Market your services if you want to be a successful real estate agent or run a real estate business. However, most people don’t have experience with marketing. But don’t be worried. You don’t need a degree to market your business. You only have to be patient and learn a few things.
With the right approach and brainstorming, you can get solid results that will help you fuel your business. Each real estate marketing plan must include essential online marketing channels, including email. More than ever, people are looking for homes online, and real estate businesses must take advantage of this.
In this post, we’ll discuss real estate email marketing and share all the essentials you need to know to set up a strategy that produces visible results.
In this article
The Benefits of Real Estate Email Marketing
There are countless benefits of using real estate email marketing. However, here are the three main reasons why you should be using it:
1.Shortening the Sales Cycle
Buying a property takes time. Potential customers want to know every property detail before making an important life-changing decision. Real estate agencies must use this period to showcase their expertise, educate potential buyers, and keep customers engaged while staying on top of the market.
If you provide value with your emails, you increase your chances of getting the call once the customer is ready to buy. That’s why it’s essential to know your audience so that you can address their interests and handle all requests with ease.
2.Educating Buyers
Knowledge is essential for home buyers. In other words, buyers want to learn as much as possible before buying. Here are some of the questions they need answering:
- What are the hidden costs associated with buying a property?
- Which financing options do I have?
- What is the best location for investing in real estate?
- How will my mortgage rate affect my selling/buying decisions?
- How long will it take to finish the purchase process?
- How does the purchasing process work?
- How can a real estate agency help me buy a property?
Many other important questions can differ depending on your market and your target audience. Utilizing email marketing allows you to answer important questions using targeted campaigns to different customer segments.
3.Building Relationships and Trust
Real estate buyers will never buy from a company or agent they don’t trust. That’s why building relationships and instilling trust in your potential clients is important. It’s generally a good idea to start nurturing potential prospects with personalized email campaigns.
That can help you engage prospects and create interactions by making them want to ask you questions. Furthermore, customer referrals are still the main way homebuyers find real estate agents. Building relationships and trust with emails allows you to secure more referrals.
The major perks of using an email tool
Email marketing tools are specialized solutions with all the features and functionalities needed to set up email campaigns, customize them, target audiences, and track analytics. You can’t set up a real estate email marketing campaign without an email tool.
Here are the perks of using an email marketing tool for real estate:
- Finding new clients and collecting leads.
- Creating and maintaining successful relationships with communities and customers.
- Building your brand and establishing a trustworthy reputation.
- Increasing sales with carefully crafted email messages.
- Boosting marketing results and saving time with email automation.
- Increasing the number of referrals with successful sales.
The more clients you get over time, the more customers you will have. Email marketing tools allow you to find, maintain, and engage customers to fuel your business results.
Types of Real Estate Email Marketing Campaigns to Use
Welcome Emails
Welcome emails are where it all starts. They have a 24.69% click-through rate and an 86.03% open rate for all industries, which is why they’re so important. They set the groundwork for customer expectations.
Use the right template and personalize it to ensure your emails sound authentic and natural. Address your leads in a conversational and personal voice while ensuring your brand’s voice is heard. It’s your lead's first interaction, so make them feel special and cherished.
Email Newsletters
Email newsletters are emails that include different media and text. They’re sent to leads, subscribers, prospects, or customers to keep them informed. As far as real estate is concerned, email newsletters should be used to deliver valuable and educational content.
Your email newsletters should include articles, links, checklists, how-to guides, and videos that can help subscribers learn about the current real estate market, trends, and changes. You can also share any events, case studies, or expert analyses that help customers learn about the market.
Referral Requests and Follow-up Emails
Email automation allows you to send timely follow-up emails that trigger specific events or dates. For example, when someone views a listing on your site, you can send out follow-up emails to give them additional information.
Furthermore, if they’ve engaged with you in some way and asked questions, you can send out a follow-up email after some time to see how far they’ve gone on their purchase journey.
You can also send out follow-up emails after clients have closed on deals to see if there’s any help you can provide and send them referral emails so they can vouch for you with other leads.
Announcement Emails
Announcement emails can be similar to newsletters, but they should focus more on specific properties and deal specifics. They can attract buyers, deliver vital information, and create a good first impression. For example, suppose someone was interested in a specific property, but the price was a deal-breaker for them.
In that case, you can send them an announcement email when similar properties become available and are within their price range. You can also find information leads on any potential updates, policy changes, and big events. Ideally, end the email with a call to action and encourage recipients to check how this news can benefit them.
You can also send out referrals to other businesses like home decorators or some other services that can help them after moving in. In turn, they can also refer to you in their email campaigns.
Content to Share in Real Estate Marketing Emails
In addition to sending text in your emails, you can take this opportunity to showcase different types of valuable content to your potential clients.
Videos
the real estate video created by Filmora
Videos can be very powerful, and there are different types of videos realtors can utilize. First, you can create video tours to show how a specific real estate property looks. On the other hand, if you don’t have the funds to create video tours, you can create simple but effective videos to provide valuable information.
