Best Real Estate Drip Campaign Ideas and Tips You Should Start Using

Best Real Estate Drip Campaign Ideas and Tips You Should Start Using
17 April, 2023 • ... • 907 views
Sara Kurczyńska
by Sara Kurczyńska

Thinking about launching an email marketing campaign, namely a real estate drip campaign? If so, you are probably looking for ways to make it as engaging as possible. It might seem difficult and complicated, but just a few small adjustments could end up having a huge impact.

In case you would like to learn more, read on! No matter whether you are looking to launch a campaign for first-time sellers, potential buyers, or eager investors, this article will help you out.

What is a real estate drip campaign?

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.

  1. Time. You can set the entire campaign up so that the customer or subscriber receives a message every three days or every week.
  2. Actions taken by the customer. For instance, you can start sending someone automated emails when that person signs up for the company’s real estate newsletter.

The benefits of using drip campaigns for business

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. 

Higher open rates

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.

Better profits

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.

Increased marketing-spend efficiency

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.

How to create and send drip campaigns for real estate

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.

Choose an email marketing service provider

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.

Develop a real estate drip campaign strategy

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.

Choose the design and start writing

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.

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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.

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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.

Schedule and launch the campaign

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!

Track metrics and keep on making the campaign better

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.

Tips for a successful campaign

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.

Segment your contacts by needs

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.

Avoid being misleading with your subject line

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.

Keep it informal

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.

Add a clear and compelling CTA

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.

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Source: Really Good Emails

Real estate drip campaign templates

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. 

An introduction 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.

Your real estate journey starts here!

Dear [Prospect],

We’re delighted to welcome you to [Website], your go-to destination for all your real estate needs. Whether you’re looking to buy, sell, or rent a property, we’re here to help you navigate the process and make informed decisions.

As a member of our community, you now have access to a wide range of home seller resources and tools to help you achieve your real estate goals. From property listings and market insights to expert advice and support, we’re committed to providing you with a seamless and personalized experience.

To get started, we recommend browsing our latest listings to see what’s available in your preferred location and price range. You can also sign up for our newsletter to stay up-to-date on the latest industry news and trends, as well as exclusive offers and promotions.

Thank you for choosing [Website]! We look forward to working with you and helping you achieve your real estate dreams.

Best regards,

The [Website] Team

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.

[Business], your real estate resource!

Dear [Prospect],

We hope you’ve had a chance to explore [Website] and discover all the ways we can help you achieve your real estate goals. As a valued member of our community, we want to make sure you’re getting the most out of your experience.

Whether you’re looking to buy, sell, or rent a property, we have the resources and expertise to guide you every step of the way. From market insights and property listings to expert advice and support, we’re committed to providing you with the information and tools you need to make informed decisions.

To take advantage of our full range of services, we encourage you to schedule a consultation with one of our experienced real estate agents. They can help you identify your unique needs and develop a customized plan to help you achieve your real estate goals.

Best regards,

The [Website] Team

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.

Have you found your dream home yet?

Dear [Prospect],

We wanted to check in and see how your real estate journey is going. Have you found your dream home yet? If not, don’t worry – we’re here to help.

As a member of our community, you have access to a wide range of property listings and resources to help you find the perfect home. Whether you’re looking for a cozy bungalow or a spacious condo, we have something for everyone.

If you’re still searching, we recommend narrowing down your search criteria to find properties that best match your preferences. You can also save your favorite listings and receive alerts when new properties that meet your criteria become available.

And if you need any help or advice along the way, our team of real estate experts is always here to assist you. Don’t hesitate, and schedule a consultation today!

Best regards,

The [Website] Team

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.

A listing promotion sequence

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.

Your Dream Home Is Now on the Market! 👀

Dear [Prospect],

We’re excited to announce that a stunning new property has just hit the market, and we think it could be your dream home!

Located in the heart of [City], this [Type of property] features [Number of bedrooms], [Number of bathrooms], [Square footage], and [Key features]. With its modern design, high-end finishes, and spacious layout, it’s the perfect blend of style and comfort.

We know that finding the right property can be a challenge, but we believe this one is truly special. That’s why we wanted to make sure you were one of the first to know about it.

To learn more about this incredible property and schedule a viewing, simply click the link below. We’re confident that once you see it in person, you’ll fall in love with it just as we have!

[Link to property listing]

Best regards,

The [Business] Team

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.

