Making Email Work for Realtors February 25, 2020, | Posted by erin

Email marketing is an important channel for businesses in almost every industry, and the real estate industry is no exception. It can take some thought and strategizing, but realtors around the world see results from email, and more and more are getting onboard with using the channel to keep in touch with their prospects, and get the sales they’re looking for. Site Impact is, of course, in favor of using email for just about any industry; we’re confident that we can find a strategy and an audience for anyone. Today, we’re going to explore how realtors can make email work for them.

Email empowers realtors by empowering prospects

Ultimately, email marketing is a great option for realtors because it helps you to reach an interested audience that is already onboard with becoming a prospect. Property purchases are not--for most people--an impulse buy, but instead something that is considered and deliberated upon for days, weeks, or months. Email marketing for realtors should focus on exactly that aspect of lead generation and prospect management: your best strategy is to use email to provide key information that will help your audience make decisions about what, when, and where to buy. Newsletters are a great general purpose method for this, but prospecting emails, cold and warm emails, and more all provide you with opportunities to empower your prospects to buy--in a low-stress channel that they can return to whenever they want.

Personal touch is absolutely key

Real estate is a personal business, no matter what level you’re selling at; it’s an industry built on relationships, which is actually a big part of why email marketing works so well within it. Maintaining a friendly touch with your prospects through personalized, targeted emails is a winning strategy for realtors. Using data to craft specific messages to your audience based on their geographic location, interests, whether or not they have children, and other factors can help you develop a strong connection that drives a solid conversion where more generalized email messages won’t accomplish the same goal.

Timing is everything

In general, time of day and day of week is an important factor for email marketing campaigns to achieve success. But when it comes to emailing to real estate prospects, timing is even more vital. Keeping track of where your audience members are in the process of decision making means that you can target key information to them at the best moments to buy--resulting in a better rate of sales. Time of day and day of the week are also important considerations more generally: Monday isn’t a great time to send, as an example, since your recipients will have an influx of emails. Look into the data and decide the best day to reach out for general emails, and time your more targeted, personalized emails to the cadence of your prospects’ progress through the sales funnel.

Email marketing is a win for realtors because it helps to maintain the personal touch that drives the industry. It does require a more specific strategy than other business areas may enjoy, but with the right strategy, timing, and focus, real estate agents can make email work extremely well, and boost their sales. Contact Site Impact to hear how we can help.