Learn all the ins and outs of email design for the real estate industry. We’ve gathered email examples, design tips, and tricks to make your newsletters flawless and stand out from the crowd.
With the advent of the Internet, buying property has never been easier. Searching for the home of your dreams can be done entirely online, and this is confirmed by statistics, as 51% of all buyers find next-generation homes through the Internet. However, how do realtors communicate with their clients in such realities? Email marketing comes to the rescue.
In this article, we will discuss real estate email marketing in general, share tips for running email campaigns, and give you some email templates that you can use in your campaigns.
Why use emails in real estate
Unlike many other areas, no one buys real estate impulsively, and it can take months to make a purchase decision. And with such a long decision-making time, email marketing is ideal because there is no better way to constantly communicate with hundreds of customers and “warm them up” for buying real estate. However, this is not the only reason why it is worth adopting email marketing in real estate activities.
Emails grant more control
Compared to other digital marketing platforms like social media or digital advertising, email marketing puts you in control. For example, when you post on Instagram or Facebook, you can guess who will see your content and when. But you cannot be sure about that.
On the contrary, your emails will be delivered at the set time directly to your email list. No obfuscated algorithm will prevent your content from being viewed.
Emails feel intimate
Email is one-on-one communication. They help create a relationship between you and the client. The main way to build relationships is to personalize emails so that they read them like personal messages from you. The closeness of an email relationship can quickly turn cold leads into warm leads.
(Source: Really Good Emails)
Emails are popular
With email, you don't have to wonder how to reach your ideal clients online because emails are an incredibly popular form of media. According to statistics, more than 4.37 billion people worldwide use emails and check them every day. So, whether you're focusing on a particular type of homebuyer or seller, or serving everyone in your area, real estate email marketing will work for you.
Audience segmentation
Email is one of the few marketing tools that allow you to divide your audience into segments and deliver different content to each segment. Different subscribers need different content approaches. If you give these subscribers the same content, you will quickly run into problems. Email segmentation means you can target both types of subscribers with content that is useful to them.
We’ve prepared a special article for you about email segmentation with lots of valuable tips and insights. Check it out!
Audience education
On average, homebuyers spend three weeks to three months looking for a new home on their own before contacting a real estate agent. By using real estate email marketing to inform these buyers about the home-buying process from the very beginning, you position yourself as a trusted expert. If these leads fail to find a home on their own, they will decide to hire a realtor. That is you.
In addition to giving advice on the process of buying property, your emails can also highlight new real estate offerings that can be helpful in finding houses for potential clients.
(Source: Really Good Emails)
Tips for creating successful real estate emails
You've seen the benefits of email marketing for the real estate industry, and you're ready to adopt this marketing approach. However, how to do it right? To answer this question, we have prepared some tips on how to create a flawless real estate email campaign.
Create an email marketing plan
The main task of planning is regularly posting interesting content to the audience. An email marketing plan allows you to:
- Set clear deadlines. For organizing an email campaign, this is very important. All involved employees will know by what time they need to hand in the work.
- Distribute the area of responsibility. The team will understand who is behind what tasks.
- Save time. You do not have to come up with new topics for emails every time. All of them will be in the content plan. You can always take something ready-made and immediately start working with it.
- Compile reports. You will be able to systematize the work of the email campaign. Reporting will serve as a guarantor that everything is moving according to plan.
- Provide regular content. Your subscribers will receive emails at the same time, developing a habit of interacting with you, and will also receive interesting content on a regular basis.
Focus on email open rate
Any email is considered a failure if it is not opened. That is why you need to focus on improving this metric by experimenting with content, subject lines, preheaders, post times, and so on. For example, you can make subject lines of different lengths, add or remove emojis, and you will already see the impact on the open rate of your emails.
Fill your email copy with a call to action
Once you get people to open your emails, don't waste their hard-earned attention. Optimize your email copywriting to encourage readers to take specific action. To do this, you need to correctly create the tone of the voice and trigger a call to action.
Most people don't want to receive emails that read like a marketing brochure. Instead, make your emails feel like a conversation between you and the reader. Add personalization elements, such as addressing by name, various manifestations of the recipient's activity, and so on.
In addition, a common mistake in email copywriting is having more than one call to action. Therefore, do not ask readers to respond to your email and share it, click on another button to read the article and hire you, and so on. Choose one main call to action and stick to your goal.
Keep an eye on email performance benchmarks
Real estate email marketing benchmarks are metrics used to assess the success of email marketing campaigns. Benchmark data can include email open rates, click-through rates, conversion rates, unsubscribe rates, bounce rates, and more.
We've taken a closer look at email benchmarks in our dedicated article. Check it out to learn more about email performance metrics.
Real estate email templates
Creating a good copy for a real estate business email can take a lot of time. You need to flex your imagination muscle for each email and ensure the email hooks the recipient. We decided to put together some real estate email templates you can use in your emails and customize them to suit your needs.
Template #1. Exclusive estate information
Hello [Recipient name],
Are you still interested in buying a house in [Neighborhood address]?
Then I have good news for you! There are new listings available right now that might just be what you've been looking for all this time.
They are not on the market yet, but I can share the details with you if we contact you before the end of the month.
Please feel free to select a spot on my calendar right now to schedule an online call.
If you have any further questions, just email me, and I'll be happy to help.
Best wishes,
[Your name]
Template #2 Property evaluation
Hello [Recipient name],
Thank you for your request for property valuation [Property address].
I'm already on it. I can provide a report within approximately [X] business days. The report will be based on the information you provided in the inquiry form on my website, as well as my analysis of recent sales in the area.
If there is any additional information you would like to add, please contact me right away.
Otherwise, I will get back to you when the report is ready.
Best wishes,
[Your name]
Template #3. Neighborhood information
Hi [Recipient name],
It was great to see you yesterday at [Address]. Thank you for stopping by. I remember you mentioned that you would like to see more houses in the area, so I thought I might add a few suggestions.
[Neighborhood name] is always a competitive marketplace due to its many advantages. Luckily, I've been working there for [X] years and know the place inside and out. Right now, I can show you [X] houses I think you might like.
Can we set up a meeting this week to discuss this matter? I would like to know more about your requirements and share my approach to the home-buying process if you don't mind. I believe that I am the one to help you find your dream home, but it's up to you.
I am looking forward to your reply.
Best wishes,
[Your name]
Wrapping up
Email marketing is a must in the real estate industry due to the benefits that emails bring. With the help of emails, it is much easier to communicate with customers and warm them up before selling real estate. Stripo can easily help you create custom emails for your real estate business.
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