Real estate email marketing is a widely used and effective strategy, consisting of email communication between real estate professionals or companies and their clients or potential clients.
Email marketing is continuously diagnosed as a dead and outdated real estate marketing strategy.
All this is because there are still professionals and companies in the real estate market who send marketing emails without context, personalization, and people who did not ask to receive the content.
If you want to know everything about how real estate email marketing can enhance your real estate marketing strategy and increase your sales.
What is Real Estate Email Marketing?
Real estate email marketing is email communication between real estate professionals or companies and their clients or potential clients.
The history of email as a marketing tool started around 1970, but it was only in the 1990s,
Thus, an email marketing strategy is efficient and does not fall into the recipient’s spam box.
What is the Importance of Real Estate Email Marketing?
When we talk about digital real estate marketing, email marketing is undoubtedly one of the mechanisms that bring the most results.
These data clarify that no other marketing channel is adopted so universally and on a large scale.
Absence of Algorithms
Email is a channel that you own.
When you post on Facebook or Instagram, some algorithms prevent content from being sent to all users who follow you on these social networks.
In the email, no such algorithms are acting behind. That is, you send an email to 300 people, and those 300 people will receive the content in their inboxes (unless there are technical problems along the way).
Great Financial Return
A real estate email marketing strategy needs only:
- Domain: Ideally, it is a professional domain. For example: @ imobmarketing.com.br.
- Email marketing tool: There are paid and free tools. MailChimp, one of the most used and famous tools globally, is open for up to 2,000 contacts. Sensational, isn’t it?
- Person: Someone who puts strategies and acceptable practices to work.
Given the need for little investment, email marketing becomes one of the strategies with the highest financial return.
How to Build an Email List?
The first steps in activating the email marketing strategy are to have an email list with only the people who asked for your content or allowed contact.
All this is because when we talk about email marketing, rule number one is never to buy a contact list.
As challenging as it is to build your list, some actions can help you.
Real Estate Blogs and Sites
The primary strategy for capturing emails/contacts is to make capture forms available on your real estate blog or real estate website.
Capture forms are spaces where people leave their contacts in exchange for something.
There are several ways to put them on your blog or website:
- Signature Box: Like the one at the end of this post and on the side of the blog;
- Banners: Take the user to register on the form;
- Internal Links: They also direct the user. Example: Send us a contact ;
- Pop-ups: No. They didn’t die. However, they need to have context and be good;
- Online Chat: Request the contacts of those who want to enter your online chat.
However, people must leave their contacts to provide something of value to them.
For example, it is possible to offer a free financing simulation, access to more information about the project, an eBook, a document, a spreadsheet, etc.
For all this membership and knowing that your client is there, social networks also become an essential channel for growing your email/contact list.
Some possible strategies are:
- Posts: Make posts inviting people to subscribe to your list;
- Ads: Make ads and capture the contacts of people interested in your content, product, or service;
- Messages: Get contacts and permission from people who commented on your posts or sent messages via inbox.
The people who call or visit your office are people interested in your business.
Thus, it is essential to get their contacts, ask for permission and, only after that, insert it in your database to send email marketing campaigns.
Real Estate Email Marketing Metrics
The measurement of results is essential for any real estate marketing strategy. After all, what cannot be measured cannot be improved.
Thus, evaluating the primary metrics of real estate email marketing will help understand the results generated and improve the next shipments.
Thinking to help you, I separated the primary metrics of email marketing. Shall we see them?
Rate of Email Delivered
The rate of emails delivered is calculated from the number of people who received the email about the number of emails sent.
Example: If you sent 100 emails, but only 90 received them, your delivered emails’ rate is 90%.
The two main reasons for an email not reaching the recipient’s inbox are soft and hard bounces.
The open rate is calculated from the number of people who opened the email concerning the number of people who received the email.
Example: If 100 people received your email, and 20 of them opened it, your open rate is 20%.
To have a reasonable opening rate of at least 15% (it may vary according to the type of email), it is essential to create an epic subject and away from words classified as spam.
The click-through rate is calculated from the number of people who clicked on an email element (image, gif, video, link, button, or other call-to-action) by the number of people who received the email.
If you want to have a reasonable click-through rate, on average 2%, you need to have something to offer that interests the recipient and think of the right calls-to-action.
CTR stands for click-through rate and is very similar to click rate metrics.
The CTR is calculated from the number of people who clicked on an email element by the number of people who opened the email.
The conversion is calculated from the number of people who did the action you wanted coming through your email marketing campaign.
Example: If 100 people arrived at your page through your email marketing, and 10 of them completed the action you wanted, your conversion is 10%.
Bounce rate is the metric corresponding to the bounce rate.
It is calculated from the number of unsent emails concerning the total email delivered.
There are two types of bounces that make up the bounce rate: soft bounce and hard bounce.
- Soft Bounce: It happens when the message is not delivered for some temporary reason. The most common reasons are a full inbox or server problems. A healthy soft bounce rate is below 5%
- Hard Bounce: It happens when the message is not delivered for any permanent reason. The most common reasons are invalid/nonexistent email or permanent server problems.
To maintain a low bounce rate, it is essential always to sanitize your email base.
Spam Marking Rate
Spam marking is set when the recipient manually marks your email as spam.
For this reason, it is a very relevant metric for providers when punishing senders.
In addition to maintaining a spam rate below 0.1%, it is essential to stop sending emails to these people immediately.
After learning all the theory behind real estate email marketing strategies, there is nothing fairer than seeing in practice how companies are making use of them.
After this complete guide, I’m sure you learned everything about real estate email marketing. Now it’s time to get your hands dirty and start creating your campaigns.