3 Effective Email Drip Strategies for Real Estate
Though the internet is flooded with different marketing strategies, there are certain techniques which never stop working, like email marketing. The advantage of email marketing is you can reach a large number of people in a short period of time without spending much.
For small businesses such as real estate firms, low-cost solutions are the name of the game — making a strategic email marketing campaign all the more valuable.
However, email is a tricky thing. It’s hard to find time to follow-up with leads and contacts on your list, and considering how often you really should nurture contacts, it becomes an even bigger burden.
If you’re able to automate the follow-up process and nurture leads all they way to the point of conversion, your strategy would be significantly more effective, and you’d ultimately sign more clients — that’s where drip campaigns come in.
Drip campaigns allow you to place contacts into segmented email workflows and automatically send them messages based on actions they’ve taken or how long it’s been since they engaged — using your marketing automation tool, of course.
3 Real Estate Email Drip Campaigns
1. New Properties on the Market
An email drip strategy can be very useful in letting people know about new properties on the market.
If your market consists mostly of renters, they might make up their minds quickly about the property they want to rent. They probably don’t go to see more than five properties at most before making a decision. However, people who are looking to buy will probably consider at least twenty houses on average before making a decision.
In both cases, it can be useful to periodically update them with new properties for rent or for sale.
2. Interior Design Tips
All the emails you send out via your drip strategy don’t necessarily have to be dry and businesslike. You can also include some wildly creative ones with interior design tips. This is the kind of thing that actually gets people enthused about the idea of renting or buying a new home.
Here are some of the things people might be interested in:
- How to create more room in a small apartment or house via interior decoration.
- How to convert your spare bedroom into a study.
- How to decorate your nursery.
- How to get retro-chic interiors.
- How to decorate your home with an accent wall.
- How to express your personal taste via interior decoration.
These are just some of the ideas you can make use of in an email drip strategy. There are many other types of interior decoration tips that you could write about. Either address these topics in emails directly, or link to corresponding blog posts on your website to drive traffic.
To create the content, appoint someone within your agency who may have an interest in this topic to write tips in blog posts. Another option is to link up with online bloggers who write about this regularly and have them guest post on your blog. Up and coming bloggers will likely be quite happy for the extra publicity they get from being featured in your emails and on your website.
3. Tips for Buyers and Sellers
Buying or selling a home can be quite nerve-wracking, especially if you’re doing it for the first time. There are so many steps involved, from getting a pre-approval to doing a home inspection.
Most buyers and sellers want to have this entire process clarified for them in advance. So you can send out a series of emails with tips for them. Here are some possible topics for this series of drip emails:
- Saving up money to buy a home.
- Where should you buy a home? Things to consider.
- How to buy a home in a good neighborhood: what to look for.
- How your credit history impacts buying a home.
- What types of renovations will make your home more sellable?
- Should you buy a fixer-upper? Pros and cons.
Once again, you can write the material for these emails in-house or you can link up with bloggers who are already working on the topic.
The whole idea, when you send out drip emails, is to create and distribute content people find valuable—content that will be informational and interesting at the same time. A good email strategy goes far beyond trying to sell your agency and promote your services. You’re trying to develop a relationship.
For more real estate marketing tips check out these resources:
Inbound Marketing for Real Estate: What You Need to Know
15 Affordable Email Marketing Solutions for Small Business
