The Best Email Marketing for Realtors
Realtors can use email to connect instantly with a pool of potential buyers by providing direct, targeted information applicable to their audience. The best kind of email marketing campaign starts with narrowing down the market, then utilizes multimedia content within the mailing followed by direct contact with clients.
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Targeting
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To make the most out of your email marketing, you will need to know who to send the email message to. For example, rather then sending out new apartment listings to all of your clients, narrow down your list to only those with an interest in that specific property-type. To narrow down your markets, send a short questionnaire to new clients asking them to list the properties they are interested in. For example, a family may require a three- to four-bedroom home with a basement. Keep a database of your client's property needs and only send applicable properties. This will cut out your clients having to weed through properties that do not meet their basic requirements.
Video Email
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Rather than sending photographs of homes and apartments to your clients, you can create video email to give virtual tours so your clients can see multiple properties without leaving their computer screen. You can opt for an account on a free video sharing website or use a paid hosting side for your content. Walk through each property with a video camera showing clients the size, layout and amenities present. Then, when your client asks for three bedroom apartments in the area, you can send them links to the appropriate videos. After your client has viewed the properties, you can take them on live tours of properties they are still interested in, saving both the realtor and client travel time.
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Tracking
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Email marketing in realty does not end at sending out the email. To effectively market properties, you should track the success of your email campaigns. Email marketing websites and software will typically feature tracking built in that will give you statistics on who opens your emails, links in the email that are clicked and time spent with the information. When you receive feedback from your tracking stats, adjust the campaign accordingly. For example, if one property seems to not have many clicks or time spent with it, you may consider removing it from future emails while a popular property may deserve its own distinguished email in the future.
Follow Up
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After an initial email campaign, don't let the information sit out there without further action. Send a second email a week later or call your prospective clients and ask if they have additional questions or need additional information for any properties listed. This follow-up contact will keep your clients from feeling that they are just part of a database and can prompt tours of properties or potential sales.
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