Think about your workflow from day-to-day. If you’re like most real estate agents, it probably begins and ends with checking your email. There are 4 billion daily email users, creating a tremendously affordable opportunity for outreach. In fact, email marketing generates as much as $42 ROI for every dollar spent, according to some studies. What makes email marketing so uniquely effective, and how can you use the power of email marketing to grow your real estate business?
Why should real estate agents care about email marketing?
Real estate agents are inundated with marketing options, from the latest must-have virtual tour software to a laundry list of professional services. The latest and greatest marketing strategy promises to have new clients beating a path to your door and vows to help you get your listings sold quickly and above the asking price. With so many options for your marketing dollars, email marketing strategies for real estate may feel charmingly retro right now or seem downright old-fashioned.
What are the benefits of email marketing in 2022?
In reality, however, email marketing has many advantages over other types of marketing, both paid and organic. Here are just a few reasons to consider email marketing as a foundational part of your real estate marketing strategy.
You’re already using email throughout the transaction.
Much of your transaction management is already focused on email. From sending documents back and forth with clients to creating automated, targeted listings to submitting contract details to your fellow real estate agents, much of your email game is already in place and on point.
Think how much easier it would be to implement a fully-integrated email marketing plan rather than trying to get up to speed on yet another platform or system. In addition, because you’re more tuned into your email accounts, you’re less likely to let a new lead or client question fall through the cracks.
Email marketing is easier and more affordable than other marketing channels.
Real estate marketing for that latest agent listing, new construction development, or open house comes at little or no cost through email marketing. In addition, because you already know how to manage your emails, there’s a plug-and-play quality to email marketing that you just can’t match with other channels.
While social media platforms are always changing their algorithm, terms, and rules, email marketing remains far more consistent and easy to understand. It’s more predictable as well, allowing you to reach out to your active leads and sphere of influence – those who already know you, like you, and are predisposed to working with you.
Email marketing offers endless possibilities for calls to action and value-added content.
Do you ever stop and wonder what the connection is between your latest social media post and your business? Do you ever wonder how to add a CTA to a photo of you on the golf course or drinking wine at happy hour? Do you find that there’s a disconnect between much of the lifestyle marketing you’re encouraged to do on social media and the messaging that you actually want to convey to your leads and clients?
With email marketing, you can reach out in ways that feel more organic and more meaningful, with value-added and targeted content. Do you have a great blog that you want to share? Do you create fun, exciting video content focused on your local market? Do you host a podcast with a local business leader or a series of guests? Email marketing allows you to share your content efficiently and reliably and provide a call to action that’s effective and measurable.
Is email marketing still relevant?
There is no question that email marketing is still relevant. While a quick text or a post on social media might be great for a brief inquiry or a superficial topic, email marketing allows you to go in-depth and provide value-added content, including personalized video messages or pre-scheduled drip campaign content. Automation, in fact, is probably one of the primary ways that email marketing truly stands out, allowing you to streamline the information you share and roll it out over time at scheduled intervals.
Top email marketing strategies for 2022
There are so many ways to use email to reach out to your leads, keep current clients informed, and follow up with past clients to stay top of mind and earn referrals. They include:
- Targeted listings for renters and buyers
- Online resources to support direct mail and other marketing strategies
- Follow-up for landing pages and list-building incentives
- Follow-up video messaging after initial listing and buyer consultations
- Process emails and workflow reminders during the contract or escrow period
- Tax document and insurance information for recent buyers and sellers
- Homekeeping and maintenance reminders for homeowners and recent buyers
- Personalized sphere of influence marketing around holidays and local events
Email marketing strategies for real estate do so well because they are flexible and endlessly adaptable. Take care of your email list and it will take care of you. Keep it updated, organized, and segmented, and be sure to follow up with analytics to see what’s working, and what’s not.