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How Email Marketing has Been the Best Tool for Our Business

Our real estate business is fueled by email marketing and nurture campaigns. In fact, most of our clients (and our sales) come through leads who converted from on our email list. Through digital ads, a quiz lead capture, and consistent email marketing, we have been able to convert curious home buyers into sales successfully. Here’s how you can integrate email marketing for your real estate business.

Providing Value Through Nurture Campaigns

One of our most effective marketing tools is automated real estate drip campaigns. Once a subscriber gets on our list, we consistently nurture them with emails that provide greater insight into what we do and how we can serve them. For us, this means emailing our most engaged subscribers twice per week and the less engaged subscribers once per week. In these emails, we aren’t selling a product or service, but instead, we’re conversing with our audience and providing them with valuable information which helps to create a relationship of trust.

The Importance of Consistency

The number one rule in email marketing is to stay consistent. Once a subscriber gets on your list, it’s your job to make sure that they don’t forget about you. The best way to stay consistent is to plan your emails ahead of time. For us, we plan our emails once per week on Friday, and send them the following Monday and Thursday. Carving out time each week to plan and draft these emails ensures that we are consistently reaching our audience’s inbox.

The Know, Like and Trust Factor

There is so much power that lies in an email list. These are people who have given you permission to show up in their inbox on a frequent basis. But you have to let them get to know you, to like you, and most importantly, to trust you. Trust is built through consistent and authentic messaging that helps your audience understand your value and expertise. If you want your audience to trust you, you have to be sensitive to the fact that people don’t want to be “sold” to. Make sure that your message serves your audience in some way.

Think Long Term

Don’t expect leads to convert after your first email. In fact, if you are in the real estate business, it could take years for some of your leads to convert. It’s important to be patient with your email marketing and think long-term. Many leads that we have converted were on our list for over a year. Remember that buying a home is a serious financial investment that occurs only a few times over the course of someone’s life, so it’s not a decision that can be rushed. As an agent, your goal is to provide valuable content over a long period of time so that when they are ready to buy a home, you are the first person who comes to mind. And as a bonus, since you've already established trust with them, your relationship starts off as more like a past client than a cold lead.

Our Email Marketing Software

While most real estate agents are provided a CRM or email marketing software through their brokerage, we have found some third-party programs that can help bring your email marketing game to the next level. ActiveCampaign is our preferred email marketing software for real estate. This program allows us to easily create emails, send them to segmented audiences and review analytics such as open rates and click rates to determine how well our emails are performing and what we may need to change. To learn more about ActiveCampaign, head to one of our recent posts here.

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