Realtors find your dream house, sell your home filled with memories to the right person or rent out the apartment you renovated with love. The industry is very competitive which means that realtors have to stand out. A part from that they rely heavily on references and perception. That is why well thought out, transparent communication is indispensable for them. In this article I will give some tips and tricks for realtors to attract and retain customers using email marketing.
Why use email marketing?
Email marketing is the ideal tool to build and maintain relationships. Email is a non-compelling way to communicate. You approach your contact with an email but he chooses if and when he reads it and if he responds to your call to actions. On top of that you can use automation to create a dialogue with your clients whilst focusing on other tasks. Read more about how to use marketing automation here.
How to get email adresses
- Make sure your contact can subscribe to your newsletter on the website. You could add a pop-up, a subscribe button on the homepage and so on.
- Make sure the contact knows what you’re using his information for. This will make you look trust worthy and will be mandatory come may 25th due to the GDPR law.
- Don’t ask for too much contact information. An email address and a name will usually suffice. In the real estate industry it might be interesting to ask for an address so you can forward them relevant content.
- Give people the opportunity to subscribe in person. For example during an open house or an intake interview. Make sure the client doesn’t feel compelled to sign up. Explain what kind of information he can expect, give him the form and make sure he knows it’s not mandatory. Go get a cup of coffee or a key for instance. This way your contact decides whether or not he signs up and you don’t end up with a list full of uninterested contacts.
- Using social media is always a good move. You can post a call to action to get people to subscribe to the newsletter.
What should your mails look like?
It’s important that your emails are a mix of info, entertainment and an appealing sales pitch. In that order.
- Info is content that you share to educate the customer, help him. You could share an article about new laws for landlords, the local market, a useful video about redecorating,… . This way you show your contact that you care about your job and you’re always ready to help them.
- You can use a nice pun now and again. For example you can send an email congratulating your contact on his birthday or invite him to a local event. This makes the email communication lighter.
- An email in which the writer only tries to push sales isn’t pleasant at all.
Types of emails
Welcome mails
This is the first email contact. Send out an email after your contact subscribed and that ensures a good first impression. Introduce yourself briefly, let the contact know what kind of information he can expect from you and make sure the email contains a clear call to action. You can add that by maybe suggesting a free intake meeting.
Newsletters
A newsletter is the most consistent way of communicating. The lay out and sending time are more or less set. When drafting newsletters make sure it:
- Is readable within a couple of minutes. When the text is too long people won’t want to read it.
- Contains three to five topics. These numbers insure there is something for everybody.
- Contains relevant, shareable content. For example new projects, interesting articles,….
Promo emails
Promo emails are a part of your email exchange. There’s nothing wrong with promo emails as long as you vary in subjects and regularly exchange them for content emails like newsletters and other nurturing communication. A part from that I can’t stress enough that you need to be creative in your email communication to stand out.
Former clients
A large part of a realtors customer basis reaches him through referrals of friends, acquaintances, neighbors and so on. That’s why it’s important to stay top of mind with former clients. Don’t contact them as frequently as your other contacts but you should maintain the relationship.
You can send them a holiday card or you can send them a message on an anniversary. You should personalize these emails as well. Make a side note during the sale that you us as a way to connect. This way the client feels that you’re really involved and want nothing but the best for him. Furthermore you stay top of mind and rest assured that you will be the first realtor to come to mind when someone asks him for a referral.
They use email to their advantage
Moving made fun
Online real estate broker Zimmo celebrates its merger with Hebbes and lets the clients join in the fun.
- This was a contest for their B2B clients, the realtors.
- First and foremost it is a fun, creative promotion that’s very relevant in the industry.
- Zimmo hightlights the merger while organizing a giveaway. This works wonders for their image and client loyalty.
- The email is a mix of lead nurturing and entertainment. The company shares a personal experience using a positive spin. That works.
TARGETED communication with a hint of sales
Dewaele shares its newsletter with its clients looking to rent out property.
- Dewaele sandwiched a little sales piece in between relevant content.
- The company segments very well. In this email there’s something for everyone. This way everyone gets content that they can use.
- The email contains clear call to actions.
- The Dewaele mailings have a stylish, consistent design.
Share in the holiday joy
Jansen Real Estate shares Christmas wishes with its clients.
- The holiday card is a nice extra for clients. It shows that the company is invested in its clients. This works in favor of client loyalty.
- This email is an example of lead nurturing as well. A part from that they stay top of mind with previous clients.
Real estate is a beautiful industry with a lot of possibilities, you only have to find them. Use our tips and find an email marketing strategy that works for you.
