Email marketing is a powerful tool for real estate businesses to connect with clients, nurture leads, and promote properties. With the right emails sent at the right time, your email subscribers will keep you in mind and turn to you whenever they need real estate advice or have to purchase a property. Let’s take a closer look at how you can effectively promote your real estate business with email marketing:
Build a quality mailing list
The first step is to build a mailing list of people interested in buying property. Some ways of obtaining the email addresses of potential clients include:
- Signup sheets in real estate open houses/trade shows.
- A signup form on your website is placed in a popup, a landing page, or underneath a relevant blog post.
Don’t just ask people to sign up for your mailing list, give them a reason to do so. Otherwise, they will hesitate to give you their email address. You don’t want to come off as another business that will spam them with emails that are not useful for them.
Therefore, you should give them a specific reason (e.g., home-buying tips) to subscribe. This reason, also known as the lead magnet, should offer immediate value to your target market.
Segment your mailing list
Divide your email list based on demographic information (like location), property preferences, or stage in the buying process. This allows you to send targeted and relevant content to each segment. To help you segment your contacts, consider creating a landing page or sign-up form that collects data on the following:
- Prospective buyers
- First-time buyers
Each of these segments has a distinct customer journey. Hence, you should send different email sequences to each segment to cater to their respective needs and wishes.
Send welcome emails
Welcome emails have the highest email open rate and engagement. The majority of your subscribers will open them, so make this opportunity count. Your welcome emails should reaffirm your subscribers’ decision to sign up for your emails.
Inform them about what they can expect from you and redirect them to your recent listings or useful content on your website’s blog page and social media accounts.
Include a short questionnaire in the welcome emails to start collecting the information and preferences of your audience to help with the segmentation of emails.
As mentioned at the beginning of this blog, email marketing is great for nurturing leads. Buying property takes time for your potential clients. During this period, you should use your expertise to inform them about useful information related to real estate. Here are some examples of the informative content you can include in your emails:
- Home-buying tips; what to look for in a house.
- Up-to-date insights on the market e.g., housing prices, mortgage rates, and any government policies/laws related to real estate.
- New properties that are available for sale in your locality.
Offering valuable information free of cost builds trust with your subscribers and ensures that you stay on top of their minds.
With PosterMyWall, you can design engaging and visually compelling emails in no time. Browse through their professionally designed real estate email templates, select the ones that closely match your other marketing material, and customize them to convey your messaging. Then you can send them out to your mailing list directly from PosterMyWall.
Include client testimonials
Before making the big decision of purchasing or selling property, your potential clients will conduct thorough research and ask around about your real estate business. If they know that your previous clients had a good experience with you, they will trust you with their real estate dealings.
You can include snapshots of any positive comments left by your clients on your website, under your social media posts, or in discussions about real estate on Facebook, Twitter, and LinkedIn, in your emails.
General best practices of email marketing
To successfully promote your real estate business with email marketing, make sure to include the following features in your emails:
- Catchy subject lines that concisely convey what the email is about.
- Responsive design, so the email recipients can conveniently read them on any device they open the emails.
- Clear and compelling CTAs that guide recipients to take the next step, whether it’s scheduling a property tour, requesting more information, or signing up for a newsletter.
Experiment with different email designs through A/B testing to determine which resonates better with your subscribers.
Create two versions (A and B) of the same email with different elements such as CTA buttons, visuals, or subject lines, and send them to two different segments of your mailing list. Send the version that receives more engagement (higher open rates or better click-through rates) to the rest of the people on your mailing list.
Email marketing can be very useful for real estate businesses to nurture leads and convert them into clients. It allows you to convey valuable information to potential clients so that they turn to you whenever they want real estate-related assistance.
By implementing the tips mentioned in this blog, you can successfully nurture email marketing to promote and grow your real estate business.