How to Plan for Your Next Email Marketing Campaign
Email Marketing Strategies That Work for Real Estate
All successful email marketing strategies begin with a plan. Here is an eight-step plan designed to use from concept to sale. Each step includes how to apply it to selling real estate property.
The Funnel – Start your email marketing campaign with a sales funnel. It gives you a visual understanding of your email marketing strategy. Each layer of the funnel brings you closer to your goal.
Real Estate: Start the top of your funnel by making prospects aware of your listing. Move them into a consideration phase. Build a relationship with them, convert them and then follow-up.
The Sales Page – Whether you’re selling one product or ten, each product needs an individual sales page, also known as a landing page. Creating a landing page eliminates the distractions your visitor will find by going to a page on your website. The focus can more easily be placed your product.
Real Estate: Create a landing page for your listing. Include a description, photos or a virtual tour, targeted neighborhood information and a lead capture form. Write content that will compel your prospect to request more information.
Email Lists – For more targeted future emails, create an appropriate list for each product. Set up follow-up emails encouraging your contacts to visit other pages related to your product. Add your contacts to a list that targets their individual interests.
Real Estate: A good CRM program doesn’t have to cost a lot. If you’re just starting out or have a small list, use a free service like MailChimp. Set up targeted lists for buyers, sellers, etc. You can even set up a list for just your campaign. When someone completes your lead capture form, make sure it goes into the appropriate list.
Product Launch Calendar – Creating a calendar will help you schedule every step needed to be taken before, during and after your product launch. It’s a visual reminder of what needs to be done when.
Real Estate: Every successful Realtor® has a calendar. It’s where they add meetings, showings, inspections, and a host of other activities. It’s what helps them plan their day, month and year. Create a calendar for every step you need to take before, during and after your listing promotion.
Blog Post Calendar – Schedule your blog posts relative to your product launch. Promote your product as part of your Call to Action.
Real Estate: Write blog posts about the neighborhood, schools, events, and other activities in your listing area. Give tips for relocating and moving to new home. Include a “coming soon” or “featured listing” at the bottom of each post with a link to the landing page.
Social Media Calendar – Create a series of social media posts about your product. Include a link to your sales or landing page. Tell them to sign up for future emails.
Real Estate: Social media is a powerful way to promote your business. Schedule a series of posts about your listing with a direct link to your listing’s landing page. Ask them to complete the lead capture form to receive more information about the listing. Likewise, create a list of moving tips or a relocation packet and ask them to complete the form to get it.
Email Calendar – Using your auto-responder, create a series of emails relative to the product you’re selling. If you’re selling more than one product at a time, make sure your contacts are put in the appropriate list.
Real Estate: Create a series of emails about the property listing. These could also include information about you, the area, the buying process, etc.
Follow-Up Emails – Follow-up with contacts after your email marketing strategy comes to a close. Let them know that you have future products that they might be interested in.
Real Estate: After all the work you’ve put into creating and implementing a successful campaign, don’t let it stop there. Add contacts to a follow-up series. Start with a thank you. Move them to a monthly newsletter or other drip campaigns. Stay in touch.
Planning your email marketing strategy is the first step to a successful outcome. Create calendars that will remind you and your prospects what to do next. A plan will make a big difference in your conversion rates. You’ll also have a template for your next product launch.
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