Email subscribers are special. They are people who willingly shared their email with you and expect to be contacted. It’s why they subscribed to your list. But having an email list is meaningless unless you do something with it. The right email marketing campaign can build trust, drive traffic, and turn leads into clients. But what is the right campaign? Here are a some ideas to get you started.
While it’s nice that you might remember when they got married, what this really means is, “Happy anniversary on your last home purchase!” Sending a brief, cheerful email to a client every year on this special day reminds them you exist and shows them you care. When a friend asks if they know a real estate agent or when they’re ready to sell, you’ll be remembered as the person who didn’t forget them.
Offering anything of value to a potential seller or buyer is a good idea. Plenty of people avoid putting their home on the market because they don’t think it would sell at a good price. Offering to let them know, for free, what their home may be worth could be the thing that gets someone off the fence. This is a good campaign to try if you’re dealing with an inventory shortage.
Another way to touch someone without appearing to sell them anything – and people really don’t like that – is to wish them a Happy Birthday, a Happy Graduation, or whatever other special moment is going on in their life. It’s an easy way to reach out, remind them of your existence, and maintain a relationship. Hint: If you’re friends on Facebook, it’s likely you’ll see these special days in your newsfeed.
Sometimes you’ve got a crazy good listing. The pictures are gorgeous. The price is right. It’s a beauty! Make this listing part of an email campaign. Your seller will love that their listing is in front of more people, and you never know who on your list might fall in love with it.
You probably have a lot of tools for promoting an open house: signs in the yard, a blog post on your website, the MLS, maybe even a special regional event in your area. Have you tried asking people if they want to go to your open house? Not everyone will jump on an offer like that, but most people don’t go because they don’t know about them.
Another no-pressure email campaign is to send a short greeting for each major holiday of the year. It’s a way to stay in contact with previous clients without the pressure. You’re not asking them to list their home or buy a house. You’re wishing them a happy holiday. You may even want to include a list of local holiday events to add value to the email.
If you were part of a deal on a great home, especially if it sold quickly, let your email subscribers know about it. Not only are you showing people that you get the job done, you might pull a seller or two off the fence. Using this in combination with “Just Listed” emails can add a sense of urgency about jumping on homes as soon as they hit the market.
Part of building trust with potential buyers or sellers is adding value beyond a closed sale. Some of the people on your list haven’t worked with you yet. They signed up because they liked your blog or the freebie you offered. These emails give them a chance to realize you can be helpful, too. Tips on seasonal maintenance, home improvements, refinancing options, market stats, and other useful information are often well-received by subscribers.
Email marketing can seem like a complicated process, especially when you’re trying to come up with “unique” or “creative” ideas. Instead, be friendly, genuine, helpful, and trustworthy. Those are the things that build your business offline, and they should be the things that build your business online. Send emails that people find useful or that make them feel a little special. They’ll be surprised you remembered them and appreciate the information you share. When done right, email marketing campaigns can generate good leads and help you grow your real estate business.
Former Communications Director for a local Realtor Association and a big cheerleader for all things real estate related, Michaela is now a full-time freelance writer specializing in real estate and other business industries. When she's not writing the serious business-y stuff, she's likely to be found writing about the hilarity of being a Mom to two rowdy boys.