The listing flyer promoting the local fixer-upper or neighborhood’s best buys used to be the livelihood of real estate marketers. Today, however, agents must compete for homebuyers’ attention using advanced technology tools.
Pay per click and “likes” routinely pave the way to more listings.
Although technology has given real estate professionals new ways to communicate with homebuyers, the fundamentals of direct marketing still apply. In fact, agents and brokers have additional direct marketing techniques available to them than ever before, according to marketer Felicia Baratz.
“Direct response via email can help cultivate relationships with clients,” Baratz says.
Writing for Clean Slate, the blog produced by Better Homes and Gardens Real Estate, she spells out five ways to create successful real estate email marketing campaigns:
Think Simple, Clean and Relevant
- Ditch date graphics in favor of modern design elements and fonts
- Rely on quality content, such as advice buyers and sellers can use
- Share inspiring client success stories
Customize Your Campaigns
- Create separate content for buyers and sellers
- Categorize each lead so you work with a clean list (Read “Connect More Directly By Using List Segmentation” for more on list hygiene)
- Keep in mind that clients can change categories over time (Yesterday’s buyer can be tomorrow’s seller)
Show Appealing Properties
- Make sure your listings are tasteful and prominently featured
Don’t Get Too Personal
- Be warm in tone but not too informal
Give People a Reason to Respond
- Invite prospective clients to ask questions
- Encourage them to engage with you via social media
- Drive referrals through incentive programs
You also can boost the effectiveness of your direct campaigns by writing compelling email subject lines. Here’s our post: “Supercharge Email Subject Lines.”