This is where you can share recent updates and other news with your audience. You can put new listings or open houses in here, since that’s not all it will focus on. Making it a community newsletter and talking about upcoming events in the area is a great way to get it read.
Add post from their your latest blog or even any video walk-throughs you’ve put up recently. You can talk about the local market or any trends. It’s just a way to stay fresh in your lists’ mind. Have your logo or brand at the top of the email (as you probably should in the majority of them anyways).
This is kind of like a newsletter, but it’s just a bunch of blogs, articles or news that you find from all over the web and put together for your audience. You can add your own blog posts or something from your site as well.
The benefit of this is that it doesn’t matter it’s from someone and subject lines like “Check out these 10 housing trends” don’t depend on that. Consider digests the optimal email type for your leads who don’t have a lot of time to read through newsletter emails.
These are your holiday themed emails and things along those lines. It’s basically just taking advantage of timely events. Sports, Olympics or anything can be used for this, they don’t have to relate to your business, are or real estate at all.
This is where you can send out any information on listings or any buyers who are looking. This is also where you can focus on market reports and things of that nature if you want to as well. The key to this will be the next step though.
Segment Your Lists
This way, if someone clicked on a home value ad, then they should be in a different list that’s people interested in selling. Click through rates for sends to multiple smaller lists are higher than those for sends to just 1 large list. So this will all around improve your rates.
But segmenting them as much as you can (which won’t always be possible), will let you send your listings or open houses more freely, since you know you’ll be targeting people that have shown some sort of interest in that.
Text links get a bigger click through rate than buttons. Sending with your personal name and email that’s not branded with a big firm is also more successful.
Both links in the text and the url do well and better than buttons. People won’t open as emails as often with it seems affiliated with a bigger company. You need to have your own personal email so people feel connected and always use your own name to end it.
Stay in Touch With Old Clients
It’s probably a smart idea to have them in a separate list. This way you can send some tailormade ones to them. You already know by now how important the referrals and testimonials are from your past clients.
So be sure to stay in touch with them by sending holiday emails and occasional updates on events in the area.
Buzzwords and Email Habits to Avoid
Emailing your list of leads or past clients is important, so it’s important to keep this tool sharp. You probably can notice when your inbox is filled with useless emails or the typical buzz words that turn you off. It’s the same in real estate.
The “One Size Fits All” Email
This is one of the worst things you can do with your list. It is going to put a gap in any relationship you have with the customers that don’t apply to the email. Writing one or two email and blasting it off to your entire list every week, hoping it resonates with the multiple niches you have won’t work.
You need to segment them into groups. Buyer leads, sellers and even the different type of homeowners they are will all prevent this. Just make sure when you send out an email, everyone receiving it applies to what you are talking about.
No Clear Call To Action
Make sure it is easy to for the audience to quickly understand the point of the email. This also means that you should never have two reasons or different things to tell them. That is going to cause problems with the relations.
Clear CTAs are proven to lead to higher click-through rates and customer engagement. So keep it simple.
Useless Words or Sentences
If a customer reads a sentence or even a paragraph and doesn’t see it useful, they’re going to unsubscribe. Don’t ramble and waste space. Take as long as you need to get to the point in your messaging, but take no longer.
The only way to get and keep the viewer’s attention is to cut straight to the point. Respecting their time keeps a good relationship going.
Bad Email Sign-Offs
Adding some links and logos to take the viewer to your social media pages and your website is one thing, but a picture of you or any of the houses you are listing is not ideal. If the point of the email is to inform buyers of listings, then put that in the body.
It is not the place to have a short bio or a detailed paragraph about your company either.
The time at which you send your emails out is just important as the message and reason you are sending it. Triggered emails after someone subscribes or puts and gives you their contact information should come right after that.