As a real estate agent, you know that building a strong client base is essential to your success. One of the best ways to reach potential clients is through email.
Email lists allow real estate agents to stay in touch with their past, present, and future clients, keeping their name and business top-of-mind.
In today’s competitive market, an email list can give your real estate business a significant advantage over your competition.
Why All Real Estate Agents Need an Email List
Simply put, an email mailing list allows real estate agents to build relationships with current, past, and future clients.
By staying in touch and providing valuable information, you can establish yourself as a trusted source of information for all things real estate.
When it comes time for someone to buy or sell a home, they are more likely to turn to you to represent them as their real estate agent.
By sending out periodic emails with information about new listings, open houses, community news, or real estate market trends, you can keep your name and business at the forefront of their minds.
Do You Have An Active and Engaged Real Estate Email List?
Real estate agents know how important it is to always be generating leads.
But generating leads is one thing; converting your real estate leads is a whole other ballgame.
Using email as part of your real estate marketing strategy allows you not only allows you to build relationships but it also opens doors to new leads in the form of referrals.
Many Realtor email marketing strategies struggle to provide desired results. Real estate agents know that email is full of potential leads that they can reach out to at any time, but without the right content and plan, their emails fall flat, and their readers become unengaged.
When your real estate email list is unengaged and stagnant, you’ll notice low open rates, even lower click-through rates, and higher-than-average unsubscribe rates.
A good way to gauge engagement on your real estate agent email list is to look at how many subscribers open your newsletters and click on your call to action.
If you see that people are regularly opening and clicking, then that’s a good sign that they’re engaged with your content.
Another metric you can look at is how many clients consistently return for your help.
If you have a lot of people who keep coming back to you, that’s a good indication that they value your services and find you helpful. Finally, you can also look at how many referrals you receive from your contacts.
If people are constantly sending their friends and family to you, it’s a good sign that they trust you and think you’re the best in your field.
By keeping an eye on these metrics, you can get a better sense of how engaged your Realtor email list is and whether or not they’re finding value in your content.
How to Build the Best Email List as a Real Estate Agent
If you’re looking to build a strong email list full of engaged subscribers, there are a few things you need to do.
Define Your Goals and Target Numbers First
Before you start growing your email list, it’s important to know what your goals are and what target numbers you’re hoping to reach.
Do you want to stay in touch with past clients?
Keep current clients updated on new listings, or attract new leads? Once you know your goals, you can start working on a plan to reach those targets.
Have All Your Real Estate Subscribers Opt-In the Legal Way
It’s important that all the subscribers on your email list have opted-in to receive your emails.
This means that they’ve given you explicit permission to contact them via email.
If you don’t have this permission, you could be violating anti-spam laws and end up getting fined or blacklisted.
So, make sure you’re only adding people to your list who have given you their permission to contact them.
Find a Real Estate Agent Email Service Provider You’re Comfortable With
There are a lot of different email service providers out there, and it can be overwhelming trying to choose one. But it’s important to find an ESP that you’re comfortable with because they will be handling a lot of your sensitive data (like email addresses).
Some things you might want to consider when choosing an ESP include price, features, customer support, deliverability rates, and privacy/security policies.
Create a Landing Page for People to Sign Up for Your Real Estate Email List
A landing page is a standalone web page that’s designed for one purpose only: collecting email addresses.
When creating your landing page, make sure it’s clear what people are signing up for and that the sign-up process is easy and straightforward.
The last thing you want is for people to get frustrated and give up before they’ve even entered their email addresses.
Keep Growing Your Email Subscriber List
Your Realtor email list should constantly be growing if you want to keep your business moving forward.
There are a number of ways you can grow your list, including running ads, hosting webinars/teleseminars, writing guest blog posts, participating in joint ventures/partnerships, and holding contests/giveaways.
Keep trying new things until you find what works best for your business and audience.
Segment Your List to Provide the Most Value
One of the benefits of having a large email list is that it gives you the ability to segment your list into smaller groups.
This allows you to send more targeted emails that are relevant to each group’s interests.