Time is running out — see your dream home today!

Dear [Prospect],

We wanted to remind you that the stunning property we recently shared with you is still available, but it won’t be for long.

Since we sent our last email, we’ve received a lot of interest in this amazing home. We’re confident that it won’t be on the market for much longer. That’s why we wanted to give you a friendly nudge and encourage you to schedule a viewing as soon as possible.

To schedule a viewing or learn more about this incredible property, simply click the link below.

[Link to property listing]

Best regards,

The [Business] Team

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.

Last chance to make your dream home a reality!

Dear [Prospect],

We wanted to send one final reminder about the incredible property we recently shared with you. This stunning home has been on the market for a little while now, and we wanted to make sure you had one last chance to see it before it’s too late.

As a valued member of our community, we know that finding the perfect property is important to you. This one ticks all the boxes, and we don’t want you to miss out on the opportunity to make it your dream home.

The current owners have expressed a strong interest in selling the property soon, so we encourage you to act fast if you’re interested.

To schedule a viewing or learn more about this incredible property, simply click the link below. We’re confident that once you see it in person, you’ll realize it’s the perfect fit for you.

[Link to property listing]

Best regards,

The [Business] Team

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.

An educational email sequence

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.

[Business] – investing in real estate made easy!

Dear [Prospect],

Welcome to [Business], where we believe that everyone should have access to the tools and resources they need to make informed decisions about investing in real estate.

Whether you’re a seasoned investor or just getting started, the world of real estate can be complex and intimidating. That’s why we’re excited to share our expertise with you and help you navigate the process of investing in real estate.

Luckily, we are here to help you out! Our blog covers everything from understanding the market and finding the right property to financing and closing the deal. We also provide tips and insights to help you maximize your return on investment and build a successful real estate portfolio. Check it out!

[Link to blog]

We look forward to sharing our knowledge with you and helping you achieve your financial goals!

Best regards,

The [Business] Team

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.

Understanding the latest real estate market trends 🔍

Dear [Prospect],

As a potential homebuyer, you’re likely keeping a close eye on the real estate market. Recently, there have been some significant changes that you should be aware of. That’s why we wanted to share some valuable insights with you about the latest market trends.

One of the most notable trends we’ve seen is a surge in demand for homes in suburban areas. With more people working from home and seeking larger living spaces, there’s been a shift away from densely populated urban centers. Additionally, interest rates remain low, making it a great time to buy.

To help you stay informed, we’ve put together a blog post that dives deeper into these market trends and offers some tips for navigating the current climate. You can access the blog post by clicking on the link below:

[Link to blog post]

We hope you find this information helpful as you continue your home-buying journey. If you have any questions or want to discuss your specific needs and goals, please don’t hesitate to reach out.

Best regards,

The [Business] Team

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.

How to estimate the value of a property you are considering

Dear [Prospect],

Are you considering purchasing a property, but remain unsure of its true value? Knowing the estimated value of a property is an important step in the home-buying process, and can help you make informed decisions about your purchase.

To estimate the value of a property, there are several factors you should consider, such as location, condition, and comparable sales in the area. To help you get started, we’ve created a blog post that outlines the steps you can take to estimate the value of a property.

[Link to blog post]

We hope you find this information helpful as you continue on your home-buying journey.

As always, if you have any questions or need further guidance, don’t hesitate to reach out to us. We’re here to support you every step of the way.

Best regards,

The [Business] Team

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.

Final thoughts

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.

  • Segment different contacts by needs. It can help increase open rates.
  • Avoid being misleading. Using a misleading subject line could lower customer trust.
  • Use email design that is both simple and effective. The more complicated it is, the less likely it is to drive engagement.
  • Keep it informal. It will make you seem more approachable, aiding you in building better relationships with customers.
  • Use mobile-friendly email design. With the majority of internet traffic coming from mobile devices, not being mobile-friendly means missing out on hundreds, if not thousands of potential clients.
  • Add a clear call to action. Without it, the customer might not take the desired action, lowering the overall effectiveness of the drip campaign.

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.

17 April, 2023
Article by
Sara Kurczyńska
Sara Kurczyńska is an experienced content writer from Poznań, Poland. She enjoys writing about digital marketing, as well as playing video games and petting her fancy rats. In her spare time, you can find her birdwatching and taking long walks around the local parks and forests.
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