The Role of Email Marketing in Real Estate Lead Nurturing

If you thought email marketing was dead, think again.

Even though many of us complain about it, the truth is we all
love email. So much in fact, that we sent and received a total of

281 billion
emails per day in 2018. And by 2022, that
number’s expected to reach 333 billion.

For marketing and sales pros, it’s not just about volume;
it’s about ROI. Research shows than Facebook and Twitter

But before you start firing off billions more emails, a word of
warning: Even the best tools can become meaningless if poorly
executed. Here’s how to successfully rock your email marketing
and close more real estate leads.

What can email marketing do for your real estate

Real estate is not an impulse buy.

Helping leads travel the long road toward finding their dream
home can be a lengthy process (one that can take anywhere from
five to
seven years
). So it makes sense that the more leads you have,
the greater your chances of closing those commissions.

This is where email marketing works its magic. Even with the
rise of bots, AI and video, there’s still no better way to
connect with hundreds or even thousands of people at the same

But how can you use email to warm up your leads without
losing that personal touch?

Two words: relevant content.

More on that in a minute. First, you should know that in real
estate email marketing, there is no greater sin than sending crappy
content. Realtors are influential members of the community. To gain
that trust and keep their personal brands intact, they need to make
every touchpoint count.

And those that do, win big.

Research shows
personalized emails generate up to 6x
more revenue than
non-personalized emails. So if you feel like you can’t be
bothered, trust that generic messages will only alienate your
leads. After all, no one likes to feel spammed.

real estate marketing.

3 simple rules for using email marketing to nurture real
estate leads

For most agents, the temptation to set up every new lead on a
year-long email drip is strong.

Unfortunately, it doesn’t do much to convert leads. And while
automation can definitely help you win back your time, it only
works if you do it right.

Here are three simple rules to help keep your email marketing
focused and effective.

1. Don’t confuse email marketing with lead

Sometimes email marketing and lead nurturing get a bit tangled,
but it’s important to remember they are NOT the same.

Lead nurturing is the process of supporting a potential client
(a.k.a. any person who isn’t ready to make a transaction with you
yet) as they travel the buyer’s journey towards a sale.

In real estate, there are lots of ways to nurture your leads.
You can set up regular phone calls, have face-to-face appointments,
exchange text messages, invite them to community events, and so
much more. Email marketing is just one of the tools in a vast

But as mentioned, inboxes are noisy. And without a well
thought-out, eye-catching email marketing campaign, your real
estate email marketing risks falling flat.

2. Tell them something useful, engaging and

The most important rule for sending a real estate email campaign
that will knock your leads’ socks off is to simply keep it

For instance, there’s no point sending a generic listings
email to warm seller leads. They’re probably more interested in
deciding whether or not it’s a good time to sell. If you want to
get their attention, send them an email detailing how much similar
properties have recently sold for in their area, rather than just
another brochure-style email.

3. Adjust the message to your lead’s buying

A lead who was browsing your website may have a much longer
buying timeline compared to a lead who searched for a specific type
of property on a
listing site like Zillow or Trulia

So why should they get the same email?

In the former scenario, a year-long autoresponder with listings
in their area might do just fine. In the latter, you may want to
kick off with an automated text message and then move to short,
targeted emails aiming to get the lead on the phone.

The top 5 email campaigns every realtor should

Okay, you’ve tried email marketing before and it didn’t go

Maybe you didn’t convert as many leads as you’d hoped. Maybe
you felt like it was a waste of time or money. That doesn’t mean
it doesn’t work.

Your approach might simply need a tweak.

Attention spans are getting shorter and with just seconds
to hook your reader, you’re going to have to put in a little
creative elbow grease to make every email count.

Here are some winning campaign types to try out:

1. Real estate listings: These need to be
relevant and located in your prospect’s area of interest.
Obviously, if someone is looking to live in Manhattan, you don’t
want to send them listings in Jersey. Likewise, if you have a lead
looking to downsize (let’s say the kids have flown the nest)
don’t send them listings for large family homes.

2. Housing market updates: For buyer leads
include house prices, mortgage rates, and property sales. For
sellers, focus more on the latest intel on homes sold recently in
the area. And don’t be shy, feel free to show off your recent
deals and wins.

3. Resource lists: Home buyer resources, home
seller resources, and homeowner resources. These can include:

  • An ebook about buying or selling a home
  • Newsletters with the latest market advice and tips
  • Tips for sellers to entice potential buyers
  • Simple hacks to present an open house
  • Tips and advice for homeowners like home maintenance, how to
    save water, keep energy costs low, backyard maintenance, and
    decorating ideas

4. A blog digest: Your blog is your voice and
your reputation. It’s how you show that you’re an authority in
your field. So don’t make your leads work to get the latest news
from you. Send it to them. And for extra value, share quotes and
ideas from blog posts via tweets and other social media postings to
help generate a buzz.

5. Testimonials: There’s nothing more
enticing than reading about other peoples’ experiences. Case
studies from happy former clients make for great email fodder.

market updates video.

Pro tip: A great way to connect with seller
leads is to send a quick video with your market updates to share
insider insights on what’s happening. (Source:
Follow Up Boss

A simple checklist for keeping it relevant

No matter which type of campaign you’re creating, remember
it’s about relevance.

And relevance = revenue.

You never want to treat your leads like just another name in
their database. Check to make sure you’ve covered the following

  • Personalize — You want to create trust
    immediately so use your own name, not just the name of the
  • Smash it with an awesome subject line — This
    alone can determine whether or not your email is opened.
  • Say something new — Sometimes this can
    include stating the obvious. What you consider common knowledge
    might be gold to your reader.
  • Real benefits — Give your reader tangible
    benefits like resources, how-tos, advice, and free downloads.
  • Keep it mobile-friendly — Most of us read
    emails on our mobile phones so make sure your emails will look ace
    on the small screen.
  • Video email — Ditch the text and say it in
    person instead. There’s so much you can do with a video. 81%
    of businesses
    already use or plan to use video as a marketing
    tool. This is one trend that isn’t going away.
  • Use an enticing Call to Action (CTA) — Give
    your reader a chance to act. For instance, sign up to a newsletter
    or download an ebook, or attend an open house. A well-written CTA
    is a great way to interact with your reader and get them to come
    back for more.

Seamlessly blend your email marketing and lead

From the minute you get a new lead, use your content as a way to
find out more about them.

This will help you create an email marketing campaign with far
greater impact. Set up opportunities in your CRM based on
behavioral triggers such as when a lead reads your email, visits
your website, downloads an ebook, comments on a tweet or Facebook
post to help you understand what they’re looking for and when
they need it.

Armed with some intel about your leads’ true intentions, you
can engage them in a way that makes them feel like you really get
them. Learn as much as you can about who they are and what they
need. Then think about creative ways to make each message special
until it’s time to pick up the phone.

And how do you use email marketing in your real estate business?
Tell us in the comments below!

Author: Dave Lawrence is the Head of Growth
at Follow Up Boss, a
CRM for real estate teams. In his role he spends his time ‘under
the hood’ of many of the top performing real estate sales teams
in North America, helping them leverage technology and process to
become more effective at delivering value and service to their

The Role of Email Marketing in Real Estate Lead Nurturing.

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The Role of Email Marketing in Real Estate Lead Nurturing

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The Role of Email Marketing in Real Estate Lead Nurturing