Navigating the market isn’t as easy as it sounds. I mean, there’s a reason we hire real estate professionals to handle the sales process for us. The short truth is that potential buyers will only reach out if they’re interested in buying homes – and that’s just a fraction of the world’s population. It takes a sophisticated strategy to convert a prospective buyer into a sale. To achieve engagement, reach your audience and generate leads, your marketing needs to be supported by a powerful email marketing strategy.
If you are not a pro at email marketing, you should get in touch with a property marketing agency, who have expertise in this domain.
Email Marketing Tips for Selling Property
It’s tempting to send emails to all of your contacts, but email blasts can be counterproductive. Here are some strategies to ensure that your potential client is reading your email rather than deleting it.
1. Get relevant information on your potential clients.
No campaign will be effective if it’s shown to the wrong audience. Even with the right audience, the real challenge is establishing trust. After all, how likely are you to trust a random email in your inbox?
The secret in securing your database is to take advantage of Facebook advertising. Your email marketing strategy must go hand in love with your lead generation efforts because at the end of the day, that’s the only measurable outcome. Email marketing’s main job is to educate, entertain and engage, and it is fuelled by your content. So look at your content marketing goals, whether they’re brand awareness, leads, sales or web traffic; then make sure your email marketing is supporting those, and that you’re using it to exploit the full opportunity to generate leads.
Once you receive a Facebook lead, simply add them to your existing EDM database so that they can participate in your nurture journey, best created as an automated sequence.
2. Content is key (and your subject line)
The majority of the population rely on the subject line to judge whether an email is worth opening, so make it a good one. Personalisation is the king of content marketing right now so mention your prospect’s first name or use personal pronouns where possible. Don’t forget to install a sense of urgency, prompting them to read it immediately upon receipt. If there’s no incentive to read it now, why would they?
To guide the emails you produce, it’s imperative to establish clear content pillars that enhance your brand’s strengths, values, capabilities, and perspective on the market. Every outlet you have, every platform that’s out there promoting your brand needs to be saying something consistently, helping strengthen your brand and ROI.
As an overarching guide, it must be quality, regular, and consistent. We strongly recommend you start emailing organically, regularly, for at least a month before starting any paid promotions to build an email list as it establishes a bank of content for your audience to engage with. Majority of our clients with a stable loyal database email once a week with a combination of content which is educational and promotional.
3. It should be of value.
Your prospect will open your email if they feel that it has something to offer them. If not, you risk being blocked or unsubscribed, which is another potential lost sale. Educational content that builds your brand and establishes trust is key, while tapping into pain points with a personal touch. You need to understand your user journey.
Imagine that your email hits the nail of pain with one particular reader this week. They’ve clicked through and ended up on an appropriate landing page. Now they’re reading your thought leadership article… where are they going next? Have you signposted the next step or better yet, have you asked them to take action and engage with conversation either through email, zoom or even a phone call?
Consistent and relevant emails that are published regularly can build momentum for your business and lift your profile as a credible publisher. This, in turn, strengthens your relationship with your audience and visitors to your website, with the ultimate end game being increased high-quality lead generation.
