Real estate is a dynamic industry, with trends changing as new marketing and tracking technologies emerge and investment opportunities increase.
Home prices are rising and there is a fair amount of new construction to keep things moving.
Add to that the fact that millennials are joining the home hunting market in record numbers and you have a recipe for real financial success, if you can get your marketing on target.
This article is packed with real estate marketing ideas to help you capture your share of the real estate boom and build a strong customer base that will continue to benefit your bottom line well into the future.
Real estate and email marketing are a perfect match, as long as you make sure you’re sending the right kind of emails to your clients at the right time in their journey to a sale.
In fact, 63% of email marketing campaigns in real estate received positive engagement.
Let’s take a look at the varieties of email marketing techniques real estate agents can use to convert leads, nurture prospects, and get continued business from former clients.
1. start with an actionable welcome.
Let’s start with the first and most important email: the welcome email.
A welcome email is a great way to introduce both warm and cold leads to your services. Your customer may have opted in at an open house or on your website, or it may be someone you got through a referral.
You can also send a welcome email after your first contact with your leads. this could be after the first day of house hunting or after an initial consultation about selling your house.
In any case, a welcome email will thank subscribers for subscribing and provide them with two essential pieces of information:
- what kind of emails can you expect in the future
- why you are the best agent to help them buy or sell your home.
Competition is fierce among real estate agents, so this is your way to stay ahead of the competition and position your brand for success.
No matter how you design your welcome email, make sure it’s clear and actionable.
that means there should be a prominent call to action (cta) to schedule a phone call or meeting, connect on social media, or even a request to be “whitelisted” so your emails don’t finish. in the spam folder.
Here’s a quick template you can use with buyers who have contacted you through a listing service or even through an open house.
image: main agent
here’s another one that includes information about the frequency of emails:
image: fitsmallbusiness
You can modify them to suit the circumstances of your connection and the way you will proceed with communication.
2. add value with a newsletter full of relevant and interesting content.
Your prospects want to know you’re an expert in the local market. There’s no better way to convey your experience than in an email newsletter packed with useful and relevant information.
Newsletters not only introduce your own real estate services, but also keep you at the forefront of prospects’ minds as they decide how to proceed.
Newsletters can also keep you connected with past customers, especially those who may recommend you to their friends.
Providing interesting and relevant content, like the articles and tips found in newsletters, can be incredibly effective for your real estate business. Your newsletters should be short documents that can be skimmed with engaging and shareable content.
here’s a sample of one that also includes a video and visual charts for those who want to skim through for important information.
image: bestpalosverdeshomes
However, be careful with your newsletters. never send one without your prospect’s permission or expectation.
Sending newsletters to a new prospect can hurt their chances of conversion. Here are some of the things you can include in your newsletter to educate and entertain:
- recent or upcoming events
- focus on local restaurants or businesses
- new homes listed or sold
- open houses
- mortgage news/advice
here is an example of a variety of newsletter topics sent by an agent:
image: bestpalosverdeshomes
Finally, your email newsletter is a marketing device, so it’s okay to soft-sell your services through those house bought/sold ads or open house invitations.
just don’t make it the focus of your newsletter.
3. nurture your buyers’ decision making.
Be sure to connect with potential buyers by keeping them updated with the latest listings through weekly or more frequent email blasts.
Even if they’ve signed up for new listing alerts through your website, follow up personally to see if they’ve found anything interesting.
here is an email template to help you stay in touch and regularly communicate with buyers and their current needs.
image: the closure
Buying a home is serious business and you may need to nurture your leads for some time before they are ready to make a purchase.
4. captivate interested sellers with emails.
Sellers want to know how much your home is worth and whether or not you’re the right person to trust with your sale.
Answering both questions is important, so stay in touch with them via email to direct them to take action.
Your ultimate goal is to meet your customer in person to discuss their needs in depth, so all emails should indicate a contact call for a meeting or at least a phone call.
This is critical, as 70% of home sellers interview a single agent before signing a contract, and only 4% of them contact that agent through a website. here is a simple email that can do the job:
image: the closure
Standing out from the crowd and building that relationship is all about a face-to-face meeting, so offer a comparative market analysis of your home after an in-home assessment.
Here’s another example of how to attract a reluctant seller:
image: the closure
one of the best real estate marketing ideas is what this agent has done at the bottom of the email, including a cta that offers a free guide that helps clients get more money for their homes.
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5. special attention to former clients to promote lead generation
References are the mainstay of a real estate agent’s business. The nar states that 40% of home buyers and 38% of home sellers choose real estate agents who have been recommended by a neighbor, friend or relative.
You need to plan carefully for marketing to former customers. They probably know everything they need to know about the current real estate market, so include newsletters that focus on home and garden tips or local events.
another approach is to forego newsletters and send personalized emails which are less frequent.
You can use the anniversary of your move to communicate with them or send them holiday greetings to keep your name top of mind. Personal greetings also let them know that you value your relationship with them.
Here’s an email invitation to a New Year’s Eve party – a great way to get up close and personal with past clients:
image: keller williams beach cities
If you’re an independent agent, don’t worry, you don’t have to throw a party to maintain relationships. sending a card is fine. the goal is to stay in touch and build trust.
6. stay connected using automation.
You should implement an automated email system to send transactional emails that are triggered by customer behavior.
If a potential customer opts in to receive your email newsletter, requests information online, or takes some other action on your website, send them an email.
make it personal, because personalization is the key to more conversions and can increase the roi of your email marketing campaign.
We’ve looked at a number of real estate marketing ideas that will boost your profile amongst your competitors and help you stand out in a crowded industry.
Providing your customers with unique and relevant content and staying in touch with them at every step of their buying or selling journey is critical to converting leads into customers.
And in real estate, keeping former clients connected and feeling valued is essential to gaining the high volumes of referrals that are necessary for real estate success.