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5 Best Practices For Email Marketing In Real Estate

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This is a shift for me.  I am a former business development manager for a national title insurance company in Phoenix Arizona.  I help real estate professionals-real estate agents and loan officers-grow their business.  I do this online-where the consumer is.  Normally I write about websites, video and social media.  Today I want to talk about Email, specifically Email Marketing. I learned some great information from the Hubspot webinar on email marketing. Some of the info is below.

1) You have probably heard that email is dead.  It’s not.  Not only is it alive and well, it’s thriving.  Real estate peeps love email.  I mean they love sending email, but don’t typically like receiving it.  That is because most of the emails they receive are from a vendor that want to sell them something they just “gotta have” to grow their business.  Ya know, the personalized pens and embroidered Golf Shirts with your name and company logo on it :-).  Its so easy to over look an important email in the sea of emails known as your inbox.  That may be why some real estate peeps think email marketing is dead.  So today I want to give you some best practices i’ve learned, statistics and takeaways surrounding your real estate email marketing.  Oh-and it won’t cost you anything. Isn’t that great!!

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An analysis of over 9 Billion, that’s NINE BILLION email messages sent through MailChimp revealed that over 80% of emails are read on a mobile device.  So what is the best time to send email?  Remember the old saying “don’t re-invest the wheel”? Mail Chimp reports that the best time to send email is 6-7AM.  Are you a member of GROUPON?  What time do their emails arrive?  hmmm

Takeaway: Send email as early as possible.

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2) Email should always be value based.  MLS  is not always of value.  Speaking of MLS, most consumers have no clue what MLS or Multiple Listing Service means.  Sounds like a soccer league to a laeman doesn’t it?  The ability to search for homes online is FANTASTIC when you are one of the few agents that can provide it.  On the other hand, there is not a lot of perceived value when there are providers everywhere.  See that agent sitting next to you?  He/She can provide the exact same info as you.  Get it?  What is of value though is your EXPERT take on the housing market, what your years of experience has told you about the housing market and most importantly-how it impacts (good or bad) your target audience-your ideal client.

Takeaway: Make your prospects WANT your emails because they are of value.

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3) Hopefully you are a savvy real estate agent that doesn’t send messages to your list, just to “stay in touch”.  Email messages should include a call to action.  That is why you are sending it right-to get someone to do something.  The best way to do this is to include “links” in your emails. Links direct people to where you want them to be.  Your facebook page, your twitter, your website.  The more links the better.  Mail Chimp discovered the more links in an email, the higher the CTR or Click Through Rate was.  Think of it like this-the more links in an email, the more chances you have to PERSUADE. Links should always take your prospects to a specific page or landing page on your website that provides the information that was promised.  Not to the front page of your website.  Most consumers won’t root around your website for the information, if they want it, they want it easily available.

Takeaway: Link-It-Up! Link to a specific page or landing page with a specific call to action that benefits that client.

4) HTML or Text. Many real estate agents use programs to send email.  These programs often give you the option to send a message in HTML or text.  HTML, stands for Hypertext Markup Language.  Is the markup language for web pages and provides a way to create structured documents for text such as headings, paragraphs, lists etc as well as for links, quotes,etc.  Remember that most consumers read their emails on a mobile device?  HTML email messages don’t look or function the same on all mobile devices.  “If you are an “older” agent that has an “older” clientele, like Snowbirds, they may be more likely to have a standard cell phone that doesn’t read HTML messages.  Text might be better in this case.  Speaking of Links.  Generally speaking, the more LINKS in an email, the higher your CTR or Click Through Rate will be.  Links are more opportunities to PERSUADE.

Takeaway: Include as many links to valuable content as possible.  (within reason of course)

5) How many emails do you send a month to your LIST?  Every good marketer needs a list-of prospects.  Your list might be past clients, current clients, people you met at an open house, investors, sphere of influence etc.  How many emails do you send to them?  Unsubscribe rates are highest when you only send 1 email per month.  Why? They could possibly not remember you.

Takeaway:  Don’t be afraid to send more email.

You can have the most compelling amazing emails in the real estate industry and it won’t matter if no one opens them.  Hopefully implementation of these 5 practices for email marketing in real estate will help you grow your business.  In the words of the rapper “Supreme” – “If It Don’t Make Dollar’s, It Don’t Make Cents”


Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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