When we think about online leads, the majority of realtors focus on different ways of capturing leads. These online marketing strategies range anywhere from social media posts, landing pages, website and more. However, the full marketing funnel is not complete until realtors can convert those online into offline sales. One of the most powerful resources realtors can use to convert these leads is often overlooked, or conducted improperly. If you haven’t guessed it already, we’re referring to email campaigns. These campaigns attribute to both new leads and works in combination of your database. Email marketing is regarded as one of the most efficient methods for your online strategy and provides the highest Rate of Return when it comes to marketing. According to Inc., 67% of businesses claim that email marketing is their highest earner, if done properly, of course. So how exactly can real estate agents utilize email marketing to convert their leads into sales? Well, that’s simple, the answer is through segmenting your audience by delivering relevant content. Here’s how you can create an effective email marketing campaign strategy.

Database

Your database is your lifeline to your email marketing success. Having a strong and well organized database will make it easier to understand your audience and provide relevant information for them. Having up to date information and knowing how to segment your audience will be the first step in seeing your ROI increase. Your email database does not have to only consist of current online leads you’re retrieving, but your previous database as well. For your previous contacts on your database, it would be great idea to set out block times in your routine to call your clients and touch base with them. It’s also important to understand their current housing situation, to identify what type of content they would benefit from, and get permission to add them to your email database.

Get Permission

As you’re going through your list, segment your clientele to the right category. For example, if you have a database of individuals who have leased a home, the content you would send them will be different than the list of clients who are looking to sell their home in the near future. Understanding your clientele will make it easier to breakdown the relevance of your content, and will make it less likely for your database to unsubscribe to you, or worse, report you as spam. This is an important note to understand, do not send emails to individuals who do not want them, it’s the law. This is why it’s important to get permission from your database, before you start adding them to a campaign. If you start getting reported as spam, then your email address will be blocked (to everyone) and you will either not be able to send out emails, or ALL your emails will go straight to the spam box. This is also another reason to send the right content to the right individual.

TechnologyAdvice conducted a survey to find out some of the common reasons recipients unsubscribed to emails or marked them as spam.

45.8% of those in the survey unsubscribed because they were receiving emails too often.

36.4% stated that they unsubscribed, because they did not subscribe in the first place.

31.6% stated that the content was irrelevant.

10.4% unsubscribed/reported as spam because the emails were too impersonal.

18.6% had stated as ‘other’ for their reson.

Content Tailored Emails

Before you start your email campaigns, have your list of clientele and your content ready. Your target list can include first time buyers, sellers, investors, Luxury sellers and buyers, and more. You should have at least 4 emails ready for your cycle, regardless of the list you have. The majority of marketers send out an email 3-4 times a month, most likely providing it once a week on a set schedule. Keep in mind that if your subscribers have requested for information, such as receiving a listing everytime a new listing is out or every time there is an announcement for a new development, this may change based on your marketing strategy. Regardless of your decision, ensure that the emails are relevant to your targeted audience. You can even opt to choose to send a monthly newsletter to your database, the content on this newsletter could include a summary of the 5 top properties for sale, features listings, community news and a real estate tip to help save money or to perform renovations. Visuals will contribute greatly to your newsletters, making it more appealing to read and easier to identify with your logo. Readers are 60% more likely to remember what they have read if there is a visual anchor along with text, compared with only 10% who will remember the content in text only. Examples of targeted groups a content can include:

Group: Email Content/Topic
Sellers Simple Staging Tips, Homes/prices that sold in the neighborhood.
Homeowners Energy Savings Tips, Renovation Strategies, Adding more value.
Buyer How to perfect the home buying process, mortgage tips.
First Time Buyers Increasing credit scores, First time buyer government incentives.
Investors How to manage a property, setting the right rent, income strategy
Luxury Home Owners Latest home features, decorative ideas, latest home gadgets
Luxury Home Buyers Neighborhood features, newest businesses emerging

These are just some simple suggestions for ideas, the important takeaway is to understand that you are talking to a different clientele who will have different interests. In Part 2 of this blog, we will go through the details of writing the emails and learning how to measure success. The foundation may not be the most interesting aspect of your email campaign, it’s understandable, but a solid foundation is important for you to achieve success and make your efforts matter.

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