Whether you’re nurturing leads with newsletters or sending property alerts, email is a powerful marketing tool allowing real estate professionals to position themselves as a leading resource for their clients. To help maximize your email ROI, Matt Murphy, founder of lead technology and CRM company Chime Technologies, has compiled a list of three email marketing tips.
Position yourself as a thought leader with newsletters. Real estate practitioners often separate their e-newsletters into two primary audiences: buyers and sellers. Market reports, holiday greetings, and first-time buyer or seller content are some of the most popular newsletter ideas, according to Murphy. For the best response, add a touch of personalization to both buyer and seller lead types.
“Whatever content you include in your email bodies, make sure it provides value to the reader above all,” Murphy says. “Your emails should distinguish you from other agents by establishing yourself as a thought leader, and email newsletters are the greatest way to demonstrate urgency in the eyes of your leads.”
Organize emails into drip campaigns. Email drip campaigns are a series of emails that fire out to a predetermined segment of leads from your email list. You can customize when the emails are deployed, what happens when a lead opens or clicks a link in any particular email, the duration of the campaign, and the text content of each email.
Unless a lead is a direct referral or past client, chances are they are unfamiliar with you, your brand, and your services. Murphy suggests using emails in drip sequences to automate your lead efforts. When used in a drip sequence, emails see 119 percent higher click rates and 50 percent higher conversion rates, according to Chime’s research.
Automate your welcome emails. “Without the right technology to automate the frontline work, you’re bleeding potential leads,” Murphy says. Automated welcome emails are four times as likely to be opened and five times as likely to see engagement, according to Chime’s data.
Source: Chime Technologies
