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How to utilise Email Marketing for Estate Agents

Monday 09th September 2019
How to utilise Email Marketing for Estate Agents

Email Marketing is one of the most traditional forms of Digital Marketing and it continues to dominate as a dependable, affordable and top-performing marketing channel. Not convinced?

There are 3.8 billion email users worldwide, which is projected to grow by 3% until 2021. Email Marketing has a 4400% return of investment and 73% of millennials identify email as their preferred means of business communication.

It’s obvious to see why estate agents need to be utilising email marketing!

Luke has recently joined the team here and Property Webmasters will soon be offering email marketing as an add on service to our clients. In this article, we are going to demonstrate how estate agents should be utilising email marketing to their database to get the best possible returns.

Make a good first impression

Subscribers are most engaged when they have just signed up to a newsletter. They expect to receive something as a result of this. This is an opportunity to start things on the right foot, introduce your brand, let your audience know what they should expect and how you can help them. How can this be done? Nurturing subscribers through automated welcome emails.

Did you know…

  • Welcome email open rates are 42% higher than the average email.
  • Welcome emails have 5x the click-through rate of a standard campaign.

These statistics show how important it is to target these subscribers whilst engagement is at the highest.

Use data to target specific audiences

Email marketing allows us to send personalised targeted emails to users who have provided information on what they’d like to hear about. This is the perfect chance to make use of the information subscribers have provided and send them relevant and engaging newsletters. Knowing what subscribers are interested in increases the chances of your emails being successful.
Every subscriber is different and it’s important to acknowledge that not everyone in your audience will be aware of the buyer process. This is where email marketing comes in. Through educational content, email marketing can inform and provide knowledge to first-time buyers and communicate to them through each stage of the purchase lifecycle.

Encourage engagement to generate leads

Through capturing data and targeting specific audiences, estate agents can provide relevant content of potential properties to their subscribers. When sending out newsletters,  it’s important to encourage engagement from your audience. This can be done by prompting a response from the recipient or encouraging them to perform an action. Any email in which you receive replies from your audience can only help you. These replies can then lead on to conversations which, if dealt with correctly, will generate more sales.

Measure results

Unlike many forms of digital marketing, email results are almost instant. It’s important to measure how emails have been performing and identify what is working well and opportunities to improve. If the results aren’t great, make changes! Test alternative variations and see what works best with your subscribers. Email can be extremely subjective, what works for one person may not work for another. The only way to confidently identify what works and what doesn’t is through measuring your results, implementing tests and refining campaigns.

Reinforce your brand

Email marketing is an opportunity to present your brand in a positive way. This can be done through custom-branded email templates, engaging content and giving users the chance to provide feedback. Allowing users to provide feedback not only helps you grow and improve, but it gives you the chance to display positive feedback to potential buyers in order to generate leads.

How do you remarket to your database of past, existing and potential clients?
Do you even have a database?
How much opportunity is in your current database?
When did you last contact your past clients?
What are you doing to grow your current database?
Are you measuring how your campaigns are performing?
What email automation have you currently got set up?

Is your estate agency interested in email marketing? Or if you’d simply like to discuss this further, get in contact with us today!

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