12 Proven Effective Real Estate Email Marketing Tactics

If you haven’t started using email marketing to attract more clients and leads for your real estate business, then it’s time that you start. Now, you may ask yourself why I should use email marketing for my real estate business? Truthfully, there are thousands of reasons why email is incredibly powerful for the real estate industry. One thing is certain: if you want to succeed in real estate, you need to be good at email marketing.

Email Marketing
Email Marketing Concept

Here are 12 proven effective real estate email marketing tactics:

1. Provide Value.

Real estate marketing is all about the value you provide to your customers. If you can’t offer them something of value, no one will buy from you.

So what does this mean for your email marketing? It means you need to consider what value your subscribers get from their email experience with you.

  • Do they get valuable information about real estate?
  • Do they feel part of a community?
  • Are they enjoying the content you send out?

Whatever it is, find ways to ensure subscribers know how much they’re getting out of their relationship with you, and then figure out how to make it even better!

2. Be Personable.

The first thing to remember is that you can’t just send out a bunch of emails and expect everyone to click on them. You have to be personable and make sure that you’re addressing your audience in a way that feels personal. Your emails should be written to make it easy for people to respond rather than just blasting out information they’ll ignore.

If you’re not, your email will seem like it’s from a robot and people will be less likely to open it. Even if you’re just sending out a welcome email, make it sound personal!

3. Personalize your emails.

Real estate is a very personal business, and you can use this to your advantage by using the names of potential buyers in your email marketing campaigns. When you’re writing an email to a potential buyer, it’s important to remember that they are probably going through a lot of stress and anxiety about their search for a new home. A personalized email can help alleviate some of that stress by making them feel like you are there for them, not just trying to sell them something.

You should also include their name in the subject line so they know who it is from when they open the message.

Personalized Email
Personalized email

4. Segment appropriately.

Segmenting your audience is key to success in real estate email marketing. It’s not enough to have a list of leads; you need to segment that list into groups that are relevant to each message you send.

For example, if you’re selling a single-family house in New York City, you might want to segment your buyers into three categories: people who have already purchased homes in Manhattan, people who are looking for homes in Manhattan but have never purchased before, and people who live outside of Manhattan but still might be interested in buying there. For each category, the content of your message should be different.

Another way to segment is based on what stage in the sales process they are at—whether they’ve already put an offer down on another house, they’re just starting the process, or they’ve decided they aren’t interested.

5. Use automation tools.

Automation tools are a great way to cut down on time spent in your email marketing and marketing automation. They can be used to set up recurring campaigns, send targeted messages and manage leads.

As a real estate agent, automation tools can help you keep in touch with clients and prospects by sending them automated emails based on their actions on your website. For example, if you have a contact form on your website, you could use an automation tool to send a welcome email as soon as someone completes the form.

Using automation tools saves you time that would otherwise be spent manually creating new campaigns or updating information in your database.

Marketing Automation Process
Marketing automation process

6. Schedule Automated Emails Based Upon Actions and Behavior.

Automated emails are a great way to engage with your audience, but you need to make sure that they’re scheduled correctly.

For example, if someone views a property, they may be interested in seeing other homes in the neighborhood. But if you send them an email daily with homes that are not in their area, they’ll get annoyed and unsubscribe.

Instead, schedule automated emails based on the actions and behaviors of your subscribers. For example, if someone views a property and then clicks on another listing within 24 hours, schedule an email with similar properties in the same neighborhood. If someone views a property and doesn’t click on anything else for 30 days, send them an email asking if there’s anything else they’d like to see.

7. Use tools and templates to your advantage.

Real estate is a competitive industry, so you must keep up with the latest trends and best practices. If you’re not using tools and templates to your advantage, chances are you’re missing out on some important opportunities.

Email marketing can be daunting, but several tools can help make it easier. You can use a CRM to track contacts and manage leads or an email service provider to send your emails. Whatever tool you choose, make sure it has a template builder, so you don’t have to spend hours creating each email from scratch.

8. Keep your emails short and to the point.

Real estate clients are busy people—they don’t want to read a novel when they open an email from you. Try to keep your emails under 100 words and focus on one or two points at most. Use bullet points or numbered lists so that readers can scan through quickly.

This is a competitive industry, so it’s important to keep your emails short and sweet. The longer an email is, the more likely people will scroll past it. With that in mind, ensure your subject lines are strong, and your messages are brief.

9. Make your emails mobile-friendly.

If you’re sending out real estate emails, you need to make sure that they’ll look good on a smartphone or tablet. This is especially true for people who are looking at your emails on their phones—a lot of them are likely to be doing so in the evening or on weekends, which means they’re probably lounging around and not paying as close attention to their devices as they might do during the day.

So make sure things like font size and spacing are easy to read when viewed on small screens, and don’t use images that could get cut off or distorted by a small screen. Also, avoid using links that open up new windows—people tend to find those annoying when they’re reading on their phones.

Email Marketing Online Message Communication Internet Mobile Phone
Email marketing online message communication internet mobile phone

10. Have a clear call to action.

A clear call to action is the most important part of any real estate email marketing campaign. Your call to action should be a specific request your subscriber can easily fulfill, such as “click here to see more properties!” or “fill out this form for more information.” Make it easy for your subscribers to take the next step by providing them with all the information they need.

A good call to action should include the following:

  • What exactly do they need to do to take advantage of the opportunity presented by your offer;
  • A deadline for when they need to complete their action; and
  • How they can contact you with any questions or concerns, they might have.

For example: “Please reply within 24 hours if you’d like to claim this exclusive discount!”

Hand Pushing Buy Now Button On Touch Screen
hand pushing buy now button on touch screen

11. Study the performance of your email campaigns.

The only way to get better at anything is by studying how you’re doing. To improve your real estate email marketing, you need to know what’s working and what isn’t.

You should be tracking metrics like open and click-through rates and the number of people who unsubscribe from your list. You can also use MailChimp to automatically create a report of your campaign’s performance. This report will tell you the number of new subscribers, total opens, clicks, and unsubscribes for each campaign.

When you receive this report, study it carefully and look for patterns in the data (like whether or not certain subject lines are more effective than others). Then take that information and apply it to future campaigns!

12. Don’t send too many emails.

One of the most important things to keep in mind when sending out emails is that you don’t want to send too many. You want to be sure that your audience can see the value in what you’re offering, so if they feel like they’re getting bombarded with emails from you, it’s going to be hard for them to feel like they are getting anything out of those messages.

So when creating an email marketing strategy for your real estate business, make sure that you plan to send out a maximum of one or two emails per week (depending on how big your audience is). This way, your audience will still feel like they’re getting something from each message without being overwhelmed by them.

Bottom Line

Email marketing is one of the best ways to get your message out there—and it’s not just for businesses! If you’re looking to buy or sell a home, email marketing can help you connect with potential buyers and sellers.

We hope this guide has helped you understand how to make the most out of your real estate email marketing efforts. If you have any questions or want more information on how to do your own real estate email marketing work for you, don’t hesitate to reach out!

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