Email marketing is still a HOT way to keep your leads warm, and it shows that you care.
And… Emails are easy to do and they cost next to nothing.
The idea as with any type of marketing, is to form a relationship with your list. You want to show that you care AND you want to help people feel that you DO care. You want your list to feel all warm and fuzzy and warm to you as a person.
The advantage of a warm audience is that most of the audience will want to be on your email list.
All you need to do is make sure they want to stay connected and that each email is a positive experience.
The aim of email marketing is to –
- Sell a property
- List a property (be top of mind)
- Retain your relevance. Demonstrate that you are the best real estate agent for the vendor to choose
- Give value at scale, so they don’t unsubscribe (Please don’t unsubscribe as we have lots of great information for you! 🙂
- Showcase your current listings
- Evoke a positive response (reply back)
Email marketing is about keeping your brand in your contact’s mind. In other words – Top of Mind Awareness.
Structure your email:
Video of you: You can start your email by engaging your audience with a video of yourself summarising the content of your email in 30 seconds. If your correspondence is about a property, do a quick 30 second video about the property.
Videos usually trump text. Most people will watch a video but most won’t read hundreds of words of text.
Audio and visual is also a great way to further the engagement from your list, it almost feels like you’re talking to them!
Local news: The next piece of content in your email should be a short write up on any local news in your area. School fairs, local markets, live music? Keep people informed about local events. This could be structured as a list with pictures.
Whatever you do, make it engaging and interesting. A simple text list will not suffice. Remember that you only have a few seconds to grab someone’s attention.
Current listings and solds: Include a few of your current listings and some of your recently sold houses. Pictures, videos and descriptions.
Link each listing to your long form property video tour of each house.
Make sure you have a call to action with a definite action for people to take. A button “Call me” or “Message me” under each listing to prompt any interested leads to reach out to you.
Try and include a testimonial from the buyers/ sellers if you can.
Extra content: Include a few pieces of your weekly content at the bottom of your email. This may be a podcast you recorded, a video you shot or a Tik Tok you made. Important: this content should be strictly NO sales. It’s about providing: Value – Entertainment – Education!
Increasing engagement is about providing value, not a quick sell.
Pro engagement tips:
- Show teasers on your email and lead your audience to your website with buttons
- Ask questions in your email and prompt a reply
- Put sales content towards the middle of your email, not first up
- Create intriguing subject lines “Will we see you at the fair on saturday?”
- Add your website URL to each picture, (hyperlinked) so people can be led to your website
- Over deliver on value.