For example, advanced AI tools like Fimora allow you to create videos that share market insights, update clients about recent trends, offer guides, or share success stories and important numbers that encourage clients to work with you.
Create AI Videos With Filmora
Fimora can create fascinating AI videos for marketing. Its video-creating AI feature is one of the best in the market. You can generate a video script in ChatGPT. Then use that script to create a video through FIlmora. Follow the steps below to learn how to create a video script using FIlmora.
Step 1: Download and install Wondershare Filmora on your computer.
Step 2: Launch and log in to ChatGPT on its official site. You can also use Fimora’s AI copywriting tool directly, which is linked to ChatGPT.
Step 3: The next step is to generate the video script. Give instructions to the AI tool. It will create a video script according to your instructions.
Step 4: Use this script to create your own video. You can also use the AI text-to-video feature of Filmora for this purpose.
Step 5: Before exporting this video to your computer, use the AI copywriting tool to generate the Title and Description for your video. Use this video to take your marketing game to the next level.
Guides
A part of any realtor’s job is to provide insight and knowledge about specific areas and properties. Share your knowledge through email and help your potential clients find the right neighborhood for their needs.
You can send out guides for different neighborhoods or create general guides that will help them on their path to becoming real estate owners. You can go with simple guides or create more in-depth content for real estate investors who want to profit from their purchases.
Success Stories
Email is one of the best marketing channels for sharing long content, so use it. Offer real client success stories and show how you helped previous clients find the perfect home and which services you provided them.
Listing Announcements
Listing announcements can be very valuable if you’ve already engaged with potential clients and you know they’re still searching for the right property. People often forget about checking in regularly. That’s why you should re-engage them by sending new listings that fit their criteria.
How to Create Engaging Real Estate Marketing Emails
Even though emails have one of the best open rates, it’s important to actually engage with clients to get them further down the sales funnel. Here are some things you can do:
Carefully Plan Your Emails
Create an email schedule and plan your emails in advance. There’s no right answer regarding the frequency of the emails. However, you shouldn’t focus on sending emails as often as possible. Instead, focus on quality and send emails when you have something valuable to offer.
However, some emails are simply a must. For example, you should always end welcome emails, as they have an average open rate of 34% and can help you jumpstart client interactions. Don’t send out emails just because you have time. Send them at the right moment, with the right message.
Make Emails Easier to Open
It’s not only about sending emails; you also need to ensure people open them. That means working on your preheader text and subject line. These two elements should clearly state what the email contains.
For example, if you are informing people about a new listing, it should be something like “New Listing in Livingston.” Your subject line shouldn’t have more than 40 characters, as you want it to be easier to read.
Try to tease curiosity, personalize, use emojis, add punctuation to convey emotions, and incorporate time-sensitive phrases.
Work on Your Copywriting
The body of your email shouldn’t waste time. It should deliver quality information and encourage potential clients to take specific actions. Be short, concise, and deliver essential information.
Treat people like you talk to them in person to convey honesty and value. People will probably stop reading if your email sounds like a marketing brochure. Select one call to action and include it at the end of your email.
Use Analytics and Adjust
Once your campaign has been active for a few months, take the time to check your email analytics, such as open rates, click-through rates, delivery rates, and unsubscribe rates. Find the best-performing emails and analyze what you did right. Constantly adjust your emails until you’ve found the right formula.
Real Estate Email Marketing Tips
1. Work on Email Design
Work on designing visually appealing emails with branded photos, grids, colors, and a professional note. However, you shouldn’t push unnecessary visuals where they don’t belong. If you want to share important updates, plain text is better. On the other hand, if you want to send out fresh listings, you can add more design elements.
2. Use Email Segmentation
Email segmentation allows for the creation of more personalized experiences. Start collecting information about the preferences and interests of your audience, or even consider sending questionnaires or feedback request emails. That will help you segment your audience to adjust your approach and get better results.
3. Adjust Sending Frequency
Analyze and track how people respond and what the analytics say when sending emails more/less often. There’s no one-size-fits-all answer when it comes to email frequency. Try to find the silver lining between annoying people and letting them forget about you.
4. Avoid Spammy Words
Stand out from the box by writing captivating subject lines, talking in your brand’s voice, and trying different approaches. Avoid using spammy keywords like free, limited offer, lowest price, open house, 100% guarantee, etc. Being genuine and avoiding sales talk is crucial for gaining trust and engaging people.
Real Estate Email Marketing Templates
Here are some email marketing templates you can use to get inspiration and customize them to create impactful emails:
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Welcome email template
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Follow-up email template
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Listing update email template
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Expertise email template
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Email newsletter template
Conclusion
You should utilize these essentials of real estate email marketing to kick-start your first email campaign. Don’t expect great results right off the bat. Building an email list with meaningful contacts that can help you fuel your business takes time.
Keep your email campaigns consistent and work on improving your strategies to improve results. Email is one of the best marketing channels for real estate businesses, so make sure you utilize it.
