Real Estate Marketing Guide
Email Marketing
Develop Email Marketing Campaigns
Email marketing has the best ROI of any marketing activity; it can be another effective and efficient marketing tool as a real estate agent to stay top of mind with your local market. Email is checked regularly. It is independent of social media, and less likely to be deleted since it’s an app that delivers instant notifications on an app that’s not likely to be deleted. People keep email addresses a long time whereas they leave social networks more frequently.
Email is a platform that your prospects can opt-in to by subscribing to your mailing list. As you meet new people, collect their contact information in person or online and simply add them to your mailing list. You will create email drip campaigns to send to your mailing list. These campaigns can be segmented based on your lists, such as a campaign for buyers, one for sellers, a list for first time buyers, or a segmented luxury leads lists. That allows you to create customized campaigns unique to each audience, with material personalized for them. email them regularly
This type of email marketing can be sent out to all your leads to go over prices changes in the market, new listings, news, exciting announcements, tips for sellers, and more. Keep it personal, informative, and brief so that you can provide your prospects value in a quick snapshot.
As a professional expert with valuable skills and knowledge of the housing market, you can disseminate this market knowledge into regularly scheduled newsletters, which will seek to inform your prospective clients, but also to help them remember that you’re active and ready when the time will come when they need your expertise.
Make yourself the expert by offering expert content and provide valuable updates to prospects.
Include links to all your content you created for the month including new blog posts and YouTube videos. Send out links to all your latest listings. Include links to virtual tours, as well as neighborhood reviews or interviews. Don’t be afraid to share your latest goals and adventures as a real estate agent. Your newsletter can cover various content topics, local insights, as well as ask your subscribers questions about what they are looking for, and announce exciting events, open houses and more. It’s your chance to regularly connect with your audience.
Give your clients an enticing reason to opt-in to your content with special deals or compelling local guide. Grow your mailing list using inbound marketing focused blogs, direct mail campaigns, and social media outreach
In crafting an effective email, the subject line is the first thing your readers see and the most important in determining if your email will be opened. You’ll want to capture the attention of your reader quickly to get them to open and read. Using an Email system that can create beautiful templates like MailChimp also can create an attractive email design that’s more appealing to readers and looks professional. These types of software also will let you know who has opened and interacted with your real estate email news.
People rarely read entire emails and simply scroll and glance through their inbox, so keeping your messages to the point will get you better results from email marketing. Also, make sure the people you are sending emails to are expecting them, meaning they’ve agreed to be on your mailing list. Consent helps to minimize messages marked as spam, which means more likely to actually want what you’re giving them.
You can also brand yourself in your email signature, adding a photo, website link, and social media icons to stand out. Remember to keep mobile in mind when drafting your emails. The majority of people now check email first on their smartphones. Personalize your email signature with a slogan that addresses your niche and your personal brand. An example would be “The South Austin Home seller”.
Since real estate is a relationship business, include a headshot in your signature so that people remember and see who you are. Don’t forget to add a call to action in your emails, which could be asking readers to view your website, your blog, or your listings. A call to action will convert a subscriber into a lead when they’re ready for your services.
Additional content resources you can include in your email marketing messages to boost engagement:
Blog posts
Infographics
Links to social media feeds
Short videos
Trending data points
Geo-specific news
New listings
Buyers/sellers guides
Helpful tangential content
Setup duplicatable templates. Automate your campaigns with an email marketing tool like MailChimp, Constant Contact, or HubSpot.
Types of Emails to Send
Also to include in your lead nurturing email campaigns, include not only tips, but also tools that buyers and sellers can use to prepare for the home buying and selling process. Tools such as a mortgage calculator, community profile, schools report, and others provide valuable insights on the communities your leads may be considering moving to or selling in.
You can also link to tools like these on your website and social media:
Any type of community event or any involvement you may have in the community such as charity events are good announcements to also include in your correspondence.
You can create a form on your website to subscribe to your newsletters. This can be done with tools like Mailchimp. From there, Mailchimp can automatically add these new subscribers to your list and send them your next newsletter. When creating a contact form on your sire, you can also create a text eld for open-ended questions or comments they may have so you can better understand their situation when following up.
When you ask for email addresses, let readers know what types of content they can expect to receive.
Example: Join my email list to receive market updates, new listings, home selling tips and more!
