How to Send Email Newsletters as a Real Estate Agency: A Step-by-Step Guide

0
120
Put your rating for this post for encouraging the author

Effective newsletters are a tool that helps real estate agencies attract new buyers, maintain contact with existing ones, and promote their properties and services.

To achieve maximum results from newsletters, it is important to approach their planning and implementation taking into account the characteristics of the target audience and strategic business goals. In this guide, together with an email marketing agency from the UAE, we will consider how to properly organize newsletters for a real estate agency.

1. Choose your mailing goals

The mailing goal determines the content and further strategy. Of course, it depends on your agency’s business goals and the general format of communication with clients, but the following mailing goals will be relevant for any real estate agency:

  • Retaining current clients. Regular interaction with your clients will allow you not to lose them over time, and when any need arises that you close, the client is more likely to contact you, and not your competitors.
  • Sales and promotion of specific real estate properties. You can influence the decision-making period by revealing important details about your properties – regularly highlighting the pain points you solve and telling emotional stories that help tip the scales in favor of your agency.
  • Strengthening the brand and increasing the loyalty of both current and potential clients. Collect contacts of potential clients to warm up their interest in your company, gradually turning them into loyal customers. Here you can talk about objects, and about the advantages of your agency over competitors, and even about important events for the agency – the company’s birthday or the opening of a new office. Any personal stories from your team and specific people will bring you closer to consumers. If you do not have customer addresses for mailing, you need to start by collecting them. Remember that you must obtain consent from users to receive mailings, this is a legal requirement.

2. Segment your customers

To increase the effectiveness of your mailings, it is important to divide your customer base into groups based on their interests and behavior – segment them. This will allow you to more precisely define topics for your mailings, which means they will be more useful for your audience. Taking care of your customers will increase their loyalty to you 🙂

You can segment by the following criteria:

  • Property type and format: apartments, houses, commercial real estate and rental, purchase or sale of properties.
  • Price range: budget, mid-range, premium.
  • Geographical location: city, district, neighborhood, selected range on the map.
  • Sales funnel stage and customer type: potential customers, those who have already made a deal, active buyers or tenants, and there may also be potential and current owners of properties, landlords or agents.
  • Sources of interest: customers who have subscribed to news, visited the site or participated in webinars.

Well-thought-out segmentation will allow you to create targeted and more effective mailings.

3. Personalize your emails

Here are some ways to personalize your emails:

  • Address by name. Use the recipient’s name at the beginning of the email to increase loyalty
  • Consider previous interactions. Send personalized offers based on the customer’s previous requests or actions. For example, properties viewed on the site or purchases made.
  • Use recommendation blocks. Offer properties that match the customer’s interests. For example, by property type or geographic location

Personalization increases the level of trust and customer engagement.

4. Create quality content

It is important that the content of the letter is useful and relevant to the interests of the target audience. To do this, you need to know your audience well, communicate with them and ask questions.

Don’t forget about the following elements of the letters:

  • Craft a Compelling Headline. Your headline needs to capture attention while accurately conveying the essence of the email’s content. Aim for specificity to ensure it resonates with your audience.
  • Valuable content. Share useful information, such as advice on buying real estate, market news, announcements of events or webinars.
  • High-quality images. Use high-quality photos – clear, but reflecting real objects, and not downloaded from the network.
  • Call to action (CTA). The user must understand why he needs the letter – add a specific call to action. These can be buttons with calls such as “Find out more”, “Sign up for a viewing”, “Get a consultation”.

Don’t forget that the letter must necessarily contain an unsubscribe link. So that the recipient can unsubscribe from the mailing list without performing rituals in the form of receiving an SMS code or registering. The more you care about the recipient’s comfort, the better their attitude towards you 🙂

5. Choose a suitable mailing platform

The easiest way to organize mailings is through specialized services: ESP or CDP platforms. The top 5 popular mailing platforms were discussed in detail in the previous article. Study the offered functionality of the platforms, compare it with your tasks to understand how suitable it is for you.

Pay attention to the presence of a single user profile, this will simplify tracking interactions with clients. Check the possibility of personalizing mailings, automation using ready-made scenarios, audience segmentation, A/B testing of letters and a number of other functions that were discussed in this article. It is also important that the interface is understandable, especially if you are a beginner – this will help you start making mailings without any difficulties, and not adapt for months.

6. Determine the frequency of mailings

We will immediately note that there is no concept of “too frequent mailings” and here’s why: when the mailing is interesting and really useful, the user will not mind receiving it every day. Therefore, think not about the frequency, but about the quality of your letters.

At the stage of warming up the domain, mailings must be done every day. This way the mail provider learns about you, and you gradually acquire a reputation. This should be for at least 2 weeks, until the mail service algorithm “gets used” to your mailings. This reduces the risk of letters ending up in spam.

Here are some tips on how to determine the optimal frequency of mailings after the warm-up stage:

  • For most real estate agencies, it is recommended to send 1-2 mailings per week: this way your client will not have time to forget about you, but you will also have time to prepare mailings.
  • Consider the seasonality of the real estate market: during periods of increased interest, you can increase the frequency of mailings to 4-5 times a week. This is relevant in late summer and early fall, for example, when students and their parents are actively looking for apartments.
  • Analyze audience responses and adjust the frequency depending on the behavior of recipients. To do this, track the metrics of openings and CTR.

Remember: the main thing is the benefit for your client!

7. Automate mailings

Automation allows you to reduce the time and resource costs of mailing management. This is especially relevant when you have headings like “Best offers of the week”. Among automated mailings, trigger and transactional letters are automatic messages sent when certain actions are performed. For example, after registering on a website, requesting information about a property, or a personal consultation.

8. Use A/B testing

Testing helps improve the results of your mailings and understand which elements work best for your contact base. Conduct A/B tests to check:

  • Different email subject lines.
  • Different calls to action.
  • Alternatives to the design and style of the letter.
  • The time of sending the mailings.

It is important to test only one parameter, and not several at once, otherwise the testing will be statistically invalid. It is also common to conduct an A/A/B test, where one version is the control, to check the reliability of the results.

Based on the testing results, optimize the content and email marketing strategy.

9. Analyze metrics

After launching a mailing, it is important to analyze its effectiveness. The following key metrics will help evaluate the success of the campaign:

  • Deliverability is the percentage of letters that were delivered to users, both to the Inbox and to Spam.
  • Opening is the percentage of recipients who opened the letter.
  • Link clicks – the percentage of recipients who clicked on links within the email.
  • Conversion – the percentage of users who performed the target action: for example, clicked on a link and made a purchase and signed up for a consultation.
  • Unsubscribes – the percentage of recipients who unsubscribed from the mailing list.

Regular analysis of metrics will help you understand what your audience likes, adjust your approach, and improve results.


For more detailed information or personal consultation on mailings for your business, contact the experts at WGG email marketing agency.

Write and Win: Participate in Creative writing Contest & International Essay Contest and win fabulous prizes.

LEAVE A REPLY

Please enter your comment!
Please enter your name here