In the fast-paced digital world of TikTok videos and quippy social media posts, email may feel outdated. While it is important for agents to use a variety of media like mailers, paid Facebook ads, or YouTube videos, the right email marketing strategy remains one of the most effective ways to engage current and potential clients. In fact, the latest statistics indicate that well-crafted emails offer an ROI of $36 for every $1 spent!
According to the National Association of REALTORS® (NAR), 89% of real estate professionals rely on email to communicate with their clients. Level up your email game with a real estate email marketing strategy that brings in business despite a competitive market.
The most important step for real estate agents who are building an email list is collecting clients’ email addresses and obtaining their permission to receive messages. Try creating an opt-in tool, social media post, or other documents using a free or inexpensive design program like Canva.
Keep your email and social media marketing on point by choosing designs that reflect your brand and evoke the emotional response you want from clients. Design a monthly or quarterly newsletter, send home ownership checklists, and share insider tips for prospective home buyers and sellers.
Need some leads? Try hiring a lead generation company to help you connect with the right clients. Once you gain your target audience, use creative content to generate interest in you and your real estate services.
Do people know you are a real estate agent? What do your clients have to say about you? Do they appreciate your personality, knowledge, or experience? Ask former clients to give you some feedback so you can properly assess your strengths and promote yourself.
Newsletters and email copy are fantastic ways to disseminate information, but if the content is not relevant to your audience, you may lose subscribers. If you offer the right resources, though, it’s easy to create your own real estate lead magnets.
Consider PDFs that are easy to access and download, such as mini eBooks or real estate guides filled with helpful information for those looking to buy or sell a home.
Webinars and Videos
Offering access to webinars or creating your own video can be an effective way to share relevant information while also establishing yourself as a real estate expert.
Start collecting the most asked questions from clients and put together a handy document that’s easy for your clients to reference. Include general questions about the housing market and questions specific to new homeownership.
Create a resource guide with valuable information for homeowners new to the neighborhood, such as local events, restaurant recommendations, furniture stores, or contractors.
It doesn’t matter how much great information you send in email communication if the recipients don’t open the message. Experiment with catchy subject lines that pique interest and use an email platform that provides easy-to-use analytics for tracking open rates, clicks, and shares. Knowing which emails perform well allows you to better identify areas of interest and create better emails. It’s a win for you and a win for your clients!
The topics you cover and the medium you use will likely change as the real estate market and client characteristics fluctuate. Be flexible! If something stops working, simply pivot and try a different approach.
Reference to any specific brand, product, or service does not constitute endorsement by ORHP. ORHP does not receive compensation for providing third-party links.