If you’re a real estate broker trying to get greater traction, sell more properties more quickly, and get a leg up on your competition, you need to leverage every marketing strategy you can. That includes having property-specific websites (in which each listing has its own URL), utilizing professional photography, creating compelling print pieces, having a search functionality that works, and creating an effective email marketing strategy.
Why Email Marketing?
When Econsultancy surveyed marketers for its Email Marketing Census 2016, they found the same thing as in 2015: marketers once again reported that email marketing delivers the highest ROI—more even than SEO. According to Search Engine Journal, the ROI for email marketing campaigns averages a head-turning 4300%. In that same survey, however, marketers told Econsultancy they could get even better results if their email marketing was more effective. Most said, for example, they weren’t effectively segmenting their emails for optimal personalization, and that their emails weren’t well optimized for mobile.
How to Get on Top of a Competitive Housing Market
According to Fortune, the housing market has “finally recovered:”
“The (Federal Reserve) data dovetails with those issued by the Census Bureau of late, which showed that sales of newly constructed homes jumped 17.8% year-over-year, and data from the National Association of Realtors which showed that existing home sales rose nearly 6% in October over 2015 to reach a new cyclical peak.”
The good news for real estate agents in those numbers is that consumers are once again searching for new and existing homes—the bad news is that competition to sell those homes has never been greater. A well-crafted email marketing strategy (coupled with other best practices) can help agents get on top of that growing market.
Here are 4 smart strategies to grow your real estate business with email marketing:
1. Make Your Emails Mobile-Friendly
According to a recent report from comScore, consumers are spending 60% of their internet time on mobile devices like smartphones and tablets. In other words, there’s a better than even chance that the emails you send out will be viewed on a mobile device. If your emails don’t work on those devices, you’re going to lose potential clients. Consider these stats from Email Monday:
- 62% of consumers use a smartphone to check their email
- Responsive design results in a nearly 15% increase in unique clicks for mobile users
- 32% of mobile email users say their biggest frustration is email text that’s too small to read
- Almost one third (31%) of consumers say they use smartphones as the main device to click through and buy
Using a mobile-responsive email template will make it easier for clients to read your messages. That will build trust, increase open rates and boost click-throughs.
2. Segment Your Subscriber List for Greater Personalization
Including a client’s name in your emails will increase the personal touch, but it’s not enough. To make them feel like you’re writing specifically to them, you need to send emails the content of which addresses their concerns and issues. For example, if you’re hosting an open house, it doesn’t really make sense to invite clients who live too far away to attend. If you have a million-dollar listing, do you really want to send it to subscribers who couldn’t possibly afford it? There’s a wide selection of outstanding CRM software solutions to help you segment your subscriber list and send emails that speak to every client’s needs.
3. Incorporate Video
Embedding videos into your emails will help clients get “the feel” of the properties you present to them. Video is far more compelling than static photography, and far more effective. According to Hubspot, for example, embedding a compelling video into an email will increase click-through rates by as much as 300%.
4. Use Analytics to Measure Results
If you don’t measure the results of your campaigns, you have no way of knowing what works and what needs to be tweaked (or abandoned). By carefully tracking key metrics—like click-through rate, conversion rate, bounce rate and ROI—you’ll create a cycle of continual improvement, boosting the effectiveness of your email marketing campaigns.
An effectively managed email strategy—one which works on mobile devices, creates a personal connection with subscribers, incorporates video, and utilizes analytics—can increase the impact of your real estate marketing. It’s among the least expensive and most effective ways to get the word out about new property listings, and to get a leg up on your competition. To learn more about the ways you can grow your real estate business and increase sales with email marketing, check out our Act! emarketing resource center.