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You\u2019ve undoubtedly heard that you need to be sending marketing emails. Jason Pantana calls real estate email marketing the \u201cGreatest marketing channel of all time.\u201d But here\u2019s the kicker\u2026 Bad marketing emails can hurt you just as much as good ones can help establish your market credibility.<\/p>\n
Real estate email marketing requires precision and not generic ChatGPT copy which would only demonstrate how out of touch you are with your audience.<\/p>\n
In this blog, I\u2019ll show you five of my best real estate email marketing practices, how to write marketing emails, and five mistakes to avoid.<\/p>\n
Let\u2019s dive in\u2026<\/p>\n
Real estate email marketing involves using email campaigns to connect with potential buyers, sellers, and other stakeholders in the real estate market. By building a targeted email list, segmenting the audience, and delivering personalized, engaging content such as property listings, market updates, and home-buying tips, you can nurture leads and build strong relationships.<\/p>\n
Automated email tools and performance analytics can help you optimize these campaigns, ensuring timely and relevant communication that drives engagement and sales.<\/p>\n
Here is the No. 1 rule of email marketing for realtors which even experienced marketers violate way too often: Give more than you are asking for.<\/p>\n
You can have some purely promotional emails, but the entire idea of \u201cbrand content\u201d is to establish trust and form a relationship with your audience.<\/p>\n
Every email should have a message, and if you don\u2019t have something of value to contribute, then don\u2019t send an email. If you don\u2019t know what to say, it\u2019s simple. Identify problems and offer the corresponding solutions.<\/p>\n
It\u2019s actually a good idea to come up with a few real estate email marketing templates<\/a> to take the pressure of writing format out of the equation so you can focus on the message.<\/p>\n Besides delivering value, the second most important way to establish trust and familiarity is through your voice \u2013 what you say and how you say it.<\/p>\n Adapting a conversational, honest, and friendly tone will make your real estate email marketing seems more personal and less salesy (which is one of the biggest mistakes below). I\u2019m not saying you should be overly casual and say \u201cWhat\u2019s up, how\u2019s it goin\u2019?\u201d but also, don\u2019t be so formal that no one can hear YOU in there.<\/p>\n Keep sentences short and clear but also pay attention to the rhythm and cadence of what you\u2019re saying. Just read a sentence out loud to know what I\u2019m talking about.<\/p>\n Stylistic techniques can make sentences flow more naturally together. Anyone who says you can\u2019t start a sentence with \u201cAnd\u201d or \u201cBut\u201d or \u201cJust,\u201d doesn\u2019t know what they\u2019re talking about. Use ellipses and exclamation points sparingly but use them to add stylistic effect if that\u2019s how you speak! It\u2019s not about being grammatically correct; it\u2019s about what\u2019s easy to read and makes sense to express your voice.<\/p>\n Use whatever you can to make your writing more clear, interesting, and consistent with your brand.<\/p>\n Are you\u2026<\/p>\n Own it. Your real estate email marketing should sound like your brand, which should sound like you. To sound more like yourself, it\u2019s important to write about things you really care about. Write down what you value, what you\u2019re interested in, and how you can genuinely help people.<\/p>\n A word of warning, though: People can sniff out insincerity and manipulation from a mile away. Don\u2019t ever do that. Your success will be in direct correlation to your authenticity.<\/p>\n Every now and then, it\u2019s a good idea to share something about yourself that shows a little vulnerability, as if you\u2019re sharing a super condensed blog post.<\/p>\n Was there ever a time when you were in a bad position in life where the services that you now provide could\u2019ve helped you? Use it.<\/p>\n Another fantastic way to avoid the curse of sleazy sales language in your real estate email marketing is to tell an interesting story to demonstrate your point. If you can provide value, use a trustworthy brand voice, and tell a story within just a few lines, then you just wrote a masterpiece email.<\/p>\n Take an email you sent recently and try to come up with a super short story that represents your main point. This exercise will make you a master at writing emails.<\/p>\n \u00a0<\/p>\n What are the stages of your customer journey? I know you\u2019d love to just send someone an email and then they decide to list their home with you, but that\u2019s a big decision that requires more familiarity. It\u2019s critical to understand the marketing sales funnel<\/a> in order to formulate effective calls to action.<\/p>\n You want to make the leap seem as small and secure as possible \u2013 the obvious correct decision. So, instead of directly trying to get someone to list their home in an email, offer a CMA or annual equity report \u2013 something free that purely adds value without a price tag \u2013 and focus your real estate email marketing content around that.