I think you would agree that being a real estate agent is not easy. As a realtor, a large portion of your day job involves trial and error–testing different outreach strategies, switching up your pitch, making the most effective use of the MLS listings; the list goes on and on.
So what do successful agents have in common?
The agents who thrive in the industry do a great job of engaging their clients. Why?
With the number of online home related-searches at an all-time high, grabbing and keeping your clients’ attention is more important than ever. Despite the rise of social media in the recent years, email marketing remains one of the best ways to engage clients for realtors. One thing that successful realtors have in common is they stay on top of the latest email marketing trends.
The most successful realtors are good at recognizing what email marketing strategies work and using them to attract and convert clients. If done right, email marketing allows you to structure a system to reach out to prospects, solidify your relationship with them and guide them through your sales funnel.
In this article, we’ll take a look at 15 killer email marketing tips for realtors to not only grow your email list but build meaningful relationships in the process.
#1. Write Attention Grabbing Email Subject Lines
Subject lines contribute significantly to the number of individuals who will open your email upon first glance. In order to optimize your email subject line you need to have a solid understanding of your target audience.
- What sorts of things will captivate their attention and prompt them to click?
- How can you spark curiosity and initiate dialogue in a limited number of words?
It’s imperative to optimize your subject lines because people are inundated with emails. There needs to be a clear distinction between what works and what doesn’t.
What’s the optimal subject line length?
One study suggests that the magic number is six to ten words max. The study analyzed 260 million emails from 540 total campaigns. Subject lines with this number had the highest open rate (21 percent) compared to other email tests with fie or fewer words (16 percent) and 11-15 words (14 percent). The main points to learn from this study is that too many words stuffed in your subject line can significantly reduce your open rate, whereas too few can also have that effect.
Some ideas worth considering:
- New listings on the market or recent sales
- Sudden shift in market conditions
- Limited time promotional offer or other breaking news item
These are a few ideas you can implement in your email subject line but not by any means the only ones. Further down, we mention other email marketing tips for realtors related to creating campaigns.
#2. Track and Analyze the Rate of Subscribers
It’s one thing to have a high email rate but it’s an entirely different thing to be converting those subscribers. You can send out email all day long, but if they’re not translating into real customers than you’re not getting a return on your investment or time. Depending on which email marketing platform you use, the analytics features may vary but one very useful tools is “beyond the click tracking”. This feature shows you the number of visitors who click through to your website and in unison with your web analytics tracking tool you can then measure the number of individuals who reach out to you. We consider this one of the most important email marketing tips for realtors so pay close attention to your data.
#3. Use Analytics to Monitor Your Open Rate
One key way to identify your long and short term goals is to first manage your outputs in relation to inputs. In other words, what portion of your time do you dedicate to different marketing tactics and what return are they bringing in as a result? Email marketing in real estate has one of the highest open rates of any industry. As of this year, the average open rate, according to Constant Contact, is 26.01% which means if your analytics are not in that ballpark, you may be using your time ineffectively.
The email marketing process chain can be broken down into five main categories:
- Define an email campaign concept
- Testing and collecting data for your target
- Send the content to your audience
- Evaluate and measure the results including open rates, click-throughs, bounce rate, and other data in real-time
- Report your findings and implement changes according to the successes and shortcomings
#4. Use Existing Clients to Entice New Ones
Past clients are a valuable resource for new leads so pull out your Rolodex (if you still use one) or other contact system! Individuals often ask friends and family members for referrals when seeking an agent to buy or sell their home. Staying in contact with past clients through email marketing is a great way to remain at the forefront of their minds. Here are some additional tips on staying in touch with existing clients:
- Find small ways to stay in touch with past clients, that doesn’t seem overbearing or pressuring.
- Formulate incentives for referrals.
- Entice new customers by gaining a deeper understanding of your existing clients. Ask yourself if you’re doing everything in your power to create the best possible client experience. Posing this question to existing clients may also shed light on some shortcomings.
#5. Add Open House Guests to Your Mailing List
The next on our list of email marketing tips for realtors is to follow-up via email after any face-to-face encounters (i.e., networking events, open houses, business meetings, etc.) A follow-up email is effect for solidifying a connection and conveying any point you weren’t able to deliver during the in-person meeting.
For example, after an open house you may have a list of email addresses from the event. Reaching out a few days later is a great way to send out the listing specifics or any other properties that the walk-ins may have expressed interest in.
#6. Send Emails from Your Name
Using your name as the “from address” in emails is more likely to get an open because it’s more personal than say a company name or agency. Why are personal emails more effective? First of all, they seem less like spam or automated blasts, which users typically ignore. Secondly, a user may not immediately place a face to your company’s standard email address. Keep it simple and consistent by having your name appear on outreach efforts.
