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Targeted Email Marketing : It’s no secret that the real estate industry is full of opportunities to increase your income. This is particularly true for agents who help connect buyers and sellers.

As of 2023, there are approximately 1.6 million registered Realtors in the United States. This equates to roughly 2.5 realtors for every home on the market.

To cut through the clutter, agents must have a solid marketing strategy. Email marketing can take your performance to the next level, but not everyone understands how to leverage it.

We’ve created a brief guide on how you can use targeted email marketing to grow your industry presence. Let’s explore the key information that can take your performance to the next level.

Write Compelling Headlines

Your headline is the most important part of your email. You often only have a few seconds to grab someone’s attention and compel them to open your message. Your headlines should be intriguing enough for people to want to learn more.

However, you must keep your headlines relevant to your email content. Some people make the mistake of writing headlines that don’t reflect the email’s body. This can be frustrating for recipients, and there’s a chance they’ll unsubscribe afterward.

Keep Your Content Useful

Getting people to open your email is only half the battle. You’ll need to ensure that your content is useful. If your audience doesn’t find anything of value while scanning your email, they might click away before they reach key segments.

Great topics to consider include real estate trends, how to sell a home more easily, and what to expect as a buyer. Feel free to get creative when formulating topics. As long as you provide practical information, you have plenty of flexibility with what you write about.

Include Strong Calls to Action

No matter how useful your messages are, they won’t mean much without a strong call to action (CTA). Writing solid CTAs can mean the difference between whether your marketing strategy succeeds. They should create urgency, be brief, and inform users of what they’ll get.

Like many other attributes of email marketing, you have plenty of room to get creative. You can use split testing to determine which calls to action are most effective. This allows you to test similar emails with different CTAs.

Use Quality Email Lists

Using the right email lists for your real estate email marketing strategy is something you can never overlook. Without the right list of leads, you’ll fall significantly short of your target metrics.

For example, let’s assume that a real estate agent uses an email list of 20,000 users. They’re under the impression that most of the users in the list will be receptive to the emails they get.

In reality, this list was arbitrarily created and has no primary demographic. It’s essentially a list of random people.

In a situation like this, most recipients would have no interest in the emails they receive. This will cause the real estate agent to waste their time and resources contacting the wrong people.

Instead, it’s crucial to leverage quality email lists. Choose lists that have been vetted and verified to ensure you target the right demographic.

Leverage Automation

Emailing a large number of people manually is hard work. Now, imagine doing so regularly.

When possible, incorporate automation. Not only does this make your task easier, but it also prevents you from overlooking key prospects.

A great way to utilize automation is by setting triggers. Users could receive follow-up emails if they don’t open the first message after a certain period.

They could also receive an automatic email response after they take a desired action. Before getting started, consider what tasks are most repetitive and time-sensitive. You can then use automation to boost your email marketing performance.

Personalize Your Emails

Personalization goes a long way when resonating with your target demographic. Nobody wants to feel like they’re another number on an email list. Even something as simple as including somebody’s name in the email can be highly effective.

The stronger your relationship with a recipient, the more personal the email should be.

For instance, let’s assume you recently connected a buyer with their first home. Follow-up messages you send to them should be highly personal. This creates an opportunity for them to recommend you to their friends and family members.

Optimize for Mobile Devices

Your email marketing strategy won’t meet your goals if your content isn’t formatted for mobile devices. Many people check their email accounts from their phones instead of a laptop or desktop.

If your content doesn’t display correctly, people won’t read it. Common issues include images failing to load or text being the improper size.

You should test your emails across multiple mobile devices before sending them to your audience. The last thing you want is to damage your reputation by sending low-quality content.

Include Client Testimonials

If possible, include client testimonials in your email campaigns. Showcasing what other people have to say about your services can help you acquire new clients. No matter how much you talk about yourself, having others vouch for you makes a substantial impact.

Keep these testimonials brief, though. It wouldn’t make sense to send an email with only past client feedback and no other information.

Assess Your Performance

Frequently check your analytics to determine strategies that work. This information can also help you reconfigure those that don’t meet your needs. Key metrics to consider include your open rate and conversion rate.

You should also consider how many people unsubscribe from your emails. Over time, you can refine your email marketing strategy and make it as effective as possible.

Don’t Overlook Targeted Email Marketing

When used correctly, targeted email marketing can skyrocket your performance as an agent. From here, you’ll provide better client experiences and create new opportunities for future growth.

The Email List Company has served marketers for over 20 years. We use our decades of experience to achieve a simple goal: provide you with high-quality, verified email lists. Speak with a representative today to see how we can help.