You should always be keeping an eye on the performance of your emails. If you are still sending your emails manually, you may not even be able to get a sense of how these emails are performing. Understanding how many of the emails that you send out are being opened, read, clicked on is essential to allow you to optimize your communication strategy. As a realtor, this is why investing in a real estate CRM is vital to the success of your email delivery campaigns and ultimately your ability to convert real estate leads into clients.
So, now you have a CRM that allows you to tailor your communication to each and every person that is in your lead list based on their behaviour, what emails do you need to create and send out? Read on to see some of the essential emails needed for an effective real estate email campaign.
1. The first email
This is your one and only chance to make a first impression. Your introductory email needs to be perfectly written and establish your value to the potential client. How a lead perceives you after reading this first email will set the tone for your entire relationship moving forward.
You should always bear in mind when you are writing this type of communication that you are not the only person who is going to be communicating with them about real estate. This means that you should be mindful that they don’t want to be inundated with unsolicited emails. This first email should be an invitation to learn more, not a demand for more information.
2. Find out what they want
After the welcome email, provided that they have not unsubscribed from your mailing list, you should follow up with an email that will help to establish expectations. This will allow them to be in the driving seat about the emails that you send to them. You should be offering them options on how often they want to be contacted about real estate information and listings, their price range and their level of interest in buying.
The information that you gather here will allow you to segment your audience and serve up the communication that you need to on a daily, weekly, or monthly basis.
3. The tailored email
Now that you have learned a little more about your leads you will be able to create emails that are tailored to the needs of specific sectors in your lead list. These could be built around their budget, the location that they want to live, or any
4. Lead nurturing
This is where you need to get creative. You should always be keeping your potential leads informed about the new listings that you have that suit the preferences that they have outlined in previous form submissions and clicks, but everyone does that. You need to give them something more.
A nurturing email can include any content that you think will keep your leads engaged with you. This can be news about housing trends in the local area or related news that will keep you top of mind when they think about real estate investment.
If you have made a client of yours very happy with a home that you recently helped them to sell or buy, you should not be shy in asking them for a testimonial. By getting them to say a few nice things about you, the email that you will be able to craft off the back of this will be perfect for establishing you as a legitimate real estate agent, that gets the job done.