72% of people prefer receiving promotional content via email rather than social media or other marketing channels. Moreover, email is 40 times more effective in generating new leads than social media. So how can you effectively use email to power your marketing campaigns? And what kind of messages work best of all? Here are 5 real estate emails you should be sending to convert your leads.
In one of our recent posts, Email vs. Social Media: What’s the Ultimate Real Estate Marketing Channel, we made the case why every agent should opt-in for email marketing. Now let’s see what types of emails are known to deliver the best results.
You can start with some real estate email templates from the National Association of Realtors and make tweaks to them as you go.
5 real estate emails to use in your marketing campaigns
1. The Welcome on board email to introduce yourself
The first email to send to your new leads is a welcome email. Basically, it’s a quick introduction explaining:
- who you are;
- what you specialize in and what value you can deliver;
- why are you sending the email?
Of course, you don’t send welcome emails to anyone, only targeting people who performed a certain action on your website: downloaded your market report, signed up for the newsletter or opted in for future communication in any other way.
Keep it short and remember to include:
- a strong call-to-action (make a follow-up call, book a personal meeting, download neighborhood guides, etc.);
- links to your social media profiles;
- link to your About Us page, should people want to learn more about you (here’s how to craft a remarkable About Us page).
2. The real estate newsletter to educate your leads
Real estate newsletters are an excellent way to keep your leads in the loop. These emails serve both educational and promotional purposes:
- you educate leads on the local real estate market by sending them weekly updates from your blog, showcasing your expertise in the field;
- you get a chance to sound less promotional by prioritizing content, yet always including a section with featured listings, open houses, etc.
We did a separate post on how to create a well-structured real estate newsletter so find more on the mechanics of that here: 7 Steps to Crafting an Outstanding Real Estate Newsletter.
3. The seller emails
According to surveys, the bulk of seller leads usually come through referrals. Unlike buyers, sellers are not very interested in neighborhood info. What they do want to know is what their property is worth, how that price relates to the current market price and whether you’re the right agent to sell their property fast and at the highest possible price.
To engage with these leads use a series of personalized emails. For example, if they download your CMA report, reach out and offer a free home evaluation. The strongest selling point you can use is that even the most detailed comparative market analysis is pretty much useless if they don’t know how much their own property is worth and how it compares to the rest of the market.
Remember to include a strong call to action encouraging your leads to get a free home evaluation and book an in-person meeting.
4. The buyer emails
Buyers are usually more interested in getting access to the new listings. Also, they’d probably want to learn more about the neighborhoods and local area. For this reason, sending real estate newsletters and updates featuring new listings would be the best way to engage with them.
To automatically send buyer- and seller-targeted emails you can segment your mailing lists. This way you’ll send personalized content to people who will be more likely to open and read it.
5. Emails to past clients
A very nice and natural way to keep in touch with your past clients is wishing them well on their birthdays and moving anniversaries. These people are your loyal customers and can further your growth by referring you to their friends.
That’s why staying in touch with past clients is important. At the same time, you wouldn’t like to bombard them with market trends data since they are well past that stage. So why not go for something more personal and warm? A simple example can be something like this:
“Hi James and Mary! Can you imagine it’s been 2 years since you bought your house? Remember all those homes we were going through, trying to find the perfect one? We did, eventually! Hope you’re enjoying your lovely home!”
Just show you value the relationships with your past clients – that’s all it takes.
To scale this process, use your CRM automation and set reminders to keep track of these dates and keep communication lines open. It’s an easy and rewarding way to stay in touch with people who matter most to your business.
These are the basic real estate emails you should incorporate in your follow up strategy to be more valuable to your prospects and leads. Great content to the right audience + marketing automation can bring you a consistent influx of leads. Don’t make online lead generation an uphill struggle – let your real estate emails do the hard work.