Not many people know that email marketing for real estate is one technique that offers the best returns on investment.
Yes, you heard right; the ROI of these actions exceeds 300%.
Incredible true? Of course, not everyone opens the mail and writes a message to your clients to see the money rain down, which does not work like that.
An email marketing action for real estate that expects to obtain a return on investment must be well planned.
Success is almost guaranteed if you plan carefully, study your audience, and measure rigorously.
Read Also: Email Marketing For Restaurants
What Is Email Marketing For Real Estate
Real estate email marketing consists of a communication technique through email, and its purpose is to send specific information from a real estate agency to the receiver.
For it to be effective, it is important to know how to communicate the message to the right user and at the right time.
For example, a real estate agent can send the promotion of homes for sale on the beach only to subscribers who are interested in buying this type of property.
Otherwise, if you dedicate yourself to sending emails in bulk, it will only give the company a bad image.
To send information, it is advisable to have a real estate program that contains centralized data and that allows messages to be sent in a personalized way.
Types Of Email Marketing For Real Estate
To get it right when starting your Email Marketing For Real Estate strategy, here are five types of emails:
1. Welcome Email
How we communicate through email is not too far from how we behave in person.
Indeed when a client enters your real estate agency, you first welcome them and ask how you can help them, right?
Well, through email, you should do the same.
Sending a first welcome message and assuring the contact that you are there for their needs as soon as they access your database is a smart practice.
Many marketers also use these messages to invite the contact to subscribe to the newsletter.
One of the real estate marketing campaigns most used by marketers is the Newsletter.
A Newsletter is a digital publication distributed via email with a specific frequency (daily, weekly, monthly, bi-monthly).
The content to include in your Newsletter will depend on the activity carried out in your real estate agency and the messages and values you want to convey.
Some of the most common content to include in a Newsletter are the following:
- new blog articles
- Agency activity: raffles, promotions, participation in fairs, sponsorships.
- New additions to the team
- Commercial information and special offers
You can also create a Newsletter exclusively for properties for sale and send it to the contacts in your database classified as buyers.
However, you have to be aware that if a person is interested in receiving emails about real estate for sale, they will go to real estate portals more than a real estate agency.
If a contact has entered your database, it is probably because they are interested in receiving information about the purchase process they will carry out.
However, it never hurts to offer this type of email if some of your contacts have expressed their preference for receiving them.
3. Email Sequences
Email sequences are one of the Real Estate Email Marketing campaigns that we most like to launch at Urbaniza Interactiva due to their results.
You can set up email sequences based on countless variables: age in your database, participation in sweepstakes, visit a specific page on your website, and customers who have already bought.
The key is segmentation.
Create a sequence of about 5 or 6 emails directed at a specific segment of your database, separating each email at intervals of about a week.
Email sequences by Buyer Persona work very well.
4. Seasonal Email
Seasonal emails take advantage of a particular date to communicate with your contacts and clients.
These messages are usually far from commercial information to focus more on strengthening the company-contact relationship.
Some of the most common dates to use in seasonal Email Marketing campaigns are:
- Valentine’s Day
- Father’s/Mother’s Day
- Back to school
Surveys are a spectacular tool to learn more about your contacts and improve their segmentation.
You can ask about their preferences, location, age range, and property type.
Satisfaction surveys are also widely used to detect improvement points in our services.
Email Marketing For Real Estate Strategy
The right time to carry out a real estate email marketing strategy is when you have something important to communicate:
The offer of new homes for sale or rent, a new entry to the real estate blog, and new financing conditions.
An email with little relevant information will only annoy your subscribers.
Take note of the aspects that you must take into account to create your real estate email marketing strategy:
Analyze the current situation and be clear about your purpose.
- Consider what you hope to achieve with the campaign.
The objectives must be specific and well-defined.
- Classify the users you have on your list according to specific characteristics.
In this way, you will perform segmentation by criteria.
- As we have mentioned, send the email only to those lists of people who might be interested in the information collected in the email.
Put yourself in your client’s place and think if he will be attracted by said information.
- Define what type of mail you will send. Later we will show you the different options that exist.