#7. Customize the Email Greetings
The last thing prospective clients want is to feel like that they are just another email address for you to blast information to. When prospective clients feel like that, they’re more likely to spam your emails or unsubscribe altogether. Take the time to customize the greetings of your emails to make them seem more personal and intentional. It doesn’t have to be overly time consuming or complicated. Just putting the individual’s name in the greeting may suffice.
#8. Embed Photos and Other Visual Media
New listings come on the market all the time and what’s one of the first things a prospective client wants to see? Pictures of course! Images and other forms of visual media are ideal for capturing attention. It’s important, however, to be conscious of the size of the images you’re attaching or embedding because it may impede deliverability (with filters and other email settings). Also, if an individual has their images setting turned off you run the risk of losing them.
In the above example, the available listings both have images of the property being advertised as well as brief details including square footage, highlights, etc. Notice how the agent has also including links to their blog, listings and About Me page in the heading of the email message.
#9. Point Out the Present Value in Email Messages
The agent in the email message above did an effective job of highlighting each property’s unique aspects (i.e., large executive office, prime submarket location, etc.)
Whenever reaching out through email it’s important to illustrate the present value advantages, as you would in any other sales context. Usually this works best when presented towards the end of the message but before the CTA (call-to-action).
#10. Designate a Crystal Clear CTA
Creating a clear call-to-action can be a job in itself. Sending out emails won’t nearly be as effective as it can be unless you create an opportunity for the prospective client to convert. That count mean a “request a showing” button or “call agent now”. The combinations are endless.
Check out these other great call-to-action examples.
#11. Install Exit Intent Popups to Minimize Site Abandonment
If you’ve done an effective job of hooking prospects with your email and they happen to make it to your website, your next job is to keep them there until they convert. Your web analytics data clearly lays out your site’s abandonment rate but sometimes just having that data isn’t a sufficient answer.
An exit intent popup is one last attempt to keep visitors on your page before they leave altogether. This exit intent technology is proven to increase conversions. Neil Patel, a well-known marketer, tested pop-ups with exit-intent technology for his site NeilPatel.com. He was able to increase conversions by 46%.
#12. Measurable Goals Are More Likely to Be Met
Regardless of the industry you’re in, goal setting has its place. After-all, you can’t meet or exceed your targets without identifying them first. At the onset, especially if your a new agent or not completely familiar with your target location, it may be best to establish modest goals. This accomplishes one of two things. First it deters you from putting additional pressure on yourself which could hinder the overall progress. Second, it allows you to work up to larger, more labor intensive objectives. Conversely, if you’ve had time to get your feet wet then by all means set your sights high.
The key of setting effect goals is to make them both detailed and measurable. Estimates suggest that there are close to 2 million active and licensed realtors in the U.S. How can you know where you stand in relation to other professionals unless you set measurable goals for yourself? The key to all these email marketing tips for realtors is that they are measurable and testing for their effectiveness.
#13. Cross-Market with Other Social Platforms
Marketers know very well that they have to utilize all the tools at their disposal to maximize their efforts. In many mediums that involves, cross-marketing so the next on our list of email marketing tips for realtors is to leverage other platforms. Many real estate agents automate their emails to also appear on their social media pages including Facebook, Twitter, Google+, LinkedIn, etc. Doing so not only expands the pool of recipients but opens the field to receive new leads and clients.
#14. Highlight Your Unique Value in Email Campaigns
It goes without saying but you need to differentiate yourself from the pack in order to make it in real estate.The vast majority of leads come from referrals so to gain new clients, you need to highlight your unique value proposition.
- What skills do you possess that set you apart from other agents?
- What does your track record indicate to prospective clients?
- How many homes have you closed?
- How familiar are you with the local market/neighborhood?
These are just a few questions to get you thinking. Here are a few more questions to start turning the gears.
#15. Make Important Information Readily Available
The last, but not least important of our email marketing tips for realtors is to make your contact information readily available. Every email that gets sent should have the following components:
- Prominent link to your website
- Phone number
- Office address
- Any other relevant information
Email Marketing Tips for Realtors Recap
These email marketing tips for realtors can dramatically increase the number of leads and clients you capture if executed effectively. Choosing a real estate professional is a key decision for home buyers and sellers so it’s imperative to make a positive impression from the get-go. To recap, some of the most important points to keep in mind include optimizing headlines to be attention grabbing, sending emails from your name (rather than your agency or company), and closely monitoring your metrics for sources of improvement.
Have an additional email marketing tips for realtors that you’ve found effective? Drop us a comment below!