By Shawn Parrotte, marketing manager, Designli
The value of a laser-targeted email list can’t be understated. The ability to connect directly with your client base to deliver instant value is key for gaining new business. As a commercial or residential broker, it’s your job to inform and educate your client whenever possible. The most consistent way to do that is through email campaigns.
Below you’ll find 10 email ideas that will give you the best conversion rates. Take these base concepts and use them to create your own original and engaging drip campaigns. Of course, as with all things real estate, things will differ depending on your market.
1. The power of the buyer’s guide.
Your primary role is that of an educator so your most effective campaigns will always reflect this. The guide should be as complete as possible and be geared towards the novice homebuyer. Any checklist you can think of, inspection guidelines, escrow best practices, even credit advice, would go nicely here.
By revising and continuously updating your market guide, you give yourself a reason to keep in constant contact with your email list. If you’re dealing with single-family homeowners with young children, then you want to be sure you’re reminding them every school year that the newest edition of your guide ranks every school in the district according to the most recent data available.
Be creative. A thorough market guide offers a tremendous amount of utility as a marketing tool.
2. Share your blog content.
A common mistake from agents who are new to internet marketing is scattered thinking. Instead of looking at their advertising methods in the aggregate, they have a habit of coming up with unrelated marketing ideas that don’t feed off each other. They have a strategy for twitter, another for facebook, and yet another for their blog posts.
While it may seem like you’re doing more than your competition, stretching your marketing across multiple platforms without an eye for synergy and consistency can be worse than doing nothing. Finding intuitive ways to integrate your content across multiple channels is something your clients will appreciate. By publishing a weekly roundup of your most relevant blog posts, you can land the kind of traffic that turns into leads.
Pick out your best blogs posts that week for each email list you have and make sure to send it out on the same day every week.
3. Sell the market.
Your goal during all communication with your leads should be to position yourself as an expert for your particular city. By demonstrating genuine passion, you will excite your prospects about the benefits your community provides. Write down and keep track of any events or happenings that make your town unique and develop a campaign of emails that updates your prospective clients about them.
Be your town’s biggest fan. Try to make the market seem like the safe, inviting place that you know it to be. Use colorful language and be sincere.
4. Latest home sales
Your list of sales should reflect your current inventory. If you have a contract on a 3 bedroom, 1 bathroom home that goes for $150,000, the newest sales you choose to show should hover around this number. By showing your list homes comparable to those you are able to sell them you will boost conversion rates and save yourself a lot of time and money. Again this comes back to targeting and delivering real value.
5. Market data interpretation
If your latest numbers show that your community has flipped to a buyer’s market and favor’s first-time buyers, how will you communicate that through email? By just throwing up a bunch of interest rate figures or a comparative market analysis you may bore or alienate your prospect.
Instead, try to think of a theme that fits the data and present it in a way that is of most use to your prospects. “Why the numbers say it’s time to buy your first home” is a way to communicate the current state of your market without confusing anyone. Once they see that you’ve also done all the math for them they’ll begin to trust you as an authority.
6. Sell yourself.
Promotional emails should come towards the end of your sales funnel, as most of your clients will be bogged down with this type of language already. Because you choose to educate and inform before offering our services, you demonstrate the type of care and acumen that separates you from other brokers.
Always be client focused in the way you talk about past accomplishments and current skill sets. For example: “your agents must broker 5 years before joining your firm because your client’s asset is too important to leave in the hands of someone who hasn’t seen multiple boom and bust cycles.” Or: “your ability to deal in both commercial and residential real estate is important because the type of service you provide can change as the client’s life does.”
Language like this sets the tone for partnership and it doesn’t look like obvious branding.
7. Seller resource guide
Just as adaptable as it’s buyer’s counterpart, this resource guide is your catch-all piece of content for seller leads.
Think of terms of a brand new seller and throw everything in here: open house etiquette, the importance of staging, dealing with job transfers, essential seller checklists, etc. By offering the information in drip form and linking to some sort of all in one guide you get readers into the habit of going to your website first for content.
8. Market testimonials
Be sure to leverage the opinion of anybody who has lived in your community regardless of whether or not they are former clients of yours. Interview business owners, long-time residents, and city employees and pull the best quotes to sprinkle into your campaigns.
The range of perspectives will resonate with more readers than any one voice can and their opinions will lead credence to yours.
Try putting a couple of these testimonials into your weekly blog roundups.
9. Update past clients.
Separate your list of past clients into two time frames. The first should be those you’ve sold to in the last 12 months and the second should be any business older than that.
The first list should be receiving emails that stimulate referral traffic. Things like new homeowner checklists and a comprehensive list of family activities in the area. Send anything that you feel will make their life easier after a new move and be sure to prominently and politely state that you would appreciate any referral business.
The second list should be receiving similar content but instead of emphasizing referrals, position yourself as the logical choice for their next move.
10. Direct inquiries
Direct inquiries are the cold calling of the drip campaign – meaning they get results and few people do them. Organize your lists in terms of hot cold or warm prospects and send your absolute best pitch email every 4-6 months. I try to be very direct and simple in my language with these. Titles like “Have you thought of (my city) for your next move” and “Are you ready to experience everything (my community) has to offer?”.
All of the info and education you’ve provided free of charge will really show it’s ROI to you here. You’ll be surprised with how many consultations you’ll receive when you simply ask for them.
As with all forms of marketing, presentation and consistency are the keys to any effective drip campaign. Take your online efforts seriously and you will separate yourself from the vast majority of agents.
Shawn Parrotte is the Marketing Manager of Designli, a software development agency specializing in delivering certainty to the world of custom mobile and web applications.