Economic turbulence has left many people jittery about buying houses. As a business targeting realtors, you’ll have lots of ways to attract their attention and help them through this stormy weather.
One way to achieve that is with a real estate email list. Yet before you do that, you’ll need an opt-in page offer.
In this article, we’ll take you through the steps to creating an irresistible opt-in offer for your real estate market.
Create a Buyer Persona
Before creating an opt-in offer, you must build a profile of the person you want to target. That’s also known in marketing terms as a buyer person.
It’s a description of your target customer and includes a profile of that target, like:
By getting this information together, you’ll better understand the type of offer that will grab their attention. It will help you tailor your email marketing strategy with a more specific proposal.
You’ll need to do some research to put together your buyer persona. Use online forums, customer surveys, and social media to gather as much information as possible.
Conduct Some Market Research
Once you know your target customer, it’s time to step back and look at the market and your competitors. This stage’s aim is to differentiate your offer from anything already out there.
Start with a look at your competitors and what offers they have on their websites.
If you can, look at their social media promotions, too. Review your buyer persona and ask how these offers fit their needs. What’s missing? Is there a gap in these offers that you can fill?
Making Your Offer Irresistible
When you have an idea of an offer, it’s time to make it irresistible. That’s the difference between people overlooking your offer and people unable to turn their gaze away. Here are some features that you’ll find in any irresistible offer.
First, these offers are unique. They aren’t found elsewhere. It could be an exclusive report or case study, for example.
Second, these offers are highly valuable. They should be good enough to charge for them, but you don’t.
Third, they should fulfill a desire. Think back to your buyer persona and what needs they have. Does your offer help them?
Finally, they must be quick to consume. You don’t want a 30,000-word real estate industry report for a busy realtor who wants something to help them that same day.
You need to promise something that’s almost immediately beneficial. Your audience shouldn’t have to wait weeks or days.
Design an Appealing Landing Page
You have seconds to grab someone’s attention, so you need an attractive landing page. It should be simple and bold, with the offer front and center.
Use a clean design with lots of negative space to help draw the eye into your headline. That headline should be your offer, written as a question or an enticing statement.
Below it, you’ll want to add some subheadings that talk about the benefits of your offer. You’ll need skilled copywriting for this, so hire someone if you don’t feel confident.
You can add an image, though it’s not a must. If you use an image, ensure it’s highly relevant to your offer and avoid stock photography. A better option is to use a short 30-second video that explains your offer.
Last on the page is your call to action. That’s how you close the deal, so make it clear what you want the reader to do. You’ll need a box for an email address and a submit button below it.
Remember to check that your landing page is mobile-friendly and works across different browsers. That will stop you from losing valuable traffic and potential leads.
The Importance of Social Proof
One feature of your opt-in that will help improve conversions is social proof. If visitors see that other people enjoyed your offer, they are more likely to sign up.
There are many ways you can create social proof for an opt-in. You can include comments from social media, for example. Or you can have a star rating for your brand from an independent source like Trustpilot.
Alternatively, you can ask a past customer for a quote to use as a testimonial. You could even ask for a video testimonial. Even a single bit of social proof will help foster trust in your offer and make visitors more likely to want it.
Split Test Your Offer
You can take the guesswork out of offers by testing two ideas with your audience. By doing so, you can see which one resonates the most.
You do this by split testing, also known as A/B testing. Many landing page tools will allow you to do this at the click of a button.
It involves sending half your traffic to one offer and half to another. After you’ve captured enough data, you can compare both to see which converted the most visitors.
You don’t have to split-test the offers to make this work for you. You can test many elements, like a different headline or page design.
Nurture Your Leads
Once you’ve succeeded in signing up leads, you need to ensure you do everything in your power to keep them.
Maintain engagement with your new realtor email list by sending a welcome email series. It should also include the offer you promised.
The welcome series is your opportunity to tell your subscriber about your business. If you get it right, it will build trust.
You could talk about your background and how your brand began. Or you could talk about some of the exciting products you have planned.
The most important feature of your welcome series is to keep your audience’s attention and give them lots of value so they keep coming back for more.
Creating Your Real Estate Email List
Creating a real estate email list is the perfect way to grow your customer base. You can use the suggestions in this guide to craft an offer that will tempt your client.
Alternatively, there is another way to build your leads, and that’s using one of our ready-to-go real estate mailing lists. We can connect you with your target audience immediately, so create an account today to get started!