Real Estate Email Marketing Basics

In the last series, we discussed how to use social media to promote your real estate business. As we delve into the expansive world of digital communication, one method holds strong amidst evolving trends – Email. With newer platforms popping up every day, email consistently proves its relevance and effectiveness. Curious about tapping into the full potential of email marketing for real estate? Let’s dive right in!

Essentials of Building an Email List

Building an email list isn’t just about adding names and addresses; it’s about fostering a community of interested parties. These are individuals genuinely interested in your real estate offerings and are amenable to future engagements. To cultivate this community, consider these strategies:

• Website Subscriptions: Your website is a primary touchpoint for potential clients. Having a clear sign-up option for newsletters or market updates is paramount. This not only sustains regular engagement but can also transform sporadic visitors into regular audience members.
• Offer Value: Think of supplementary resources that might catch your audience’s interest—perhaps eBooks, infographics, or exclusive guides about the real estate market. Offering these can act as a lure, enticing visitors to share their email addresses in return for valuable insights.
• Harness the Power of Referrals: Your existing clientele or email subscribers can be great brand ambassadors. Prompt them to introduce others to your services and mailing list. A simple ‘refer-a-friend’ feature in your emails can widen your audience exponentially. But remember, quality often trumps quantity. It’s pivotal to have an engaged audience, rather than sheer numbers with limited engagement.

Crafting Effective Email Campaigns

Each email campaign is like a tale you’re narrating to your audience. Every component, from the subject line to the call-to-action, plays a pivotal role.

• Subject Line: This is your first impression. Ensure it’s succinct yet inviting, hinting at the valuable content that awaits inside.
• Content Matters: Be precise and relatable. Incorporate relevant images and structure your content with headers, ensuring easy readability. Your goal? Keep your readers engrossed from start to end.
• Call-to-Action (CTA): Direct your readers towards their next steps. Whether it’s reading a blog, viewing a property, or booking a consultation, your CTA should inspire immediate action.

Email Marketing Best Practices for Real Estate

Email marketing is an art, but there are certain guidelines that can amplify its effectiveness:

• Personalize: Make your emails resonate on a personal level. Use the subscriber’s name, or even better, tailor content based on their preferences.
• Segmentation is Key: Understand that your subscribers are diverse. Segment them based on criteria like location, property interests, or their buying stage, ensuring each email is aptly targeted.
• Iterative Approach: Regularly review and refine your strategy. Analyze the results, test new methods, and adapt based on feedback. This cyclical process is crucial for honing your email marketing prowess.

Tools to Empower Your Email Marketing Journey

To elevate your email marketing game, consider these platforms tailored for the real estate sector:

• Constant Contact: Crafted for real estate professionals, it offers exclusive templates and analytical insights.
• Zoho Campaigns: An integrative platform for crafting and monitoring campaigns while ensuring timely client engagement.
• ActiveCampaign: Beyond emails, it offers CRM and sales automation—perfect for managing leads and listings alike.
• MailChimp: Renowned for its templates and design tools, it aids in creating visually appealing emails coupled with analytical insights.
• Brevo (formerly SendinBlue): Budget-friendly and feature-rich, it ensures every prospect is reached timely.

In the realm of real estate, maintaining connections is pivotal. While email marketing remains an indispensable tool, the digital landscape is vast. In our next episode, we’ll delve into the potential of Real Estate SMS Marketing.

About the Author

Larry Hales is a seasoned and multi-faceted technology professional. His passion all-things tech began with his first computer in 1984 and it has stayed with him ever since.  Larry is the CEO and Co-Founder of MarketingHero.   Previously, he served as the Marketing Technology Director at West, Williston Financial Group Company, where he coaches and guides Real Estate Agents on how to better leverage technology in their business. His 25 years of photography, design and printing, combined with his knowledge of digital advertising and brand building, gives him a unique perspective of marketing from different angles. When he isn’t busy being a proud computer geek, Larry enjoys trail running, hiking, mountaineering, rock and ice climbing, and anything else that gets him outside.