Clearly, your goal for spending so much time online is to generate leads who will eventually turn into clients and closings. My goal here is to help you do that more efficiently. When you understand that the typical real estate agent converts less than 2% of Internet leads and the average Internet lead takes 8 months to convert into a closing, then it's important to figure out how to stay on top of ALL of your leads for a very long time and in the most efficient way possible. Phone calls are obviously the best way to convert a lead but getting them on the phone is incredibly difficult and rare. With that in mind, we need to create drip campaigns to help us stay in front of our database.
It's not enough to have a one-size-fits-all approach to drip campaigns. Be sure to check out the article I wrote covering 8 Email Campaigns You Should Set Up Right Now.
5 Emails You Should Add To Your Drip Campaigns
- Newsletter – Newsletters are valuable to send out to both sphere of influence (SOI) and your real estate leads. The content in your newsletter should be relevant to both groups. Your newsletter should contain interesting and relevant information such as up-to-date market reports, home tips, upcoming local events, at more.
- Special Offer - Each month, consider sending out special offers to your leads, such as: Free Price Analysis on your home; Free Relocation package for their area of interest; Free schools report; and so on.
- Event Invitation – Have you ever considered holding new home buyer seminars or seminars for empty nesters looking to retire and downsize? If you have a firm understanding of working with investors, you may want to offer seminars on buying investment properties. If you are holding an Open House, you may consider sending out an invitation to the list of your local buyer leads. Another great opportunity to connect with like-minded people in your database is by promoting local non-profit events. The opportunities are endless, you just have to look around and plan ahead.
- New Product or Service Announcement – Is there a new subdivision in your area? Is there an innovative building product that the experts at Lowe’s or Home Depot are demonstrating? Those can be great things to share with your database. It's important to help promote others, as it's a subtle way of also promoting yourself.
- Educational or Technical - I mentioned seminars earlier but you could also create videos and written articles on these same topics and send them out as downloadable white papers or educational videos. These educational emails will help set you apart as the expert in your market.
It's important to understand that you can’t just blast out the same message to everyone. Converting more leads into clients means that you need to segment your audience and then take the time to analyze and understand their needs and requirements. I would be remiss not to add that it’s a good idea to let people who are subscribing to decide on the frequency of your emails vs simply unsubscribing.
If your website allows for it, your sign up forms should be clearly visible on your homepage and include links to previous newsletters and emails so that prospects can get a taste of what content you produce and decide whether it’s appropriate for them or not. Feel free to ask them directly about their expectations. What information would they like to receive from you.
Content Is STILL King
Our email inboxes are bombarded with emails everyday so it's important to deliver quality content. Not just any content, rather content that your audience wants to read, and even better, share with others. Consider creating content as an important part of your daily tasks.
A great subject line is critical to your open rate. If all of your emails are simply self-promotional, your emails are going to find their way into your recipient's spam folder. You need to provide compelling information that is unique, interesting, and relevant.
As they say, "people do business with people they know and trust”. You need to become the local expert in your market. If nothing else, fake it 'til you make it. The information you're sending out lets people know that they can trust you and depend on you.
I hope you enjoyed these tips for upping your game when it comes to email marketing. Do you have any email topics or content that really works for generating responses? Please share with us below.