In the word of real estate marketing, email has proven to be an invaluable asset to those who know how to use it correctly. Under the right circumstances, a properly run email campaign strategy can become a tremendously powerful marketing tool. However, every email marketing campaign is directly correlated to the individual running it. It will only be as strong as the time and energy you dedicate to it. Do you know how to run a proper email marketing campaign?
If you are looking to broaden your real estate marketing efforts, consider the following strategies:
Monthly Newsletter
While simple and unassuming, monthly newsletters have proven time and time again that they are capable of delivering professional results. Incorporating useful and interesting articles into an easy to read and readily accessible format is a great way to stay in touch with your contacts. In doing so, you are continually providing previous clients with value. At the very least, newsletter recipients will value the information and some might even reciprocate their appreciation. However, in addition to retaining previous relationships, newsletters have the ability to position your business as a leader in the industry.
The content of the newsletter shouldn’t be promotional in nature, but instead contain helpful tips and ideas for homeowners. The newsletter will serve to promote your business subliminally. Let the audience believe you are doing them a service without any self-promotion or ulterior motives. Done correctly, a non-promotional and informative piece will generate all the publicity you need. If you don’t have time to write and design an e-newsletter, be sure to choose a customer relationship management (CRM) platform that comes with one preloaded and relevant to your business. More often than not, you will be surprised at the amount of replies a CRM can generate.
Just Listed & Sold E-Cards
For one reason or another, large portions of real estate investors are doing themselves a severe disservice. This, of course, is not intentional. But many investors neglect potentially lucrative marketing techniques for no apparent reason. Accordingly, more investors need to take advantage of the opportunities E-Cards can provide. They are a relatively simple technique that can generate a lot of leads with very little time invested.
As their name suggests, E-Cards are electronic cards. For all intents and purposes, they are email. However, they may also be referred to as an electronic flyer. The contents of each E-Card, or flyer, should display properties that you are currently listing or have recently sold. Essentially, they will serve as an inventory of both your past and present properties – a resume if you will.
Unfortunately, not enough investors are taking advantage of these marketing tools. If you are careful about whom you send your Just Listed and Just Sold e-fliers to, they can be extremely valuable. More importantly, the leads they generate are typically hot.
If you know that certain people in your database are likely to be interested in a certain area, next time you get a listing or sell a home in that area, let them know about it. Even if they are not currently interested, there is a good chance that they know someone who is.
Aside from the distribution of these flyers, it is important to know your audience. Who opened your email and how many times did they open it and click on the links? You may find that certain people have read your email multiple times, clicked on the hyperlinks and even forwarded it to someone else. If this is the case, be sure to give these leads a call.
Drip Marketing
When used correctly, drip marketing can be one of the most effective tools in an investor’s arsenal. Essentially, it is a communication strategy that sends, or “drips,” a pre-written set of messages to potential clients in set intervals.
A drip marketing campaign should be initiated every time you get a new lead, as it will keep you in touch with potential clients. Effective drip campaigns include a mix of emails that are sent automatically and periodic prompts to make keep-in-touch phone calls. And remember, with drip marketing, it’s not a “one size fits all” approach. Each campaign should be tailored to the individual prospect type, such as a first-time buyer, FSBO, seller and so forth. This is where it is important to manage your leads accordingly. The more you know about your lead, the more effective a drip marketing campaign can be.
Investors are advised to automate their drip marketing campaigns, as it frees up a lot of time, and ensures no lead falls through the cracks. A well-organized drip campaign has the potential to nurture your leads for extended periods of time.
Special Offers
What can you offer to prospects and past clients that they’d be interested in? Perhaps a free home value consultation, a market overview, or recent “solds” in their area? Every so often, send out an email with a special offer and instructions on how people can take advantage of it. Email offers are a great way to get some new leads and sales.