Follow up quickly
Creating a real estate marketing email drip campaign is a secondary activity to responding to fresh leads quickly. Studies show that quicker responses to leads are more likely to succeed because prospects often contact multiple agents when looking for a listing or buyers agent. By following up quickly, it can help you stand out.
Make sure your contact information is correct and updated on all your marketing materials, including business cards, social media, website, and email signature.
Focus on content. Don’t make every email promotional in nature. While it’s important to promote yourself, the best approach is indirectly offering value that shows you’re the expert. People are more attracted to realtors that are not pushy but offer a lot of value and build sincere and genuine trust with their prospects.
Consider an automated drip campaign focused on content, with only limited promotional emails sprinkled in. This will get you unsubscribed less.
Email Templates
Customizing some email templates will help with your branding and help you nurture existing leads.
The introduction email
Hi _____,
Thanks for signing up for email alerts on my website! I’ll be sure to keep you updated on new listings as they’re posted. I also like to offer content on tips for homebuyers and sellers.
I’ve been working in the _________ area for the past ________ years, and have the experience to guide you through the home buying purchase process painlessly.
I’ve added a home seller’s checklist for moving below so you can educate yourself on the process. In the meantime, have a great day! - Real Estate Agent
The setting the stage email
Hi _____,
I hope your home search is going well. You are on the list to receive new listings as they are posted. You’ll also be updated on important market updates, and other helpful information to read during the process.
If you would like to schedule a tour for any listing you see, please call or text me at (123) 123-4567. I show homes every day but Sunday.
Talk soon,
-Real Estate Agent
The content email
Hi _____,
Here’s my latest blog content update linked below. To schedule a home tour, call or text me at 123-456-7890.
(Select content you would like to share):
Local Market Updates
Average Days On Market Breakdown
Seller Market Versus Buyer Market Explanation
How to Buy a Home in the Current Market
One of Your Sold Listings (if it is a seller lead).
Area Events Calendar
New Development Updates
Fixer-Upper Average Costs
Turning Your Home Into the Ultimate Investment
The testimonial email
Hi _____,
I hope you have had some time to view the listings available on my site, as well as read some important information about the home shopping process.
As a real estate agent, it’s my job to make sure you find that you love easily and that you sell your home for the best price with the shortest sale time. Successful agents are ones that people rave about. I wanted to share a recent story of a happy customer I was able to help:
You can view all testimonials and reviews here:
I’m here to help you on this journey to make it the best possible experience.
Talk soon, -Real Estate Agent
The get more information email
Hi _____,
I want to make sure you’re having the best possible home shopping experience. You can text me or call me at 123-456-7890 and I’d be glad to speak about any homes you’re interested in. You also email me here: email@email. com.
Here are two things to help you:
Tips for loan pre-approval
10 Things first-time homeowners want to know
The catching up email
Hi _____,
I hope you’re doing well in your search process and have begun to narrow down some top choices. Feel free to let me know if your situation changes, or if you’d like to get in touch about a particular listing. Please reply via email at email@email .com with any questions you have on any listings you see on my site, or you can call me/text me at 123- 456-7890.
All the best, -Realtor Agent
The ask for a recommendation email
Hi _____,
It was a pleasure working with you! Congratulations on the new home. You should feel very proud of this accomplishment.
I wanted to ask a quick favor. A good review often helps me continue my business because word of mouth is so valuable in the real estate business. If you have some nice things to say, would you mind leaving me a testimonial or review via email at email@email .com? I would very much appreciate it.
I’ll be in touch to finalize any last post-close duties. Congratulations and best wishes! -Realtor Agent
Email Automation
You’ll want to have an email service set up to handle lists of your leads contact info, so that you can continue to follow-up, stay and touch and “nurture” your leads as you walk side by side through their home shopping journey.
Newsletters are great to send every month to your leads, but you want to create a custom email workflow for each and every new lead you get. These email workflows will automatically send your new leads a series of emails over a specified time period. For example, the first email will go out soon after you get a new lead, then the other email will go two days later, and so on. You can also automate that all new blog content you write go out to all prospects.
Lead nurturing is important because not everyone is ready to buy or sell right away. Nurturing leads with continued value over time continues to keep you top of mind as they take the time to make their decision. The trick is to send emails often enough to stay memorable, but not too much to cause your emails to go unsubscribed or deleted.
In your CRM or email system, you can check your success for each email by looking at open rate and click-through rate. Your email automation strategy can also include A/B testing to test more than one email message to figure out which is most effective.