Real Estate Email Marketing: 2023 Definitive Guide
Real estate email marketing is one of the best ways for real estate agents to get started in their career, warm up potential buyers and close sales at an extremely high ROI (return on investment). For beginners and professionals alike, implementation of a high-quality real estate email marketing campaign can turn cold leads into warm ones, and convert a potential client to a buyer.
A professional marketing tool will help you analyze and segment your audience, letting you deliver a relevant message to all types of your leads and clients (from cold leads to previous deals) while keeping a personal touch which is crucial for success in an industry that’s all about relationships.
Why Do You Need an Email Campaign for Your Real Estate Business?
Since real estates have very long sales cycles (it’s not uncommon for a deal to take up to 18 months), an effective email strategy is necessary to help prospective clients remember about you, so they will reach out to you when they are ready to make a purchase.
In addition, studies show that real estate emails have the highest open rates out of all email marketing industries, going as high up as 26%. To break it down, if you have 1000 leads and you’re not implementing a once-a-week email campaign, you’re missing out on 260 people reading your email every week. As for other channels, paid search and social media ads now are very expensive in the industry, and while real estate SEO has potential it can hardly compare to effects of a well-made email marketing campaign.
While choosing the right tool and setting up a drip campaign might sound like quite a bit of effort at first, the facts of email marketing ROI, industry sales cycle length and email open rate paint a very clear picture that not having an email newsletter is one of the biggest inefficiencies that you cannot afford. After all, real estate remains one of the most competitive niches out there.
Creating a Successful Email Marketing Campaign
Setting up a generic campaign is unlikely to be a good strategy. You need to make sure you’re targeting different parts of your email list with relevant content and basing your drip campaign on solid data. Here are the main factors to consider when creating a real estate email marketing campaign:
- Utilize existing email marketing templates for real estate agents.
- Pick an email marketing service that offers automation and tracking.
- Segment your list to ensure prospects receive tailored content.
- A/B test your email marketing campaigns to uncover data on what works.
In summary, there are two variables that will define the success of your campaigns:
- The email marketing platform you choose to use.
- The conversion power of your email copy.
Let’s start by considering which email marketing platform you should use.
Choosing an Email Marketing Platform in 2023
When it comes to email marketing for real estate agents, you need access to a tool that automates the process. There are many email platforms available on the market, such as DirectIQ, Constant Contact, Mailchimp, Klaviyo and others.
Which email service provider should you choose, and what features to pay attention to? Let’s explore some of the key features for converting your real estate prospects.
The best email marketing platforms will allow you to:
- Design beautiful and mobile-responsive emails.
- Schedule your emails in advance with a precise calendar structure.
- Track open rate, CTR (click-through rate) and unsubscribe rate.
- Integrate with your real estate website or CRM for easy campaign implementation.
- Segment your audience for increased efficiency and personalization.
- Implement A/B testing for evaluating marketing efficiency.
It is essential to do extensive study when choosing an email marketing program or platform that fits your demands. Here are the most important qualities to look for and why they are crucial:
Friendly User Interface Design:
Finding an email marketing solution with easy, user-friendly, drag-and-drop templates is essential for those who lack expert graphic design skills. Without any specialized knowledge, you may quickly and easily compose emails that look polished and professional. In addition, your email marketing efforts will be more adaptable if you choose software with a wide selection of editable templates that can be used for a variety of purposes and themes.
Adjusting for Mobile Use:
Over half of all emails are accessed via mobile devices now, thanks to the widespread use of smartphones. So, make sure the email marketing software you use is optimized for mobile devices. By doing so, you can rest assured that your emails will look great on any device.
Adding a personal touch to email marketing has been found to significantly increase click-through and open rates. Using the recipient’s name in the email’s subject line and body copy will make the message more relevant and interesting to the recipient. Find an email marketing platform with simple customization tools that make your subscribers feel special and increase the likelihood that they will interact with your messages.
