Today we’re going to cover my favorite kind of marketing:

Real Estate Email Marketing

Why do I love email marketing?

Simple:

It makes money.

Email has been proven time and time again to be the best driver of profits in terms of lead generation.

Today, I’m going to break down exactly how you can be using real estate email marketing blasts, newsletters, and more to increase profits.

First, Let’s Establish Some Terminology Regarding Real Estate Email Marketing –

When it comes to real estate email marketing, there is some terminology that you need to know. Let’s break that down now for those of you just getting started:

• Bounce Rate:
  • Let’s face it, some people will just give you bad contact information. If someone gives you a bad email, it will bounce. That just means it couldn’t be delivered because the email address was fake. Your bounce rate is the percentage of your emails that couldn’t be delivered. You should really shoot for under 5%.
• Blacklist:
  • As the name sounds, the Blacklist is a bad thing. (And I’m not talking about the TV show). You can use a tool called MXToolbox to see if you are blacklisted. If you are, that just means you’ve been SPAMed too many times by email recipients.
• Bulk Mail:
  • If you’re sending newsletters or autoresponders, you are probably sending bulk mail. Typically systems like Gmail and Hotmail max out in effectiveness around 100 emails. After that, you really need something like Mailchimp or GetResponse.
• CAN-SPAM:
  • Basically, you can’t SPAM people through email any more. If you think what you’re doing is questionable, it’s probably illegal. Read more here.
• CTR (Click-Through-Rate):
  • The percentage of people that clicked on your email vs the number that opened.
• Conversion Rate:
  • The percentage of people that took action on your call-to-action. For example, you could attempt to get people to request a buyer/seller presentation. Then your conversion rate would be the number of presentation requests divided by the number of people on your list.
• Double Opt-In:
  • In real estate email marketing, you can either have people confirm their email or just assume they entered the correct one. The double opt-in process is where people have to click the confirmation link in the first email you send them. Otherwise, they won’t make the list.
• Open Rate:
  • The open rate is the percentage of people that open your email marketing campaign.
• Opt-In:
  • This is when an individual enters their contact information and joins your real estate email marketing list.
• Plain Text or HTML emails:
  • You can now send emails with graphics. If your email has graphics, it’s an HTML email. If it’s just text, then you probably have a plain text email.
• Whitelist:
  • This is the opposite of the blacklist. You want your email address to be on the whitelist so your emails don’t end up in the SPAM folder.
• CRM:
  • A CRM or customer relationship management tool is generally for 1-to-1 communication. Your email marketing software is more for 1-to-many communication. This is actually a big difference and you should probably have different software for each separate function.

But How Do You Get The Emails Addresses

Here’s the deal:

Real estate email marketing is all a numbers game. And the higher number of email addresses you have…

…the higher your profitability will be.

So, here are a few ways for you to start capturing email leads:

If you need to capture more leads, check out our LeadSites

1) Landing Pages:

You should have these two landing pages on your real estate website for sure!

You need:

1) A Free Cheatsheet for Buying Your House In [INSERT LOCATION]

&

2) A Free Cheatsheet for Selling Your House In [INSERT LOCATION]

These two landing pages are great at capturing email address for you to market with. I highly recommend building them with LeadPages.

You’ll want to sync up LeadPages with your real estate email marketing provider to make sure the leads go there.

Then, you need to get traffic to your landing pages to get more emails.

2) Blog Content Upgrades: 

The second best way to get emails is to have upgrades on your website. You can get people to upgrade for more content on your blog. These download links are available from LeadPages again.

Want more emails?

Here’s how you can get them:

1) Select LeadBoxes

2) Then Create A LeadBox

3) After you design your LeadBox, fill out this publish information and copy the code onto your website!

Does that seem like a lot of work?

It really doesn’t have to be that hard. At Easy Agent Pro, we’ve captured over 3,000 leads per month with this technology. You really want to build it into your business.

3) Popups:

Finally, one of the best things you can do to get more emails for your newsletters and blasts are popups.

Here’s an example:

If you have WordPress, you’ll really find this useful for your blog content!

And before you trash talk the idea of having popups on your website, think of this:

Popups typically increase conversion by over 3%. And popular blog owners have gone on record stating that it did not increase the quantity of complaints they got from their readership.

Finally, you’ll need some traffic to help these lead capture ideas along.

Here are some tips:

• Real Estate SEO
• Real Estate Social Media
• Facebook Marketing Tips
• LinkedIn For Realtors
• Real Estate Marketing Ideas

What Should You Actually Send Through Your Real Estate Email Marketing

Ok, hopefully you’re starting off on the right foot with capturing emails.

But what should you send?

