The real estate market can be a tough nut to crack. The market fluctuates from time to time, so it’s either feast or famine. There are also many real estate agents out there, hungry for business, so it’s very competitive.
But that doesn’t mean that there isn’t money to be made in the market. You need to be smart about how you market yourself as an agent if you want to have a lengthy client list. One of the best ways to do this is to stay in touch with your clients via email. Here are some guidelines:
1. Know your customers
To make a success of real estate email marketing, you need to know who your customers are. Find out as much about them as you can. When you’re meeting face to face, you have the chance to find out a lot of information. You can do the same online as well.
The first thing you need to do is build a list of email contacts. Never leave a meeting without someone’s email address. You can even get the contact details of people you meet socially. You never know when they’ll need the services of a good real estate agent.
If people visit your website, make sure you offer them the chance to leave their email address for you to add to your contacts list. Place a link to a questionnaire that allows customers to tell you more about themselves and what they need from a real estate agent. This will help you with the next step.
2. Take it personally
Clients get very irritated when they feel that they’re being treated like a number. They want to feel that you are giving them individual attention. You can easily achieve this by using personalized email marketing as a strategy.
To personalize your emails to clients, you need to know what they’re interested in. That’s where your fact-finding efforts, be they in person or online, are vital.
For example, you might encounter a client who’s looking for a two-bedroom apartment in the city. They’ll become infuriated if you keep sending them one-size-fits-all emails that are full of three-bedroom houses in the suburbs.
You can put clients in groups based on their real estate needs and send them emails that they’ll want to open and read. You can also send all your clients a weekly or monthly general newsletter email but never forget to meet their specific needs.
3. Consider the content
It’s not only about what you want to tell your clients, but it’s also about how you tell them. The content of your emails should be engaging and informative. There’s a balance between saying too much or too much. Aim to give the client the information they need while ensuring that they’ll be contacting you to find out more.
Write engaging content and descriptions, avoiding overused words like neat and beautiful. Make sure the photographs you add are well-taken. Don’t add too many images to the email. It can slow down the downloading process.
4. Analyze the results
After implementing a strategy, you need to monitor and evaluate its effectiveness. Be ready for the fact that what you thought would work isn’t getting the job done. But don’t give up on finding the right style of emailing to appeal to your clients.
Be open to new ideas and approaches that you find out about from colleagues or online. But bear in mind that they won’t necessarily suit your context. Your business environment is unique, so you might have to change your approach. It will be worth it in the end when your email marketing starts generating big sales.
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