Real Estate Email Marketing Better than Social Networks.
It saddens me to find real estate email marketing campaigns that are a waste of time. What these types of campaigns often achieve is just annoying those of us who receive them. On the other hand, sending sporadic emails to 100 – 200 people is not email marketing, nor is it anything. It is to send messages to see if any sneak in.
Some of the email marketing campaigns out there are elaborate. You can tell that some time has been invested in preparing them, but most of them border on pure spam .
During June I have received, (I have just counted them), 11 emails trying to sell me a new property that has gone on the market or selling directly, (that is, going to the neck without further ado), a plot of land or some property somewhere.
Considering how long these agents have taken to think, write, prepare the email and send it, it is clear that this activity has been a total waste of time . These real estate email marketing campaigns don’t sell a single pepper.
The email real estate marketing is more than sending an email to a database more or less extensive .. It ‘s all a process of analysis of the product, segmenting the target audience, design sequence postal appropriate, and of course … have a high quality database.
By the way, I just remembered a real estate agency blue world city islamabad that told me last year that it had a “huge” Database, to which they sent campaigns every month. Do you know how many emails that database had? About 3,500 or so. Do you know what it was like for them to send email campaigns every month? Send only 1 email every 15 days.
I told them they had to get a database of at least 20,000 potential clients. I also commented to them that their monthly campaigns should be 6 to 8 emails each month for their real estate email marketing campaign to be effective. As soon as I explained all this to my client, they almost gave them a stroke!
“What are you saying, crazy? Where are we going to get a database of 20,000 emails from people who are interested in buying a property here in Madrid? ” “Send 6 emails in a month? That’s a lot of emails, people will end up hating you! ”
To finish with this short story, I taught my student how to obtain online about 17,600 emails , from his potential clients in Madrid , in less than 2 months. I also showed that 6-8 emails well written and information “stimulating” , it was appropriate. So, I went from being a villain , to being a hero in a matter of 2 months.
Real Estate Email Marketing Needs Planning.
The first thing I want to say loud and clear is that there is no better online medium than real estate email marketing to attract clients interested in buying, renting or selling a property.
Facebook does not overshadow it; advertising on Google is miles away from being as effective as email. YouTube not even in dreams reaches the effectiveness of an email. The rest of the online media and social networks do not want to be compared to email, because real estate email marketing plays in another league.
What’s more, all social media campaigns rely on email campaigns to be effective. For this reason, the real estate sales funnel and real estate capture pages have been created. In addition, Facebook “Lead Ads” because they act as a sales funnel to attract potential buyers to your Facebook page or your website.
Real estate email marketing is the King of online recruitment. The only thing that can make you spare, and sometimes overcome it, is Real Estate Telemarketing ; but we’ll talk about that in another article. Let’s go straight to the topic at hand.
If you plan a real estate email marketing campaign well , you will have all the clients you need interested in buying or selling a property.
It all starts with the database capture or selection. You have to find people interested in buying a property in your area in the next 3 – 8 weeks. How to get a database of clients interested in buying a home in the next 2 months, say, in Buenos Aires? Easy. With what I call “hooks”.
Offer something free, that is of value to your potential clients, (who are looking for a property in, say, the city of Buenos Aires), in exchange for their email .
Once I have those emails, I launch a real estate email marketing campaign with a sequence of 8 – 12 emails for 1 month using an autoresponder.
And does this work? Send so many emails every month? It works like a charm when you plan well, with peace of mind and learning how email marketing works psychologically.
First, we are going to see the results that you can obtain with this strategy and then I will go into the psychological issue of email.
What Real Estate Email Marketing Can Do for You.
Let’s get straight to the numbers. Suppose we write a free Guide of about 25 pages including some tips, advice and tricks that few people know about how to buy a home in Buenos Aires. After all, a person buys a home every 10 years, at most, and does not know about real estate what you do. We designed this Guide a cover in 2D and 3D of one hundred pairs of noses
This free guide, once out of the oven, we prepare a campaign on Facebook Ads . We selected women and men who live in Buenos Aires, between 35 and 55 years old, with a medium-high socio-economic level, who earn more than $ 10,500 Argentine pesos per month, (this is a hell of a salary, at least in those days) and another group that earn between $ 5,000 and $ 8,000 Argentine pesos, (a floor that gives you to enjoy certain luxuries). Thus, we already have the 2 campaigns with different audiences to test later and optimize on Facebook.
“NOTE: If you master how to select the target audience on Facebook you can do magic. Facebook gives you incredible selection options. Are you looking for green haired women with yellow eyes? If they are on Facebook, Facebook selects them for you. That’s how sophisticated Facebook is ”.
We prepare 2 campaigns on Facebook for you to download this Quality Guide for free in exchange for leaving your email. The 2 campaigns of 30 days cost us an average of about $ 300 US dollars, taking into account that we are going to pay per click, (this we must know how to do it and we leave it for another article), about $ 0.03 cents .
