Does your company have an email marketing plan for real estate that works?

If you don’t have one, making one should be the next thing on your list.

Successful email campaigns have been shown to have the best return on investment (ROI) of any channel. This is especially true for real estate agencies, where lead generation tends to be very expensive.

Still, that high ROI is only claimed by agencies that know how to design campaigns that work.

Over time, you’ll learn what works and what doesn’t, and you’ll eventually come up with a plan that you can keep expanding and copying.

We can save you some time here, though. Here are seven email marketing strategies for real estate that really work, but few agencies know about them.

1. Send out regular FAQ emails

Not everyone who signs up for your emails will be ready to buy a house right away. Many of them may be a year or more away from actually starting to look for a home, so it’s important to send them content that is relevant to them on all of their devices.

Still, this is a very important part to pay attention to. They will be ready to buy when the time comes. When they do, you want them to call your agency for help making the right choice.

A regular “Ask a realtor” email is a simple way to keep them interested during this time. People have always been interested in reading articles about what realtors wish you knew because they want to make sure they know everything they need to know before making such a big purchase.

With a newsletter, you can meet this need and keep people interested by sending them regular emails with this information.

Even better, make a video of one of your real estate agents talking about the topic from your office. In addition to giving people the information they want, this idea will also help prospects get to know your staff, which is a big plus when they are ready to hire an agent.

2. Get people to go to a landing page

One of the worst things you can do with real estate email marketing is to send people to your agency’s homepage or “Contact Us” page.

This might work for companies in other fields, but not in real estate. This traditional approach will, at best, fall far short of what your strategy could be.

Instead, send people to landing pages you’ve made for each of your home listings. Then, use Google Analytics to track how many visitors they get.

Check out how Zillow does it:

By having a lot of CTAs, Zillow can track their traffic to find out what kind of content different leads are most interested in. This makes it easier for them to keep bringing leads through their conversion funnel.

You can also share these pages on your social media accounts, but you’ll need to use UTM tags.

In fact, use these tags for any links you share in your emails. They will make it easy to tell where your traffic is coming from, which will help you measure how well your real estate email marketing strategy is working.

3. Pay close attention to neighborhoods as well.

Your email marketing plan for real estate shouldn’t just be about selling single homes. Instead, set aside regular space for emails that show potential buyers around the neighborhood.

After all, “location, location, location” is the first rule of house hunting.

This is why articles about what to look for in a neighborhood are another popular type of real estate content. You can talk about similar things in your emails about the areas where you’re selling homes. These things would be:

Costs of homes on average

Average incomes of households

Information about the schools in the area

Owner-occupied homes as a percentage of rental homes

Safety

Basically, anything that makes people fall in love with a place.

Here’s a fun way that Smith and Berg changed the idea:

Don’t forget about things that make a neighborhood feel like home, like community events, local restaurants, parks, and other things. You should also add some pictures.

Make it as easy as possible for the people who get your emails to like the neighborhoods you’re talking about, and you can expect to get a lot of emails from people who want to know more about homes in the area.

Wrap up

Email marketing for real estate has the potential to give your agency a steady stream of new leads. To reach that potential, though, you need to do more than what most agencies do. If you use the tips above, you’ll soon have an email marketing plan that consistently brings new clients to your agency.