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Email Marketing for Real Estate: 5 Ways to Maximize Your Impact

By Ben Shepardson | June 12, 2018

Email marketing can be one of the most effective ways for you to stay in touch with prospects and clients alike if you're sending the right message.

The goal of email marketing for real estate is to keep your brand in focus and build stronger connections with your clients. Take a look at five ways you can make every message more impactful:

Segment, Segment, Segment!

Much like the location, location, location mantra of real estate, the savvy email marketer knows that segmentation is critical to your success. Creating an email that appeals to everyone isn't going to get you as great results as laser focusing on a certain group of people with similar pain points.

Take the time to segment your audience and deliver messages that are relevant to them. For instance, you might break up your email list into people you've already sold to, clients you're currently working with, and prospective clients who might give you their business. You can then break those segments into sub-segments however it makes sense. For example, you might have a segment that's specifically first-time home buyers or sellers.

The more laser-focused you can make your list, the better chance you have of making valuable, honest connections.

Use the Right Tools

Emails are commonly thought of as the digital version of postcards: they should be friendly, personal, interesting, and something people want to see in their inbox.

It sounds like a lot of work, but using a great email marketing platform can make it easier. Tools like A Weber and MailChimp simplify the entire process, from designing to segmenting to scheduling and sending. You can create professionally branded emails quickly, save templates for future emails, and even track your metrics like open rate, click through rate, and bounce rate.

Add a Call to Action

What do you want your recipients to do after reading your email? Visit your website? Schedule a call with you? View a listing? Reply to your message?

Whatever it is, you don't want to leave it to chance. Make it easy for them to follow through by including a strong call to action in your email.

Even if you're just checking in with a lead you haven't spoken to in a while, you can use your email as an opportunity to drive them to your website, blog, or social media pages.

Make Your Emails Mobile Friendly

Over 80% of Americans have smartphones, and many of them use their device to check email on the go. Your email should be designed to look good and work correctly no matter which device they're using.

One-tap calling, plenty of spacing between lines, and minimal scrolling should be top priority to engage your mobile users.

Avoid Spammy Signals

No one likes an intruder in their inbox. If your recipients haven't opted in to receive messages from you, you should probably avoid emailing them.

If they have consented for you to email them, you won't want to botch your chances by using spammy language and formatting. Phrases like Act Now, The Clock is Ticking, or excessive exclamation points could send your message straight to the junk mail folder, where no one will see it.

Being as real and natural as possible in your emails can ensure your clients will want to read what you've sent them.

Wrap Up

The above tips might sound like Email Marketing 101, but they're some of the easiest ones to overlook when crafting your email strategy. Put them to good use to make every email you send more impactful.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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