Email marketing is hands down one of the best ways to keep your real estate brand top-of-mind with prospective clients and leads ripe for the pickins’.
You don’t have to just take our word for it, have a look at some of the below stats:
- 63% of real estate email marketing campaigns receive positive engagement
- For everyone $1 invested, email marketing’s ROI is about $38
- 77% of people actually want to receive emails from companies they have interest in
- By using email marketing to nurture leads, companies generate 50% more buyer-ready leads at 33% lower cost than any other form marketing strategy
...And that’s just the tip of the iceberg.
There are a plethora of stats out there backing the importance of implementing an email marketing strategy into any real estate agent’s marketing plan... but that’s easier said than done.
Email marketing isn’t an initiative that should just be jumped into blindly. There’s a slew of knowledge to be learned before getting started.
Use this article as your guide, your first stop to getting started with real estate email marketing.
But first, let’s learn the lingo...
Email Marketing Glossary
Just like anything else out there, email marketing has its own language. A lingo that you should learn as these will be important to know down the line.
Best Practices for Real Estate Email Marketing
Now that you’ve read through and understand some of the lingo we’ll be using throughout this article, let’s talk shop.
When it comes to real estate email marketing, there are some best practices that should be taken into account.
Instead of wracking your brain to determine what these best practices are, we’ve gone ahead and outlined them for you below:
Email With a Purpose
We’re sure if you’re reading this article you’re likely keen to get started on sending out your first real estate email marketing campaign - as you should be. Though with anything, you must set out clear goals or results you’d like to achieve so to not have wasted your time and the time of your email list.
Whether you’re planning on sending weekly newsletters, what is the goal of the newsletter? Is it to drive traffic to your blog? Is it to capture website leads? Determine your goals first.
Deliver Valuable Content
While 77% of consumers are waiting and willing to receive your content, they don’t want to be sent emails just for the sake of receiving an email.
The email should contain content relevant to your email list.
Here’s a great example from Kenny Truong, one of the most talked about up and coming REALTORS® in the Oakland area. He's decided to run with a sports theme on the heels of the Football season starting with a clever tie back into real estate.
Kenny knows his audience and knows how to showcase his knowledge and expertise within his marketplace.
Note: Remember, your email campaign isn’t for you, it’s ultimately for the email recipient(s).
Maintain a Healthy Email List
This piece of advice is key to the success of your overall email marketing strategy.
Maintaining a healthy email list can make or break your email campaign’s overall success i.e. bounce rate, CTR, open rate etc.
After each email you’ve sent, ensure you’re taking the time to look at whether the email was received among your email list, updating or deleting any invalid email addresses.
Keep It Consistent
It’s easy to get excited about sending your first email campaign especially when you have time to do so. REALTORS® understand the most that time is precious and doesn’t necessarily come in abundance.
If you’re planning on starting up your email marketing strategy, keep it consistent. Meaning, don’t just send one-off emails. If you’re going to keep your real estate business top of mind, send scheduled emails as a routine. This can be weekly, bi-weekly or monthly.
Curious to know Kenny’s formula for success?
Email Service Providers (ESPs)
Nowadays, agents have a ton of ESPs to choose from.
Most of which are easy-to-use with drag and drop style email templates or the ability to code the design yourself.
Some other great options are:
Types of Real Estate Email Marketing Content
Remember when we mentioned delivering valuable content as a real estate email marketing best practice?
In this section we’re going to provide you with some of the types of content your real estate email marketing strategy should consist of.
Real Estate Newsletters
One of the most common emails sent to and received by consumers are newsletters.
Newsletters are a great way to communicate news, trending topics and provide a way to keep your real estate business on the minds of a potential lead.
One thing to keep in mind:
The competition to have your newsletter read is steep!
Microsoft’s ESP, Outlook noted in a blog post that 50% of emails in any given email inbox are newsletters.
That means you’ll need to stand out if you want to draw the attention that Kenny does to his newsletters.