- Include a “call to action” button to make the recipient perform the action you need:
Click on a link, fill out a form, contact you by phone, etc.
Email Marketing For Real Estate Tools
There are numerous real estate marketing tools to send mailings with which you can develop an effective strategy.
One of the top email marketing tools on the market is Mailchimp, which you’ve probably heard of.
As part of their fundamental email marketing capabilities, which are a part of their free plan, you can create and schedule emails.
This is a great email marketing tool because of its intelligent recommendations feature, which provides vital audience insights to maximize your marketing efforts.
Designing emails on the platform is made simple by using the Content Manager, where you can save your photos and files for easy access.
At crucial stages in the client experience, you may automate your emails in Mailchimp to send out communications such as welcome emails, order confirmations, and reminders about abandoned carts.
AWeber is one of the first and most well-known global providers of email marketing solutions.
They provide various tools for managing email marketing for small and medium-sized enterprises.
With AWeber, getting started is simple.
The majority of platforms, including WordPress, are easily connected.
See our comprehensive tutorial on connecting AWeber to WordPress for more information.
You can access list management, autoresponders, a/b testing, email tracking with in-depth insights, and ready-to-use HTML email templates.
AWeber’s robust email marketing tools include AMP emails, automatic RSS-to-email conversion for bloggers, and tag-based subscriber segmentation.
Live webinars, phone help, email support, live chat, a sizable how-to, and an instructional library are all available as support alternatives.
AWeber has a restricted free plan with a maximum of 500 members.
After that, their monthly price starts at $19. You can also join quarterly or yearly programs to save even more money.
An all-encompassing SMS and email marketing platform for businesses is SendinBlue.
They are among the email marketing platforms in Europe with the quickest growth.
It is a platform that is quite simple to use and has excellent features for creating beautiful and engaging emails.
Their straightforward drag-and-drop email editor is ideal for newcomers with no prior experience in email marketing.
You may send transactional emails, design workflows for automated follow-up emails, and segment consumers using the user-friendly marketing automation features in SendinBlue.
It can also choose the ideal time to send bulk emails to achieve the highest email deliverability.
SendinBlue offers a free email marketing bundle with an infinite number of contacts.
With their free plan, you can send up to 300 emails daily, but each one will have its branding.
For Lite, their paid plans begin with $25 per month.
You can also add SMS to your account. However, the cost will change depending on how many you need to send.
Recently, they upgraded their premium plan to incorporate more sophisticated tools like Facebook ads integration, a landing page builder, live chat, and a sales CRM.
According to this, users now receive more excellent value for the same price.
To power automatic or transactional emails from your WordPress website, SendinBlue additionally provides a different SMTP bulk email marketing service.
Although you don’t require this for email marketing campaigns, it’s an excellent feature if you have a huge website and want real-time, automated emails that depend on its content.
Benefits Of Email Marketing For Real Estate
The benefits are evident if you review the above features for the email marketing tools analyzed: Mailchimps, Aweber, and SendinBlue.
- You can send bulk emails and newsletters to specific audience segments and time zones.
Segment examples include buying vs. renting, property location, property features, family size, budget, etc.
- To create a compelling newsletter, you don’t need coding experience: drag-and-drop features do most of the work for you.
- The analytics dashboard displays the performance of your email campaign, including how many subscribers opened and how many bounced.
- You can personalize emails for each customer by using dynamic content.
- You have access to mobile optimization tools, which are critical for satisfying users who open emails on their smartphones or tablets.
- Automation saves you time because you no longer have to respond to emails individually.
You can now schedule newsletters and automatically send welcome emails to new newsletter subscribers.
- Integrate email software signup forms on your website to easily collect new leads. Add signup buttons to your Facebook page.
Include a signup link to your email signature and other social media profiles to increase lead generation.
We believe you now fully understand email marketing for real estate.
The real estate sector is both challenging and fiercely competitive.
To get the most out of this sector, you need to have the appropriate tools.
Email marketing is the finest platform for endorsing and marketing your client’s property, nevertheless, due to the high return on investment and efficient marketing opportunities.
Isn’t that amazing?
It’s time to start creating your real estate email designs using our lovely and simple real estate email templates; test them out for free right now!