Email marketing for real estate agencies: the definitive guide

Email marketing for real estate agencies: a necessity or a luxury? A personalised message, constant communication and the step from contact to client that every real estate agency needs are some of the advantages this digital marketing technique offers. When it's part of a 360º marketing strategy, email marketing can have a positive impact if you take 3 factors into account: valuable information, message segmentation and the right moment to send the message.

In this article, you'll find a practical guide to what email marketing for real estate agencies is, its main benefits and the factors to consider for it to succeed at your luxury real estate agency.

Email marketing: much more than emails

It might seem that email marketing for real estate agencies is simply about sending emails at random to your contact list. In reality, it's about more than emails. In fact, it's about much more than that. A well-planned email marketing strategy sets out how to communicate with the target audience, for what purpose, how often and on which topics.

Some of the benefits of an email marketing strategy for real estate agencies are:

• Segmentation and personalisation: The right email marketing tools let you segment your audience. The result? You can send personalised messages to smaller groups of consumers based on their interests, online behaviour or profile.
• Sales opportunities: It's no secret that email marketing generates sales opportunities. In fact, it's one of the best opportunities for luxury real estate agencies to feature that highly exclusive development, with photographs, relevant copy and, of course, a button to request a viewing.
• Brand awareness: Do you know whether you're already on your clients' minds? With an email marketing strategy, you'll be more present. The reason is simple: keeping up constant communication with your clients and prospective clients will increase their awareness of your company.
• Engagement and loyalty: Yes, really. Email marketing is one of the digital marketing techniques that will turn your contacts into clients and… your clients into repeat clients. Engagement and loyalty grow when you offer the personalised, valuable content that users expect to receive from your luxury real estate agency.

The three decisive factors

Do you already know the 3 decisive factors that an email marketing professional takes into account? Drawing up an email marketing strategy for real estate agencies starts with detailed planning around your luxury real estate agency's needs. To do this, you need to pin down the most important factors, which will shape the outcome of the email marketing campaign, as well as of the overall strategy.

Valuable information

Thinking about what kind of content you want to share in your strategy is one of the factors that will determine whether those contacts end up becoming clients or not. Because sending a newsletter with sales information and offers isn't the same as including blog articles or other content. What matters most for making a good decision? Knowing what values your luxury real estate agency holds and how it wants to convey them to its target audience.

Some of the content you can share to stand out includes:

• Brand messages: You can play with your luxury real estate agency's values in your emails. If one of your agency's values is, for example, good taste in design, take the chance to talk about designer furniture and link to different pieces of useful content. If, on the other hand, exclusivity is its strength, talk about the unique experiences you can offer in your buying and selling service.
• New team members: Talking about your team adds an undeniable human touch to your communication. That's why introducing new team members (or even those who've been at the agency for years) is one of the best ideas for your emails. The secret? Talk about their professional successes, but also about their hobbies.
• Blog articles: Does your luxury real estate agency have a blog where it shares useful or inspiring information? Include a preview of each post in your agency's email marketing strategy, with a button so your contacts can read it and take an interest in what your company shares.

Segmenting the message

Did you know there are email marketing tools that let you segment a campaign? This technique is especially useful for creating email sequences with a specific purpose. What are email sequences? They're sequences of 5 or 6 emails sent at intervals of (roughly) 1 week and aimed at a specific segment of your database. The ideal? Separating the different buyer personas of your luxury real estate agency: buyers, sellers, investors, repeat clients and so on. A good email marketing strategy for real estate agencies is best designed by someone who knows the sector: the message will be more effective, and so will the results.

The right moment

Timing matters. A lot. There are times of day when your email marketing strategy for real estate agencies has more impact, but they aren't the same for every list: what works is testing and measuring.

To choose, we'll also need to consider the lifestyle of our ideal client or of the specific segment we're sending the sequence or newsletter to. The start of the working day, a break during the day or after work tend to be the best moments.

Conclusions

Email marketing for real estate agencies is a highly effective technique for building trust, sharing your luxury real estate agency's message and generating business opportunities. In a 360º marketing strategy it's essential for speeding up business growth, as well as for creating a two-way communication channel with prospective clients.