E-mail is along kept secret for all the new type of web businesses. In its current state, real estate agents are not taking full advantage of what it can be.
This guide will take your real estate e-mail marketing to the next level
*Note – There is no quick and easy way to get a proper e-mail marketing campaign setup. When done right it will take at least an hour getting everything setup but, once you have it you will have the ultimate automatic lead nurture tool in place that will be your most efficient tool in turning leads into listings
Stats To Remember
91% of consumers check e-mail daily
22% Average open rate in real estate industry
2% Average of people that click a link in e-mail for real estate industry
These are the stats that you want to track and beat with your e-mail campaign. Some key take aways is that out of the 22% of the people who open e-mails, only 2% click a link. So we want to design our campaigns to be very personal to increase chances of clicks and reply’s.
There is an art to creating subject lines that get opened.
Important stats :
- Using a smiley 🙂 in subject lines on average increases open rate by 10%
- Using an arrow -> when pointing to a link increases clicks by 10%
- 64% of people say they open an email because of the subject line.
- Personalized subject lines are 22.2% more likely to be opened.
- Clear subject lines always have a higher open rate over clever
Clear Subject Lines
- 10 new fonts for your marketing campaigns
- 15% of social media reviews will be fake by 2014 [Gartner Study]
- 3 ideas to improve email results from a panel of experts
Clever Subject Lines
- It’s finally here!
- Great gifts for your site
- ABC Associates’ Always Awesome Amber Adams
Try to make your subject line more personalized by including their name
The Actual Campaign
Now that you know how to get e-mails opened, it’s time to setup a 3 month campaign. Every e-mail service does this differently so we are just going to give examples of content to send over 3 months.
Month 1 / First E-mail: Introduce yourself and say thank you
Let them know who you are, use this e-mail to establish that not only are you trust worthy but, you’re an authority in the real etate space as well. Brag about yourself!
Hi (customer name),
It’s a pleasure to meet you. I just wanted to give you some more information about myself.
In the past year I have sold X many homes
The average listing time when you sell your house with me is X time
I work with all different types of buyers from first-time to real estate investors
I won X award
If you ever have any questions at all feel free to contact me at:
[Insert a few customer testimonials here]
Month 2: The Follow Up
Now your goal here is to show that you actually care about them. They won’t know this is an automatic e-mail so take full advantage of that and act as if you are writing to them personally.
Hi (customer name),
I was just thinking about you and I was wondering if you were interested in getting an update on your neighborhood prices or anything else you might be interested in?
Month 3: The Ask
Fact: The best way to get business is to ask for it.
Hi (customer name),
I was wondering if you happened to know anyone that is looking to sell or buy? It would help me out a lot and I also give a 20% referral fee to all my friends.
Now you have built some sort of relationship, add more months to the campaign and keep in contact with them as much as possible. Real estate e-mail marketing is one of the strongest weapons you can have in your tool set. Your goal should be to appear as you are already working for them and you want to be the first person they think of whenever they think of real estate.
E-mail Marketing Tools You can Use For Real Estate
Mailchimp – Free for a cretain amount of subscribers and also my favorite. Very easy to use
Campaign Monitor – Very high quality e-mail marketing tool, starts at $9/mo but, highly suggested!
Constant Contact – A lot of real estate agents use this
AWeber – Popular in the internet marketing community
Verticle Response – Good overall tool
Want to take it a step further? Here is a quick blog list of the best marketing blogs on the web today.
- Campaign Monitor
- Copy Hackers
- The Daily Egg
- Gregory Ciotti
- Quick Sprout