Successful real estate agents employ a suite of marketing strategies that not only sell but also nurture and grow their customer base. Email marketing is one of these strategies. When done right, email marketing boosts sales, brand awareness, social media footprint, brand advocacy, website visits and leads, and much more. Here is an in-depth overview of the main benefits derived from email marketing for realtors.
Here are five statistics to consider for email marketing in 2021. The numbers are relevant enough to encourage any business owner to consider this strategy:
Real estate agents use email to communicate with clients and business partners, but email marketing is not their preferred communication tool. It comes in third, with 89%, after telephone (90%) and text messaging (93%). (NAR)
There are many email marketing tools for real estate agents. Among them, the ones performing best when it comes to subscribers who open their emails include HubSpot (26%), GetResponse (25.48%), and Campaign Monitor (19.70%). (Kinsta)
HubSpot offers one of the best email marketing tools available on the market. Within the real estate industry, the average click-through rate (CTR) is 7.1%. HubSpot only calculates CTRs based on opened emails, whereas other providers count delivered emails.
HubSpot email marketing tools are free, with added functionality in paid-for Marketing Hub packages. But even the free version of Marketing Hub offers benefits for small businesses:
If you are serious about email marketing, you should consider a professional or enterprise plan. They are pricey, but they include more lead-generating tools, analytics, and so on.
A GetResponse basic plan includes the email marketing software for less than $15 if your list of subscribers is less than 1000. After that, the pricing gets higher as you add subscribers. Other tools included in the plan are autoresponders, one sales funnel, unlimited lead funnels, website builder, unlimited landing pages, Facebook Ads, and Google Ads.
The GetResponse email marketing software has excellent features, including:
Of course, the premium plans include more tools and better features, but you can work well with the basic plan, which is free to test for thirty days.
Note that the average percentage of opened emails per campaign with GetResponse is 25.48% for the real estate industry, and the CTR is 3.07%.
Campaign Monitor is another software provider with powerful email marketing software for realtors. In general, it has an opening rate of 19.70% and a CTR of 2.6%. But, of course, you can achieve better results for your real estate agency depending on how well you design your email campaigns. More about this later.
The basic account for Campaign Monitor is $9, and the features that come with it are exceptional.
These are only some of the features you get with a Campaign Monitor basic account. With an Unlimited or Premier account, which are both very affordable compared to competitor email software, you get even more.
The benefits are evident if you review the features listed above for the email marketing software providers analyzed: HubSpot, GetResponse, and Campaign Monitor.
There are many ways to engage consumers with emails – use your imagination and creativity to capture their interest and make them respond, share, or visit your site to browse listings. Here are a few popular ideas:
Do not spam and keep your emails relevant and professional. While many companies send 3-4 emails weekly, less is more. Limit your newsletters to once weekly or as you have essential and interesting news to share. Don’t forget about audience segmentation: do not send rentals to customers interested in buying.
Whatever strategy you choose for your email marketing campaigns, never buy email addresses in bulk, never “farm” them from third parties. Instead, always built your list from scratch to have a database of real, interested consumers. Buying or farming email addresses is a mistake, resulting in bad publicity and litigation as privacy and data protection regulations become stricter. Besides, this unreasonable, black-hat practice may also lead to account suspension with your email software provider.
And, of course, always offer subscribers the option to unsubscribe when they no longer want to receive your emails.
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