This means that with $ 300 dollars, we will get. 300 / 0.03 = 10,000 clicks approximately on our ads. These clicks will result in more or less 60% downloads = 6,000 downloads of our wonderful and beloved ebook.
At $ 300 / 6,000 downloads = $ 0.05 cents each download of my ebook cost me. With these figures it is not that I am happy; I am exulting . I’m rubbing my hands!
As I have requested a contact email in exchange for the download of my ebook, now I have a database where I know, from the outset, that at least 30% of that database are useless emails, (from the spies of the competition, clueless, curious, etc.). I have about 4,200 emails left, (= 6,000 – 1,800 useless), which are promising .
How do I get oil out of these 4,200 emails? With a sequence of emails that the autoresponder sends to these people, and that is programmed from the moment of download. Everything is done by the autoresponder for me, and the emails are sent on the days that I schedule it ; that is, every 2-3 days.
Real Estate Email Marketing and its Psychological Effect.
Next comes the psychological touch of real estate email marketing . Have you ever heard that “touch makes love”? Well this is the same. Sending well thought out, written and structured emails based on the principles of real estate copywriting.
You are entering the house of 4,200 people every 2-3 days who are your potential clients, and who “could” be interested in buying a house in Buenos Aires in the next 3 months.
If you write your emails well, every 2-3 days someone will remember you and your service. This fact is not for rubbing your hands; it is to jump for joy.
The result of this “touch that affection makes” is that between 0.25% and 1%, (if you get more you are a genius), of those 4,200 potential clients will contact you in the next 30 days.
You will be contacted by between 10 and 42 people interested in your real estate service or any of your properties. You have to be very “stupid” not to sell one of your properties every month, between the 10-42 people who call you per month.
This, ladies and gentlemen, is the best system that is followed to sell real estate to people interested in buying: using real estate email marketing. Not bad to invest about $ 300 dollars a month to earn in commissions + $ 2,000. Better than investing in the stock market!
NOTE: Easy, everyone! Yes, I know that I have explained the system in a general way, because I cannot extend here to explain it in detail. My intention is to present to you what real estate email marketing can do for you using social networks, in this case Facebook ”.
Let’s deal with the uncomfortable part of this system or strategy next.
The Face of Real Estate Email Marketing Few Like.
All of the above is fine, but you know what? Smells like work . It smells of hours invested in preparation and preparation. Hours invested in understanding how an autoresponder works, how to include a form on your website, how to write your “memorable” email sequence, and how to optimize your Facebook campaign. It remains to mention a few pick and shovel jobs that you must carry out.
A job that is much harder than uploading ads to a real estate portal, with multiple publishing software. Ads that are lost after 15 days among all the thousands that a portal carries.
Yes, it is hard work, but the reward is hearing the phone ring every day with calls from clients who are looking for a property in Buenos Aires and believe, (after having read your guide or ebook), that you could be the agent real estate that can possibly help you. From that moment, depending on how good you are as a real estate agent, you will sell more or less properties each month. Each month.
Advantages offered by an Auto Respondent.
An auto responder is a software service that allows you to send emails to your database automatically . There are several companies that offer these services and at the same time teach you how to use email marketing in your sector.
They usually charge depending on the number of shipments you make monthly, or the number of records that your database has. These are some of the advantages of using an autoresponder:
1.- Statistics. You can measure the results of your email marketing campaigns: how many openings have been made? How many clicks? How many emails have bounced? Etc. You must use these statistics to optimize the results of your future campaigns. In addition, you will be able to see the geolocation of your recipients, a fact that will make you focus your email messages much better.
2.- Split Test . You can test different subjects, different photos, different senders, different templates, and even content to see which newsletter will deliver the best results, thus achieving your goals. When you do an A / B Test, try to test only one characteristic of your emails at a time.
3.- Deliverability. Of course, you want all your emails to reach the inbox of their recipients. This is almost impossible , because you cannot control the email inboxes of your clients. Some are full at any given time and others have filters that not even the FBI.
However, some auto responders will help you manage and improve the deliverability of your real estate email marketing campaigns , with authentication tools.
4.- Segmentation. You can adapt your emails to the type of audience you want. Not all of your customers will want the same information. All this depends on how you have captured your clients that you will classify in various databases in the auto responder. Also, you can send a message to all databases at the same time.
5.- Personalization. When you do a mass mailing from your mail, who do you go to? How do you go “Hello everyone” “Dear customer”, do not you personalize? You will get more results if you use the information in your database to personalize your email. Use the name, surname, company or any other information you have in the subject or content of the email. You will increase your open rate by ensuring that more people can receive your message.
What? Do you embark on real estate email marketing of Tajarat properties or do you prefer not to continue selling a pepper with your current emails?
We would like you to leave a comment on this article. Do you think that real estate email marketing takes a lot of work and knowledge to put it into practice effectively? Your opinion interests us.