However, e-mail marketing in a loose and “random” way will not bring the results you need. On the contrary. It can take a lot of time from your work if it’s not done right.
The effectiveness of good e-mail marketing for real estate is, without a doubt, very great. But for that, you need to do a lot of branding work , attracting attention and interest.
In other words, the steps you will have to take before the email are even more important than those you will take during the emails.
Does it look confused? Do not worry.
In today’s text, we’ll answer all your questions regarding real estate email marketing so that you can extract the maximum value you can from this strategy. For this, follow the study/step by step below.
Email Marketing for Real Estate – Where to Start?
The first step to start doing good email marketing for real estate is, without a doubt, to understand your target audience and interpret what they want, what they need and what they like. This will make all the difference when writing good texts that convert.
However, when it comes to email marketing, we can often associate it with something bad or negative.
Because, like it or not, most companies don’t do it right. That is, they send spam, invasive messages, promotions that we don’t want and, above all, products that we are not interested in.
But do not worry.
Good email marketing can still resist all that and, without a doubt, can become a very powerful tool for those who use it correctly.
That’s why we’ve prepared some important topics for you to consider when doing your email marketing. See below:
- Understanding what good email marketing is nowadays;
- Value content production – Step number zero;
- Capturing contacts the right way – How to do it?;
- Real Estate Sales Funnel– You’ll Need One;
- Quantity is not quality – Don’t put anyone on your list;
- Real Estate Email Marketing Software – He’s the One to Do the Hard Work;
We’ll talk about each item individually from now on. This way, you can fix the content more deeply. Follow up!
Understanding what good email marketing is these days
First of all, we need to understand what good real estate email marketing is.
After all, when we hear about it, we automatically associate it with something bad or not working. When in fact, it’s nothing like that. Email marketing just won’t work if it’s done the wrong way.
And the “wrong way” has countless different and nuanced strands. The “wrong” can be the audience, the message, the moment, the product, the intention, etc.
Therefore, it is essential that you follow a kind of step by step to understand the backbone of an email marketing – which, believe it or not, has nothing to do with the number of people on the list.
A good marketing email is one that the target audience receives because they asked to receive it. It is necessary to have a qualitative parameter to validate the message. Otherwise, it will be just one more message in the inbox than 1: It will be deleted. Or 2: will be moved to Spam.
And to understand what you need to do to prevent this from happening, read on.
Producing Valued Content – Step Number Zero
So far, we already understand what is a good email marketing these days and we also understand that yes, email marketing is still a good solution for those who want to increase the conversion of customers online .
But simply having access to a list or going off randomly firing e-mail is a mistake.
So where to start?
The first way to structure a good email marketing plan is to build value through content that adds to people’s lives.
You need, first of all, to help them in a quick, practical and efficient way. And after that, yes, formalize a closer contact.
So step number zero to start a good email marketing campaign is: produce content.
Whether on social media, blogs or YouTube channels. The important thing is to start building an organic audience around your brand and product. Afterwards, yes, communication can narrow and go to other formats – such as email.
To complement your reading, see here how to have a more strategic content marketing .
Capturing contacts the right way – How to do it?
Content production will be the basis for you to capture prospects. That is, the previous topic will serve as a foundation for you to structure a good plan for attracting attention.
Because it is through valuable content that you can make a person take a step towards your email list.
You can provide a registration system among the articles on your blog, you can offer an e-book or digital bait for free in exchange for the email, etc.
These are just two ideas of how a viable prospect can reach your base. And what would be a viable prospect? We’ll talk about this later in the text, don’t worry!
The fact is, you will only get some positive feedback from the emails you send if you have a powerful list going for you. Random people on your list is also meaning random result.
And you don’t want random results, right?
So keep reading to understand how to put the random list aside and focus on what’s really important: quality emails.
Real Estate Sales Funnel – You’ll Need One
Here, we start to get into a topic that’s a little more technical, but it’s not hard to understand. In fact, the sooner you understand the value of a good real estate funnel , the better your sales results in the medium and long term.
So what is a real estate funnel?
