Xpessdocs makes it super simple – and cheap – to promote your business and real estate services via email. But it’s up to you to make the content of those marketing emails interesting for your target audience.
Someone searching for a house to buy today can easily find hundreds of listings online with just a few clicks of their computer mouse. Neighborhood information, school-rankings, agent reviews, mortgage rates and buying tips are just a few more clicks away. So if you want those folks to read your marketing emails, you’ve got to provide them with something they can’t easily find elsewhere, in an engaging format.
To make your emails must-read marketing, you should …
Get the reader’s attention right away
The best way to grab your reader’s attention is to state a question, a fact, or a truly compelling benefit right off the bat. Imagine how much more interesting your marketing email would be if it started with a sentence like, “Prices for new homes are down 16% from last year!” or “Are you wondering when’s the best time to sell?” or “My client didn’t think there was any way she could sell her home for a whopping $600,000. I proved her wrong.”
Dangle a special offer
Any time you offer your target market something extra, response to your email is just about guaranteed to jump. The offer could be anything from a free white paper (that you research and write) to a service you normally give away (like a market analysis).Make the offer seem like a big deal, and people will be thrilled to get it.
Include a strong call-to-action
People need to be motivated to take the next step. Often, the best way to get them to take action from your marketing email is to include a hyperlink to a special webpage where they can learn more and/or gain access to any special offers.
To encourage more clicks on your hyperlink, feature it in three spots: near the top of your email message, in the text of the email, and at the end of the email (each location can use different wording). And really sell it (e.g. “To learn more, and get a 20% discount, click here right now”).
If you aren’t using a hyperlink, include an assertive verbal call-to-action. Instead of ending your email with a wishy-washy statement like, “I hope to hear from you soon” or “Call if I can be of service,” try something like:
- Timing is everything in real estate, and the time to buy is now. Call me.
- Consider this a personal invitation to pick up the phone and call me for a one-on-one analysis.
Use landing pages
If you do include a hyperlink in your marketing email, it should send anyone who clicks on it to a special landing page, not your home page. Your home page is cluttered with all kinds of extraneous information. A landing page, on the other hand, is a page created just for promoting one particular marketing effort, which makes it so much more effective at closing the sale.
Use a testimonial
Even jaded consumers who’ve grown leery of advertising tend to let down their guard when they see real people touting your services in their own words.
Quote figures, facts and statistics
Any business can make bold claims in their direct-marketing materials. But if you can back up your claims with facts, figures and statistics, that’s what your readers will be most interested in reading (and sharing with their friends).
Encourage viral distribution
Any time someone forwards one of your emails to a friend or family member that creates a powerful “viral” marketing effect (so-called because it just keeps spreading like a virus when done right). Ironically, the best way to encourage that is to simply ask for it, with a sentence like, “If you have a friend or family member who might also find this interesting, take a moment right now to forward this email along to that person.”
Focus on one marketing message per email message
Email is no place to be long-winded or all-encompassing. You have a limited amount of space and only a few seconds to prove yourself before the reader hits “delete.” That means, for each email, you need to communicate just one over-riding message, communicate it well, and make it fun to read.
Use a writing style that resonates with your target audience
- Older demographic (highlight skills and local experience): “Debbie has been assisting home buyers and sellers in the Leonardville neighborhood for more than 25 years. She understands what makes this market special and, better yet, knows how to turn those attributes into advantages for her clients.”
- Younger demographic (emphasize energy and unique abilities): “Finding an affordable home in the Bay Area today requires a real streak of luck, or a well-connected, high-energy agent like Debbie Mar.”
Make sure the reader understands how they’ll benefit
Don’t simply list the features of your service (or your special offer); talk about how those features are going to directly benefit the reader.
Send your emails at the right time
There are certain times of the week when most people are more receptive to a marketing email. According to the latest studies, Tuesdays are the best day. Mondays and Thursdays are also good. And mornings are the optimum time of day (usually 8:00 or 9:00 a.m.). If not then, shoot for early afternoon mailing (before 3:00 p.m.).
Test all of these recommendations
When it comes to email marketing, we’re experts. But that doesn’t mean all these tips are going to be a hit for you. Our best advice of all: Test some of the more unique ideas yourself (but not all at once). Try using a few testimonials in your next couple of emails and monitor the results. Then compare that to an email where you feature a special offer. Now try a different special offer. Then launch an email with some surprising facts and figures. Switching things up and measuring the results is how really successful marketers figure out what works for their business (and what doesn’t). Give it a try.
One final note
It takes time to develop a following, build relationships and get people to read your emails on a regular basis. So be patient. Soon enough, your efforts will reach a critical mass, and talk of your talents and services will begin to spread.
Find out more about our online and print marketing tools or how we can help with your personal marketing strategy. And be sure to join our Facebook Community and follow us on Twitter for real estate marketing tips.