Email marketing is one of the simplest ways to make money in real estate. Why? Because, if done properly, it is the easiest way to generate leads to sales! It can take months, even years, for buyers to find their ideal property, so effective email marketing is essential during this period of time. Quality content, regular updates, and good communication are vital ways to encourage tentative buyers into taking the plunge. Here are six ways you can cultivate real estate sales using email marketing.
Keep up awareness
It seems very obvious, but this is one of the easiest, but failsafe, options when it comes to email marketing. Regular updates of new listings on the market is a bulletproof way to generate more leads. Keep the text short and simple, featuring a few punchy lines on why the property is a must have, include good quality, bright picture, and a clear web link to the full, detailed listing on your website. Another great tip is to include upcoming open house schedules for the property, and also show similar houses in the area – this will massively increase your traffic!
Arm people with the facts
After the 2008 financial crash, people are becoming a lot more cautious with where they invest their money. It is up to the real estate agency to show the potential buyer that they are making the right decision in investing in a particular property, so provide clients with plenty of information on the local area. “Giving people simple reports and sales figures really increase their confidence and willingness to invest, as they want to be sure they can easily sell the property again if they need to”, says Dianna Gregory, email marketer at Assignment Help. “Providing more niche information, such a neighborhood reviews, school and amenity information, and local restaurant reviews also helps hugely in nurturing these leads, as it makes people feel more comfortable and knowledgeable about what they are investing in.”
What do other people have to say?
Buying a house is not an easy, cheap, or short process. For people to put that much time and money into a transaction, they want an agency that they can depend upon and trust. There are hundreds of other real estate agencies out there to choose from, and the process of choosing can be very daunting for a lot of people. By sharing the experiences of previous clients, you can cultivate an atmosphere of trust and dependability, making leads more likely to pursue a property with you. Include previous buyers’ testimonials somewhere clearly on your emails and also on the landing page of your website, so that it is amongst the first things new clients see – it also works to subconsciously reaffirm it the more it is seen. Additionally, try and foster an atmosphere of having buyers refer their families and friends who are interested in property, too – is there some sort of deal or discount for referring others that you could advertise over email?
Show you’re the expert
The majority of people do not undertake real estate investments often, so they are generally unfamiliar with the terminology and legal jargon that surrounds it – looking over contracts and agreements can become very daunting for buyers who have little experience in the property world. Make their lives easier, and show your professionalism, by providing free resources for clients to refer to. “There are many ways to highlight to potential buyers that you are an expert in what you do – and something simple and easy to create can go a very long way”, says Katherine Knight, marketing strategist at Study demic. “A cheap tool such as a checklist of things to look out for when buying a house, a cheat sheet of legal terms, or a guide to the buying process can show that you’re willing to go the extra mile for them; it also shows that you are willing to be transparent and that you aren’t trying to confuse them by using legal terms that they don’t understand”.
Make it accurate!
There is nothing worse for ruining the air of professionalism than sending out an email to hundreds of potential buyers, only to later discover that there are glaring errors in it. Thankfully, there are tools out there to help create accurate, user-friendly copy, every time:
Somewhere where all real estate agents fall down is keeping links with old leads – choosing to buy a house is a big decision, and chances are, many people may have decided to make that big decision in the time when you have lost touch with them. By keeping in regular contact with leads via email, and showing them what is new on the market, you are keeping their interest piqued, reminding them why they chose you in the beginning, and your agency at the forefront of their mind while they decide. Be careful, though – there is a thin line between staying active and becoming annoying, at which point you could see your emails being sent to the spam folder!
Email marketing is one of the most accessible and easy ways to convert leads into actual buyers. If done properly, using the right words, including the correct links to your website, and not flooding peoples’ inboxes, you could see your profits hugely increase. Using these tips as a starting point, why not overhaul your marketing tactics – and email marketing is only the beginning! Analytics tools, social media, blogs, search engine optimization are all within reach, to increase footfall to your website, and therefore, your sales!