TheShareGroupFeb 15, 2023 12:31:11 PM5 min read

Pro Tips for Real Estate Email Marketing

The real estate market is in a bit of a downswing right now.

In December of 2022, there were 36% fewer home sales than in December of the previous year. If you're looking at that as a realtor, you may be thinking about how to find more marketable properties and new ways to market them.

Two major things factor into your success as a real estate agent: having great properties to sell and a market to sell them in. Email marketing plays an important role in both, so we're going to give you some pro tips for real estate email marketing.

Digital marketing is a realtor's best friend in 2023, but that doesn't mean it's easy. With the right philosophy and the right people helping you, however, you can boost your leads to find homeowners that want to sell ASAP. Keep reading and you'll see how it all works.

Benefits of Real Estate Email Marketing

Email marketing has been an integral feature of digital advertising for real estate for years now. With a quality email marketing campaign, you'll build trust and lasting relationships with community members. This is essential to building a strong client base.

Your emails are an easy way to educate the public on what can sometimes be a very murky topic. Most people that haven't participated in a real estate transaction find themselves overwhelmed by the process. Part of the trust-building we mentioned above is about bestowing your knowledge to your potential clients.

An email newsletter discussing the best times to sell a home, good ways to find a buyer quickly, or understanding the current state of the market will establish your brand as the local authority on real estate. Once you've got a reputation, your email list will grow and more leads will result.

At the end of the day, email marketing is a cost-effective way to reach a huge list of prospective clients.

Defining Goals and Choosing Targets

When coming up with a real estate email marketing strategy, you have to first define your goals. If you're looking at how to find absentee homeowners, your tactics will differ from how you work to find distressed homeowners that might want to sell.

It's all about targeting, so if you're looking at absentee homeowners, it's about using the right language to appeal to them in the first place. The best move is to show them local housing market stats so that they have a sense of the profit they can make on their property.

For distressed homeowners, you'll want to discuss the relief they might feel when selling their property. By crafting email campaigns that are designed to appeal to certain types of homeowners, you can reach a wide variety of clients, which gives you a wide range of homes to sell.

Timing and Creativity Matter

The timing of your emails plays a huge role in whether or not they hit home with prospective clients. You never want to bombard people with unsolicited emails, but it's important to stay fresh in people's minds as well.

Coming up with a monthly or bi-weekly newsletter schedule is a great way to keep your email list interested but not annoyed. You'll appeal to those that might be interested in selling their homes and stay in the minds of those who aren't quite ready yet.

Of course, creativity matters in all of this. You'll need to produce emails on a diverse array of topics with a diverse set of aims. Don't just send out property bulletins or local market statistics, try to make your emails compelling so that people actually read through each one.

Customer Segmentation

It's always better to have a small, yet engaged email list than a huge list of people that ignore your emails. Don't add people to your email list unless they've asked you to do so and always remove them when they request to be removed.

Furthermore, you can segment your email list so that the right people are receiving the right information. Do this by collecting information about your clients when they sign up for your emails. You can segment them by various criteria, such as budget, buyers/sellers, renters, location, and stage in the house-buying process.

Customer segmentation is going to make your emails more effective. When the right people are receiving the right information, they're far more likely to pay attention when your emails go out. If you want to learn how to convert real estate leads, this is a great start.

Automating your email campaign makes it easier to send the right content to the right customers. With automation, when someone takes a particular action, a particular email campaign is triggered without you having to segment customers on your own.

Subject Lines and Calls to Action

The average person sends and receives over 120 emails per day. Nearly 50% of these emails are spam, so making your emails stand out should be of the utmost importance.

You want to write attention-grabbing subject lines that reflect what's in the email. Using the recipient's name in the subject line can be a useful tool for giving your emails gravitas.

If the subject line makes your customer open an email, a call to action is what creates conversions. Each of your emails should conclude with an effective call to action. If your emails have a central purpose, coming up with a single concise call to action should be easy.