Here is a list of ideas for both your real estate newsletters and drip sequences:

Real Estate Email Blast Ideas

• Neighborhood Reviews
• New Restaurant Reviews
• New Listings
• Open House Schedules
• Big Personal Family Events (Kids, etc)
• Big Town Events

Real Estate Newsletter Ideas

• Listing Videos
• Sharing Educational Blog Posts
• Sharing Information About The Local Market

Real Estate Autoresponder Ideas

Unlike your email blasts and newsletters, your autoresponder should focus on a big call to action.

Your autoresponder is a series of emails that goes out automatically to new leads.

You’ll typically want it to follow a very specific formula. It should culminate in a call to action.

Here’s a good formula for you to copy with your autoresponder sequence:

• Email 1: Describe Their Problem
  • You’ll want to describe the problem of buying or selling a house in their own words.
  • Really make this resonate with their emotions.
  • End the email asking them to respond with their top question.
• Email 2: Agitate The Problem
  • Next, you’ll want to make them remember that problem and feel the pain even more.
  • Focus on how making mistakes at this point can be financially costly.
  • End the email by asking them to respond with their biggest problem when it comes to buying or selling.
• Email 3: Solve One Part Of The Problem
  • Today, you’re going to solve one part of their problem.
  • If it’s a buyers list you’re sending this to, give them a free helpful checklist!
  • The key here is to just focus on one small problem they might be having.
• Email 4: Solution Day
  • Today, you send an email that explains how all their problems get solved if they decide to choose you as a Realtor.
  • You’ll want to keep this email as emotionally-based as possible.
  • The goal of the email should be for them to respond to schedule a free consultation.

After this, make sure you keep sending the individuals emails via your newsletters. If these are leads (not just people subscribing for blog content), you’ll also want to call these individuals daily.

Converting leads into clients takes work!

You need to call them and cultivate the relationship with them.

Real Estate Email Marketing Templates And Resources

Finally, when it comes to real estate email marketing, there is no one-size fits all model. Unlike website design where there are principals that can impact conversion, email marketing is not as formalized.

Here’s a quick formula that works for me in real estate marketing:

Real Estate Email Marketing Strategies

Many people think real estate is all about buying and selling houses. While that’s a big part of it, real estate is also about marketing. In order to be successful as a real estate agent, you need to have a good marketing strategy. And one of the most important parts of your strategy should be email campaigns.

Email marketing is a great way to reach out to your potential buyers. It allows you to stay in touch with them and build a relationship. But how do you create a winning email campaign? Let’s take a look!

Send Emails Regularly

The first step to a successful email marketing strategy is to send emails regularly. This means sending out an email at least once a week, if not more. The more often you can stay in touch with your potential clients and customers, the better.

Further, make sure you are presenting interesting and relevant content. No one wants to read boring emails. So make sure your emails are interesting and full of useful information. If you can, include images or videos to make your emails more engaging.

Present a Call to Action

Your emails should always include a call to action. This is something that you want your potential clients and customers to do, such as visit your website or contact you for more information. Without a call to action, your emails will likely be ignored.

Make sure your call to action is clear and easy to follow. You don’t want to make it too complicated, or else your potential clients and customers will not take the time to do it.

Include a CTA in every email you send out, and you’ll be sure to see an increase in website traffic and inquiries.

Ensure Your Email Marketing Campaigns Remain Relevant

As your business grows and changes, so too will your email marketing campaigns. It’s important to keep your campaigns relevant to your business. This means regularly reviewing your campaigns and making changes as needed.

For example, if you’re no longer selling a certain product, make sure you remove any mention of it from your email campaign to let your previous clients and potential buyers know. Likewise, if you add a new service or product, be sure to include it in your email marketing.

By keeping your email campaigns relevant, you’ll ensure that your potential clients and customers always have the most up-to-date information about your business. This will help build trust and keep them coming back for more.

Educate & Entertain Your Audience

Your email marketing campaigns should always aim to educate and entertain your potential clients and customers. This means sending out informative emails that are also interesting to read.

For example, you could include tips on buying or selling a home, or you could write an article on the top 10 things to do in your city. Whatever you choose to write about, make sure it is informative and interesting.

By educating and entertaining your potential clients and customers, you’ll build a rapport with them. They will begin to see you as a trusted source of information, which is essential in the real estate business.

Include Testimonials

Another great way to build trust with your email newsletters is to include testimonials and reviews in your email marketing. If you have happy customers, ask them if they would be willing to write a testimonial or review for you.

Be Personable

Finally, be personable in your email campaign. Your potential buyers want to know that there is a real person behind the business. So don’t be afraid to let your personality shine through in your emails.

Write in a friendly and personable tone, and make sure to address your potential clients and customers by name. By being personable, you’ll build a rapport with your potential clients and customers, which is essential in the real estate business.

Following these tips will help you create a winning real estate email marketing strategy. By staying in touch with your potential clients and customers, you’ll be sure to build trust and win more business.

For more tips on email marketing (or how to write a winning CTA), as always, be sure to reach out to our team with any questions!

What do you think?

Do you have any real estate email marketing tricks that work? Share them in the comment section below!