Real estate is one of the most competitive industries there is. Many realtors leave in a few years because they don’t get enough income. It is therefore crucial for them to stay as a top-of-mind agent for possible leads among potential buyers as a way to continuously earn. Furthermore, they need to consistently market themselves. This can be most efficiently done online especially with the context of the ongoing pandemic. Though, digital transformation has already started years before and those who have adapted quickly are winning.
Going online presents more opportunities to offer services as a realtor such as email marketing which could still effectively encourage people to invest in real estate. This has proven to be working with many realtors testifying how they were able to reach a big number of their present and potential clients in a short period of time. With its influence on the purchase decision of clients, email marketing outperforms other digital marketing techniques.
In this article, take a look at some of the email marketing tips every realtor should know to stand out from the crowd and grow your network that could actually translate to consistent income.
Brand yourself. First thing to remember is that email marketing is not about the technology or platform used to win an audience, but primarily about the real individuals receiving the email. You must therefore make an impression as someone who will be relevant to them through the way you present yourself which is basically via the content and look of the whole email. You should develop a clear concept of your brand which should be consistently shown. Get into thinking about your USPs, do a SWOT analysis, outline your brand persona, and come up with content buckets.
Like any business, it is imperative that you work on your credibility and reputation by completely understanding what you have to offer first before selling your services. Building a rapport with your audience could take some time especially when you’re just a newcomer to the industry but this is necessary for a smooth-sailing email marketing journey. To start, decide on a branded look for your welcome email which could be chosen from real estate email templates. This is technically the first email someone who just signed up for your list will receive, subtly breaking the ice. How fast it’s going to be sent depends on your preference which should be easily adjusted through your chosen email marketing software.
Your first set of emails should not automatically be in sales mode but only contain content that humanizes you with a strong hint of your level of expertise and trustworthiness. Some of the topics you can include are the events happening in town, charities you participated in, holiday greetings, mortgage news, and housing decoration trends among others. After 2-3 emails, you can incorporate a call-to-action (CTA) moving forward that encourages the reader to grab a coffee with you or schedule a phone call to talk about their situation.
Choose the right app. After grasping what your personal brand is, the next step is to choose an email marketing software since using your personal email account is inadvisable to use for marketing purposes with the limited number of emails it can send at once. You cannot also automate or schedule heavy content through it.
Needless to say, the aforementioned tips on how you should craft your first set of emails come after deciding on the perfect application for you. Do your research as to what would best suit your needs. Take into consideration whether it has a drag-and-drop interface and is easy to use for beginners. Make sure that you can also segment and manage different lists. Choosing an emailing software can get challenging with the different options out there so when you’re still in doubt after checking out a couple of platforms, read reviews and compare.
Personalize. Remember that an email would feel intimate since it’s one-to-one regardless of being sent to a large number of people. Readers will be looking at your email as if it’s only sent to them so personalize! Don’t look at your subscribers as mere numbers but real people you can build a business relationship with. Email marketing gives you a chance to develop cold leads into warm ones through compelling content.
Addressing a subscriber by their name is only a tiny fraction of personalization. There are more things that you can do such as sending timely emails which could be based on local news, staying relevant by being on top of industry trends, and the like. You can only do this if you have a data collection strategy in place. There are webforms that you can send out or craft what information you’d like to request from them upon clicking the subscribe button. After gathering relevant data, you can use “tags” in your marketing platform to personalize your salutation which is the least of their expectations from you. As you send out more campaigns over time, include fundamental real estate accounting terms in your emails as well in order for your audience to familiarize themselves and a business deal would be easier once it comes.
Automate. If you don’t want to miss out on revenue, you must automate. This helps you improve your overall efficiency, scale up easily, increase conversion rates, and be able to allot time on other things that could help grow your business. Automation is obviously one of the USPs of email marketing as a whole.
With a large number of audience to manage, you cannot possibly send out all emails individually so take advantage of the scheduling feature to send emails automatically. Note that automated emails are trigger-based, meaning that you get to send a target audience an email that could be relevant to them at the right time and only when they’re interested as they’ve made an action such as subscribing. Automated emails can therefore guarantee higher click rates due to this nature.
Be consistent. Finally, you just need to stay top of mind by sending your emails regularly but not to the point of being overbearing. Determine the frequency of your emails based on the data you’ve gathered from your subscribers and the insight you get to have upon reading the analytics your chosen platform provides. You should also be consistent with your brand which includes your tonality, format, and content buckets among other things. At the end of the day, your goal should be to spark an interest that could lead to a conversation.
These are only a few of the things you should consider when entering the world of email marketing. Remember that nothing is left to chance and thus you must establish your systems to acquire your desired return on investment. Make the most out of this tactic by crafting your emails in a way that they’re appealing to the eyes, valuable, and actionable.