The true property market is altering whilst you learn this, so it’s worthwhile to diversify your advertising palette and be on pivot mode with a purpose to outsell your competitors. Chances are you’ll already be utilizing a number of digital advertising channels. Extra energy to you! But when electronic mail shouldn’t be a part of your toolbox, you’re lacking out large time.
As a result of get this: the average open rate for the real estate niche is 41.6%.
Drip campaigns particularly could make a major distinction to your numbers as a result of it’ll aid you:
- Transfer prospects extra shortly and effectively by the advertising and gross sales funnel, resulting in extra conversions
- Nurture your leads by catering for his or her preferences, answering their questions, resolving their doubts, showcasing your companies, and extra
- Enhance viewers/subscriber engagement by sending the fitting emails to the fitting people on the proper instances
- Be constant, in order that your online business all the time stays high of thoughts
If you happen to’re new to drip emails, catch this complete information to drip campaigns first. That accomplished, come again right here to learn to arrange an actual property drip marketing campaign.
1. Establish Your Marketing campaign Aim
You shouldn’t be involved together with your general objective proper now. It received’t aid you right here. You should establish a selected marketing campaign objective. Undertake the “large cat” mindset.
Huge cats typically are inclined to single out their prey from the encompassing herd. Regardless of which animal could also be nearer at a given time, the cat doesn’t budge from its goal.
So think about a younger couple searching for a 2-bedroom condo at a selected location inside a set funds. Your marketing campaign can furnish the couple with data associated to the mortgage course of, closing prices, dwelling inspections, neighborhood updates, and so forth.
2. Section Your Goal Viewers
When you’ve recognized your marketing campaign objective, section your viewers on the idea of what particular person prospects are searching for. From our final instance, it’s simple to see wherein section the couple ought to fall: “First-time Residence Consumers.”
On this means, you create segments in accordance with shared ache factors, comparable to “luxurious property seekers,” “rental property traders,” “rental sellers,” and so forth.
3. Create A Logical Electronic mail Sequence
An electronic mail sequence is a string of selling emails despatched out to your goal segments on a set schedule.
Suppose somebody has subscribed to your electronic mail publication. So you will have a brand new prospect now on the high of the funnel. You wish to cause them to the underside the place they’re able to convert. Right here’s what a logical electronic mail sequence would seem like:
- You ship a welcome electronic mail thanking the subscriber for signing up. You additionally supply a free downloadable information on “The best way to Discover the Proper Neighborhood”
- Three days later, you ship out one other electronic mail wherein you clarify why discussing affordability issues; you embody a hyperlink to a proprietary mortgage calculator. For instance, here’s a actual property electronic mail drip template from Zillow.
3. After seven days, you ship an electronic mail highlighting the important steps for first-time dwelling patrons; the e-mail highlights your function as an actual property agent; it additionally incorporates a CTA to schedule a session
4. 10 days after the third electronic mail, one other electronic mail goes out that includes new listings, high-quality pictures, neighborhood highlights, digital 360-degree tour choices, and so forth.
5. 14 days after the fourth electronic mail, you ship out the subsequent one highlighting the significance of pre-approval for critical homebuyers; there’s additionally a CTA for reserving an appointment with a most well-liked lender to hash out pre-approval choices
6. 16 days later, you ship one other electronic mail showcasing what the neighborhood appears like; the e-mail incorporates weblog posts and movies that includes neighborhood facilities, comparable to colleges, parks, and so forth. The e-mail additionally presents to attach the recipient with a neighborhood realtor
After all it’s a quite simple illustration. However that is what a logical electronic mail sequence ought to seem like. Do not forget that electronic mail sequences work on the idea of person actions. Within the above instance, you ship out the third electronic mail provided that the subscriber’s exercise in your web site indicators their curiosity in shopping for a house.
Identical to step one, the remainder of the steps are automated and user-triggered. However what concerning the days in between? How will you know when to ship the subsequent electronic mail?
4. Set Time And Frequency
Discovering the fitting steadiness is vital. Chances are you’ll ship extra emails than you assume it is best to as a result of your viewers desires to listen to from you. On the similar time, pushing the pedal to the steel is a strict no-no! You don’t wish to bombard them with emails each two hours.
You can begin with one electronic mail per week. If you happen to’re a B2C enterprise, chances are you’ll ship extra. However when you’re a B2B enterprise, ship not more than four-five emails per 30 days.
The jury continues to be out on what one of the best time to ship an electronic mail is. Research exhibits that Fridays have the best open charges and click-through charges. However finally, it will depend on how and when your prospects work together together with your messages.
So for ongoing engagement, be at liberty to ship one to 2 emails with informational content material and market updates. For actively participating subscribers, you may ship itemizing alerts on/inside a day of latest listings.
5. Set Up Automation Workflows
Automation is on the coronary heart of drip campaigns. Your drips are nothing however automated emails despatched out on the idea of person actions in your web site.
So if a customer explores your web site desirous to learn about a house owner’s assure, or hazard insurance coverage packages, it’ll set off an electronic mail that includes a downloadable information on hazard insurance coverage, or testimonials from earlier patrons, and so forth.
However how do you arrange an automation workflow? Nicely, that will depend on the e-mail advertising platform you’re utilizing. The steps differ relying on the ecosystem of each ESP. Talking of, take a look at use HubSpot workflows for lead nurturing.
6. Make the Marketing campaign Stay
Your actual property electronic mail drip marketing campaign is now able to launch! However your work shouldn’t be accomplished. As quickly because the marketing campaign is stay, observe and monitor its efficiency over time.
That is the place you want electronic mail analytics to be your eyes and ears. By analyzing how subscribers are participating together with your marketing campaign, you may optimize for extra focused, related emails, main to higher response charges. Over a month or so, you’ll be making data-driven choices, leading to extra conversions.
Probably the most fascinating a part of analytics is that you just get to know your viewers higher. Every thing else follows from that. Take the next state of affairs.
An actual property firm referred to as Housemates launched a drip marketing campaign. After every week, their analytics information revealed that emails that includes luxurious properties had persistently decrease open charges than these that includes mid-range properties.
On seeing this information, the corporate creates a separate drip marketing campaign aimed solely at high-net-worth people, anticipating higher engagement with the drips.
Wonderful-tuning is probably one of the best a part of electronic mail advertising. Your technique progressively tapers to laser-point precision, as a way to over time shoot the place the bottle is.
Launch Your First Drip Marketing campaign With Us!
Now that you recognize the fundamentals of actual property electronic mail drip campaigns, it’s time for motion. We may also help you arrange advanced automation workflows as a way to work together together with your prospects at each contact level.
As well as, we’ve got the experience on all main ESPs, and extra. Belief us, the time is ripe for actual property electronic mail advertising. So, let’s speak!