Expert Guide to Email Automation for Real Estate Agents

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May 17, 2022 Marketing

Real estate is a vigorously competitive industry and to grow your network as a real estate agent, you must stay top-of-mind for prospect leads and market yourself, and the best way to do so is through email marketing.

If you’re looking to take your email marketing efforts to the next level, you might want to explore email automation a little bit further. By varying your messaging for each potential lead, you can connect with your target audience on a deeper level and provide high-quality service for leads at any stage of their real estate journey.

Below, we provide a small guide to email automation for real estate agents that will help them stand out from the competition, grow their network of potential clients, and have the most profitable year yet.

Why Use Email Automation

As a real estate agent, your email list is one of the most lucrative assets you own. Email is a powerful tool that keeps you top of mind for your potential leads and the highly customizable nature of email marketing allows you to send different and personalized messages to clients depending on their current place in the real estate journey, their past responses, and location.

Unlike with social media, you have complete control over the email list and it isn’t dependent on the mercy of tricky social media algorithms. Many real estate agents use their email lists to send out newsletters, regular updates, and market analyses and keep them regularly popping up in the inbox of their target audience, reminding them of their engagement in this sector and expertise.

This approach is great for agents who are just starting in their careers but for more experienced real estate agents, email automation allows them to activate their existing real estate database, upgrade their strategy by writing a set of emails upfront and then instruct the email automation system which leads to send each message to and at what time. Also, if someone visits your website and signs up for your email newsletter, you can create an automated welcome and introduction series to familiarize them with your business or set up a meeting. This way, you will prevent any potential client from slipping through the cracks.

Find The Right Platform for Your Business

There are many email automation platforms on the market right now and each of them has its advantages and disadvantages. The right software for your needs will depend on your budget, the number of subscribers you have, and your reporting and data needs. Some programs are more user-friendly, offering features such as drag-and-drop email design templates and effective scheduling tools.

Most platforms provide a free trial, usually for a short amount of time or up to a certain number of subscribers. Read through reviews and general reports on different software options and then choose one that you can use for both your current needs and future marketing goals since transferring all of your email’s contents into a new system can demand some intensive time up-front.

Craft Your Emails

Once you choose your software, it’s time to write your emails. Explore your email automation program to see how it ties into your website analytics, and leverage automation in all the ways you can. To help build initial contact, consider a welcome campaign as it’s an excellent way of starting to write emails. The best part of email automation is that it sends out precisely the right message to the right people at the right time.

Include a clear call to action in each email and provide a useful next step for users to complete once they have read your email as this will open up the opportunity for establishing a deeper connection and hopefully set up face-to-face meetings and contracts.

Analyze Data

While testing out your new campaigns, take time to periodically analyze their performance. The beauty of email automation programs is that they provide valuable information about how many people opened each mail, read it thoroughly, and clicked on the links included in the email. You will then be able to analyze the success of your emails by tying back to the CTAs in each one.

If you see that certain emails don’t generate many clicks, replies, or completed CTAs, it might be wise to go back to the drawing board and modify the copy. Like all types of marketing, email automation requires ongoing trial and error and continuous learning.

Final Thoughts

Email automation is a powerful tool allowing real estate agents to set themselves up to deliver relevant and useful content and customize their emails to clients based on previous actions they’ve taken. Investing in email automation will help your real estate business connect with the right audience and reach new heights.