6 Insider Email Marketing Tips for The Real Estate Industry
Updated on June 4, 2021 | by Manpreet Kaur Sandhu
It is a known fact that email marketing is one of the most effective and cost-efficient marketing channels at the same time, but this stands especially true when we talk about the real estate industry. This can be largely attributed to its long sales cycle. Generally, all email marketing campaigns need to be well planned but realtors have even less room to make any mistakes. This is because buying a piece of real estate property is always a significant investment for any buyer. Today, I am going to share seven insider tips based on my understanding developed after years of working With Marketo certified experts to help shape your real estate email marketing campaigns for achieving a faster conversion rate. Let’s get started:
#1 Keep Your Mailing List 100% Hygienic
Realtors need to be extra cautious about their mailing list hygiene. To begin with, add only serious clients to your mailing list. If possible, use double opt-in while lead generation to get refined leads only. I am putting extra emphasis on list hygiene because realtors receive significantly fewer leads as compared to other sectors. Even if a minute portion of those leads is irrelevant or dormant, they can drastically skew your whole campaign. It goes without saying that never buy or rent a list. A person may end up buying a watch or clothing after reading a random promotional email, but buying/selling property is never an impulsive decision. This is the first thing any smart email agency implements to get better conversion rates for realtors.
Also Read: How To Expand Email Marketing Database
#2 Synchronize Personalization and Segmentation with the Buyer Journey
Even though the sales cycle for the real estate industry is extremely long, all major buyer journey activities like finding properties, site seeing, negotiating, and budgeting happen almost simultaneously. Thus, every subscriber joining your email list will be at a different phase of their buyer journey. This makes it necessary to synchronize your personalization and segmentation efforts consistently for staying relevant. Failing to do so will hurt your chances of converting as your messages will be irrelevant to their purchase intent. In case you are an independent realtor, you will also need to take buyers’ and sellers’ preferences into consideration while personalizing your messages.
#3 Each of Your Message Should Help Buyers to Take Decision
There are approximately 2 million active real estate licensees in the United States, and evidently, this sector is highly competitive, always keeping you on your toes. Unless each of your communication helps your subscriber arrive at their decision, there are plenty of chances that you might end up losing your client to competition even after investing lots of time and effort. The following tips applied at my email marketing agency will help you speed up your subscriber’s decision-making with every message you send:
Your messages should be based on the subscriber’s lead qualification, and their position in your sales funnel. Also, it should be highly engaging and well-timed. The same applies to the sending frequency. Don’t use generic designs as they can’t justify your purpose every time. Refer to professional email examples for real estate before finalizing the designs. Try keeping your messages educational using listings, price movements, buying/selling tips, and financial insights. Maintain a sense of urgency in your email copywriting to encourage quicker decisions.
#4 Use Automation for Timely Intervention
Using email automation to your advantage is a must because the highly competitive real estate market demands you to be proactive. The prolonged sales cycle and multiple purchase-related activities can make it hard to analyze if your leads are about to decide on a real-time basis. For instance, if your subscriber frequently visits a particular listing page, you can send them an email containing useful details regarding that property/category. You should also set up an automation workflow that sends follow-up emails with additional details about the particular listing based on the search criteria. Trigger-based emails get 119% higher click rates, and they work exceptionally well for our email marketing company’s clientele. Thus, they should be an integral part of your strategy.
#5 Build Trust Using Social Proofs
Referrals remain the primary method for most property buyers, but you cannot depend on them to do it for you every time. You should collect client testimonials from successful deal closures and use the same in your marketing emails. They serve as a much sought second opinion and save you from sounding overly promotional. In one of my favorite professional email examples from Zillow, the popular online real estate marketplace is motivating their users to fetch more reviews, something you could equally benefit from.
#6 Optimize Your Campaign for New Generation Clients
At our email marketing agency, we always keep newer generations in mind and there are reasons behind it. Almost 39% of home buyers hail from Gen Y and Gen Z. Moreover, 70% of parents discuss purchase decisions with their children. That’s enough motivation for you to target younger generations while designing real estate email marketing campaigns. The new generations already control a huge percentage of purchasing power, and it’s only going to increase. To target the millennials and Gen Z, your copywriting should lean more towards education rather than emotions. Also, include technological advances to aid your email marketing as shown below example.
We have discussed the most actionable tips to help you out in real estate email marketing. But, to get the maximum benefit from the above tips, you must constantly track and improvise your strategy based on real interactions. It helps keep your efforts grounded to factors that bring in conversions. I hope this article helps you get faster conversions for your real estate email marketing campaign.