Remember flyers and letters were getting delivered to your dad’s desk every day with some promotional content within? Those mailers are a good example of direct marketing. Direct marketing is effective provided we filter the mailing list. Often mailers go in bulk which might miss the target customer. Email marketing is just like a direct mailer that used to come to your doorstep few years back. Mailers by post practically don’t exist today; email marketing have replaced them effectively. Email marketing for real estate business or real estate agents will help in building relationship with their clients and prospective clients. Even while prospective clients do not intent to invest in a property today, real estate agents shall still remain in contact. Remember in your business, if you are out of sight you are out of mind and here email marketing plays a vital role in building relationships with your prospective and current clients.
In a traditional way, you can call customers if you have to do business and build relations with them. How often are you going to do that? It gets annoying when you keep calling your clients. So as a substitute to this you can make people fill customer registration forms which carry the client’s email. It is most likely that these customers want to keep in touch with you and thus, reveal their email id. There is a high possibility that they will convert into customers one day.
Realtors and Real Estate Agents Can Build Relationship Effectively With Clients Through These Email Marketing Tips and Ideas.
Why? Advantages of Email Marketing
- Send personalized messages
- Easy to create
- Targets the desired audience
- Calls to action
- Helps in generating leads
- Helps in converting leads in to sales
- Builds a long term relationship with clients
- Increases your content reach
- Increased no of visitors to your website
- Tracking – Analytics
- Increases brand recall value if used effectively
- Save Paper – Save Earth
Reach to Desired and Targeted Customer
Always be sure that you reach to desired customers. Build list of targeted customers and reach the right customer. Big email database can waste your time and efforts. Segment the customer data you have and reach to appropriate customer list. If you send a mailer to a customer who is least interested in a particular type of property, he will obviously will lose interest in your emails and might unsubscribe that is get rid of your emails in future.
For example, data can be segmented into:
- Customers who want to buy land
- Customers who want to buy house
- Customers who want to sell land
- Customers who want to sell house
- Customers from particular region
Specific on Content
Write the content that catches audience attention; the content should be short and crisp. Especially the subject line, it should be catchy and should capture the essence of your email. This increases chances of customer opening your email. Example, to provide interesting and relevant content you can update your customers with some important happenings in his or her local area or policy changes that can affect his buying decision.
Include Your Contact Information
Make sure that your emails keep scope open for a two way communication. Customer or client should be able to respond back. An email from email@example.com will end all communication with your customer. You should build a relation and a comfort level with your client so that s/he can contact you whenever s/he think of buying and selling a property (brand recall value).
Your email should carry your business information, your email ID, phone no and company or personal website where users can find more information about you and other listed properties.
Spamming – A BIG NO
Avoid spamming. Spam is a mailer that recipients receive even when they have not subscribed to receive. Do not buy email list and start sending emails. Make sure your are sending emails only to those people who are interested in receiving you emails and for whom your content is relevant. Purchased email list typically have a very low open rate, big bounce and unsubscribe rate. This can only waste your time and energy and will have negative impact on your brand.
Mobile Friendly Emails
Make sure all emails that you send are mobile friendly. Majority of people are now accessing their emails on mobile devices, tablets. If your email is not optimized for mobile devices you might fail to reach out to majority of your target audience in an effective way. (Read: How Do They Do It? Mobile Friendly Emails)
Test Before You Send
Before you send email to everyone in the list always send a test mail to yourself or to your team members. Check and check it again for every possible mistake; check your splleing, check an your grammar, check every link included in email. This will give you an opportunity to correct your mistakes.
A/B Testing or Split Testing
Keep trying new things and don’t make the mailer look routine. Try to experiment with subject lines, content and design of your email. Using A/B or Split testing you can find what is that user is liking and is working more effectively. When you change the subject lines, the content and design of your mailer, keep a record as to which of these were a hit with the customers, and which had a high response rate. Implement your ideas, make changes in the mailer and see what works the best.
Make Unsubscribing Easy
If a user wants to unsubscribe from your mailing list you shall allow him or her to do that in an easy way. ALWAYS include an unsubscribe link in your email, typically in footer. Reaching to a user who is not interested in reading your email is, in all ways a waste of time and efforts.
Analytics – Measure the Response
Always track response to your email sent. Once your e-mailer is out you should check:
- To how many users it was sent
- How many emails were bounced (remove these email IDs from your subscription list)
- How many users received your emails
- How many users opened your emails
- How many users clicked on a link within emails
- Leads generated because of e-mailer sent
This will not only help you to improve your performance but will also help to measure return on investment (ROI) of your email campaigns.
Realtors and real estate agents should keep a creative and clear approach towards email campaign and see results coming through. Building a relation of trust and understanding with your customers is a part of marketing and brand building; e-mailer is a tool to build this relation. If you have other ideas and tips, do comment and also feel free to share this article with your friends, of course, you can email them too!
Do you need some assistance in setting up and/or managing your next email marketing campaign? I help realtors and brokers to connect with local consumers by establishing a strong, positive email marketing and presence on digital media. Contact me for a consultation!