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Getting Started in Real Estate Marketing: Email Marketing

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Real Estate Email Marketing

Email marketing is another great weapon in your real estate marketing toolkit. It’s a crowded space, but with the right approach, you can stand out.

When your emails are consistently opened and read, it can do wonders for your business! Read on to discover how to maximize the impact of email in your marketing.

You Need a CRM

A CRM is email software that allows you to send bulk emails and manage your email campaigns. Yes, you can send an email to multiple folks from your regular email account. But most email providers have rules against sending marketing email from a normal email account.

Breaking the rules can get your entire account shut down, which can be devastating for your business.

Instead, choose an email service provider like ConvertKit to get started. Once you have a larger list and need more sophisticated email marketing, you can move up to a service like Infusionsoft.

By using the right software, you get better marketing capabilities and stay within the rules of email providers.

Build Your List

Just like cold calling, you can buy a list of email addresses and send them marketing information. However, that’s not likely to give you the best results.

Instead, build your list by attracting folks who are interested in what you’re doing and what you have to say. Here are some ideas:

  • Create a valuable freebie that you give away when folks sign up, like a list of family-friendly activities for each season.
  • Collect emails as part of a contest or raffle at a local event or fundraiser
  • Invite people to sign up for your email list as you build your social media following
  • Provide a high-quality monthly email newsletter filled with information about your town, target neighborhood, real estate market, and more
  • Include your email address on postcards, business cards, and other marketing materials

Implement Your Strategy

As with all marketing, consistency, and predictability is key. You may be concerned that people will unsubscribe if you email too often. The truth is, if you set up an expectation and stick to it, you’ll do well no matter how often you email.

You’ll want to create a schedule so that you can mix informational emails with sales outreaches. Here’s one idea:

  • Week 1: Helpful seasonal tip for homeowners, invitation to contact me
  • Week 2: Customer testimonial, invitation to contact me
  • Week 3: Inspirational content, invitation to refer friends/family to me
  • Week 4: Highlight a current listing (pure sales), invitation to contact me for showing

You’re sending an email every week, but only one of them is entirely sales. The rest have engaging content with a simple call-to-action inviting the reader to do more.

When you create a list of people who are excited about what you have to say, and email them consistently with high-quality information, you’ll get great returns from your email marketing.

When you mix email marketing with direct mail, social media, and more, you’ll be unstoppable!

What questions do you have about email marketing? Ask us in the comments!

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