In nearly every industry, professionals are utilizing the power of email every day. Read on to learn how email marketing can provide significant benefits to your luxury real estate business.
Why should I invest my time and efforts into email marketing?
In every industry, marketers are working to get in front of the right customers at the right time. As a Realtor, it is especially important that you reach buyers and sellers at the right time, or else you risk losing them to a competitor; when selling luxury real estate, this could mean losing out on a huge opportunity.
Luckily, email marketing is an affordable, user friendly, and fully-customizable marketing tool to reach your target market. With email marketing, you can specifically segment your audience, customize your content, and engage with viewers today.
Here are the numbers…
- In 2019, there were 3.9 billion global email users; this number is expected to grow to 4.3 billion users in the next 3 years
- On average, for every $1 spent on email marketing, you may see an average ROI of $42
- 81% of small businesses report email marketing as their primary acquisition channel; 80% use email for retention
- Videos embedded in emails can increase click rates in general by 300%
- 63% of Realtors utilize email marketing
- 69% of Realtors include informative and sales content in their emails; there is greater value in sharing relevant and educational content than solely sales promotions
- Realtors gain 53% of subscribers from the internet, compared to 31% from current clients; this is an example of the importance of online marketing for leads and acquisitions
How do I start creating an email marketing campaign?
1. Create Sign-Up Options
While you can begin sending newsletters and other email campaigns to your current contacts, it is common practice to first ask contacts to subscribe; if you are sending emails to users who have shown interest in receiving this content, they are more likely to engage with you.
Place these sign-up offers wherever your visitors tend to frequent; this can include your website, social media pages, and wherever else you may encounter prospects.
There are many online tools available to simplify this process. Mailchimp allows you to add a signup form directly to your Facebook page. In Instagram, using a service such as Linktree allows you to add a link to your bio to access a sign-up form.
You can easily add sign-up forms throughout your website; you might choose to put a popup on your homepage, include a form at the bottom of every page, or create a landing page dedicated to signing up.
To ensure you gain subscribers, make the process simple and convenient; do not ask for too much information upon first signing up if you are engaging through a popup or social form, just a name and email is common practice. You can send an email later asking for more information when it is convenient for the user and gather more detailed information that allows you to segment your audience and offer up more specific and valuable information.
2. Segment with A CRM
The level of customizability is one of the greatest features of email marketing. Using most email marketing tools, you can easily segment your audiences; by creating specific groups of viewers, such as those interested in luxury real estate only, you are more likely to provide engaging and relevant content to increase click rates.
By segmenting, your viewers will begin to expect valuable and relevant content from you, and they will be more likely to continue engaging in the future.
The increased success you see from segmentation can also work as a strong selling point to clients; you are able to provide concrete evidence of who you are reaching and how effective your campaigns are. "I sent out curated emails and have a x% open rate and a x% click-through rate, therefore your property will be seen by x amount of people who are interested in your price range/location/etc,” is a much stronger selling point than vague promises of possible engagement.
3. Share Valuable Content
Email marketing is one of the most open and customizable digital media available. No matter the format of your content, there are ways to share it in an email. Of course, many clients will expect to receive information about listings in email newsletters, but there are other forms of engaging and valuable content you can share.
By segmenting, you can decide what content should take priority based on the recipient. For those exclusively interested in listings, you will want to include relevant listings at the beginning of the email, but don’t be afraid to include other related information like blog topics for buyers and other evergreen content that will be of interest to buyers.
For those interested in selling property, you may want to share more information about your recent sales success, as well as growing sales markets, tips for sellers, and other information that would be of interest to this segment.
In order to effectively segment, utilize the valuable information you receive from your email recipients. What they choose to read, what layouts and settings are most intriguing, and how often they engage are all important information that will help you better engage each segment.
By sharing diverse content, you show your audience that you are more than just trying to close a sale; you are an experienced professional with expertise and advice to share. Readers will continue to engage with your content knowing you offer more than just listings and are a trusted source of valuable information.
It’s about more than just content…
Although what you share is extremely important, how this content looks can have just as much of an impact on your engagement as the content itself. Especially when contacting high-level clients, how your content looks is just as important as what it contains. Having a professional-looking, easily readable, and well-designed email is essential to engaging these high-income individuals.
It’s also important to ensure that your content is accessible through all media; emails must be mobile friendly or you risk losing 24 to 77% of your email openings.
Every time you send an email, ensure that it is formatted correctly, is aesthetically pleasing, and is on-brand. This consistency in how your emails look will prove to be as important as the consistency in content; how your email campaigns look reflects on your brand image and professional identity as a whole.
Thanks for reading,