Drip Email Campaigns 101 for Real Estate Agents
If you’re a tech-savvy real estate agent, you know that email marketing is the most effective way to acquire more leads, in fact research has found that it’s nearly 40x more effective than Facebook and Twitter combined. On average consumers use email six hours per day, and an average office worker checks their email 30 times per hour. But consumers are discerning about where they will spend their attention. You have 8 seconds to capture their attention so you better have something that will impress.
These days anything that is too sales-y is likely to get deleted without so much as a skim read. So don’t blast your email list with “Buy my stuff, buy it now!” emails. Consumers want to read content that helps them with their problems or helps them reach a goal. The website Really Good Emails has a great formula for email content “We like subscriber-centric content with brand-centric email design. Keep the messaging personalized and experience consistent.” In other words, personalize your emails while maintaining consistent branding, and be sure to send your email subscribers content that is valuable to them.
Prospects need to be nurtured and led through the sales funnel and when the time comes for them to make decision the natural choice will be your agency or team. An effective way to nurture your prospects is with email drip campaigns. Drip campaigns are designed with the consumer’s customer journey in mind and are often triggered by events. They’re useful for contacting non-responsive leads such as people who don’t answer your calls. For example if you received a prospect’s email through your website who is interested in a particular property, you might then put them on a drip campaign that delivers to them content about how to buy property, what to look out for when purchasing a property and the like. Here are some examples of effective drip campaigns that real estate agents can use:
Email Campaigns for Real Estate
- Interesting Real Estate Listings in their Area
- Housing Market Update in the area they’re interested in for example housing prices, mortgage rates and property sales
- Community Sphere emails – personal thoughts from former clients who moved into the area and what they love about living there. You can also give a rundown about the events going on in the area such as festivals, restaurants and food fairs.
- Resource lists – offer them a list of your favorite home buyer resources – this can range from your own ebook about buying a new home to a tip list on what to look out for when buying a new home.
Prospective Home Seller
- Statistics and information on homes sold recently in the area – include some highlights about your recent deals like percentage above the asking price you sold houses for.
- A blog digest about your recent blog posts. By keeping an updated blog, you show your prospect that you are an authority in your field, be sure to include topics on home selling tips. Morgan Franklin from United Real Estate in Lexington recommends creating shareable content “Look to Buzzfeed and trending on Twitter for inspiration. Use local content, this is your upper hand,” he says.
- Case studies and testimonials from happy former clients make great email fodder.
- Home seller resources such as a list of tips and tricks to entice potential buyers, or simple hacks like how to present the house on open days.
- Blog posts about the market and any updates about your business.
- Homeowner resources such as tips about home maintenance, how to save water, keep energy costs low, backyard maintenance, decorating tips and advice.
Even if your former clients aren’t ready to buy or sell now, these emails may keep them subscribed to your list because they contain useful, valuable information. Then if in the future they want to buy or sell, your name will be in the forefront of their mind.
Essential Elements for each Email
There are some elements that you need to be sure to include in each email:
A Call to Action (CTA) – this can be anything from downloading an ebook to registering for an opening, the point of a CTA is to get prospects to do something.
Be interesting – tell your prospects something they didn’t know before. You’ll be surprised how things that seem obvious to you because of your specialized knowledge, could be valuable inside information for your prospects.
Offer real tangible benefits – make sure your emails offer value to your prospects and former customers. Whether it’s offering them resources or how-tos, your reader should walk away with something new.
Be mobile ready – With 53% of emails being opened on mobile devices, it’s imperative that your emails are mobile ready. Most email marketing platforms allow you to test your email on multiple platforms, including mobile. Make sure it looks good and is easy to read.
Be Creative – you don’t have to copy what your competitors are doing. Dare to tread your own path and try quirky campaigns.
Check out this campaign from Montreal-based Agents Team Broady:
This email is a great example of useful, interesting content that is of direct interest to homeowners in their area. By compiling this data for their audience and layering in their expertise as local market specialists, they’re adding excellent value. They also often take this data and turn it into direct mail campaigns to generate more seller interest in their area with fantastic results.
Email marketing is a rapidly evolving sphere. It’s a good idea to keep up with the latest trends and technologies by regularly reading blogs about email marketing trends and educating yourself through online certification, such as HubSpot’s free Email Marketing Certification.
Would you like to integrate Follow Up Boss with your favorite email marketing app? Take a look at PieSync. PieSync syncs your contacts between Follow Up Boss and your email marketing app, meaning you no longer have to deal with import/export operations or manual data entry. It works in the background to keep both of your apps up to date. Sign up today for a free 14-day trial.
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