In our future publications we would like to speak directly to defined target of professionals.
The idea is to introduce digital and web marketing strategies aimed to help with the needs of a particular type of business.
Let’s start with a fundamental sector in every national market: the real estate.
What are the coolest strategies in this industry?
What are the most effective digital marketing levers?
As a real estate agent, what investments could we consider to improve our business?
Today we are going to talk about Real Estate Email Marketing.
Real Estate Email Marketing, Why?
You surely have noticed that, in recent times, there is a lot of talk about Email Marketing.
Indeed, newsletters of all kinds have come to fill the inboxes of many potential customers.
Why?
Email Marketing has always been considered one of the most important web marketing levers for several reasons.
Here are 8:
- They reaches the user directly in his e-mail box
- It’s effective: email marketing campaigns guarantee a great return on investment (ROI) even for small businesses
- For its Lead Generation potential, ie the generation of contact lists
- It allows you to maintain a constant relationship with the subscriber through periodic newsletters
- It is measurable. There are many data available to analyze: from the opening rate, engagement rate, clicks on links, registrations, cancellations, etc.
- The latest email marketing tools offer great possibilities for customizing the service with the creation of landing pages and email automation systems
- An effective service can be designed while maintaining low costs
- It helps you to strengthen credibility and your brand identity
As you can see, the tool is powerful, but – like any marketing strategy – it needs planning and investment in terms of time and resources.
Especially in the real estate sector, Email Marketing can be very useful because not everyone uses it frequently.
So here are 3 ideas for developing your real estate newsletter.
3 ideas for a perfect real estate newsletter
The typical question when thinking about starting a newsletter is:
and now, what am I going to write?
It is an absolutely normal doubt but, we assure you, this “blank sheet syndrome” can be resolved thanks to strategic planning and programming of original and consistent contents.
To do this, you must first choose what kind of newsletter you want to create according to your business, your corporate image and the target you want to reach.
Please note: this does not mean that once you have chosen, you won’t be able change the style of your newsletter. Indeed, you can insert multiple sections of different types.
Below we propose 3 ideas for your Real Estate Email Marketing.
1. Letter from your trusted real estate agent
If you are investing a lot in your personal branding or the image of your agency is closely linked to your staff, or again, you want your business to have a very “personal” character and close to your customers, this type of newsletter could be for you.
Your newsletter will appear as a real letter, therefore with a strong editorial connotation.
It will be a way to “talk” directly to your subscribers to share industry updates, thoughts on the development of your business, news and opportunities.
2. News on products and services
Certainly this type of newsletter will have a much more “commercial” connotation than the previous one.
It assumes that your subscribers are much more interested in your product / service than your brand.
So we recommend that you use this channel to communicate news (new homes, sales, rentals), offers and promotions on your services.
3. The best content, selected for you
This type of newsletter aims to convey value to the subscribers.
The idea is to create connections through links to other pages that may be of interest to your community.
Expand the discussion on topics related to the real estate theme (furniture, renovation, new trends) by offering original contents.
By doing so, you will interest your audience and position yourself as an industry leader.
Whatever type of newsletter you decide to realize, consider it as your main channel of dialogue with your ideal customer: if you have hit the target, he too will be happy to receive an update email from you, time to time!
A few style tips
Online there are many services that can allow you to create and program your Newsletter (ActiveCampaing, Sendinblue, Mailchimp, Mailup to name a few) and even create automation systems in the event of large contact lists and high traffic.
Once you have chosen the platform and package that best suits your needs, you will need to keep these tips in mind to ensure maximum effectiveness and the greatest degree of openness of your newsletter:
Pay attention to the subject of the email!
If you enter words like “earn online“, “free“, “buy now” you will have a high chance of ending in the SPAM folder and you will be perceived as not very serious and reliable by your users.
Choose interesting titles that make them want to open your email.
Divide your email into sections using the Layout
If a user finds himself in front of a wall of words he will probably be discouraged from reading it.
By inserting graphic elements and alternating titles and texts, you will surely have more hope of being read to the end.
Put a Squeeze Page on your website
A Squeeze Page is a Landing created to encourage visitors to your site to subscribe to the newsletter.
This type of incentive is more effective the more you offer in return for the subscription.
An idea could also be to offer free content such as a pdf guide on the style of the most popular houses in your area in exchange for registration … have you ever thought about it?
Meet the deadline!
In Email Marketing, perhaps more than in other strategies, consistency and periodicity are fundamental.
Imagine if after weeks of absence you suddenly appeared in the inbox of one of your contacts who may not even remember you, he would probably immediately run to unsubscribe.
Be careful also on the opposite side: bombarding your subscribers with emails every day is not a good move.
Schedule a deadline and meet it, only in this way will you be rewarded by your audience!
In the end…
In the end, remember to evaluate the sustainability of this project in terms of your available resources: to define and create a newsletter that goes beyond the first 2 or 3 months you will need someone from your team to take care of it or a professional to assist you.
If you are interested in having some detailed information on your case, do not hesitate to contact us.
In the meantime, read the success story of our partner Gruppo Toscano, it might give you some ideas!
