With more than 1.5 million active members of the National Association of Realtors and a limited supply of properties, the U.S. real estate market is more competitive than ever. If you want to be successful, you’ve got to stand out.
You’re probably using social media already but don’t stop there. Expanding into email marketing can give you the edge you need to build an audience of eager buyers and sellers, establish trust, and become the go-to resource for their real estate needs—all while keeping your marketing costs low.
While exact numbers vary by industry and business size, marketing professionals estimate that every $1 spent on email marketing results in a $36-42 boost in profits—that’s an incredible ROI!
If you don’t know much about email marketing, don’t worry. We’re going to take you on a tour of everything you need to know, including:
How to build a list of buyers and sellers you can market to
Seven types of emails you can send to your list
Tips for getting people to open, read, and engage with your emails
How to find the best email marketing software for real estate
Let’s unlock the door and explore email marketing...
First thing’s first: You need a list of potential clients to send emails to, which means you need to start building an email marketing list.
Here are four easy ways to do it:
Create a simple signup page with an opt-in form that asks for name, email, and zip code. Be sure to add the signup page to the navigation in your website or embed the form throughout your site so visitors can easily sign up for the email list.
Create a QR code that links to your website and add it to your business cards. Anytime you meet a potential client, offer them your card and ask them to sign up for the email list so you can stay in touch. (Pro tip: Many QR codes will expire unless you pay to keep them live, so look for a generator like Canva’s, which creates QR codes that never expire.)
Build your email list at open houses by encouraging attendees to sign up for your list to find out about more events. Place small signs featuring the QR code in the entryway or where refreshments are being served.
Share a link to the signup page on your social media accounts so followers can join the list. (Pro tip: sharing QR codes on social media doesn’t work since users must use their device cameras to scan QR codes.)
Now that you’ve started building an email list, it’s time to connect with your audience. Roll out the welcome mat and invite your audience in for a sneak peek of the real estate world, complete with expert tips, market updates, up-and-coming neighborhoods, and more.
Here are seven types of emails you can send:
Properties for sale: There’s a reason HGTV is so addictive: we love to explore floor plans, features, and decor. Pique your audience’s natural curiosity by sharing pictures, video tours, or interesting features of nearby properties for sale. Something you share may just end up matching what a potential buyer has in mind and prompt them to reach out to you for a tour.
Neighborhood spotlights: We’ve heard it before: Location, location, location. The neighborhood a property is located in impacts property value and taxes, equity built over time, and the overall resident experience. Buyers with kids likely want to be near schools and playgrounds, while young professional couples may be on the lookout for an up-and-coming neighborhood that offers some nightlife. Showcasing these elements can help potential buyers find areas they’re interested in and narrow down their home search.
Open houses and events: Fill up your open houses by sending out email invitations in the days or weeks leading up to the event. If you want to go the extra mile, include an option that lets your readers add the open house to their calendars.
Market updates: Rising interest rates, limited supply, and inflation have intensified the spotlight on the real estate market in the past few years. Keep buyers and sellers in the know by sharing regular market forecasts.
Tips for first-time buyers or sellers: The home-buying or -selling process can be overwhelming and confusing for first-timers. You can reduce confusion and build trust by explaining common processes and terminology or sharing pointers that may help first-timers have a more successful experience.
Client success stories: Your previous results are often the best proof of your expertise. Ask your clients for testimonials and reviews you can share in your marketing materials. The more personalized, the better — when someone emotionally connects with a story, they’re more likely to engage with you and become a client. (Don’t be afraid to ask for referrals either: 36% of sellers who use a real estate agent were referred to their agent by friends or family, so word-of-mouth is still a powerful vehicle for growing your business).
Newsletters: Want to send out something a little more robust? You can compile any combination of items on this list into a weekly or monthly real estate newsletter. Just choose a template in your email marketing software and update each section with the latest information.
Email marketing can seem more complicated than it is. There are three key elements that will help you engage your audience, build trust, and ultimately turn them into clients:
Clear, compelling subject lines and content: You’ll be competing with very full inboxes for attention, so lead with subject lines that clearly convey the value you’re sharing inside the email. This will prompt people to open and read. But don’t stop there — make sure the content in the email is living up to the hype by providing as much value as you can. The more you can educate and entertain your audience, the more likely they’ll be to work with you in the future.
Consistent communication: Consistency breeds familiarity, and familiarity breeds trust. Reach out to your audience on a regular cadence so they get used to hearing from you and you stay fresh in their minds. When they decide it’s time to buy or sell, you’ll be the first person they think of.
Strong calls to action: Cap off each email by guiding your audience toward the next step. If you’re hosting an open house next week, encourage people to calendar it and join you. If there are properties for sale in a popular neighborhood, ask buyers to act fast and schedule tours before those homes are off the market. And so on…
P.S. Don’t be afraid to incorporate some personality into your emails. Nobody wants to read an email that’s stiffer than the plastic cover on your grandma’s couch.
There are plenty of email marketing platforms out there but not all are created equal. Some are pricey, some are clunky, and some are downright confusing to anyone who isn’t a marketing expert. You don’t want any of these — you want email marketing software that will boost your real business without draining your time or wallet.
Here are a few features to look for when choosing email marketing software for your real estate business:
Opt-in forms that you can create and embed into your site with just a few clicks
Automations that can send emails on your behalf so you don’t lose any marketing momentum while you’re busy with other customers or even on vacation
Metrics reporting dashboards that show you what’s working well and where you can improve
Small business-friendly pricing that won’t leave you broke
By the way, SendGrid has all of these features and more — and you can start your email marketing program on SendGrid for free. Learn more about getting started with SendGrid and create an account in just a few seconds. You’ll feel at home in no time.
