One of the most used digital marketing strategies in all areas of business, email marketing for real estate is also a good strategy for brokers and real estate agencies that want to generate more business.
If you don’t know where to start creating an effective email marketing strategy for real estate that generates more business and sales leads, you’ve come to the right place!
Email Marketing for Real Estate: 5 Steps to Creating Your Strategy
1. Create lead generation strategies
Every email marketing campaign starts with a lead base that is continually updated and expanded.
If you’re a realtor or agency that’s challenged to create an email marketing strategy for real estate, start thinking about how to generate leads.
You can use Inbound marketing or Outbound marketing for this. Don’t know the difference? So I advise you to also read the article, “ What is Inbound and Outbound Marketing ”
To generate leads, the first step is to invest in attraction strategies. The objective is to attract an internet user to a registration page or form. Among the most used attraction actions currently are:
- social media marketing,
- SEO- focused content marketing to get better placements for the company’s pages on Google and thus gain clicks that lead to the site,
- paid ads on Google Ads or on social networks.
If you have a blog, a tip is to create banners throughout the content, calling users to click and go to more in-depth, high-value content.
To generate leads, these attraction strategies must contain a link that takes the user to a conversion page.
This page could be a landing page that offers a “first home financing guide”, or a page featuring development and encouraging “ talk to a realtor and do a simulation to buy the home of your dreams”.
The important thing is that you offer an advantage in exchange for contacting the lead. Create simple, straightforward forms.
Avoid a strategy that is exclusively for users who are already at the bottom of the sales funnel, that is, who are determined to buy a property and buy that property with your real estate agency.
Also attract leads that are in the middle of the funnel and even at the top, so you can nurture those leads until they feel ready to find the ideal property.
Read more at: How to Build a Sales Funnel Using 3 Key Concepts
To do this, invest in attraction strategies with funnel themes such as:
- guide to find out if you can finance a property,
- what are the payment rates,
- it’s better to rent or finance.
Create blog posts, advertisements, posts on social networks that lead to landing pages with rich material on each topic. In exchange, ask for the email address of these users.
In general, some ways to generate leads are:
- lure users to a landing page with a tempting offer,
- use paid ads to take the user to a development page with a form,
- use social media to generate leads,
- capture contacts at events,
- use the database you already have.
2. Create an incoming email stream
Once the lead enters your database it is important that you relate to it. Among the types of email marketing for real estate that might work are:
- sharing relevant content,
- emails about real estate,
- industry news,
- disclosure of releases.
To know which email to send, you need to leave where the lead came from.
A lead that has arrived from a “talk to a broker” page should be contacted by phone immediately. However, a lead that “came in” through a landing page with an ebook about “best financing options” is still considering the purchase, so it’s much more interesting than you create a nutrition stream that helps you respond to others’ doubts about this topic.
A nutrition stream is a sequence of emails that must be sent to the lead.
However, unlike the example above, it can have other variations adapted to the type of “response” that the lead gives in each interaction with your company.
For example, a nutrition flow must consider whether or not the lead opened the last email sent. If it opened, did he click on the indicated CTA? If you clicked, what was the behavior on the indicated page?
Using each of this information makes it easier to understand what the next step should be, right? Send another real estate marketing email or get in touch by phone?
Calm! Later in this article, you will see that, whether you are a broker, a small real estate company or with dozens of professionals, all this can be done automatically with an email marketing automation tool.
Among the types of streams you can create are:
- Welcome to contact
- customer welcome
- Engaged contacts
- Funnel top
- Funnel background and more.
To understand how to create a nutrition stream for each of these cases, visit our article, “ Nutrition Stream: 10 Types of Email Marketing Automation”.
3. Pay attention to the subject of emails
You might not judge a book by its cover, but you certainly judge an email by its subject (or title).
The fact is that leads, at least most of them, decide whether or not to open the email based on the subject. So take some time to generate ideas for email topics.
4. Invest in email segmentation and personalization
The era of mass email marketing is over (long ago). If you want to turn leads into customers you need to use email marketing for more strategic real estate.
To do this, use the ability of an email marketing platform to understand the behavior of each contact, and share content with each lead with subjects that interest him.
One of the ways to tell if you’re doing this well is to keep track of email marketing metrics like open rate, conversion rate, and churn rate.
Personalization and targeting also apply for medium/bottom-funnel leads.
Understanding what type of property a lead is looking for and offering options that are aligned with what he wants, even before formally contacting him by phone, will show him that you know what he needs and are potentially the best professional ( or real estate) to help you.
Besides, of course, generating desire and curiosity to start visiting these properties.
5. Use an automation tool to increase productivity and ROI
To achieve the potential return of $38 for every $1 that email marketing can generate for your business, you will need to create a strategy.
I wish I could say that all you have to do is put together all the contacts you have in an email, write a message with several links to several of the most expensive properties you have in the database and send it, that a shower of ideal clients would fall.
However, you and I both know it doesn’t work that way.
The e-mail marketing for real estate, as well as any other area, needs planning, analysis and testing. It needs targeting, personalization, and relevant content.
So, with that strategy in mind, I’ll leave two final tips. The first is to invite you to access our complete and FREE guide to creating an email marketing campaign : Checklist: How to create your ZERO email marketing campaign without forgetting any details.
And the second is to get to know LAHAR, a marketing automation software that helps you generate leads and turn them into customers. With the tool you can:
- create landing pages (without the need for a programmer or developer),
- create and send email marketing,
- create automated nutrition flows,
- identify and segment contacts,
- perform A/B tests,
- qualify leads and more.