The real estate industry is competitive. In any given area, there are a lot of real estate agents working with a limited client base of home buyers and sellers. So naturally, the competition is stiff. Due to stiff competition and lower earnings, most real estate agents exit the industry within five years.
In the internet age, real estate agents and agencies rely heavily on digital marketing. Digital marketing gives the advantage of presenting themselves as experts in the real estate industry. Of all the digital marketing methods, email marketing offers enormous potential for the real estate industry.
We will study how real estate email marketing helps improve the network of potential buyers and sellers. A bigger network means a greater opportunity to boost sales and increase profitability.
What Is Real Estate Email Marketing?
Real estate email marketing uses emails sent to potential clients and existing clients to share beneficial information with them. This information helps to present the real estate agent as an expert in the real estate market in a particular area. This is achieved through engaging content sent through emails. Content engagement leads to awareness, trust, and loyalty.
Engagement is the interaction of the reader with the content. Engaging content ensures that each email is opened and read. It gives potential clients all the necessary information they need to know about real estate in their area. It encourages the reader to participate by reading, commenting, sharing views, and feedback.
Importance of content engagement in the real estate industry
There are two main reasons for quality email content engagement.
Acquisition Of New Clients
Competition is high. The real estate agent must stay ahead of the competition. Email content engagement creates a mental picture that the real estate agent is an expert. This approach improves a house’s memorable aspects when the client wants to buy or sell a home.
Email content engagement leads to referrals. Most home buyers and sellers find a real estate agent through referrals. When you have a subscription list engaged in your content, the chances of you being referred are much higher.
The decision to buy or sell a home may take a few weeks to a few years. If the buyer or seller is engaged with your content, your presence is already in their mind. They have an impression of your expertise. Chances are higher that they approach you first before searching for other real estate agents.
Kinds Of Email Marketing Content
Various kinds of email content can create a positive impact in the real estate industry. However, each type of content must be used at various stages to get the best results. Remember that you are creating an image of yourself as a real estate expert. You must use the content to engage the reader with relevant content.
An email newsletter is an excellent medium to share information. The periodicity may be fortnightly or monthly. These newsletters must give the subscriber varied information like
- Latest listing of homes available for sale with unique features of each home.
- Links to video tours of homes.
- Information about upcoming real estate events.
- Real estate trends are presented in simple and easy language.
- Links to blog posts related to real estate news.
When a new subscriber joins, they must receive a welcome email. It is the beginning of a new relationship. It must begin with a feel-good factor for the new subscriber. Since it is the beginning of the content engagement for them, it must include the following
- Overview of diverse kinds of emails that will be sent. This will set the right expectations.
- Encouragement to reply directly and present their views and feedback
Follow Up Emails
These emails are sent to clients who have already used your services. These emails will ensure a continued relationship. It must include encouragement to share their experience of buying or selling a home through you. These emails must also include requests for referrals to ensure a steady flow of new subscribers.
Emails That Announce Events
As a real estate agent, you may hold events where you make a presentation to a large gathering. You may also hold events that help you interact with multiple clients. Invitations to such events must be sent via email.
Real estate email marketing offers distinct advantages that drive long-term sales. Some of the advantages are
- More visibility compared to other digital media.
- Personalization in emails gives an impression of individual touch.
- Ability to reach all kinds of demographics.
- Possibility of sending different emails to different segments.
- High return on investment.
We have seen how real estate email marketing can be used to improve sales. The best path to take is to engage a good email marketing consultant to get maximum leverage. These consultants work with the real estate industry to maximize sales. The benefits and advantages of email marketing are immense for the real estate industry.