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6 Tips for Strong Real Estate Marketing Email Campaigns

May 24 2021

amarki week2Being a successful real estate professional is all about maintaining and growing your client base. Whether you're at an open house, a meeting, a social event or even a dinner party, you know you've got to make your brand known.

But how can you possibly nurture relationships with everyone you meet along the way?

Email marketing for real estate is the answer.

A study conducted by the National Association of REALTORS® about real estate in the digital age showed that 92% of Realtors prefer to communicate with their clients via email, with 93% using it every day. In fact, 63% of real estate email marketing campaigns receive a positive engagement.

These are stats we simply can't ignore! Amarki will explore the varieties of email marketing tips real estate agents can use to convert leads, nurture prospects, and earn continued business from past clients.

1. The Actionable Welcome Email

Probably the most important email is your "Welcome" email. Your welcome email is a great way to introduce both cold and warm leads to your services and yourself. Your leads may have come from an open house, your website, or, better yet, directly through a referral.

Regardless of how you connected, Amarki recommends sending your welcome email after your first contact. Your welcome email will thank subscribers for opting in and give them two critical pieces of information:

  • What kinds of emails to expect from you in the future; and,
  • Why you're the best agent to help them buy or sell their home

Your welcome email guarantees to give you a jumpstart on your competition. And, with nearly two million active real estate agents across the U.S., we know there's no time to waste in positioning your brand for success.

2. Use Newsletters to Add Value

Your leads and clients want to know that you're the expert. There's no better way to prove this than in an email newsletter packed full of relevant and insightful information.

Not only will newsletters highlight your expertise, but they will keep you front of mind when deciding how and with whom to move forward with.

Newsletters also keep you connected with your past clients – and as we know happy clients are the best advertisements that money can't buy!

A positive impact left on leads and clients with your informative newsletters will increase your chances of conversion. Amarki suggests sharing:

  • Recent or upcoming events
  • New homes listed or sold
  • Open houses
  • Focus on local restaurants and/or businesses
  • Mortgage news and advice

You'll be sure to capture their attention and be a resource they'll turn to time and time again.

Just remember, your newsletter is a marketing device, so it's okay to softly sell your services, just don't make it the focus of your newsletter.

3. Nurture Your Buyers

It's important to make sure you're connecting with potential buyers to keep them updated with the most recent listings in their desired neighborhoods through weekly or more frequent email blasts.

Although they may have signed up to receive email alerts from your website, you should also follow up with them personally to see if anything they've seen in the market has caught their eye.

As you know, buying a house is a major decision and often requires you to nurture your leads for quite some time before they're ready to take the next step in their buying journey.

4. Captivate Interested Seller with Emails

Home buyers are one side of real estate, but we can't forget about the sellers. Amarki noted that 70% of home sellers interview just one agent before signing a contract. That means you have to put your best foot forward and showcase your knowledge and expertise.

Sellers want to know what their house is worth and if you're the right person to sell it. It's important that you're able to address both of these concerns via email to prompt them into action.

Offering a comparative market analysis of their home and neighborhood will help you to stand out from the crowd and form a meaningful relationship with the seller.

Your end goal is to meet your client in person to discuss their needs, so all emails should be leading them to this with a good call to action.

5. Care for Your Past Clients

Referrals are another important avenue for growing your real estate business. Real estate referrals can come from current and past clients and from colleagues, friends, family and suppliers.

Consider the following:

  • 25% of real estate agents generate more than 50% of their annual business entirely through referrals
  • 88% of buyers claim they would use the same agent or refer them
  • The average real estate agent earns 42% of their business through referrals
  • 82% of ALL real estate transactions are from REFERRALS!

You need to plan carefully when marketing to past clients. Instead of sending them current market updates, Amarki recommends including newsletters relevant to them focusing on DIY projects, local events or home and landscaping trends. Sending personalized emails for holidays or the anniversary of their move will let them know you value their relationship beyond just the close.

6. Use Automation

Maintaining connections with your leads and clients is critical to move your business forward.

Adding an automated email system triggered by customer behaviors, or adding a tool that allows for scheduling, will free up your time to focus on growing your business.

Use automation where possible, but always remember, personalization is the key to more conversions and can increase the return on investment of your email marketing campaigns.

Bonus Tip: Leveraging a tool like Amarki will keep all your marketing in one place allowing you to create, schedule and deploy all your marketing campaigns in three easy steps!

Learn more about Amarki and register for your account by clicking here.