How to Create a Real Estate Email Marketing Strategy
“For realtors, it’s important to stay in touch with people and to remind them on a regular basis of what it is that you do. When the time comes that they actually need your services, you’ll hopefully be the first person they think of because of your consistent marketing,” Brandon says.
In 2009, Brandon decided to make email marketing part of his real estate marketing strategy.
Using Constant Contact, Brandon started creating a monthly newsletter, and began sending it to existing clients. He quickly found that by providing helpful resources to current clients, he was able to reach an entirely new audience, as well.
“I realized that if I put content in the newsletter that is really popular, people would share it. That’s been invaluable,” Brandon says. “They share it on Facebook or pass it along to their friends, and then their friends ask to subscribe. Every time I send out a newsletter, I’ll get new subscribers back.”
Tip: You can try email marketing for your real estate agency with a free, 60-day email marketing trial.
With Constant Contact, Brandon can easily insert images and include links to articles he thinks his audience will be interested in.
He is able to upload his own images and save time by sharing helpful information from other reliable resources.
“Much of my content comes from blogs or other sources, and I of course give total credit to the original source,” Brandon explains. “It saves me a lot of time because I don’t need to create new content on a monthly basis when there are already so many insightful and diverse blogs creating compelling content every day.”
Tip: Constant Contact’s “Read More” tool allows you to drag-and-drop content into your email easily. After you copy and paste the article URL, we’ll generate a preview of the content, complete with an image, headline, first few lines of text, and citation. See how it works here.
In a competitive market, Brandon’s newsletters set him apart and allow him to show off his industry expertise.
After sending his Mid-Century Modern Newsletter for almost eight years, Brandon has become known as a trustworthy expert in his field.
“The emails are an important reinforcement of brand,” Brandon explains. “I get calls from people I’ve never met all the time. They get the newsletter, or a friend of theirs gets the newsletter, and they know I’m the person to call. It really helps establish credibility upfront.”
To promote the visibility of his newsletters, Brandon takes advantage of Constant Contact’s Social Share feature to easily share each email on his Facebook Page.
Recently, Brandon has also started using Facebook Ads to get his newsletters in front of an even wider audience.
Brandon targets his ad to reach a local audience and gains valuable email subscribers with each campaign.
“It’s great to get new Likes on my Facebook page, but I’ve found they’re not as important as email subscribers because they don’t ensure you’ll reach the people who like your page.” Brandon says.
While Facebook uses an algorithm to limit the number of people who see your posts, email gives you more control over who you’re reaching. When a new contact opts into your mailing list, you can reach them in a place they likely visit every day — the inbox.
By consistently sharing engaging newsletters, Brandon has built a growing, loyal community.
What started as a list of about 300 people has grown to over 3,000 subscribers. And with open rates reaching double the industry average, it’s clear Brandon is offering his subscribers something of value, while also allowing them to get to know, like, and trust him.
“Through my newsletters I’m able to bring something completely different to the real estate market,” he explains. “Most realtors only focus on sales numbers and how prices have decreased on increased throughout the year. I’m able to bring content with significance beyond just the numbers.”
Constant Contact has the tools you need to make your business stand out, attract new customers, and develop long-lasting customer relationships.
If you’re looking to drive awareness and sales for your real estate agency, email marketing can help. Visit our Email Marketing for Real Estate Pages for tips, content ideas, and advice.
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Editor’s Note: This post was originally published in November 2014 and has been updated for relevancy and accuracy.
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