With all that goes into running a business, it’s easy to see how sending out individual emails one at a time may quickly become a time-consuming chore. Therefore, it is crucial that an email marketing platform include automated tools. Emails can be delivered automatically to new subscribers or scheduled to go out at certain periods using automation. This improves productivity and keeps the message constant for the target audience.
Accessible Data Analysis:
Your email marketing approach may always be fine-tuned and improved with the help of analytics. These numbers and figures won’t be useful, though, if they require too much effort to interpret. Therefore, it’s important to look for email marketing software that includes analytics tools that can be understood by business owners without a background in statistics. You can better understand your audience, learn what works, and improve your email marketing efforts with clear, actionable insights.
Let’s talk more in-depth about the last two points.
Importance of Segmentation and A/B Testing
You should never send the same message to your entire email list. Instead, you should segment your lead list into smaller groups so you can send them more targeted content. For example, you could segment your list by:
- Homebuyers versus sellers
- First-time homebuyers versus repeat buyers
- People who are interested in a certain type of property
- People who live in a certain area
The more specific you can get with your segmentation, the better results you’ll see from your email marketing campaigns. So when choosing your preferred email marketing software, pay special attention to how segmentation is implemented on their side.
A/B testing is another important element of real estate email marketing. A/B testing is when you send out two different versions of an email or email sequences to a small group of people on your list. You can then track which percentage of emails got opened, read and got the links and buttons clicked on in each version of your test. This data will help you fine-tune your drip email campaigns so you can get even better results in the future.
4 Quick Tips to Improve Your Real Estate Email Campaign
1. Keep your emails short and sweet
When it comes to commercial real estate email marketing like stores or restaurants, less is more. Your recipients are busy people who don’t have time to scroll through endless copy just to reach a call-to-action. Keep your emails concise and to the point. By doing this, you can elevate the conversion power of your email copy and increase the chances of recipients taking action.
2. Use strong subject lines
The subject line is the most important part of your email, as a good subject line will make your prospective client open the email. A bad one will cause it to be instantly deleted, or, even worse, marked as spam.
3 – Use media in your emails.
Images and videos are a great way to keep readers engaged and present the information in a neat way. It also shows that effort was put into the email. You can also include incorporate testimonials from previous clients into your real estate newsletter. This will help you stand out and build trust with your clients.
4 – Use an email template
Having a template will save you quite a bit of time and effort when designing your email marketing campaign. In case you’re not a professional designer, which is highly likely, real estate email templates also help to ensure that your emails are consistent and professionally designed.
Biggest Mistakes You Can Make to Lose Your Leads
When it comes to email marketing for realtors, there are a few mistakes that can hurt your campaigns. You need to be careful that your potential leads will be interested in your emails, instead of getting overwhelmed by them.
Here are a few of the biggest mistakes to avoid:
Failing to “warm up” your domain
If you’re planning on sending a lot of emails, it’s important to “warm up” your domain first. This means gradually increasing the number of emails you send over time so that your ISP doesn’t flag your email address as spam. Ending up in the spam folder, or not reaching the recipient at all, is the worst thing that can happen to your real estate drip campaign.
Sending too many emails at once is a surefire way to get your account flagged as spam. Email deliverability matters very much, and you will usually have no way of knowing if your emails ended up in the recipient’s spam folder, so it’s best to take all the necessary precautions to prevent that from happening.
Not segmenting your list
As we mentioned earlier, list segmentation is critical for real estate email marketing. Failing to segment your list will result in lower open rates and click-through rates. On the other hand, setting up automated sequences to send emails to different segments of your email list will aid with personalization and improve open rate.
Lack of segmentation will also make it less likely that people will take action on your emails. Make sure that the tool you will be using supports integration with your Customer Relationship Management system of choice. For instance, DirectIQ is integrated with all the main service providers.
Sending generic emails
Generic emails are a big turnoff for recipients, as they show that you’re not interested in building a relationship with the person you’re emailing.
Instead, focus on personalizing your emails and making them as relevant as possible to the recipient. Providing your customer base with value will keep them interested and keen on having contact with you in the future.
