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How to Use Email Marketing in Real Estate

Email Marketing

Email marketing delivers an ROI of 4,300%. You read that correctly. This is surprising to most, but not to those who are doing it correctly.

The numbers prove that for every $1 spent, email marketing generates $38 in return-on-investment. This means Email marketing still remains the heavyweight champion of the ROI.

The good news is this powerful lead generator is predominantly under-used or misused, so you can really stand out immediately by doing things the right way.

Let’s take a look at how Realtors® can leverage this tool and turn emails into sales.

Even Email Marketing Needs a POSTAL Return Address

First, and most importantly, don’t leave yourself open to unnecessary and expensive fines.

This may seem counterintuitive, but always make sure your business snail mail address is somewhere in the body of the email – generally at the bottom. Otherwise, the FTC can slap you with a fine that would completely destroy your marketing budget for a whole year.

“With each separate email in violation of the CAN-SPAM Act subject to penalties of up to $16,000, there’s a lot at stake if you screw up. For that reason, and for the sake of marketing with integrity, it’s wise to educate yourself—and anyone helping you with your email marketing—about the law,” wrote Forbes Contributor, Nellie Akalp.

Avoiding this can be as simple as adding your business office address or a PO Box to your signature or footer.

You’re in Real Estate, So Provide Real Value!

To make the most of your email campaign, you need to do more than simply talk about all the great work you’re doing, and send out a weekly blast of your current listings.

People need to see you as an expert, not just a salesperson. So take an email marketing campaign as a chance to share tips, trends and helpful anecdotes that will entice your recipients to open your emails AND look for more next week.

Of course, you can share your current listings. But don’t lead with them. Lead with value, and add a link to your listings subtly in the body of the text, or in a soft-sell call-to-action at the end.

Tailor Your Message with Drip Email Marketing

You know you can automate the entire email process. But did you know you can actually automate the cultivation of an entire relationship? You can, with what’s called a drip campaign. Simply put, you’re automatically sending subscribers an email that’s specific to an action they’ve taken.

“For instance, those who visit your site and fill out a form could begin to receive a string of drip emails that slowly but surely nurtures them through your inbound sales funnel,” wrote marketing expert, Matthew Bushery.

“The first email could welcome them to your newsletter, while the second and third could provide an overview of your social media profiles and what you offer on your website.” Infusionsoft offers a great platform that allows you to fully customize email campaigns in exactly this way.

Create a Checklist and Use it

Ideally, lots of people are going to see each email you send. So make sure it’s as good as it can be.

You’re going to proofread the copy. Great! You’re going to use more than just one proofreader and have someone else read it too. Even better! But embarrassing mistakes aren’t limited to typos, so experts recommend a “pre-flight checklist” to look at everything. Most Realtors® don’t do this, and most pay for it in lost leads without even realizing it.

“Those marketers are leaving their program open to simple mistakes — like missing links, missing approvals or using the wrong audience segment — increasing the possibility of needing to send an apology email,” wrote Chad White of Marketingland.com.

When you implement these four strategies to getting the most out of your email campaigns, you will instantly put your email marketing ahead of most other Realtors®. You’re going to know how to avoid spam fines, provide information that really engages your audience, be more dynamic with a drip campaign, and create a checklist to follow before you hit send. These are the little things that set you up for success in email marketing.

While you’re revisiting your digital advertising, how does your print marketing look? Is it time for new business cards or postcards?  If you need new materials, you can easily create your own design online, and give your branding a quick refresh.

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