be able to capture three times more clients with this type of action plan through this tool.
Likewise, another curious fact is that there will be a 50% more tendency in purchases for companies that make regular use of newsletters.
What is the right time to carry out a real estate email marketing strategy?
This point is relevant.
The exact moment to make a real estate email marketing strategy is when you have something important to communicate to your clients.
In other words, if your real estate agent has new homes for sale or rent, or a new offer, this strategy will be beneficial.
Likewise, if you have a real estate blog and want to publicize a new entry or want to offer new financing conditions, this tool will be the most appropriate to publicize information as valuable as this to your clients.
Did you like this post?
For an excellent real estate email marketing strategy:
- Keep the purpose of your real estate agency clear.
- Classify your list of users based on their characteristics.
- Send emails to people interested in the information contained in the email.
- Define the type of mail you will send.
- Include a call to action button.
Email marketing needs many tools, and at BluCactus Canada, we can advise you to create an effective campaign. In the same way, we can make the real estate email marketing campaign you need. So that your objectives directed towards this sector are fulfilled. You just have to contact us, and we will gladly assist you.
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