For instance, if you are contacting someone with an interest in a certain type of property, make sure your email is tailored to that interest. Another good idea would be to work on the signature so it appears as if it was sent from your personal email. So don’t treat your leads like the leads you would get from a paid search marketing campaign, social media campaign or real estate SEO efforts.
Aspiring homeowners from certain states and locations will also be curious to know their respective states’ mortgage rates and other relevant provisions. This is how you turn your email leads into long-term clients who are confident that you have their best interests at heart.
Not using data to refine your campaigns
Most email marketing platforms will provide you with a treasure trove of campaign data, which you can use to improve the performance of your drip email campaigns. For example, you can track which emails get the most opens and clicks.
You can also track how many people unsubscribe from your list after receiving an email. This data can be used to refine your email marketing strategy so you can get better results in the future.
Forgetting about follow-up emails
Whether it was a meeting with a client, a conference, an open house or some other real or virtual event, you need to make sure you have a follow-up email set aside for that occasion. Follow-up emails in general are key to successful email marketing efforts.
What Content to Share with Real Estate Email Subscribers
So what are some good specific ways to utilize email efficiently in the real estate industry?
You should let your customers know about the following things:
Email marketing in real estate can be used effectively to let prospective clients know about the latest developments in listings. If you take the time to come up with a catchy subject line, and carefully craft the email, adding compelling images, you can get some great results out of it.
Don’t hesitate to provide additional details to catch readers’ attention: how many bedrooms, size and dimensions, location of the house can all be covered in the email. And make sure that you don’t forget to add a converting call to action at the end of the email, which will direct readers straight to the property listing, consultation call with you, or wherever you want them to land.
Apart from listing announcements, email marketing is also a great way to advertise the open house events you’re holding in the area. In this case, you obviously need to include the event’s date, time and location, but also you can stand out by adding an engaging description and, once again, coming up with a great subject line. If people are unable to attend the open house, you can include a CTA button that will allow them to schedule a private showing.
Video tours are great for letting people get a detailed view of the property without leaving their homes. You have a chance to really highlight the property’s best qualities, as well as give potential buyers a sense of what it feels like inside the house. As usual, it’s important to craft a compelling subject line and add relevant CTAs whenever possible.
Client Success Stories:
Another effective real estate email marketing strategy is sharing client success stories in your email newsletter. Not only is it a great way to demonstrate credibility and gain trust for future interactions, but you might also get some immediate replies from prospective clients who were interested in the story. You can tell your readers about a client who finally found their dream home, or another one who was able to sell their property in a very favorable way. Include their recommendation, pictures of the property, and other relevant information. If you keep presenting yourself as a dependable and knowledgeable agent, this kind of content can entice potential clients to get in touch with you for their own real estate requirements.
To fully establish yourself as a credible real estate expert, you can send out market updates to your subscribers, provided they contain relevant information. You can include things like sales figures, market trends, and local real estate market insights. By providing your clients with useful information, you will help them in their decisions while leaving a lasting impression.
Finally, you can use email marketing to highlight new developments and projects you’re working on if you work with developers or are a new building specialist. Share images of finished projects, progress reports on new construction, and details on upcoming changes.
Getting people to subscribe to the newsletter
Here are 8 ways to encourage readers to sign up for your real estate newsletter:
Offer an Incentive:
In today’s world, people are getting bombarded with emails. So for someone to sign up to your newsletter, you need to provide a really good bonus. Give subscribers to your newsletter an incentive, such as access to special content, a cost-free market analysis, or a deal on your products or services. This can be a really effective technique to persuade new subscribers to sign up for your list.
Use Pop-Ups or Forms:
Make sure that you make signing up as easy and accessible as possible. To get visitors to sign up for your newsletter, use pop-up windows or sign-up forms on your website or social media profiles. As for sign-up forms, make sure they are easy to find and submit. And if you decide to go the pop-up route, be very careful not to overdo it, or it will leave a bad impression.
