Email Marketing: Use It to Get Your Real Estate Business off the Ground

For many years real estate business was spinning solely around in-person meetings. With the advancement of new technologies, new strategies came to the surface to help real estate businesses take it to the next level.

When users worldwide send 293 billion emails every day, there is an excellent chance that you can find your customers through emails.

Email marketing is one of these strategies that are essential for every marketing plan, and real estate is no different.

Table of Contents

Why email marketing for real estate in 2021?

Five steps to start with your real estate email marketing campaign:

• • • Create a landing page
    • Build your email list
    • Audience segmentation
    • Decide on the emails to send
    • Use automation services

Real estate email ideas for your inspiration

• • • Welcome emails for new subscribers
    • Personalized reminders
    • Emails with useful tips
    • Regular digests

The Takeaway

Why email marketing for real estate in 2021?

First of all, there are many reasons why email marketing is an effective strategy for the real estate business. 

Email marketing will help you to:

• build your email list — use opt-in website forms or offer special offers in return for users’ email address to gather the contact information of potential customers;

• become an expert — update your subscribers with the latest trends from the industry and show expertise in your blog posts.

• Increase sales — according to research, 93% of users prefer to communicate through email. With a great hook and a call-to-action, there is a good chance for conversions.

• Automate your routine — many online email marketing services can help you automate each step of the process.
  

Leverage these services and set up email sequences base on specific actions such as registering at your site or asking for a house price;

• Build relationships with customers — segment your email list and send personalized offers based on past behaviors to show that you care about each subscriber.
  
  It can be a huge game-changer to create a loyal fanbase willing to support your brand and help you grow;

But to accomplish all of the above, we need to ensure that we have a solid email marketing strategy dedicated to real estate businesses like yours. 

So let’s start from the beginning.

Five steps to start with your real estate email marketing campaign

Let’s take a closer look at the key elements you need for your real estate email marketing strategy.

Create a landing page

The landing page is a single page on your website that contains information about what you do, how you do it, and why. This information can be home valuation tools or property listings, for example.

Typically, users will come to landing pages from your organic traffic or ads on Google, Facebook, or Pinterest. Your goal is to find a reason for these users to give you their contact information by providing a free and valuable piece of content.

Sounds easy, right?

The truth is that an effective landing page that generates real estate leads needs to have a specific design. Here are some of the must-haves:

1. 1. Have a simple design.
      
      Less is more when it comes to design. Have a landing page with a header and a footer that includes all the necessary information:
      -your contacts
      -your team
      -your services
      -FAQs
      -privacy policy
   2. Pay attention to your call to action.
      
      This button has to motivate potential customers to take action, such as sign up for emails or schedule a home tour. Take your time and test your call-to-action button to see what works best for your offers.
   3. Add a customer support chat.
      
      A chat window is the fastest and easiest way for users to contact you whenever they have any questions. It’s an excellent way to help them solve their problems or pitch them with some of your offers.
      
      “Also, thanks to chats, you can capture 10x more leads and improve the overall experience of your pages. Another quite overlooked way to use chatbots will be a lead prequalification workflow that will help you ask users the right questions before converting them into leads. All of this leads to more personalized communication and, as a result, way higher conversion rates.” – Matt Janaway, marketinglabs.co.uk
   4. Mobile-friendly.
      

A responsive design is a must in 2021, and businesses have to take this part of the equation seriously. Many users visit websites from their mobile devices, so make sure your website is optimized for everyone.

Build your email list

Now that you have your landing place, it’s time for you to collect some emails to start building your database. There are many ways which can help you achieve that.  

Sign-up forms are probably the most common one, and many services provide form builders for this kind of scenario. 

Another great strategy is to have pop-ups or hello bars that provide value in return for users’ contact information.

However, the internet is not the only way to increase your email list. Like themed meetups, seminars, or events, traditional marketing can help you grow your list effectively and with more targeted leads interested in your brand.

Remember that you need to follow the rules regarding email marketing, so send a follow-up email that reassures that you got the user’s permission to send them future emails.

Audience segmentation

Customer experience is one of the most important elements. Segmentation is the tool to help you take your real estate business to the next level. Create different groups of people based on preferences, budgets, locations, or even family size.

For example, if you have subscribers interested in a location, you’ll be able to come up with property options nearby. If you have subscribers with families, you can offer them available options near schools.

Decide on the emails to send

The hardest part begins now. You got your list, and you need to figure out what to send. Here are some of the email campaigns you can send to your subscribers:

• Targeted campaigns with a particular offer if you need to hit a specific segment.
• Drip campaigns to keep them updated about industry news, new properties in the neighborhood, or events.
• Open-house campaigns to allow your potential customers to visit an open house and chat with you.
• Follow-up campaigns to warm up interested users after certain events.
• Referral campaigns, asking for a review, to build a relationship with your customers after a successful deal.

Use automation services

Automation services can have a massive impact on the efficiency and the volume of your campaigns. There are many email marketing services online that can take your real estate business to the next level.

Using one of the email marketing automation services, you can send:

• Follow-up sequences to encourage subscribers to take action after a house tour.
• Re-engagement emails to help inactive subscribers get back on track with your brand.
• Geo-targeted emails that inform customers about new properties in a location that they are interested in.

But now that we covered email marketing principles and an excellent structure for your next campaigns, it’s time to explore some useful email outreach ideas for the real estate industry.

Real estate email ideas for your inspiration

Welcome emails for new subscribers

This email is ideal for introducing yourself and building a relationship with subscribers who joined your mailing list. Tell them about what to expect from your emails and how often they will receive your newsletters.

Guide your subscribers through your service, show how to get started, and introduce your agent.

Your brand should provide all the necessary information for subscribers to start using your service:

• How to search for appealing spots.
• How to choose an agent.
• How to select which house will be ideal for each kind of user.

Personalized reminders

Personalization is a very effective way to increase conversions. Send personalized emails with targeted offers for a segment of your audience defined by their income, location, or even purchase history. 

Reminder emails have high open rates due to a high personalization level, and thus, you can create a stronger relationship with potential customers.

Emails with useful tips

Another opportunity for you with emails is becoming an industry leader. Share tools that help users calculate a property’s affordability or advice with tips before the first purchase.

Help your subscribers and your real estate colleagues’ circle stay updated about the real estate field’s latest trends. Provide the news, including interviews with the experts, or share popular blog posts.

Be there for users when they have questions and share your valuable tips. When they are close to making their purchase, you will be the first name on their list. 

The takeaway

Real estate email marketing is all about creating valuable campaigns to engage your potential customers with appealing offers and encourage your existing customers to move forward in the sales funnel. 

As a real estate marketer, you need to create campaigns that focus on educating your leads and showing your expertise, of course. Keep in mind that list building and segmentation are crucial elements of the process.

Follow the structure above and skyrocket your real estate business. Nobody said it would be easy, but it’s worth the effort. Let me know which of these tips you will implement in your next campaign in the comments section.