Real Estate Email Marketing

Real estate email marketing is using email marketing to promote, rent, or sell real estate properties or services related to this niche. It allows business owners to generate and nurture prospects, interact with potential clients regularly, establish trusting relationships, and convert leads into customers.

In this article, we’ll explore the importance of email marketing for real estate and the benefits you can reap after using it. We’ll also unveil how to create an effective email marketing strategy for real estate, uncover the top 10 tips, and explore some excellent examples.

Why is email marketing important for real estate?

Email marketing is useful for connecting with potential clients, generating prospects, and promoting specific services. Here are some more reasons to utilize email marketing for real estate business.

• Property promotion. Email campaigns are an effective channel for property promotion. Real estate agents can forward all the necessary materials regarding property potential customers are interested in and send visuals and pricing structures. This way, potential clients can find the perfect property that meets their needs and budget.
• Customer retention. Email campaigns help lead customers through stages of customer journey, including when they are about to leave. Emails tailored to individual preferences and behaviors, personalized greetings, mailing list segmentation, relevant how-to guides, tips, and valuable articles help you prevent customers from leaving your property company.
• Lead nurturing. Real estate companies can effectively nurture prospects with email marketing. Email campaigns help marketers lead potential customers through the buying or selling process. Personalized content, valuable materials, and timely updates on property enable real estate managers to grab prospects’ attention, provide all the necessary information, keep leads engaged, and convert them into clients.
• Property updates. Email campaigns allow real estate agents to share new property listings, updates on market trends, and other valuable information with the target audience. After personalizing email campaigns and sending subscribers properties they prefer, you’ll be able to grab attention and increase the chances of conversion.

Now that you know the main reasons to implement email marketing into your real estate strategy, let’s discover the advantages of using email marketing for property investment companies.

Benefits of Using Email Marketing for Real Estate

Email marketing in the real estate industry contributes to various areas of this business, including processes like relationship building, lead generation, revenue growth, higher conversions, and overall company success. Yet these are not the only benefits you can reap because email marketing also helps you attain the following:

• Increased visibility. With email marketing, real estate agents can improve brand visibility and make their companies top of mind for prospects. In real estate, where clients need time to decide whether to buy this or that property, email campaigns help remind them of a specific brand and review available properties.
• Quick and timely communication. Emails allow real estate owners to quickly reach prospects when they need to share some urgent information. This channel is especially crucial for sharing time-sensitive data like property listings, market updates, or time-limited exclusive offers.
• Higher customer engagement. Email campaigns, including interactive elements like virtual tours and property maps, enable you to improve engagement. These elements establish communication with property companies.
• Cost-effectiveness. Email marketing offers a cost-effective and convenient alternative to relying solely on traditional advertising methods, sparing business owners from excessive expenses. With email campaigns, agents can deliver their messages straight to potential clients without hoping for the effectiveness of a billboard or radio. The method is desirable for startups since it doesn't require large budgets.
• More referrals. Cultivating contented customers is a strategic approach for real estate agents to expand their customer base. Delighted clients, impressed with the brand's properties, are likely to advocate for it within their social circles, leading to an influx of qualified prospects for the company.

Now that you know the pros, let’s proceed to the step-by-step guide on developing an email marketing strategy for real estate.

How to create an email marketing strategy for real estate?

If you want to develop a powerful email marketing strategy for your real estate company, you must allocate resources and time for planning, understanding your target audience, and delivering valuable and engaging content. We’ll provide you with a short guide on building an effective email marketing strategy for your real estate brand.

1. Generate leads

Although potential clients contact real estate professionals directly, you still need to establish an online presence to capture leads. You can gather email addresses manually or find a way to add new emails to your mailing list automatically. It will help you create an efficient lead-generation process and expand your customer base.

There are numerous ways to search for prospective clients, including targeted paid ads on social media networks or Google. Potential clients can easily find your company by using specific keywords. For instance, they can type “real estate companies in Chicago'' and information about your real estate business will appear in the search results. However, PPC ads require you to spend additional costs for every user’s click.

The other channel is your website, where you can collect leads’ data without spending much money. A subscription form is the best decision for real estate companies to gather information when users land on their sites. You can add it wherever you think it’s needed, including the header or footer of your site, or make it appear as a pop-up notification. The process is simple when you use a special marketing solution like SendPulse. Its functional form builder allows you to select one of the pre-built subscription forms and modify it to match your brand. The platform enables you to change form style, add images and fields, and improve it on the go for free.

Below, you can see the process of creating a subscription form in SendPulse.

2. Establish connections with subscribers

Gaining credibility and trust is essential before promoting, renting, or selling your properties. You can do this by building relationships with subscribers, regularly interacting with them, sending updates, informing them about events, etc. Yet, doing this manually is a challenge for any real estate company. That’s why it’s a good idea to use marketing automation tools.

With marketing automation, you can schedule your emails, send automated emails triggered by specific users’ actions, and deliver timely updates. It enables you to send welcome, entertaining, and thank you emails to show you remember each of your subscribers and equally value them all.

Automation 360 from SendPulse will help you combine email, SMS, web push, Facebook Messenger, Instagram, Telegram, and WhatsApp chatbots to promote your real estate business and establish connections with subscribers. The service allows you to set up conditions and identify events that will trigger automation. You can send registration, confirmation, and re-engagement emails on autopilot without human intervention.