Utilize social media:
Encourage people to subscribe to your newsletter by promoting it on your social media networks. You can also employ paid social media advertising to reach prospective readers of your content who might become subscribers in the future. Going back to the first point, you can share the link to your newsletter signup form on social media, and let people know in the post’s caption about the benefits they will get from subscribing.
Word of Mouth:
Encourage your current subscribers to tell their friends and family about your newsletter. Make it very easy for them to share the newsletter, and keep the newsletter’s content worthy of being shared at all times. By doing this, you can increase your audience and draw in potential subscribers at no cost to yourself.
Present Testimonials and Opinions:
The use of social proof is a significant method of gaining the trust and confidence of prospective new subscribers. Showcase reviews and feedback from current subscribers who have benefited from receiving your real estate newsletter. This might be in the form of screenshots of favorable feedback on social media, written testimonials, or even video reviews. People will be more likely to join up for your email if they can see that others have profited from it.
Preview Content Sharing:
Providing a sample of the content available to subscribers is a great approach to attract new readers. Introduce people to the information in your newsletter by posting teasers online. This can be a summary of recent market activity, recommendations from industry insiders, or access to a limited number of listings. Potential subscribers are more likely to join up if they see immediate value in what you’re providing them.
Interact with the Readers:
Participate in online discussions with your target market via mediums such as social media and blogs. React to feedback, address questions, and supply answers. This does double duty by establishing your credibility as a subject matter expert and strengthening your connection to your target audience. If people find you helpful and approachable, they are more likely to sign up for your newsletter and receive further updates from you.
Bring Something New to the Table:
Provide unique material that can only be accessed by signing up for your newsletter. This may take the form of early access to newly listed properties, access to exclusive content, or in-depth analyses analyzing market trends. Including exclusive content in your newsletter is a great way to increase its value and encourage new subscribers to sign up.
What to look for in a real estate email marketing app
Your email marketing platform of choice should have all the necessary things to ensure your campaign’s success.
Specific to the real estate industry, some features to look for in email marketing software include:
Real Estate Templates:
To make it simple to send professional-looking emails that are relevant to the real estate sector, search for email marketing software that offers templates for the industry. These templates must to have elements like real estate listings, open house invitations, and client endorsements.
Lead Capture Forms:
Email marketing software for the real estate industry should have lead capture forms that let you gather visitor data from your website or social media pages. By doing this, you’ll be able to grow your email list and keep in touch with potential customers.
Autoresponders are automated email campaigns that are launched in response to subscriber activity. If you want to set up autoresponders depending on subscriber behaviors like subscribing to your newsletter, seeking additional details about a property, or attending an open house, look for email marketing software that lets you do so.
Look for email marketing software that lets you choose which subscribers to target based on where they are. As a result, you will be able to advertise businesses and events that are relevant to your subscribers by sending them more personalized emails.
Finding email marketing software that offers thorough analytics and reporting on your email campaigns is important. Data on open rates, click-through rates, conversions, and other crucial metrics should be included. Additionally, you must to be able to evaluate each campaign’s performance and modify your plan as necessary.
Search for email marketing software that integrates with your customer relationship management (CRM) platform. As a result, you will be able to manage your connections with ease and automate your email campaigns using subscriber information.
Email Marketing Templates For Real Estate (Getting Started)
Using DirectIQ, you can get started with real estate email marketing in just a few minutes. Same applies if you are looking to build affiliate email campaigns for your Real Estate clients and potential leads.
All you need is an account and a list of email addresses. Once you have those, you can use our easy-to-use email editor to create beautiful, engaging emails that get results.
If you need some inspiration, our library of professionally designed email templates can help. We have a wide variety of templates to choose from, so you’re sure to find one that’s perfect for your needs as a realtor. Sign up for free to DirectIQ today.
Adrian is a specialist in researching and implementing email marketing for businesses of all sizes. He’s particularly knowledgeable and focused on the niches and nuances of eCommerce email marketing, and he chose to work with DirectIQ as he knows that segmentation can make or break a successful email marketing campaign.