Your guide to real estate email marketing: Build brand, attract clients, stay connected

Mark Twain once said, "Buy land; they're not making it anymore."

Indeed, the ever-increasing demand to own land, buy a home, and expand one's property portfolios creates a variety of challenges that real estate agents have to face daily.

One key challenge for real estate marketers is leveraging technology effectively to penetrate the competitive market, establish a brand presence, onboard new clients, and maintain constant communication. It's a tough code to crack, as the target audience in the real estate market consists of contacts from different geographies, demographics, social communities, and preferences.

Enter: email marketing

As it is for many industries, email marketing is a crucial channel when it comes to real estate marketing.

Modern email marketing platforms often serve as a single solution that real estate marketers can use to create personalized and consistent communication processes with clients, improve brand presence, increase conversion rates, boost ROI, and more.

Here's a story of a Zoho Campaigns' customer, Ansh Virmani—the 25-year-old CEO of TVG Realtors. Read more to learn how TVG Realtors upped their marketing game by achieving a conversion rate of roughly 10%, with even more prospects in the pipeline.

To help you get started, we've come up with a few essential tips to help you build your own real estate email marketing strategy. Happy Email Marketing!

Three tips for better real estate email marketing

1. Maximize curb appeal: Welcome email strategies

Your prospective buyers' first touchpoint might very well be through your welcome email campaign. Start by sending a series of welcome emails to introduce your subscribers to your brand and offering gradually.

Here are a few takeaways to optimize your welcome email campaigns.

Stock up on high-quality images of your property

It's no secret to real estate marketers that a property's aesthetic appeal when viewed from the curb serves as your buyer's first impression. So begin by capturing high-quality images of your property taken from the curb.These images play a pivotal role in successful real estate email marketing

Showcase your property's curb appeal with Zoho Campaigns templates

Now that you have a stock of beautiful images of your property, it's time to showcase them to your contacts, in your email campaign.

Explore Zoho Campaigns's template gallery and pick your favorite ready-to-use real estate email templates from our template gallery.

2. Understand and manage your contacts' preferences

Customer preferences play a big role in shaping the real estate market. After the first touchpoint, you could send a series of email surveys to gather more information about your contacts' preferences.

Here are some bonus tips on how you can craft a well-designed email survey campaign:

Be concise

Keep the survey short and varied with multiple-choice, rating, and open-ended questions. Make sure it's visually appealing and mobile-friendly.

Provide offers and discounts as incentives

Offer a service discount or a chance to receive a free gift card in order to boost the number of completed survey responses you receive. Highlight the incentive in the subject line and email content for maximum engagement.

Analyze and act on your data with topic management features

You know that tiny "Unsubscribe" text in the footer of every marketing email you receive?

Well, you can also use that space to help subscribers manage their subscriptions. Zoho Campaigns' topic management feature enables you to create a space where your subscribers can assess the various topics your brand sends out emails about and opt in only to the ones relevant to them.

As a real estate email marketer, you probably send email campaigns covering multiple topics for different subsets of your audience, perhaps ranging from property listings, market updates, holiday greetings, special promotional offers, and more.

You can oversee and structure all of these campaign communications with Zoho Campaigns' topic management tool.

3. Automate your real estate email marketing strategy

To reap fruits from email marketing, it's essential to consistently send a series of email campaigns, triggered at the right time and sent to the right subset of your audience. And it requires an ample amount of time and human resources to space out campaigns strategically in order to nurture leads, educate subscribers, or promote products or services.

This often-arduous process involves selecting your target audience, crafting an email campaign, sending it, and following up with the next set of campaigns. But what if you had a space where you could not only plan and build campaigns, but also automate the entire process?

That's where the workflow feature of Zoho Campaigns comes into the picture; it's a tool you can use to streamline your drip email campaign process.

Zoho Campaigns' workflows enable you to drag, drop, build, and automate your entire email marketing strategy. You can either choose one of our ready-to-use email workflow templates for a quicker start...

...Or you could build your own from scratch:

The benefits of automating your email strategy are plenty, and more than just helping you become a productive email marketer. Email marketing automation gives you time to plan and craft personalized email campaigns, nurture your leads consistently, and send your email campaigns to the right targets at the right time.

Recap!

From leveraging curb appeal to understanding customer preferences and effectively managing email subscriptions, Zoho Campaigns is the all-in-one tool you need to manage your email marketing strategies. And don't forget the pivotal role automation plays in streamlining your marketing efforts, maximizing productivity, and improving your overall marketing game.

And if you are interested in getting a tailored product tour to help you get started with building and executing your email marketing strategy with Zoho Campaigns, then feel free to book a demo with us today!

Happy email marketing :)