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What to Send: Real Estate Email Marketing

Real Estate Email Marketing - What to Send

You’ve probably heard that you need to have an email list to effectively market your real estate business. However, if you’re like many Realtors®, you have very little idea what to actually send out.

Fortunately, we can help. There are three kinds of emails that can help create engagement with your email list, building your relationship with each lead and helping them be receptive to your offers.

Consider putting at least one of these email types out to your list on a regular basis, and see how much your open rates and engagement improve!

Newsletters

Newsletters can get a bad rap because sometimes they’re thrown together and don’t have much in the way of quality content. Make sure your newsletter breaks the stereotype.

Consider sharing the following valuable information in your e-newsletter:

  • Latest posts from your blog
  • A valuable informative paragraph or article if you don’t have a blog
  • Information about new events, businesses, or developments in your target neighborhood
  • One or two useful or informative articles from another website, linked
  • Information about new listings or recent sales you’ve achieved
  • Customer testimonials
  • Pictures from your target neighborhood, or pictures of beautiful homes in the area
  • Something just for fun – a puzzle or comic

One great resource for finding information about your target neighborhood is a locally-focused website, for instance, one maintained by the city or a local association. They often announce the opening of new businesses or local events.

Digests

A digest is less comprehensive than a newsletter and requires less original content. Usually, a digest is full of quick-hit, easy-to-digest information. You might consider:

  • Links to a local neighborhood association’s announcement or news
  • Link to updated neighborhood assessment information
  • Links to your own blog posts
  • Links to your listings
  • NAR news reports or updates

Promotional Emails

You want to communicate relevant information, but you also want to promote what you do. You can do this in a way that doesn’t come across as salesy or pushy. Here are some ideas for promotional emails:

  • Regular market updates and recent listings
  • Offering a report about the market conditions in your target neighborhood, with an invitation to call you for a free assessment of their home
  • Running contests that create awareness about your business, create referrals, and drive traffic to social media and your website

Of course, when doing promotions be sure that you’re following the rules of your brokerage and the state real estate association.

What Will You Do?

These three types of emails will give you a good start on how to reach out to your list via email. As with all marketing, being consistent is vital. So what will you do? Share in the comments – I’d love to know!

If you’re ready to update your print marketing to complement your email outreach, we’re here to help. Check out our marketing postcards, business cards, and more!

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