With email being a common way to communicate and share information, it’s easy for an email to get marked as spam or immediately deleted by the receiver. How do you make it past delete? When reaching out to a prospect via email, there’s actually an art to it!
As marketing and prospecting have evolved, so have email drip campaigns. They have become an effective way to get information to a group of people without the need to send individual emails manually. If you’re unfamiliar with drip marketing, it’s basically an automated way to send out emails to particular groups or segments of people —and they can be scheduled over a long period of time (hence: drip campaign).
For example, if a prospect visits your real estate site and fills out your online form to get more information, you can automatically send them an email that prompts them to download your “Tips for Home Buying Guide”. If they download the guide, the next email could include content that relates to home buying. If they do not download the guide, the next email could remind them. The options are really endless.
When you’re looking to start a real estate email drip campaign, make sure you’re implementing these best practices to get the most out of your marketing.
#1. Understand Your Goals
When beginning any type of marketing campaign, it’s important to know and understand your goals and what you’re trying to accomplish. Are you hoping to get more traffic to your website? Are you looking to showcase a particular listing or neighborhood? Once you’ve thought about the type of actions you want to measure or improve, you are better prepared to design your campaign.
#2. Develop Your Message
There are many great real estate drip campaign templates out there, and many real estate CRMs offer template emails you can use to setup your next message. Just keep in mind that the more personal the message, the more likely it is to be opened. You can always edit the template to ensure it “sounds” like you.
#3. Determine Your Timing
Decide how often you need or want your message to get to their inbox without being a spammer. A slow and steady approach is usually the best approach, and there are a wealth of resources online that talk about the best times to send emails to increase your open rates. And, be sure you go back and look at the results of your campaign to determine if your timing is working.
#4. Reevaluate Your Lists
While it’s easy to put one contact in a certain category (say “buyers”), people change and circumstances change. More importantly, your prospect’s affinity to sell or buy change with their circumstances, so remember to set aside some time to reevaluate your list of contacts to periodically determine if you need to make changes to the type of campaign they’re receiving. ProspectNow scores and ranks properties daily to prioritize which ones are most likely to sell and/or refinance. This can help you determine the exact message and when to communicate it.
Communication is an important part of turning leads into clients. There’s a balance and art in being an agent offering valuable information and one that’s just spamming their inbox. Don’t be a spammer! Make contact with one of our professionals at ProspectNow and let’s talk about how we can help you target the right audience when you are designing your dream drip marketing campaign.