WHAT IS THE IMPORTANCE OF EMAIL MARKETING FOR REAL ESTATE?
If you want to compete in a market filled with today’s media-savvy home buyers and sellers, understanding the importance of email marketing for real estate is crucial.
Real estate marketing used to be about finding the best billboard location, mailing professionally designed postcards, and making as many cold calls as possible. But today’s consumers expect a more personal experience from the real estate industry.
Email marketing is one way real estate professionals can connect with and nurture their leads. If you’re drowning in a pool of competitors, learn why email marketing could be a lifesaver.
THE LIST OF DIGITAL MARKETING OPTIONS AVAILABLE TO REALTORS IS FAR FROM SHORT, SO WHY SHOULD THE FOCUS BE ON EMAIL?
In 2020, more than 306 billion emails were sent every day, and this number is only expected to grow. More importantly, research has shown that email marketing yields an unbelievably high return on investment—for every $1 you spend on email marketing, you can expect an average return of $42.
One of the key aspects of the real estate business is that homebuying is not an impulse purchase. Buyers spend months making the decision to put in an offer, sometimes even years, and take a multitude of factors into consideration—the most important being who to trust their experience to.
Email marketing allows real estate agents to forge lasting relationships with clients in the early stages of the homebuying process. That way, when it comes time to buy, a trusting connection with a Realtor already exists.
5 REAL ESTATE EMAIL MARKETING TIPS:
Consider the following tips when designing and implementing a real estate email marketing campaign.
1. SEND INSIGHTFUL AND DIVERSIFIED CONTENT
Your email content will make or break your marketing plan. In a world where every audience has a limited attention span, you should cover a variety of topics, including:
- Housing market updates and information surrounding mortgage rates
- Real estate listings in reader-specific locations
- Testimonials of property buyers who have purchased from you
- Blogs containing glanceable information such as infographics and charts
Bonus tip: Make sure your campaign includes a variety of mediums such as graphics, photos and videos.
2. PERSONALIZE YOUR EMAILS
Personalization is crucial in an email campaign. Over 80% of marketers report an increase in open rates with personalized emails compared to generic subject lines and content.
Address every recipient by name, share information that’s relevant specifically to them, and be sure to include your own name alongside the name of your business. These small changes will help develop trust and credibility with your email list.
3. TRACK YOUR EMAIL MARKETING THROUGH AUTOMATION
Include trackable links inside your emails to help you identify readers who are engaging with certain types of content. This will allow you to create a separate list of recipients who are considerably more interested in what you have to offer and develop a more targeted email campaign to push them further down your sales funnel.
Also, if you’re not getting a good click-through response, you’ll know why your email marketing isn’t working as it’s supposed to be, and you’ll need to make necessary enhancements.
4. MAKE EMAILS MOBILE FRIENDLY
Almost half of all emails are opened on mobile devices. That’s why it’s crucial that you optimize every email for smartphones and tablets to improve the reader experience.
5. GIVE VIDEO EMAIL A TRY
The power of video in any type of marketing, including email, can’t be ignored. The real estate industry offers multiple video opportunities. To engage more of your email list, include video tours of homes or videos of simple home improvements that sellers can tackle when prepping their home for the market.
GROW REAL ESTATE SUCCESS WITH EMAIL MARKETING
Email marketing has morphed into a powerful advertising tool that allows real estate professionals to tap into their target audience on a more personalized level. Once you know the importance of email marketing for real estate agents, the task at hand becomes clear.
Start developing an email campaign today if you want to create a personalized connection with your email list. You won’t regret the increase in engagement or revenue that comes with a more personalized real estate experience.
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