As a busy real estate agent, it’s likely you don’t have time to sculpt the perfect email marketing strategy for each new lead, prospect and client you have in your database. However, this doesn’t have to be the case. A drip email campaign is an easy way to keep in contact with everyone on your list. While these campaigns may seem complicated, there are a number of easy tactics that, if implemented correctly, can ensure a successful drip email strategy.
One way to create a drip email strategy that works is by simply creating campaigns that are specifically crafted for each of your touch points. When it comes to an email strategy, there is no such thing as “one size fits all” campaign. It’s important to create content that engages each of your databases—leads, prospects, and clients.
When creating your email campaigns, there are a few important points to keep in mind. The first of these is to know your purpose. Determine your goal for this campaign—are you cultivating leads, seeking referrals, working to increase web traffic? Keep these (and your client) in mind when crafting your campaign. Next, when you send an email, most recipients want to have an idea of what it’s about before opening it. An engaging subject line is a must. Include a sneak-peek of your content so they’ll want to open it and keep reading. Once your email is opened, clearly state what you want them to do next. A clear call-to-action is necessary for clients to interact with you. Be sure to create a CTA that fits with your original goal, such as “Click here for a free CMA,” “Call now to schedule a showing,” or “Visit my website to search for your perfect home.”
Once you know what you want from your clients, it’s time to figure out the best way to reach them. Here are three examples of drip email campaigns that can help increase your results without taking up too much of your valuable time.
1. Start the Conversation with New Prospects
It can be frustrating when you can’t get in contact with a new lead. Rather than spending extra time constantly reaching out to them, add prospects to a new lead campaign designed to send emails each day during the first week and then occasional emails afterwards. This will ensure they see your message at the beginning, but will be less forceful as time goes on. Tell your lead about yourself, including your coverage areas, credentials and areas of expertise. Include links to your website so they can click through and continue looking for listings in a location that still directs them back to you.
2. Keep in Contact with New Clients
You’ll want to treat prospects and clients differently than your initial leads. After you’ve spoken to a client or prospect, add them to an email campaign that sends bi-weekly messages. This email can include content that would be helpful to them, such as information on the process of buying or selling, what to think about when looking for a new home or the importance of staging. You can also include links to mortgage calculators or helpful consumer content that you can personalize with your own contact details. Finally, include information on their local market, top neighborhood activities in their desired location and the pros and cons of the different housing options available. Get creative and think about what you would want to know if you were new to real estate, the local area or whatever you’ve learned about your prospect.
3. Ask for Referrals from Current Clients
After you’ve closed with a client, add them to an automated campaign that goes out each month with home improvement and DIY ideas so you can always stay “top of mind” with them. It’s always a good idea to remind them you are also available to help their friends and family reach their real estate goals. You could even look at offering an incentive, such as gift cards, if your clients’ referral turns into a closed transaction. Be sure your contact information is always prominently displayed in your campaigns and add links to your social sites that will allow clients to rate or share their experiences on your pages.