Below, you can see how easy and fast it is to build email flows with Automation 360 and welcome your new subscribers.

3. Send personalized emails to stay relevant

Targeted real estate emails effectively engage your target audience and establish valuable connections. To gain trust, you should segment your mailing list and send email campaigns based on subscribers’ preferences, interests, age, location, etc. This step will help you tailor your messages to specific segments and deliver exciting content.

You should also consider personalized greetings, which will enable you to feel closer to your audience. To apply personalized greetings, you’ll need to utilize dynamic content fields, which allow you to insert receivers’ names on autopilot.

With personalized property listings, you’ll be able to grab attention and encourage prospects to explore your emails. Consider using subscribers’ preferences, search history, or previous interactions to provide relevant content.

SendPulse offers segmentation and personalization features that empower you to set up conditions and send targeted emails automatically. With this service, you’ll be able to craft real estate email campaigns that are timely, engaging, and relevant to your leads.

Below, you can see how to apply segmentation and personalization in SendPulse easily.

Now that you know how to develop a successful real estate email marketing strategy, it’s time to explore some useful tips to get started right away.

Top 10 Email Marketing Tips for Real Estate

We’ve compiled a list of 10 tips that will help you effectively incorporate email marketing for your real estate firm and attain your key business goals. So let’s explore them all.

1. Provide educational content. You can establish trust and encourage engagement by sending your prospects useful and valuable information regarding home buying or selling, mortgage advice, or property investment. With effective tips, you’ll be able to demonstrate your expertise and make leads stick to your company.
2. Personalize property recommendations. Use subscriber data to personalize property recommendations based on search history, preferences, and interests. You should utilize this information to send targeted email campaigns with listings matching prospects’ requirements.
3. Segment mailing lists. To send relevant real estate email campaigns to the right people, consider applying segmentation to your mailing lists. It allows you to divide your potential clients into groups based on their location, preferences, or status and send appropriate email campaigns to comply with their needs and requirements.
4. Incorporate mobile-first design. Since many people check their inboxes using their smartphones, responsive design is essential. Make sure your property emails look good on any device, regardless of screen size.
5. Include visible CTAs. Every email should include a compelling call to action button for subscribers to complete specific actions. Whether your email campaign contains property listings, agent contact details, or available houses that match your requirements, you need to ensure that prospects can take the desired action. Your CTAs should be straightforward and easy to find in your emails.
6. Write eye-catching subject lines. It's essential to craft compelling subject lines that draw attention to improve open rates and boost conversions. They should be short and sweet, encouraging curiosity. Consider using words and phrases that establish urgency and make subscribers immediately open emails.
7. Identify the perfect email timing and frequency. Time is also very important when it comes to email marketing. If you want your email campaigns to succeed and bring benefits, consider identifying the perfect timing and frequency for emails with property listings, buying or selling tips, pricing, etc. Conduct research and try sending emails at different times. Then, identify days and times when open rates are the highest. Besides, email frequency plays an important role, too. Email sending too often can overwhelm subscribers with your real estate company. Craft a special schedule for email campaigns and set up automated send-outs of your email campaigns.
8. Add success stories and testimonials. Sharing success stories and customer testimonials is crucial to earning trust and establishing credibility. Customer recommendations and feedback influence prospects’ purchasing decisions. That’s why consider sending email campaigns covering these elements. It will help you achieve trust and better conversion rates.
9. Incorporate bulk email service. To avoid manual segmentation, personalization, and mobile optimization, we recommend using email bulk services like SendPulse. With little effort, you can send up to 15,000 highly personalized, mobile-optimized professional real estate emails.
10. Add virtual tours and videos. To enhance the user experience, you need to utilize videos and virtual tours in your email campaigns. These content formats containing information about your property will help you establish interaction and improve engagement. Videos enable you to showcase the pros of the properties you offer.

Now that you know what areas to focus on when applying email marketing, it’s time to explore some great examples. They will visually demonstrate what a compelling real estate email should look like.

3 Examples of Real Estate Email Marketing Campaigns

Since email marketing is widely used in real estate, there are numerous examples of its successful implementation. In this section, we’ll provide some excellent examples that will inspire you to develop further marketing strategies.

Compass

The first email Compass, involved in real estate, selling homes, and renting apartments, sends to its new prospects contains visible call-to-action buttons that will lead potential customers to the desired action. They can explore numerous listings, save favorites, and connect with real estate agents in seconds. The short and sweet email clearly explains what potential buyers can do using the company's site.

Keller Williams Realty

This technology and international real estate franchise based in the United States is another excellent example of implementing email marketing. Keller William Realty's email is informative. It tells about the created account and agent assigned to a specific prospect. It also has a clear call to action button encouraging people to search for homes. The email contains information that will help new subscribers navigate the website and find property based on requirements.

The Close

The Close website provides agents, teams, and brokerages actionable, strategic insight from industry experts. The first email you’ll receive after signing up contains educational materials regarding the company and also unveils the resources subscribers will receive further, like templates, scripts, articles, product reviews, and many more.

Congrats, now you know why real estate email marketing is crucial and what benefits you can reap after its successful implementation. The examples above will help you find out whether to start your real estate marketing efforts. Register in SendPulse now to send your 15,000 real estate emails for free.

References:

1. This article provides reasons to implement email marketing for your real estate business.
2. In this article, you’ll find a detailed guide to real estate email marketing.

Last Updated: 02.02.2024