01 Nov Email Marketing Tips for Real Estate Agents
A real estate professional’s primary task is to acquire new customers and find new leads. You must deliver on this every day for your business to survive.
But gone are the days where you go out physically scouting for people, we now rely on finding rich leads online and sell your real estate services online as well.
Given that, the best tool to attract rich leads to your website and connect with prospects is through email marketing. Your newsletter and their content can make a lot of difference to your business success. Here are some actionable tips for email marketing campaigns:
1. Write attention-grabbing subject lines
The subject line is a small yet powerful detail that plays a significant role in determining whether or not your subscriber will open your email.
An attractive and irresistible subject line is the best way to boosting your email open rates. When deciding on the subject line, there are two main questions you need to ask yourself:
What will arouse your subscriber’s curiosity and push them to open the mail?
How can you communicate the value you are providing through your newsletter in one line?
You can use experimental techniques like A/B testing to try out different styles of subject lines and figure out what works best for your audience.
2. Keep tracking the number of ‘unsubscribes’ and other KPIs
One extremely useful feature of most email marketing platforms/tools is ‘Beyond-the-click tracking.’ This feature allows you to observe the reader’s behavior after opening the email.
It doesn’t matter if you send interesting, high-quality emails all day long if your subscribers are not reacting to it and it is not leading to any conversions. All your effort will be in vain.
Tracking and measuring important KPIs like the rate of conversion, subscriber rate, bounces, etc. is paramount. This will ensure that you don’t take your eye off the real prize which is ROI.
Using the analytics feature of your email marketing tool, you can see how many people clicked through. This data, when paired with the data from your web analytics, helps you understand how many people are reaching out to you.
This is a critical marketing tip for realtors, as this data can help you monitor your success and your failure.
3. Personalize the email salutations
Personalized email salutations is a concept that I, personally, tested for my email marketing campaign, without a doubt, they fared much better than an impersonal generic ‘Hi’ or ‘Hello.’
The last thing your subscribers want to feel is like they are just another marketing opportunity to showcase your project. When your prospects feel that way, they will most certainly unsubscribe from your mailing list.
When you are doing things on a scale, personalization can be hard. Having said that, personalization doesn’t have to be an over-the-top time-consuming task, a mere mention of the reader’s name in the greeting of the email or the subject line will make a lot of difference.
4. Don’t neglect the CTAs
Why do we send emails? What is the result that we are hoping to get? Mostly your aim is to push your prospects to take action. You want them to open the email, click-through to your website, be impressed by your real-estate services and end up buying your services.
A great goal! But what if the call-to-action in your newsletter is to the extreme left corner, and the reader didn’t notice it, or it is too small for the reader’s eyes?
Simple, clear, and visible CTAs are paramount to facilitate response. Here are some points to note when designing your CTA:
- Use easy-to-see colors like Black, Blue, etc.
- Use a simple and clean font. Your reader shouldn’t have to squint to read the CTA.
- Make it obvious that it is a CTA. Tempt them to action by saying ‘Click here to avail the offer.’
- Don’t overdo it and flood the email with CTAs. Two CTAs per mail is more than enough.
5. Your customers should be able to access you easily enough
Here’s a practical tip for your real-estate marketing email – make sure that you give way for you customers to access you and get in touch with you.
Be sure to include your:
- Email address
- Phone number
- Social media addresses such as Twitter and Facebook
- Office address
Make all the info easily available. Don’t mention your contact details somewhere on one of your website pages and expect people to be patient enough to comb through your website.
6. Makes sure to have aesthetically-appealing visuals
So let’s say you managed to grab your reader’s attention through the subject line, he or she excitedly clicks on the email only to see chunks of dense paragraphs with data, stats, and facts; I am sure they would feel disappointed.
Be careful not to make that mistake. For instance, If you send a newsletter with a list of newly available properties for sale, include good pictures of the place, or if you want to include some trends or stats for the readers about the real estate market – create cool graphs/infographics.
The more appealing and visually-pleasing you make your newsletter, the more impact it will have on the reader.
7. Use an email address with your name
Although using an email with your name may seem like a subtle detail to care about, trust me on this and don’t ignore it.
Using a person’s name as the ‘From’ address, instead of the organization’s or the company’s name, is likely to get higher open rates; it will give an impression of being personal, authentic and trustworthy to the readers.
Because they don’t exactly seem like automated blasts of promotional emails from an agency trying to sell its services, personal emails tend to be more impactful.
Additionally, it’s difficult for a recipient to put a face to an agency. It is relatively easier to do that for the person.
Also, inarguably a personal email from the CEO or the founder of the company can make a reader feel exclusive and valued.
Remember this; email marketing is unfortunately not an exact science. The tips above can get you a long way, but good email marketing, like any other marketing, is also an art. So, you must use your intuition, common sense, and wit to be successful.