Open the Door to Effective Real Estate Drip Campaigns
Do you have an automated email drip campaign for your real estate work? If you already set up drip campaigns, are you having trouble getting sufficient customer engagement?
Whether you’re working on your drip campaign for first-time buyers, sellers, or other interests, you can use these tips to see an immediate improvement in your real estate email marketing results as you qualify and nurture new leads.
What is a real estate drip campaign?
Drip campaigns allow you to gain instant credibility with leads, identify your hot ones, and stay top-of-mind with those who are not ready to take action. Email drip campaigns are a set of automated marketing emails that get sent out when a contact sets off a trigger.
A trigger could be any number of actions, including joining your email list. For example, let’s say you’ve created a Buyer’s Packet that you’ve offered for free on your real estate website in exchange for an email address. Once someone enters their email address and hits “subscribe,” they get added to the list that sets off the associated drip campaign you’ve set up.
Here’s another example. Someone signs up to learn more about a specific property. In your automated welcome email, you give the contact some options about specific neighborhoods to click on to show their interest. Click segmentation allows you to automatically add these people to lists triggering the related drip campaigns to provide details on those neighborhoods.
With a drip campaign, you automate part of the relationship-building process so you can focus on your hottest leads.
How do you create a real estate drip marketing campaign?
First, you’ll need a full-service email marketing tool, that allows you to create and execute your drip marketing campaigns.
Then, choose the most valuable segment of your overall audience to create your first campaign. These are the people you feel most comfortable working with and you have a positive track record of closing as clients.
By focusing on this specific group when creating your drip campaign, you’ll make your content highly relevant and increase the overall engagement you’ll receive from the series of emails.
How long should a drip campaign be?
There are many factors to consider, such as your experience, who you’re talking with, and how much information they need to feel comfortable enough to do business with you. The answers to these questions help you determine the length of your drip campaign.
Here’s a good rule of thumb:
The bigger the investment from the client, the longer your campaign should be. Since you’re helping someone make perhaps the most significant purchase decision of his/her life, three emails are likely not enough. You’re going to need more for a new client to get to know, like, and trust you versus a returning client who’s buying a second home.
How much time in between your emails?
The audience’s needs are going to drive your decisions. The expectations you set for the contact during the sign-up process should influence the answer.
For example, if you indicated you’d be sending a daily email over the next 10 days about the homebuying process, your contact signed up for and is expecting an email every day for the next 10 days. But if you’ve set the expectation that you’ll be sending new information every few days, then that’s what they’re going to be looking to receive.
10 tips to jump-start your real estate email drip campaigns
1. Keep the whole experience in mind
While the actual emails you send in your drip campaign need to provide value, you should also consider how someone gets into the series in the first place. If they’ve come from a sign-up form on your website, continue the conversation from that experience in emails.
In most cases, the first email in your series should welcome the contact, reiterate the expectations, and deliver on whatever you offered in exchange for their email address.
2. Segment your contacts by their interests and needs
Not everyone on your list has the same interests or needs. Don’t try to talk to everyone at once. Break your contacts into groups and then address the needs of those contacts.
Examples of segments you might identify for separate drip campaigns:
- Active clients
- Past clients
- Professional services
You can see how the conversations would differ between each of these groups. Speak to them separately rather than trying to cater to everyone in the same campaign.
3. Write to one person
Whatever segment you’re creating for your drip campaign, think of a real person you know in this group. Write as if you’re talking to that person specifically. Doing so allows your emails to feel more personal. It kicks off that know-like-trust cycle that is crucial to creating those personal relationships that matter so much in the real estate world.
4. Simplify your design to feel more personal
Highly designed templates are great for when you want that newsletter feel or want to highlight a specific property. But when it comes to relationship-building, keep your design simple. Make your template feel like it’s written on professional letterhead, with your logo on top, your signature at the bottom, and be sure to include your picture.
5. Deliver on your subject line
Aside from who the email is from, the next factor a contact uses when deciding to open an email is the subject line. Tell the reader what’s of interest to them when they open the email. Don’t be misleading. It ruins the trust you’re working hard to build. A quick bump in opens isn’t worth it in the long run.
That doesn’t mean you shouldn’t try new approaches for the best possible results. A/B testing is a great way to test a couple of options to a subset of contacts and then send the winner to the rest of the list automatically.
6. Give more than you ask
Focus mainly on giving your contacts things they need before you ask them specifically for something YOU need. Provide more value than you ask of people. Give, give, give. Then ask.
7. Get specific
If you’re segmenting your contacts and have one person in mind as you create your emails, you can go beyond the general and get more specific in your information and guidance. In turn, there will be more interest and engagement overall from the reader. What can you address in your content that the reader needs right now?
8. Get express permission
Permission may be the number one factor in your results. Make sure you’re putting your contacts in control of being in your drip campaign. It’s simple. What would you find more interesting and engaging? Information you asked to receive or random stuff that someone just started sending to you?
Use sign-up forms, text to join, and landing pages to let people take that step to sign up. If you already have contacts that haven’t explicitly permitted you to send marketing messages to them, send a note from your personal business email to let them know how they can sign up. By taking this step, you’ll get better engagement overall because you’ll know your contacts are interested in receiving your emails.
9. Help your contact achieve a specific goal
What goal is your contact looking to achieve? A first-time homebuyer wants to find a home, but he/she also needs some peace of mind and guidance through the process. How can you use your drip campaign to help them? Create your series based on the goals of each segment.
10. Plan to keep in touch after the series is over
Once your series is complete, how will you keep top-of-mind? Depending on the segment, this could be sending regular updates on properties as they become available, sharing seasonal home ownership tips, or perhaps checking in with new insights into the market.
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