Capture, Nurture, Convert: Best Practice Tips for Real Estate Email Marketing

July 3rd, 2013 – in real estate marketing tips

In this post, we’ll show you how to create email templates, make those automated drip campaigns more effective, and help put the relationship in CRM for real estate agents. This is as relevant to the individual agent as it is to the head of your marketing department, so take a look at our tips for some excellent links and resources on Email Marketing for Real Estate.

Why Email Templates are useful

We know that between setting up/maintaining your website, tending to current customers, and closing those all important sales, crafting emails is at the back of your mind, but believe us when we say it should be front and center. For the last few weeks we’ve been talking about using Propertybase as your own personlised productivity tool. First, we outlined 3 Reasons You Should be Using Action Plans, to create templates for standard listing tasks. Last week, we showed you how to use workflows to get some automation into the mix, and perform smarter follow ups at appropriate time intervals. The last piece to this real estate marketing automation series is, of course, setting up automatic sends for effective lead response management.

According to eMarketer, email is still the most popular channel for permission-based marketing in 2013 , but crafting an effective email that makes you stand out in your customers inbox is harder than ever. Real estate email marketing has to go above and beyond generic newsletters, to well crafted messages, segmented to relevant audiences. Using email templates in combination with the information in your CRM is a powerful way to segment your leads and nurture them effectively, and consistently.

How You Can use Email Templates

To refer again to the wisdom of eMarketer, marketing automation tools allow you to “… insert specific content into individual emails on a mass scale”. When we talk about using email templates we are not talking about mass emailing. For this type of practice, you will most definitely need an mass emailing provider. Email templates in Propertybase can be drip fed to leads, as part of a welcome message, a lead incubation campaign, or simply to make contact with them at specific intervals after they register their details with you.

Such templates can be built to be as general or focused as you please. Administrators can set up public templates that the entire organisation can access, or alternatively you can create your very own private templates. Make sure that you have email send permissions from your administrator, and away you go. Used in combination with workflows, email templates can be sent automatically based on your predefined criteria, to maintain your lead relationship and incubation process.

Craft, Measure, Repeat …

Creating a template in and of itself is not an effective strategy. Email templates in combination with targeted segmentation of your leads in Propertybase, and relevant content, is the goal.

You might feel overwhelmed by the number of variables to consider in real estate, but there are some best-practice guidelines for email marketing, both industry and non-industry specific, that can help you along the way to understanding what makes up a good email.

When it comes to automating your emails, eMarketer outlines the following key rules of thumb to hold in mind;

1. Right message

All email marketers will agree that a large part of the battle is getting your email opened. It won’t help your cause if your subject line is too long, too vague, or not relevant. The same goes for the content of the emails; it should be consistent with the subject, and provide the relevance promised by the subject line

2. Right Person

Segmenting your audience by request criteria can ensure they are receiving the right message. This is a process, where you work to gather an array of further information. Capture basic lead data first through your sign-up form, and craft your effective CTAs (calls to action) to collect more.

3. Right Time

Timing is where workflows in Propertybase truly come into play. Automation can and should be scheduled for regular intervals after a contact gives you their data; immediately after sign up, and over the course of a few months to keep them interested in what you have to offer.

Email Marketing Resources for Real Estate

We collected some terrific links for you to learn more about email marketing principles in real estate. Take the time to educate yourself on best practice, to make your email templates in Propertybase effective, as well as efficient.

Real Estate Marketing Links: Email Marketing - Placester provides a terrific collection of information via their blog to help you along in crafting a great email, specific to your real estate needs. Take a look at their post, and get more informed about how to write more successful and effective emails.

The 9 Must Have Components of Compelling Email Copy - This is a particularly useful article to teach you correct email crafting principles. Best of all this article also contains a real estate specific example!

eMarketer Webinar: Best Practices for Email Marketing - Straight from the horses mouth. EMarketer is an authority on email best practice. Their slideshare presentation of marketing best practice will help guide you in the right direction. Our three tips, above are derived from their best practice guidelines when it comes to automation

The Propertybase Knowledgebase: Emails - This is the source for your FAQs on Emailing through Propertybase. From changing the logo in an email to sending mass emails, all of the Propertybase email resources are in one spot.

The Sweet Smell of a Subject Line - This article from Skadeedle is full of Subject line tactics to try out. Although not real estate specific, their insight comes from years of testing, trying and tweaking to get great marketing results.

We’d love to hear your thoughts about real estate email marketing. Leave us a comment about your experiences, or let us know if you found this article helpful by sharing it, above!

Author: Sara Regan