According to Benchmark’s survey on real estate marketing, 63% of recipients engaged and responded positively to real estate email marketing and campaigns, and another 22% planned to in the future.
Hands down, one of the best ways to keep your real estate brand top-of-mind with potential clients is by implementing an email marketing strategy. This is because it is a direct line of communication between potential buyers and realtors. Most importantly, it builds trust and nurtures relationships with local homeowners, buyers, and sellers. So, how can you, as a realtor, start email marketing for lead generation in the real estate industry?
1. BUILD EMAIL LIST WITH VOLUNTEERS
Before starting email marketing, ensure that everyone on the list has personally subscribed to your email list or given some form of consent. You can begin by adding an opt-in box to your website or by asking clients for verbal consent to sign up for your list. Unsolicited emails are an express highway to lose potential clients. Without permission, annoying and unwanted emails can be reported as spam and result in your website’s domain name holder blocklisting you, which means you won’t be able to send emails at all! Therefore, be cautious when creating and sending marketing emails to your contacts.
2. PERSONALIZE YOUR MESSAGES with Email Marketing
In email marketing, non-specific greetings and messages are often ignored. Clients want to feel like you’re talking to them specifically, so each email must address the individual receiving it. Start by address buyers/sellers by name in the subject line. You can also create lists/groups that are in a certain category, for example, “actively looking” or “low budget,” and send them to content tailored just for them. If possible, have your newsletter customized to their preference, further enhancing personalization and potentially leading to increased click rates.
3. LANDING PAGES
This is a webpage that acts as an entry point for the main website or a particular section of a website. The landing page should have the following lead magnets (giveaways):
- Free Detailed Guide To Buying Your House In [INSERT LOCATION] or,
- Free Detailed Guide To Selling Your House In [INSERT LOCATION].
With traffic, landing pages are great for capturing email addresses for you to market with. The landing pages should be synced up with your real estate email marketing provider to guarantee that the leads directly go there.
4. SIMPLE Email FORMAT For Email Marketing
A quick formula that the majority of successful realtors use is:
- A Catchy Headline – How To Sell Your Property Faster!
- Catchy Phrase/Introduction – Is your property taking forever to sell?
- A Logical Explanation; a paragraph or two addressing the issue.
- Call To Action – Sign up here and let’s help you sell your property faster.
Email marketing is a key way to show customers that you know what you are talking about, that you care, and that they can trust you to help them get the best property for their budget and specific needs.