<\/p>\n There are a few ways to create a great subject line\/opening hook:<\/p>\n Below are some examples of real estate email marketing subject lines for each.<\/p>\n I\u2019m not saying that you should ever say something controversial that would isolate a segment of your audience. What I\u2019m talking about here is grabbing attention by addressing a pre-existing controversy.<\/p>\n Just say what\u2019s inside the email. No gimmicks. This is particularly important if the email is particularly important and must be opened. That is not the time to get clever and start putting benefits in your subject line. Stick with something clear and simple.<\/p>\n It\u2019s obvious and we already covered it but it needs to be said again. This is a huge mistake. If you\u2019re constantly harping on about the benefits of your services using bullet points, you\u2019d be better off not sending the email at all.<\/p>\n There is no \u201ccorrect\u201d length for your real estate email marketing. In general, shorter is always better for an email, but never let space get in the way of your message, your benefits, or your brand voice.<\/p>\n If you can stick to just three or four lines, that\u2019s amazing, but if you have a longer story to tell, use the space you need to tell it as long as the hook is good enough to keep people reading.<\/p>\n Once you\u2019ve written your email, go through line by line and cut any words you can possibly stand to cut. I\u2019ll be you there is a way to rephrase sentences to heighten the clarity and save some space.<\/p>\n Be careful with these and use them sparingly. Sometimes a little sales language is warranted and emphasizes your point, but often it\u2019ll make you sound insincere.<\/p>\n The opposite of providing value is sending out too many promotional emails that only state the benefits of your products and services. This does not create a relationship \u2013 it makes you annoying and people will become numb to it.<\/p>\n Now, you could say that your services provide value and by getting people to use your services, you are giving value-add emails. That\u2019s a lazy excuse for running lazy real estate email marketing.<\/p>\n Yes, you can include a CTA in every email you send but try to offer something else in each send, even if it\u2019s just insights into who you are and what you value.<\/p>\n Each email should have one focused topic connected to one CTA \u2013 unless it\u2019s a newsletter. You should be able to easily express the intention of your email in one sentence and provide a clear next step for everyone who reads it.<\/p>\n A newsletter is a little different because it will contain multiple bits of information which are relevant for different audiences. Be sure to clearly separate and organize the sections here so that people can get hooked by the headlines that resonate most with them.<\/p>\n The strength of every email you send will determine the success of your real estate email marketing campaigns. And the strength of your campaigns across email and every other channel you\u2019re working will determine the effectiveness of your marketing \u2013 and that\u2019s the lifeblood of your business.<\/p>\n It\u2019s a lot to keep track of, and it\u2019s nearly impossible to do it all by yourself while seeing with clarity. That\u2019s just one of the ways in which having a coach is invaluable.<\/p>\n When you sign up for coaching<\/a>, you step into marketing on an entirely different level, starting dialogues with leads that had previously been cold and opening up new avenues you might not have known existed.<\/p>\n I want your efforts to produce results and that\u2019s why I encourage you to schedule an info session<\/a> today.<\/p>\n<\/p><\/div>\nTip 2: Be Conversational<\/span><\/h2>\n
Use Stylistic Techniques\u00a0<\/span><\/h3>\n
Be Yourself<\/span><\/h3>\n
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Leverage Vulnerability<\/span><\/h3>\n
Tip 3: Tell a Story<\/span><\/h2>\n
Tip 4: Understand the Sales Funnel for Better CTAs<\/span><\/h2>\n
Tip 5: Focus on Subject Lines and Hooks<\/span><\/h2>\n
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Email Marketing Subject Lines for Urgency<\/span><\/h3>\n
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Email Marketing Subject Lines for Curiosity<\/span><\/h3>\n
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Email Marketing Subject Lines for Controversy<\/span><\/h3>\n
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Email Marketing Subject Lines for Exclusivity<\/span><\/h3>\n
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Personal Email Marketing Subject Lines<\/span><\/h3>\n
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Email Marketing Subject Lines for Transparency<\/span><\/h3>\n
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Common Mistakes Made in Real Estate Email Marketing<\/span><\/h2>\n
Mistake 1: Being Too Salesy<\/span><\/h3>\n
Mistake 2: Going Too Long or Too Short<\/span><\/h3>\n
Mistake 3: Lame Adjectives\u00a0<\/span><\/h3>\n
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Mistake 4: Always Asking for Something<\/span><\/h3>\n
Mistake 5: Losing Focus & Going Off-Track<\/span><\/h3>\n
Your Marketing Controls Your Market<\/span><\/h2>\n