How Can Newsletter Campaigns Help Your Drive More Real Estate Business?
Quick question — would you buy a home as quickly as you would toothpaste?
No, right? Because while toothpaste is a matter of convenience, a house is a necessity. The latter are commodities consumers typically spend more time researching and comparing before purchasing. Renting or buying a house, or selling one is a high-ticket transaction that requires a lot of thought and consideration before making a decision.
So real estate marketers can’t jump straight to the sale. Instead, they have to spend time nurturing customers to gain their loyalty. Newsletter campaigns and email marketing strategies can help you do so.
In this blog, let’s learn how you can use email marketing campaigns for your real estate business.
Leverage Newsletter Campaigns for Your Real Estate Business
1. A Strategy Branding Plan
When first-time visitors come to your office, do you immediately start hard selling your real estate services? Or do you instantly ask for favors?
Then why would you want to do that in your online relationships with customers?
The golden rule to any business transaction is to build credibility first, then start doing business. It is where email marketing comes into the picture. It’s a brilliant icebreaker.
Start with a welcome email where you introduce yourself and your story. Since it will be your first personalized interaction with your customers, exhibit expertise, trustworthiness, experience, and professionalism. Focus on why customers should choose you and not your competitor. At the end of your email, add a call to action. For example, ask readers to visit your website or connect with you on a call.
The next set of emails shouldn’t be salesy either. Instead, they should highlight your real estate brand’s human side and personality. You can send emails about local charities you participate in, events happening in town, home improvement tips, or mortgage news.
2. Segmentation of Email List
When your leads consider buying or selling their home, they are glued to the real estate marketing reports. They like to receive every update. However, once they have closed on their dream house or get an ideal sale, they likely delete or unsubscribe from the same email chains.
Why? It’s simple — they are not interesting or useful to them anymore.
So, segment your email list — it allows customizing your emails for each type of reader you have. It’s crucial because you need to deliver different content to every lead or customer to nurture them. For example, client A is a new customer who wants to buy a house, while client B is a happy old customer. Clients A and B won’t be pleased if you send them the same newsletter.
Email list segmentation allows you to designate which contacts will receive different email campaigns. So, you can create relevant newsletters for every person on your contact list, including potential buyers, potential sellers, previous buyer clients, previous sellers, and new homeowners.
3. Stay on Top of Mind of Your Real Estate Customers
Once you group your subscribers into different segments, it’s time to decide your newsletter marketing strategy. The questions of what to send out to your subscribers can be challenging. But try to keep a good mix of regular email marketing campaigns and automated workflows.
Regular email newsletters can include what’s been going around your brand or industry. For example, recently sold properties, new or expired listings, ongoing events in town, seasonal information, and other industry updates.
The automated workflow email is the one that depends on subscribers’ actions. They are trigger based. For example, when they sign up on your landing page, they will receive a welcome email. You can follow that up with a set of relationship-building emails where you introduce yourself, your service, and what you can offer the subscriber. Other examples include incentive emails, follow-up emails after calls or meetings, referral or testimonial emails, and more.
To leverage the best of email marketing, ensure you automate everything.
4. Data-Based Decision, and Not “Your Gut”!
So, you have done it all — from segmenting your subscribers to creating campaigns. It’s now time for arguably the most crucial step — data analysis of email campaigns.
To know if your email marketing campaigns are driving the targeted results, you need to closely track the analytics. It can’t be based on your ‘gut’. Analyzing data and making decisions on its basis is a sure-shot strategy to ensure your newsletter campaign performs better.
Here are a few email marketing metrics every real estate agent should track –
- Email Click-Through Rate
- Newsletter Social shares
- Conversion Rate
- Bounce Rate
- Email Sharing/Forwarding Rate
- Overall ROI
- Open Rate
- Unsubscribe Rate
Also, analyze engagement trends, subscribers’ long-term activities, and the email list’s health.
Email marketing offers you the opportunity to collect more leads, nurture relationships, and eventually seal more deals. These easy and effective practices can push you in the right direction.
ZipperAgent, an automation software designed for realtors, brokers, and real estate agents, can come in handy to boost your email marketing efforts.
Give us a call at 1-800-350-3695 to discuss your project automation needs with our experts.