Ask any marketer, and they’ll tell you that, whatever industry that you’re in, a large, targeted email list is the Holy Grail of marketing. There’s no better way to build a lasting relationship with your audience of potential clients, increase brand recognition in your markets and ultimately drive more sales transactions.
Hopefully, you’re collecting all of your prospects’ emails on the homepage of your website and any of your listing pages (and if you’re not, start doing so immediately!).
But what about people searching to buy or sell property who haven’t been introduced to you and your real estate brand? How do you build out your email list with clients who are the ideal fit for the type of real estate that you specialize in, but just might need more information or a gentle push in the right direction to go from prospect to client?
Not Too Many, Not Too Few…. But Just Right
Building out your email list but not being able to retain the people on the list is the equivalent of losing 10 points and then immediately heading to your nearest fast food drive through to celebrate; it negates all of your hard work and effort.
Being retention focused is key to successfully building out your email list. And a key component of retention is knowing exactly how many emails to send, or what I call “The Goldilocks and The Three Bears of Email Marketing”: not too many, not too few… but just right.
It will likely take a bit of experimentation to find the perfect level of email frequency for your audience, but use your best judgement. Don’t send so many emails that you start to resemble that irritating telemarketer who calls every day at the worst times and just won’t leave you alone, and don’t send so few that your audience forgets who you are between emails.
Give Them An Offer They Can’t Refuse
At the risk of sounding obvious, what’s something that literally EVERYONE loves?
Saving money. And a great way to build out your email list is to give your potential clients a way to save money.
Add a pop up to your website that offers potential clients a monetary incentive. If they were on the fence about working with you, slashing 5% off of any closing costs they incur during working with you could be just the push they need.
Combine No-Strings-Attached-Value AND Sales
A fundamental rule of marketing is to never come across as overly salesy. One of the biggest mistakes that agents make while building your email list is to ONLY send emails trying to sell to their audiences. But the unfortunate truth is, if you do this, you’ll have far more Unsubscribes than you will new clients.
For every sales email you send, you want to send 2 – 3 emails where you provide no-strings attached-value to your audience. News about changing housing costs in your market, market trends and answers to frequently asked questions are all great options.
Build a Lead Magnet
If you’ve been following current marketing trends, you know that a large focus in 2016 is content. Real estate companies and individual agents around the globe are shifting their focus to creating more quality content in order to convert leads into customers.
A great way to leverage the content trend to achieve a higher optin rate to your email list is to create a lead magnet. A lead magnet is a killer piece of content that you freely distribute to attract new opt-ins to your list (which is where the magnet reference comes in).
The most essential rule to keep in mind when creating lead magnets is to focus on offering value, NOT on sales. You’re not trying to sell or land a new client here; the EMAIL is the payoff. You’ll have plenty of time to sell them on your services later.
An example of a lead magnet could be “101 Questions You’ve Always Wanted To Ask A Real Estate Agent” or “A Beginner’s Guide To Listing Your Home In [Your Market]”. You want it to be catchy, relevant and something that’s going to entice your potential new client to click “Sign Up Now”.
As a parting word of advice, keep in mind that building out your email list is a marathon, not a sprint. You can’t expect to implement one or two of these strategies and generate 10,000 new opt-ins overnight. But if you work hard and work smart, you absolutely can build up a solid email list of warm leads waiting to be converted to paying clients.
How Can We Help?
In addition to being a trusted design and print partner for many hundreds of real estate professionals across Australia, Rogue Print and Mail also offers real estate specific cross media marketing solutions to assist you with your content needs.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.