How Real Estate Agents Can Take Advantage of Email Marketing

Email marketing provides the highest return of all marketing methods. It remains the best way to build brand awareness, keep yourself at the front of client’s minds, and consistently convert leads to sales.

Fortunately, most real estate professionals seem to understand this, with 63% already engaging potential clients with email campaigns and 22% planning to do so in the near future. Less fortunate are the agents who don’t understand the importance of email list segmentation or using an email address verifier. Even less prepared are agents who are unaware of the types of content that will keep customers returning or recommending them to their family and friends.

Below are four simple tips to help real estate agents make the most of their email marketing lists and build effective campaigns for their businesses.

  1. Email List Segmentation

Nearly all effective email marketing campaigns rely at least a bit on email list segmentation. This tactic refers to dividing the entire list of potential clients and current customers into smaller groups with similar interests or behaviors.

There are multiple ways to segment email lists, with location being the most popular way among realtors. Ultimately, the way you choose to divide your email list into groups will depend on the list size, type of properties you sell, and other related business priorities.

What you can be sure of, though, is that by segmenting your list you will be more able to personalize emails for different audiences. Doing so will help to minimize unsubscribes while increasing engagement.

2. Make Emails Mobile Responsive

Most of us read at least some of our emails on our smartphones, and the percentage is on the rise. Think of how often you rely on email on the go as you’re out at different open houses or showings. This means that if you want your message to be opened and read, you need to make sure it will work on a mobile screen.

Before sending out an email to your selected group of clients or fellow realtors, check that it works on both Android and iOS devices. Doing so will help boost valuable metrics, such as open rates, CTRs, and conversions.

3. Embrace Video in Emails

73% of homeowners say they’re more willing to list their properties with realtors who offer video services. Email videos can also speed up the sales cycle and raise conversion rates. As high-speed internet becomes ever more accessible, it’s likely your contacts will have enough bandwidth to happily watch the clips you send them.

There are lots of video types you can use in email marketing, and almost as many different types of video platforms to create them with. Test a few different styles with various audiences. Once you find what works, stick with it to continue engaging meaningfully with your audience.

4. Track, Analyze, Tweak, Repeat

Not all marketing strategies work for everyone. But, as long as you track results, analyze the data, and tweak your campaigns to optimize results, it won’t be long before you find the formula that works best for your business.

Track open rates, click through rates, and all metrics that will let you know if your real estate email campaign is working. Analyze results to understand what’s effective and what isn’t. Tweak campaigns as you learn to find the perfect strategy for your audience and business needs, and then repeat again and again to ensure continued success.

Following these tips will help you to leverage your email lists and marketing campaigns in a way that builds your realty business.

Author Bio: Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.
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REAL Trends has been The Trusted Source of news, analysis, and information on the residential brokerage industry since 1987. We are a privately-held publishing, consulting and communications company based in Castle Rock, Colorado.

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