A successful real estate lead nurturing program consists of a series of carefully crafted messaging and email marketing strategies. When done right, it can be one of the most powerful tools in your arsenal for generating high-quality leads and closing sales. In this blog post, we'll show you how to use email marketing techniques to turn your information nurturing process into an effective tool for generating more sales conversions than ever before!
You have to be interesting and entertaining in your messaging
While you can't afford to be boring, you have to also be relevant. If you're sending an email that is only about your products or services, the person receiving it will immediately feel like he or she is being sold something. And those people don't want to buy anything; they just want good information about what's going on in the local real estate market so they can make decisions for themselves and their families.
When writing your messages, remember that content is king and adding some personality gets engagement! Don't just email someone with product information because you think they'll buy from you if they do—that might work for some people but not all of them.
Use Email Frequency to Nurture Leads
The more you email your leads, the more likely they are to respond. The higher your frequency is, the better response rates you will see from your lead nurturing emails. Frequency is one of the most important factors in email marketing because it has been proven that a higher volume of emails leads to an increased likelihood that someone will be interested in what you have to sell.
Sending weekly updates is common practice; however, don't overdo it! Weekly updates can quickly become spammy if not done right. If too many people unsubscribe because they don't want any more emails from you (or worse yet report them as spam), evaluate the content you are sending out and go down to bi-weekly email newsletters.
The key to successful email lead nurturing is being personal and relevant.
The key to successful email lead nurturing is personalization and relevance. When people express interest in your business, it’s important to remember that they are not simply a number on your list. They are real people who have a name and a specific set of interests. Personalizing your emails by using the information you have about them (fellow real estate agents, buyers, sellers, etc.) will show that you care about them as an individual, not just as another lead or prospect.
Give Value Upfront!
Giving value up front is a key component of your real estate lead nurturing process. The key is to make sure that every email you send provides value to the recipients, which will keep them engaged and coming back for more.
Here are some ways you can give value:
In the subject line – Offer an enticing piece of information about a home or neighborhood in your subject lines, so people will want to open it up and read more
In the body of the message – Provide information that’s relevant and useful. This could be anything from a video tour of homes in their area, links to recent sales statistics or news articles on local developments, etc., depending on what best suits your audience's needs
At the end – Include a call-to-action (CTA) at the end of each email that asks readers to take action on something specific such as visiting your website for more information about the current market, etc.
Include links to blog posts
Do you have a blog? Include links to your latest articles in the body of the email. If not, consider creating one! Blogs are an easy way for prospects to learn more about your brand and gain insight into why they should work with you. When writing these emails, I frequently reference my blog which gives real-life examples of how I use messaging tactics in my real estate business.
Include a Call-to-action
A call-to-action is a command to the reader to do something. It's the most important part of your email, and it should be placed in an obvious location so that you don't lose readers or miss out on potential leads. A well-placed CTA will help you get responses from your audience and convert them into clients—so make sure it's easy for them to find!
It's important to remember that every lead is different, so what works for one may not work for another. When creating a call-to-action for each campaign, think about which option would best serve each person who opens your email:
Do they need more information? If so, provide links to relevant pages on your website where they can learn more about what you offer (for instance: "Click here if you'd like more information on our services.").
Are they ready to go ahead with the process? If so, give them clear instructions on how they can contact someone at your company directly (for example: "Complete this form below now!").
Be human in your emails
Messaging should be friendly, helpful, and provide value upfront.
Don't sound like an automated machine by being too formal or too casual - find a balance that works for you!