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Realtors: How to Grow Your Email List With Success

By Ben Shepardson | June 23, 2017

Digital advertising has expanded well beyond the emails and banner ads of decades past. These days, it seems the bigger marketing push comes from expanding social media channels and YouTube videos. But email marketing still ranks as one of the most effective sources of ROI. And realtors who grow their email list stand a greater chance of growing their profits, too.

4 Steps for Realtors to Grow an Effective Email List

#1 - Employ a content marketing strategy.

Content has been the king of digital marketing for the past several years, and its reign isn't ending anytime soon. When you market yourself or your agency through well-crafted blogs, infographics, or videos, you're showing your audience that you

  • are the authority in your industry,
  • understand them, and
  • want to help them.

By sharing helpful content your target audience can use, you become their go-to resource for future questions and guidance, and they won't want to miss other insights you have to offer. It's an investment in your brand that can pay off for years if you remain consistent.

#2 - Add an opt-in call-to-action to every page of your website.

Once you're producing and sharing content, make it easy for your audience to see more by including a newsletter sign-up option on every page of your website.

The most common options for on-page newsletter or email opt-in are feature boxes, pop-ups, and sidebars. Regardless of which one you choose, make sure you keep the opt-in process short and simple, and include the following:

  • A call-to-action
  • A brief description of why they should sign up
  • A promise never to sell their information

#3 - Include an opt-in feature within your blogs and other content.

In addition to your on-page opt-in section, you can include email signup calls-to-action within your content. Try sprinkling in a CTA throughout your blog post and link it directly to your sign-up form. Or, when your reader reaches the end of your content, let them know how they can score more helpful articles like the one they just read.

#4 - Empower your landing page.

Creating a dedicated landing page to encourage email sign-ups makes up for the lack of space with other opt-ins. Here you can illustrate why viewers should sign up to receive your emails, as well as optimize the page for search engines.

You can use your landing page to collect email addresses in exchange for free content, such as a how-to guide, infographic, list. Once your user greenlights your emails, use your content strategy to nurture the relationship and measure your ROI.

Bonus Tip: Strategize your email list expansion for marketing-qualified and sales-qualified leads.

Growing your list is only part of the battle. You also need to ensure you provide enough value to keep them on it.

Not every lead that comes in will be primed for selling. Rather, your incoming leads can be divided into two categories: marketing-qualified and sales-qualified. And you should create content to cater to both types - but separately.

Marketing-qualified leads are those who need more information about you and your agency before making their next move. Sales-qualified leads, however, are those who have likely already explored their options and are actively pursuing a home or listing agent. Their needs are different, and they're likely to respond to different triggers. And the better you can segment your email list, the higher chance you stand of delivering the right content to the right people at the right time.

Once you market to the right audiences at their unique stage of the buying or selling cycle, they'll be more inclined to stay subscribed and learn more about what you can do for them.

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.
  • One comment on “Realtors: How to Grow Your Email List With Success”

    1. Very good article.

      To add to what you mentioned, we use a strategy with blogs for Realtors that provides some local real estate information and then a call-to-action that sends the viewer to a landing page with an "upgrade". The upgrade is nothing more than a free offer for related content but its packaged on a landing page designed to capture leads. For example, a detailed report or ebook that relates to the content in the blog post. It works well for our Realtors.


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