A real estate drip email campaign, also known as a lead nurturing campaign, is a set of automated email marketing messages sent to customers or prospects at predetermined intervals. The said intervals can be based on two things.
Launching a drip campaign real estate initiative is worth the hassle. It has some benefits, including higher open rates, better profits, and increased marketing-spend efficiency.
Drip marketing campaigns are likely to encourage customer engagement and get the highest open rates. The reason for that lies in the timing and relevance of such campaigns. What sets off a drip campaign is a specific action. If someone receives an email related to an action they have just taken, they are automatically more likely to open it. On average, a message triggered by a specific action taken by the client will have a 15.06% higher open rate than a newsletter sent to an entire real estate mailing list at the same time.
A drip campaign is all about nurturing leads and staying top of mind. In the long run, it causes those nurtured leads to make purchases that are 47% larger than the purchases made by non-nurtured leads.
Drip campaigns are often highly personalized, which could lead to an increase in marketing-spend efficiency. It was established that using personalized emails can lead to a 30% increase in marketing-spend efficiency.
Real estate drip campaigns can be a powerful real estate marketing tool for attracting and engaging potential buyers or sellers. Yet, creating and sending effective drip campaigns requires careful planning and execution. Below, we will outline the steps that you should take to create and send successful real estate drip campaigns.
To create and send drip campaigns for real estate, the first step is to choose an email marketing service provider that can support you in the entire endeavor. You could go with Selzy, which is highly valued for its cost-effectiveness and ease of use. In case you would like to try something else, make sure to check out our article about other real estate email marketing services.
When choosing a provider, consider factors such as pricing, features, and customer support. You may also want to look for a provider that offers templates related to real estate. Once you have selected a provider and created an account, you can start setting up the drip campaign.
Determine the purpose and goals of the campaign. Do you want its target audience to schedule a call with you, or do you want to promote a specific service? How long should the entire campaign last? What kind of result will you be satisfied with?
Remember to make the goals SMART — Specific, Measurable, Achievable, Relevant, and Time-Bound. For instance, the goal could be to increase the traffic to a particular landing page by 50% in the next three months.
After that, decide what content to send in each email. For the moment, come up with a general idea of what every message should contain and look like. It will make writing messages easier.
Next, create appealing and professional-looking emails. Ideally, you should use one of the templates provided by the email marketing service provider you choose in the first step. That way, you will not have to spend time and energy on designing a template from scratch. Selzy offers quite a few universal templates that you could use.
In case you are looking for real estate email templates in particular, you could check out some of the ones that Stripo has to offer.
Having chosen the design, you will need to write the actual content of each email. Remember not to be overly formal. It creates a distance between you and the potential customer, making you harder to connect with on a more personal level.
Other than that, you should make sure the emails all include a clear call-to-action. It could take the form of a button with text that encourages the recipient to visit a property listing page, sign up for a real estate newsletter, or schedule a meeting.
Now, you need to set up the email sequence using the email service you went with in the first step. In other words, you have to determine what sets off the entire campaign, set up the order in which the messages will be sent, and pick a specific interval at which it will happen.
Just before you launch the campaign, remember to review each email in the sequence for errors and broken links. If everything looks alright and every link works as intended, go ahead and launch the campaign!
It is important to track the campaign’s performance and make improvements where necessary. To do so, go through the analytics provided by the email marketing service provider you are using. Tracking metrics such as open rates, click-through rates, and conversions is key to measuring the effectiveness of any email marketing campaign.
Then, analyze that data to identify areas where the campaign can be optimized, such as adjusting the frequency of emails, changing the call-to-action, or updating the content. By doing so, you can improve the effectiveness of the entire campaign over time.
Now that you know how to create and send a real estate drip campaign, you might be wondering how to maximize its effectiveness. So, here are some tips that will help you do just that! Reading through each one is \worth it if you want to master the ins and outs of real estate email marketing.
If you have a large list of subscribers, segment them according to their needs. For instance, you could separate those who are looking for a luxury property from those who are interested in a budget-friendly apartment. Doing so will allow you to customize the content of each email and ensure that it is more relevant to the recipient.
The subject line of each email should be honest and straightforward. Do not make any false promises or use overly exaggerated language to draw attention. Otherwise, clients may become suspicious and will not open the message. If they do open it, they may just close it out of disappointment and stop opening emails from you altogether.
Using overly formal language and jargon will not impress the recipient of a message. Instead, it will make them feel like they are being talked down to. To keep the message engaging, try to use more informal language. As long as you do not overdo it, it should make it easier for you to connect with the client on a more personal level.
The call-to-action is one of the most important elements of any email. It should be clear and noticeable enough to grab the customer’s attention and encourage them to take action. To give an example, it could take the form of a button that says Register Now and links to a registration form.
In case you want to launch a real estate drip campaign as quickly as possible, we got you covered! We prepared three handy drip campaign templates you could use, including an introduction sequence, a listing promotion sequence, and an educational email sequence.
To begin with, let us go over an introductory drip campaign. As the name suggests, it is meant to familiarize its recipients with who you are and what value you can provide. Here is the first email in the sequence of emails that you could send to someone who has just signed up for a website with real estate listings.
The first email is a welcome email that introduces the recipient to a real estate website that you are running. Its main purpose is to establish a connection with the recipient and highlight the resources and services that you offer.
The second email is a follow-up email that reinforces the value of the services that you provide. It reminds the recipient about the resources available. It also encourages the said recipient to take action and schedule a consultation with one of your real estate agents.
The third email is all about encouraging the recipient to take action, whether it be scheduling a consultation with a real estate agent or exploring available properties. It is designed to create a sense of urgency and encourage the recipient to engage with the website.
The second drip campaign sequence we are going to talk about is a listing promotion sequence. You could send such a sequence of emails to someone whose search criteria match a particular property. Having received one or two emails from the following sequence, you increase the likelihood of that person actually booking a consultation with one of your real estate agents and purchasing the said property.
The first email is an introduction to the property that you are promoting. It should include a brief description of the property, as well as some of its key features and benefits. The purpose of the message is to pique the recipient’s interest and get that person to contact you for more information.
The email above creates a sense of urgency by reminding the recipient that time is running out to view the property listing. It mentions that there are other interested parties and encourages the recipient to take action before it is too late.
The last email in the sequence creates a sense of urgency by emphasizing that its owners want to sell the property in question as quickly as possible. It is meant to be a final push for the prospect to contact you and make an offer.
Last but not least, an educational email sequence is a series of emails designed to provide valuable information and insights to the recipient on a specific topic. Typically, it includes a mix of educational content such as tips, best practices, and guides, as well as links to relevant resources such as blog posts or webinars.
The first email in the sequence introduces the business and its purpose of providing the client with tools and resources for investing in real estate. It invites the prospect to check out the blog for more information.
The next email focuses on educating the prospect about the latest real estate market trends. It highlights the surge in demand for homes in suburban areas and low-interest rates, while providing a link to a blog post with more detailed insights.
The last email discusses the importance of estimating the value of a property and provides tips on how to do so. Just like the previous emails in the sequence, it includes a link to a blog post with more information. However, the entire sequence might as well be used to promote an upcoming webinar, a video, or an ebook.
Launching a real estate drip campaign is not as difficult as it might seem. What is more, it has a number of benefits, such as better brand awareness and increased customer loyalty. However, to guarantee its effectiveness, you will need to keep a few things in mind.
By keeping the things mentioned above in mind, you should be able to launch an effective and engaging drip email campaign. As a result, attracting buyer leads and seller leads alike should end up being both easy and time-effective, no matter whether you own a small business or a big enterprise.