It is nothing more than a way to separate contacts within your email database. Those who have just arrived will be at the top of the funnel. And those that have been on your list for some time will be closer to the bottom of the funnel.
And how do you determine when a prospect is at the top or bottom of the funnel? It’s very simple.
Whenever someone subscribes to your email list, it means that the person has some minimal interest in your subject – real estate. But, you’re still not sure what that interest is. Soon, she is at the top of the funnel.
A more mature prospect and one that you have more information on may be closer to the bottom of the funnel – which is where some conversion to sales takes place.
And to know exactly what stage each prospect is on your list, you need to create segmentations. We’ll talk about them during this study. Keep reading.
Quantity is not quality – Don’t put anyone on your list
This is a very important factor for good real estate email marketing.
After all, whenever we think about shooting a big shot or having a big appearance for people, we think about quantity. Up to a point, it’s not wrong. However, here can be a big problem: the lack of quality in a list of prospectuses.
If you’ve ever thought about buying a ready-made email list, or even already have, be aware that this can be a very serious mistake during your brand identity structuring process.
After all, when you buy an email list, you’re buying a number. And buying numbers, in this case, doesn’t help much.
So always focus on the quality of your email list. The more targeted the list and the more niche the audience, the more results you will get.
After all, what’s the point of sending a real estate marketing email to someone who isn’t even interested in real estate?
Always take this criterion into account. And, to complement your reading, understand more about real estate niches .
Real Estate Email Marketing Software – He’s the One Doing the Hard Work
And finally, we can’t fail to mention his right-hand man for this job: good real estate email marketing software.
It is he who will do the entire process of capturing, scheduling and firing the e-mails, according to the strategy you will adopt.
Without good email real estate software , you are unlikely to have any success at work. After all, the “heavy work” must take place, one way or another.
And for that, nothing better than relying on technology. Thus, you optimize resources and focus on what is most important – the content and strategies of the emails.
A good email system for brokers and real estate agents is, without a doubt, a Real Estate CRM . Through automation, you will be able to take control of all customers and prospects – and communicate with them in a very practical and efficient way.
Important steps to have a good real estate email marketing process
So far, we understand the importance of having good real estate email marketing and how you can do it effectively.
But, do you know what you can do to make the process even more professional and have better results in the medium and long term?
That’s what we’ll talk about now, through the following topics:
- Segment contacts for more effective communication;
- Relate thoughtfully and intelligently – Don’t send spam;
- Analyzing each email sent will give you many insights online;
We will understand each of the above points in detail from now on. Follow up.
Segment contacts for more effective communication
Segmenting is one of the most important activities you can do during a real estate email marketing campaign.
In reality, segmentation is often the mainstay of any email strategy. Because it is from this that you can send messages much more targeted and focused.
Imagine that you have at the top of your real estate funnel , one hundred email contacts. Of these hundred, there are certainly those who prefer to receive one type of contact, and others who prefer another type.
And this is the job you’ll have during the entire process of a campaign: understanding the behavior of each user, to send the best message.
Segmenting is a way to hit the target in a much more professional and efficient way. It’s a kind of “right shot” by way of comparison.
Relate thoughtfully and intelligently – Don’t send spam
Never send spam to your email contacts. But what is characterized as spam? Any message, with any subject, sent to a contact who did not or would not receive that email. This is spam. In other words, a kind of “virtual garbage”.
That’s why it’s so important to follow the previous steps and never buy a ready-made email list. Because the root of a good e-mail strategy is all aimed at capturing and building an effective list.
It is through accurate content that you will attract an audience with potential interest to make a future purchase.
For example, imagine you do an article on your blog about “sports cars” and use that article to capture contacts. Well, the people you eventually get the email from will be interested in sports cars.
And if you send a real estate email, you’re unlikely to get their attention – This is characterized by spam.
Analyzing each email sent will give you lots of insights
And finally, never give up on analyzing every real estate marketing email you’ve sent. This will give you lots of insights online to further leverage and improve your strategy in the short term.
Remember that analyzing is just as important as executing. The only way to perform better and better is to understand what can be improved and corrected. Always think about it to take your real estate to a higher level of professionalism and efficiency