In real estate investing marketing, email is still a valuable asset if used correctly. There are more than 4 billion daily email users, and email marketing is one of the most effective ways to nurture leads down the funnel.
In 8 Email Marketing Must Do’s for Real Estate Investors, you learned how to build a better email campaign. But what are the best email strategies to employ as a real estate investor?
These three email marketing strategies work well in nurture and retarget campaigns, where your goal is to bring leads back to the sales pipeline and schedule an appointment with you.
Three Important Email Marketing Strategies
A monthly newsletter is a great way to maintain contact with leads and stay front of mind. Newsletters are supposed to be in a readily accessible format, easy to open and read. The best length for an email newsletter is 20 lines of text or 200 words – brief and digestible at a glance.
Your newsletter is an opportunity to provide leads with value. What kind of value? Anything that positions you as a reliable authority in the real estate investing industry, including:
- News on the market, its condition and whether sellers or buyers have the advantage;
- Links to blog posts you know are useful; and
- Helpful tips and ideas for homeowners
You will leave a lasting impression if you not only prove your knowledge and expertise as an investor, but also show you care about the seller experience by giving them access to helpful, need-to-know resources. Avoid self-promotion or ulterior motives.
When you provide the value, leave your recipients wanting more. Leave a call-to-action to keep them on board or engaged, and encourage them to respond. A response can be to “Request a Free Offer” on their property or “Subscribe” to your blog.
Drip marketing is when a constant flow of marketing material is sent to a lead over a period of time. The idea is to create long-term repeated exposure and through this start conversations regarding an offer or benefits of selling for cash. It is not exclusive to email marketing; it can also be done with direct mail and social media. But of the three channels, email is perhaps the most effective.
You may have heard drip marketing referred to as “lifecycle emails,” “an automated email campaign,” or even “an auto-response campaign.” It is a marketing strategy that sends, or “drips,” a pre-written set of messages to potential sellers directly into their inbox.
This email strategy should be launched with every new lead you acquire. These emails are sent automatically and include periodic prompts for a phone call or to “Request an Offer.”
Drip marketing is not a one-size-fits-all method. Instead, you must tailor your messages to your seller types. You’ll have a campaign for first-time sellers, another for FSBO, and one for probate, foreclosure, bankruptcy, and so forth. You must manage your leads and discover what type of seller they are before sending the appropriate campaign.
Most investors automate their email campaigns to free up time and ensure they do not miss a lead. Of course, you’ll need to be ready to respond to all lead messages and CTA clicks.
Sometimes a little something extra is enough to get a lead’s attention. What can you offer sellers that they’d be interested in? How about a free home value consultation? What about a market overview? Or you can tell leads you’ll cover their moving costs, and they can leave behind anything they don’t want for you to handle.
A special offer can be sent out every so often. Be sure to include instructions on how the lead can take advantage of your offer.
GoForClose Manages Email Campaigns to Get You More Leads
Managing an email campaign takes dedicated time and effort, same with any marketing medium. Sending emails, answering replies, responding to clicks – it takes a lot of work. GoForClose can step in to assist.
We accomplish your email goals and ensure high deliverability, while staying compliant with email marketing laws. Our email campaigns are segmented for seller types, personalized, and monitored for data and performance. We then optimize emails for tone and efficiency, and A/B test copy and subject lines to encourage lead responses.
Our email marketing is integrated into multichannel campaigns that include cold calls, SMS, and direct mail. This way, we stay in front of leads, nurture and retarget them, and move them down the funnel till they are ready to sell, at which point, we provide a warm transfer to you.
Once we pass the lead onto you, it will be in your best interests to continue emailing them, perform follow up, and move them through your acquisition pipeline.
If you have questions or are curious to know more, request a free consultation below.
April Henley is a Professional Writer and our Content Developer. She has 5 years of Real Estate Industry knowledge, and 8 years of experience writing copy for various marketing initiatives. She came to us from a Fortune 500 Real Estate Company (Lennar), where she co-created content for a partnership with Amazon and wrote a variety of multichannel, multipurpose pieces for home buyers and owners.