After you’ve grouped your subscribers together in different segments, it’s time to come up with a concept for the real estate emails you’ll send out. To make the most out of your email marketing, try to automate as many emails as possible.
You’ll want to have a mix of regular email marketing campaigns and automated workflows.
Regular campaigns:
- Just sold properties
- New or expired listings
- Current events in town
- Seasonal information
- Updates
Seasonal events and festivities are a good excuse to host something for potential buyers and sellers.
Automated workflows:
- Incentive email (e.g. when a subscriber signs up to receive a downloadable)
- Welcome email
- Relationship-building emails (a series of emails in which you introduce yourself, your service and what you can offer the subscriber)
- Automated new listing alerts or a weekly/monthly round-up of what’s new on the market using RSS campaigns
- Follow-up email after a meeting, viewing or sale
- Referral or testimonial email for happy buyers
- Drip campaigns (a series of emails to nurture customers, e.g. to get them from explorative to ready to buy)
- Win-back campaigns for readers that haven’t shown any engagement with your emails lately
Automated email sequences are easy to implement with the right email marketing software.
