If you follow this blog regularly, then you know I write a good deal about email marketing for real estate. The reason is this process is critical to the success of everyone’s real estate business. Email marketing is a very effective way to keep your name in front of prospective buyers and sellers on a regular basis. Email marketing makes it nearly impossible for someone on your email list to say, “I completely forgot you are in real estate, and I just referred my sister to Sally Glutz, Realtor with XYZ Realty.” Even if your email is not opened and read, email marketing is effective because you are still putting your name in front of a prospective client. When your email is opened, you want to be sure you’ve got the right stuff in it. So here are some tips for you to make sure you are ready to dance when someone on your email list asks you.
1. Snippit in the Bud – To increase your response and engagement try to give several article abstracts grouped into sets of topics that are of interest to your readers.
2. Be Easy – To share, that is. Every marketers’ dream is to share her information with one person who then shares it with 10 others, who then shares it with 10 others, and on and on. This is much more simple to do today than ever before as most email providers have added social media sharing options that you can put into your content.
3. Be Content – No, not the feeling. I probably should have labeled this paragraph “Be the Content Provider.” Don’t have your newsletters just feature your listings. The truth is you aren’t going to sell very many of your listings directly through your newsletter, but you will sell many of your listings indirectly by having a newsletter full of very valuable content that most consumers want to read and share.
Give these 3 ways of improving your email newsletter a try to see if your newsletters get better open and engagement rates. Maybe I should have given testing as #4 in this list, but test #1 against your current format and see which performs better. Then test #2 above and see if you have more clicks on your newsletter links than your old format. Then try #3.
You should constantly be striving for the impossible 100% open or engagement rate. If you have any other suggestions to share with us, then please do so in the comments section below.