If you’re a real estate agent, you probably know what email marketing is. It’s exactly what it sounds like: emails sent to clients (or potential clients) to advertise your services and available properties. This may be in the form of a weekly or monthly newsletter, a special blast advertising a listing or promotion, or in a less formal email just checking in with your regular clients. What you may not know is if that email marketing is truly effective today?
You probably already know that you’re not the only real estate agent in your area. As of May 2018, the National Association of Realtors® reports that there are 1,303,762 registered real estate agents in their system. There are a lot of people who do what you do in your town, and unfortunately, sometimes the client doesn’t choose based on reputation or merit, but simply by who is the most available.
Let’s try a little exercise. I’m going to ask you a few questions and you’ll say the first name that comes to your mind. Ready?
Name a fast-food restaurant.
Name a clothing store.
Name a locally owned small-business in your area.
The people who you’ve just named have been effective in their marketing. They’ve kept their names at the forefront of your mind, and the way they’ve done that is likely by constantly emailing you, playing commercials that you hear, placing billboards and ads where you see them, etc. You’re doing the same thing — by emailing clients and potentials clients, your name is always at the forefront of everyone’s mind, and the first name they speak when someone asks for a real estate referral.
We all probably have one company that emails us a little too much, but there’s really not a “too much” in real estate, in my opinion. Now I’m not saying that you should email your lists 4 times a day (I probably wouldn’t do more than once or twice a week, at the very most, but use your judgment). The worst thing that can happen is someone can delete your emails, or remove their address from your list, but at least they won’t forget you.
I once had a client tell me:
“I thought you were really annoying but that’s why I chose you. I figured that if you were that persistent in contacting me, you’ll be that persistent in finding a buyer for my home.”
Just a little food for thought.
You’ll definitely want to invest in an email management program so that you can make beautiful and eye-catching mailers and schedule them out in advance with ease. You can also tag certain clients or potential clients to only receive certain types of mailers, and you’ll be able to check back to view statistics on click and open rates. My recommendations for popular programs for real estate agents include Aweber, and ConvertKit.
Chastin J. Miles is a full-service real estate agent specializing in Dallas real estate, brand management, and client representation in a comprehensive spectrum of classes including single-family residential, condos and developments, commercial real estate, and luxury leases.