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Four Email Mistakes Real Estate Agents Should Avoid

June 19 2016

ixact email mistakesMost real estate agents understand the need for effective email marketing, but some struggle with creating the right messages. Others make the mistake of saturating their audience with too many emails, which leads to opt-outs, spam flags and poor open rates. Here are four common email marketing mistakes for real estate agents to avoid!

1. Sending messages that lack a purpose.

Every story must have a plot, and every email must have a purpose. Rambling, vague email messages will annoy your audience and reflect poorly on your professionalism.

Solve this by organizing your lead database into specific categories of client types. Then, create an email campaign strategy for each audience or use the pre-written content that comes with a good real estate CRM. Create messages that offer information of value for each type of recipient.

2. Pitching too hard.

Coming on too strong in your subject lines and email messages can cause prospects to backpedal. Avoid being pushy or over-eager, and avoid creating messages that sound sales-centric.

Instead, be a reliable source of market data, real estate news and industry trends.

3. Bait-and-switch subject lines.

Compelling subject lines lead to higher click-through rates. But messages that don't deliver what they promise lead to lost prospects! Don't lead in with, "#1 Secret for Improving Home Value" without actually providing it in the message!

By delivering what you promise in your email messages, you'll establish trust that will help convert leads to active clients.

4. Too many messages.

Selling homes isn't like selling coffee. Most real estate clients will buy or sell a home every few years at best. Sending a monthly message, like a monthly e-newsletter is adequate for leads who are not likely to buy or sell within the next six months.

For leads who are more likely to buy or sell during the next six months or less, bi-weekly messages are feasible. For leads with timelines of three month or less, weekly messages can be issued. As always, the key is to provide useful information!

To view the original article, visit the IXACT Contact blog.