For example, if you have a segmented list of past clients, you could send them emails about new listings in their area or updates on the housing market.
Segmenting your list ensures that everyone on your list is getting value from your emails.
Tips for Using Your New Real Estate Email List
Maintaining an active and growing subscriber base is no easy task that and it can easily slip through the cracks if not handled correctly.
Always Follow Best Practices for Real Estate Email Campaigns
Real estate email marketing campaigns can be an effective way to reach potential clients, but only if they’re done correctly. Follow these best practices, and you’ll be well on your way to success.
Include a Link to Unsubscribe
It might seem counterintuitive, but including a link to unsubscribe in your emails is actually a good thing.
Because it shows your subscribers that you respect their privacy and that you’re not trying to spam them with unwanted emails, including an unsubscribe link also makes it easy for people to opt out of your emails if they’re not interested in receiving them.
So, don’t be afraid to include an unsubscribe link in your real estate email campaigns.
When it comes to email frequency, consistency is key.
You don’t want to bombard your subscribers with emails every day, but you also don’t want to go months without sending anything.
A good rule of thumb is to send one email per week. But even that can be too much for some people. The best way to find out how often your subscribers want to hear from you is to monitor your analytics to see how often emails are being opened compared to your unsubscribe rate.
Know When to Schedule Your Emails
Timing is everything when it comes to email marketing. You need to make sure you’re sending your emails at a time when people are most likely to open them.
For most businesses, that time is early in the week—either Monday or Tuesday morning. But that might not be true for your business. The only way to know for sure is to test different times and see which ones result in the highest open rates.
Don’t Have More Than One Call to Action
When it comes to real estate email campaigns, less is more.
That means you should focus on only one call to action per email. Trying to get people to do too many things will only confuse them and increase the chances that they’ll do nothing at all.
So, stick to one call to action per email and make it as clear and concise as possible.
7 Ways to Make Your Email List Work As Hard As You Do
You work hard.
But what about your email list?
Is it working as hard as you are?
If not, it should be! Here are 7 ways to make your email list work as hard as you do:
Share Featured Properties in Your Email Signature
Every time you send an email, you have the opportunity to showcase your latest and greatest listings. Why not take advantage of that by sharing featured properties in your email signature? Not only will this help to promote your listings, but it will also remind recipients of your expertise in the real estate industry.
Promote Testimonials as Case Studies
Have any recent clients given you a glowing testimonial? Use that testimonial as a case study in your emails! Not only will this help to build trust with your audience, but it will also showcase your successes as a real estate agent.
Use Your Emails To Promote Content On Your Website
Is there a blog post or webpage on your website that you’re particularly proud of? Use your email list to promote that content! This is a great way to drive traffic to your website and keep your audience engaged with your brand.
Send Out Community Watch Alerts About New Neighborhood And Business Developments
Keep your finger on the pulse of your community by sending out community watch alerts about new neighborhood and business developments. Your email list will appreciate being kept in the loop about what’s going on in their neck of the woods.
Touch Base On Birthdays And Anniversaries
A little bit of personalization can go a long way when it comes to building relationships with your email list. Be sure to touch base on birthdays and anniversaries so that your contacts know that you care about them as individuals, not just potential leads.
Watch Your Analytics To Know What Type Of Content Is And Isn’t Working
Keep an eye on your email analytics so that you know what type of content is resonating with your audience and what isn’t. This will help you fine-tune your email strategy moving forward.
Send Targeted Emails To Your Website Visitors Too
Did someone visit your website but not subscribe to your email list? Send them a targeted email encouraging them to sign up for more great content like what they just saw on your site!
Use Email Marketing to Sell More Homes
A well-built email list is one of the most powerful tools a real estate agent has in their toolbox, but growing an engaged email list as a real estate professional requires effort, consistency, and dedicating time to building quality relationships with your subscribers.
By following the guidelines laid out in this guide, you’ll be well on your way to having an engaged and active real estate email list that works hard for you.
To get your hands on the resources you need to start growing your database, be sure to check out our marketing membership, Rockstar Agent.