Real Estate Email Marketing with an ROI
Tips For Effective E-mail Marketing
E-mail Marketing can often come off as annoying, and many real estate agents shrug it off as spam. At the same time, 73% of millennials prefer email to receive business information. And welcome emails are actually great for driving sales, (320% more revenue). The trick to using email to get clients (and retain past clients) is to give leads something they want and getting them to engage immediately. Its time to say good-bye to time wasting drip campaigns and start using real estate email marketing to its full potential.
1. Listings: Give Leads Something They Want
Relevant emails drive 18 times more revenue! The number one way to get leads to convert via email is giving them something they want: listings. If a lead hits an agent’s CRM, the easiest way to stand out is by immediately offering them something they want.
Leads want to find the home of their dreams. Agents can immediately help leads accomplish this goal by sending them appropriately, relevant listings. These relevant emails drive 18 times more revenue! For agents wanting to stay out of the deleted folder, this is the number one thing they should do. We are proud to be the real estate CRM that has a better ROI by giving leads what they want: listings right off the bat.
2. Personalized Call to Action
A CTA, or call to action, at the end of an e-mail, is a must for getting clients. A call to action signals a lead to take action and contact a real estate agent immediately. The key is making the call to action personalized. When send leads listings, the call-to-action should be more of a question than a request.
Personalized Calls to Action:
“Thanks for checking out these listings. I had a question about your preferences about bathroom size. Can you give me a call when you have a chance?”
“Thanks for looking over these listings. Where you hoping to drive to work or take the train? I can send you listings closer to the station if you prefer the train.”
Both of these calls to action are personalized and encourage a direct conversation with the agent. The best part is, these automated CTAs can easily be stored in a real estate CRM.
Less Effective Calls to Action:
“Schedule a showing, today.”
“Contact us, now.”
Generic calls to action like these are less effective. They do not set an agent apart from their competition and they do not promote a developing relationship like a personalized CTA.
3. Easier Access, Happier Clients
In today’s interconnected world it is important to make everything mobile friendly and easy to read. ActiveRain recently shared that over 80% of clients will delete an email that is not mobile friendly. Even worse, 30% of clients will take themselves off a contact list if it isn’t mobile friendly. The best real estate email marketing campaigns are mobile-friendly.
Agents should also make a point of organizing their clients into different, relevant contact lists. Leads and clients that receive emails that are not relevant are even more likely to opt out or block senders.
4. Communication: The Right Amount
There are many different types of e-mail’s agents send out. Listings, newsletters, and market updates are all common emails that agents send out. But spamming a lead or past client too much or too little is ineffective. Making sure that all communication is relevant and personal is key. Leads should receive listings and periodic (3-6 mo) check-ins. Past clients should receive bi-annual communication that is relevant and timely. The best way to do this is to choose a real estate CRM that can put email communications on auto-pilot.
5. Be Entertaining
Looking for a new home can be daunting, and sometimes even boring, to some clients. E-mail Marketing is no different. To liven up communications, agents should add fun videos, memes, or other ways to simply make their clients laugh. People tend to respond to funny, positive interactions and are more likely to open more business based e-mails if they know an agent can supply both knowledge and laughs. An agent’s monthly newsletter is the perfect platform to implement these kinds of interactions.
6. Change it Up
An agent should always be aware of what they are doing wrong, and try to improve. real estate email marketing is an ever-evolving opportunity. It will take time for an agent to figure out what works for their market, what does not. Agents should be proactive in seeing whether they are blacklisted and if their bounce rate is under 5%. If these numbers are unusually high, then that means something they are doing is not working and should be changed. Reviewing this list of tips is the best place to start when tweaking.
7. Get Personal
Most agents with real estate CRMs use pre-loaded email templates that although convenient, are impersonal and have lower client conversion rates. Taking the time to create personalized CRM emails is the best way to snag more clients through email marketing.
8. Using The Right Tools
An agent should take the time to look into every available tool for building the right email marketing campaign. Real Estate CRMs are the best way to do this since they include contact organization and template saving. Once an agent figures out which tool is best for them, they can automate most interactions and focus relationships that come from the effective use of e-mail marketing.
Real Estate Email Marketing
Effective real estate email marketing is still relevant alongside SMS texting, social media, and video marketing. But to see results, real estate agents need to give leads what they want (listings) and begin a personalized conversation. Using relevant CTAs, the right tools, the right amount of communication, and offering value enable leads to develop relationships with real estate agents.