Kenny’s goal for his newsletter has been mainly for branding purposes rather than a hard-pressed sell.
Have you ever bought anything online? Did you notice the emails you likely received once you completed your purchase, once the order has been shipped and once your order arrived to your home?
Those emails definitely aren’t by mistake or meant to annoy you. They’re to guide you through the whole purchasing process and make you feel valued as a customer, rather than just an order number.
While your clients might not be buying a leather satchel from your online store, they are still a “customer” so to speak.
Here’s a great example from Harry’s, an online men’s care retailer:
After you’ve made a purchase, Harry’s sends out an automated email that provides a step-by-step guide on how to take full advantage of the product.
Now as a REALTOR® picture this:
Your client finally gets possession of their new home so you send out an automated email (pre-scheduled to be sent out on the possession date) congratulating your clients on their new home.
Want to step it up a notch?
Include a personalized merge tag with some home decorating tips or a checklist of home items for a first time homebuyer.
Optimizing Your Real Estate Marketing Emails
Optimizing your emails is every bit as important as providing your email list with valuable content.
After all, what’s an email with great content if it’s not being read?
Avoid that by following some of the below steps to optimize your real estate email campaigns:
Choose a Good Subject Line
Choosing a good subject line could be one of the hardest parts of sending your real estate email marketing campaign.
Think of the subject line as the first impression of your email but don’t go all willy nilly with using words like “Free”, “Deal” or even something as inconspicuous like “Mortgage”. All of these words are considered “SPAM trigger words” and will without question push your email campaign into your recipient's SPAM folder.
Avoid low open rates by downloading the below SPAM trigger word list:
This is what Kenny’s ‘Street Fighter’ email looked like:
Include a Preheader
While your subject can be short and catchy, the email preheader should be very clear on what the email recipient can expect from the email.
Here’s an example from landing page creation company, Unbounce:
Personalize Your Emails
Personalizing your emails can astronomically impact the overall success of your real estate email marketing campaign.
Personalized email messages yield a CTR improvement by an average of 14% and an overall conversion increase by 10%.
Not only that but 74% of marketers say that personalization increases customer engagement.
All it takes is including the email recipient’s first name within the subject line or within the email copy. This can be done by adding custom personalized merge tags.
Below is an example of a personalized email from our very own Customer Success Coordinator, Fatemeh, reaching out to RESAAS users:
Things to note:
The tone is personable and light
The copy is short and succinct
The CTA is compelling and attention-grabbing
The photo adds another personal touch to the email, humanizing it
Include Social Share Links
This should be a given but you’d be surprised how often it’s overlooked.
Be sure to include links to your social media accounts within your real estate email marketing campaigns.
Test for Mobile!
We have some interesting stats to share with you.
...You might need to sit down for these:
- More than half (53% to be exact) of all emails read are opened on mobile
- 23% of mobile email readers re-open the email again later on
- One out of every three clicks occurs on a mobile device
- 75% of GMAIL’s active usership of 900 Million access their account via mobile
Needless to say, ensuring your real estate email campaign is optimized to be received and read via a mobile device is huge!
Designing your real estate email marketing campaigns to be readable on mobile is every bit as important as any other of the optimization tactics, if not more.
Depending on the ESP you’re using, often they provide you with an option to preview your email from a mobile device . Luckily, Vertical Response offers just that.
You should also ensure to send yourself a test email and review on mobile before sending it out to your email list.
When we spoke with REALTOR® Kenny Truong, we asked what advice he had for other REALTORS® looking to get started with an email marketing strategy.
Here’s what he said:
Wondering about the frequency? Kenny suggests starting with a monthly newsletter.
Based on your readers’ responses, refine – and continue to refine – its content until it becomes relevant to your readers.
If you're in need of a kick start to your real estate email marketing strategy, check out Kenny's website.
Ready to send your first real estate email marketing campaign?
Download our free email marketing template below!