Email Marketing in Real Estate

Posted June 13, 2017Blog

Email is one of the oldest digital mediums still in use. Despite its maturity, email remains an extremely effective marketing tactic and it’s a key piece of an online marketing strategy. Email marketing helps to build brand awareness and converts leads. Are you doing the most to get the best results from your emails?


Must be mobile

More people browse the web with mobile devices now than ever before, this includes checking email with their phones. Therefore it’s of utmost importance to ensure that your emails are mobile friendly. Be sure to test all emails on iOS and Android devices prior to sending them out. Tools, like Litmus, simulates how an email looks within different email applications and devices.

Include video 

Not only does including videos in your emails help you communicate your messaging in a more meaningful and interesting way, but it also can increase click-through-rate by 200 to 300%. Videos don’t have to be professional anymore, raw uncut footage is what consumers want; this gives consumers an exclusive behind the scenes look into your company and builds trust, and in turn, loyalty.

Drip marketing campaigns

It’s best practice to assign every new lead to an automated email drip campaign. Successful drip campaigns include a variety of emails that are sent automatically. Each campaign should be tailored to the individual prospect; this could be anything from a first time buyer to a luxury real estate developer to a seller, etc.

Automating lead nurturing drip campaigns frees up a lot of time and ensures that no lead falls through cracks. Constant Contact, ActiveCampaign and MailChimp are just some software that offer automation solutions that are well worth the investment.

Monthly newsletter

It’s important for an organization to send out a monthly newsletter to all clients with useful and interesting information because it will help you stay in touch with your database. It also provides value to your relationship with past and present clients and positions your business as an expert in the industry.

Segment your email subscribers

Segmentation is often overlooked because it takes more time and a few extra steps. According to MailChimp’s user data, segmented campaigns get 14.64% more opens and 59.99% more clicks than non-segmented campaigns. Reaching the right audience with the right content is one of the most effective ways to drive new business.

Email blast ideas

  • New listings
  • Open houses
  • Neighborhood highlights
  • New restaurant/business reviews
  • Local event schedule
  • Interviews with local professionals

Erika Quackenbush

Inbound Marketing Coordinator
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