Do you think your emails aren’t working? Sometimes they do, sometimes not.
There’s a chance that you and many other real estate agents are sending out emails with mistakes.
Email marketing is still one of the most successful and direct ways to build relationships with your customers and strengthen your brand.
If you can structure your email marketing approach, you will easily outperform the vast majority of real estate brokers who are currently operating email campaigns.
Let’s look at the top 10 key email marketing mistakes:
1. You’re Not Consistently Sharing Emails
The number and frequency with which you send emails is entirely up to you and your workload. They can be weekly, monthly, or bimonthly; the most essential thing is to maintain consistency. Consistency ensures that your readers know when to expect your emails and are eager to receive the excellent material you’ve prepared. If you do not communicate with clients via email on a regular basis, you will miss out on the potential to solve their real estate needs.
Consistently sending the same type of email is just as crucial as being consistent in your timing. If you start sending Monday Real Estate Market Updates and then suddenly change the themes to a random collection of stuff, the majority of your subscribers will stop opening your emails. Keep your promises, and your audience will look forward to receiving more.
If you want to launch a new email marketing campaign, take the time to establish the concept, the type of material you’ll be sending, and the frequency in an introduction email. This initial contact will allow readers to choose whether to remain as subscribers or unsubscribe if they are no longer interested.
2. You’re Not Segmenting Your List
Here’s a guaranteed method to get a ton of worried client emails into your inbox: Send an email with a special offer (like free staging) to every client, even though it’s limited to first-time sellers. Not every email you forward should be read by every individual in your CRM. For instance, the needs of your senior, downsizing consumers are significantly different from those of your young family clients.
Limiting confusion and giving your clients a sense of priority can be achieved by carefully segmenting your email list so that only the most pertinent communications get through to each individual client. Using lists or tags to classify groups makes segmenting inside the majority of contemporary CRMs simple.
Starting with simple divisions like previous customers, new customers, buyers, and sellers is a good idea. Utilize hobbies and demographic data from there to further
3. Your Emails Are Not Formatted for Mobile
The habits of your readers should be taken into consideration while creating any kind of digital material. Most readers use their mobile devices to quickly and simply check their email while they are on the go. Emails that load slowly or incoherently on a mobile device are unlikely to be opened at all. If you send too many badly structured emails, your subscribers may decide to unsubscribe.
When in doubt, stick to brief paragraphs, modest photos, and, if needed, a few strong links.
4. The Call to Action is Unclear
There should be a reason for every form of communication you have with your clients. This does not imply that you should pressure them to buy or that you should be sending them listings all the time. Little steps that bring your email readers through a carefully thought-out lead funnel or persistent, tactful reminders to post a review or forward a link are examples of actions.
Sending out a market update email, for instance, can help you become recognized as a thought leader and entice readers to read more of your other material. Consider how you can use clear text, well-integrated links, clever design, and phrasing to assist this action.
5. You Send Emails From an Impersonal Account
Every detail counts in an email correspondence format that is as direct and easy to use as possible. A generic, impersonal email address conveys to readers that you are not interested in having a two-way conversation with them and are not available for direct contact. It also implies that what they wish to discuss with you is not as essential as the message you send them.
Contrarily, readers who receive emails from you personally get the impression that you are speaking with them personally and that you took the time to craft the message just for them—even if you didn’t. Additionally, readers are more at ease asking inquiries or even expressing preferences for communications from you in the future.
6. Your Email Subject Line is a Drag
Consider the subject line of your email as a chance to create a compelling and compelling opening statement. This will ascertain whether your readers continue to read your email and follow your instructions. It’s likely that your readers will read the subject line even if they don’t read the entire email.
There are several ways to use your subject line to pique readers’ curiosity. Real estate brokers may provide a solution, a “did you know” scenario, or a personal opinion, depending on the content type. Try out these headline formats to make an informed decision and discover how to write effective real estate email marketing.
7. You Don’t Update Your Email List
You depend on your CRM as a real estate agent to maintain the organization and segmentation of your contacts. It’s simple to scribble contact information on a business card and misplace it, upload a CSV file containing your previous contacts, and occasionally add fresh leads to your CRM. You can even have a casual conversation about a referral and then let it slip away.
However, you must concentrate on steadily expanding your email list if you want to get the most out of your email marketing campaigns. Make it a routine to update your CRM on a weekly basis, say every Wednesday. During this update session, you should also unsubscribe contacts who are no longer responding to your emails or who are no longer engaging with you.
8. Your Tone of Voice Doesn’t Resonate With Readers
It should go without saying that you should always feel and act like the real you. That being said, you might need to modify your tone if you wish to reach out to different groups. You should communicate very differently with a family of five interested in a suburban property than you would with a wealthy twenty-four-year-old searching for a bachelor pad. Customers want to feel as though their real estate representative is aware of their particular needs and worries. Speaking in a language they can comprehend is necessary for this. Put that Gen Z lingo away and save it for the appropriate customer.
9. You’re Overdoing it With Automation and AI tools
Automated tools are meant to assist you and speed up the execution of your email marketing. They are not intended to assume total command of your email marketing strategy. You should expect significant declines in readership if the written material in your emails is so robotic that it comes across as cold and impersonal.
Similarly, clients may begin to question if they are just a number on a list or if other people are receiving emails that they know are not designed for them if they continue to receive them on a regular basis. Your email content should have your unique tone and company style throughout, giving the impression that it was authored by a human.
10. You Don’t Allow Clients to Respond
An intrusive email campaign might make you feel as though someone is speaking loudly and directly to you. To put it mildly, it’s demotivating and unpleasant.
Emails should be seen as a dialogue between real estate agents and their clients, not just a string of notifications. When it makes sense, actively encourage your audience to react to you. You can make it simple for them to subscribe to your new newsletter or ask them for input on particular subjects in an email that they get directly. Whatever approach you decide on, don’t forget about interaction.
Going Forward…
When done right, email marketing can be a fantastic marketing tool. Use these tactics to get over obstacles to readership and produce excellent content that inspires action.
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