Spruce up your email marketing

February 24, 2017

There are many ways for real estate professionals to market themselves and their practices on an ongoing basis. However, what is often the most effective - in terms of connecting with interested buyers and sellers - is email marketing, because they wouldn't have signed up if they weren't at least mulling their options. With that in mind, though, agents should strive to keep their email marketing efforts as fresh as possible to keep drawing more interest.

Perhaps the most important thing for real estate agents to remember is that - like everyone else - buyers and sellers tend to check their email on their phones, according to Kaplan Real Estate Education. As such, just like with building a mobile-responsive website, it's vital to make sure email marketing fits on the small screen as well as on a laptop or desktop computer. Everything featured in the email, including links, should therefore be ready for a mobile-friendly experience.

Following the path
Along similar lines, it's vital that agents make sure their websites are as up-to-date as possible so that when email recipients click through, they're getting all the right information and seeing the latest, most attractive listings. Sometimes, if that information isn't updated regularly, list members who click on a link and find that it's outdated (for example, if a listing has been sold but not removed from the site) they may be turned off. This is also true when linking to social media accounts: It's better to keep all of them updated regularly with useful posts.

In addition, it might also be a good idea for agents to not only write up a few details of how things are going with the business and some local market updates, but also to include at least one positive review from previous clients per mailing. Doing so lets list members know that there are plenty of people just like them who benefited from the agent's expertise.

Getting a little more diverse
It might also be wise for agents to mix up their email marketing by making it more targeted, according to Chime. What that means is, perhaps, making sure to have separate email lists for buyers and sellers, rather than just grouping everyone together, to make sure people are getting as much information as possible that's immediately relevant to their interests. After all, given the volume of email most people get, the ability to immediately identify something as being pertinent to them is vital.

And to that end, it's likewise important for agents to make sure the subject lines on their emails are attention-grabbing and on-subject. In general, experts recommend no more than 14 words in a subject line. But even beyond that, the email messages themselves should probably be on the shorter side, with a few attractive images in place to grab readers' attentions.

Finally, agents should undertake efforts to carefully monitor responses to every marketing email they send out to determine what works and what doesn't when it comes to facilitating real estate sales. That, in turn, can inform future decisions about reaching out to prospective clients.