Real Estate email marketing is like a banana–it can turn bad, real quick. This is, unfortunately, a regular occurrence as many agents don’t fully understand the point, or the proper execution needed with real estate email marketing.
Real Estate Email Marketing–What It is Meant to BE
Email marketing isn’t about spamming. And it isn’t about canned generic emails that you send out to every email address you can find. Real estate email marketing is about fostering relationships and moving them through the sales cycle by having multiple customer touch points with a single email.
Unfortunately, far too many Realtors doing email marketing use canned emails on a generic template. Trust us–we see them regularly. After we contact a Realtor via their website contact forms we’re then signed up to receive their email blasts, and 90% of them are pretty much identical. And if we’re bored by it–your potential customers are too. So, be authentic…and most of all, don’t do these…
WHAT NOT TO DO
As we said above real estate email marketing isn’t about generic, irrelevant emails–so don’t do the following:
- Don’t buy email lists as your content won’t be relevant to the people on that list. This is especially important as real estate is hyper local and half the people on the list may live in a different province. Not only will it not be relevant to you, but it will also damage your sender score–which will mean your emails will land in junk folders (even more so than they do normally).
- Don’t use a service that sends out X number of emails a month to your clients. That type of generic content won’t get you anywhere. Even though it is cheap, at often about $20/month, it is still a waste of money.
- Don’t send out every listing to every contact. If it isn’t what that potential client is looking for then they will stop looking at your emails all together as they think you have no idea what they want.
- Don’t be a ‘base toucher’–make sure that every email has a clear-cut purpose.
- Don’t send emails with dull content like ‘5 ways to stage your home’. Not only will they fall asleep 3 sentences in–if they’re already staging their home then they surely already have an agent.
- Fail to offer an unsubscribe button. Having an unsubscribe button is required by law, and just simply a good idea. If someone doesn’t want to receive your emails then you forcing them to won’t make them read them.
WHAT TO DO
So, now that we’ve covered the never-ever-ever-ever do list, let’s focus on how to launch a successful email marketing campaign
- The first thing you want to do is to pick a platform that can give your campaign a unique look. We highly recommend MailChimp (free) or BombBomb (paid). MailChimp allows you to point-and-click your way to a graphically-interesting email, and BombBomb lets you embed your video right into the email that your recipients receive (without having to click through to a link).
- Get real contacts. Don’t buy your list or add everyone you know, make a realistic list of people who are in the market. To create your list you can use lead-capturing forms on your website.
- Segment your list. Segmenting involves dividing your contacts into different groups in order to send relevant content to everybody. So, make one list of old clients who you would like to email maybe 4 times a year with fun little tidbits that aren’t necessarily real estate related. For those currently in the market make a new list. Brownie points if you can break that list of current homebuyers down further, by price range or neighbourhood. YES this is a lot of work, but if you’re not going to do email marketing right then invest your time somewhere else.
- Be funny. Everybody likes funny so create some catchy headlines and use jokes. Letting your personality shine through will help increase your open rates as people say “oh that Jeff!–let’s see what kind of shenanigans he’s up to this week”.
- Create an unsubscribe button that allows them to change their receiver preferences as an alternative to unsubscribing. Some people may not want to hear from you as often as you send emails–but that doesn’t mean they want to stop hearing from you entirely.
If you’re rolling your eyes and breaking into a sweat thinking about how much work it is, take a deep breath. Once you choose a platform then sculpt and segment your email lists the hardest part is done. From there you only need to create an email once a week or a couple times a month, and then manicure the list as time goes on.