Email marketing continues to be one of the most successful marketing channels you can use to build an authentic connection with your clients. Email marketing can act as both a relationship-building tool and profit-building tool – allowing you to build on your client relationships by providing them with relevant and valuable information.
The success of email marketing in real estate
According to Hubspot, on average, email generates $38 for every dollar spent on it. That’s a return of investment of 3,800 per cent! When it comes to acquiring new clients, email is 40 times more effective than Facebook and Twitter combined for real estate agents. And where are these new clients coming from? The majority (53 per cent) of real estate companies get their subscribers from their website which means you’ll also need to make sure your website blog is up to scratch. Real estate businesses who blog get twice as much traffic from email as those who don’t.
How to use email marketing to make it successful for you
Some of the most common ways to use email marketing includes to build relationships and connections to clients through personalised email engagement and boost brand awareness, keeping your agency front of mind when your clients are ready to buy or sell. You can also use email marketing to promote your blog content and generate leads by enticing them with content they find valuable. The content your client list will find most valuable is content that can help them achieve their goals, whether that’s selling their home at auction, purchasing their first home, or increasing their property portfolio.
Create your email marketing strategy
The first step in creating your email marketing strategy is making sure there’s an easy way for people to subscribe to your email newsletters. That means having a blog on your website and an easy form they can fill in to hear more from you. Each of your clients receives, on average, 121 emails every day. If you don’t take the time to develop a proper email marketing strategy, your emails are likely to get lost in crowded inboxes, or be sent to the spam folder. Start by making your emails more personal. To do this, you’ll need to segment your list of subscribers.
Hubspot estimates that 40 per cent of real estate agencies use list segmentation for their emails to help target their clients. Split your lists into groups that make sense to you, for example, a list of clients who have just purchased a home, those looking for their first home, and those looking to invest. This will help you avoid sending irrelevant information to your client list. Once you’ve segmented your list, you’ll want to make a schedule and decide how often you plan to contact your list.
Personalise your emails
Even though you’re speaking to hundreds of people at a time, your emails should still be personalised. Personalised emails have a 26 per cent higher open rate, and an improved click-through rate of 14 per cent when compared to those that aren’t personalised. Some of the ways you can make your emails more personal include adding their first name in the subject line or greeting of the email, including region-specific information, sending content that is relevant and including a personal signature from you, not your company.
The best email marketing campaigns are those that are carefully monitored and measured. If you notice one of your approaches isn’t working as well as you’d hoped and your goal is to increase your open rate, you’ll need to change your approach. It’s time to get emailing!