With trends coming and going, the marketing landscape is constantly evolving. That said, it can be easy to adopt such a reactionary approach when running a successful real estate business that we ignore the signs that our email marketing strategy needs some renovating. Even if the thought of an overhaul is a challenge, it is a must for any good real estate agent in order to stay relevant and create a long-lasting online presence.
One of the key indicators of a struggling email campaign is that the list simply isn’t growing. You may be gaining new subscribers, but they tend to unsubscribe just as quickly. The rate of growth for your list has decreased, plateaued, or worse of all, reversed. One way to combat this downward trend is by offering your real estate prospects information in the form of an ebook, whitepaper, video, or other piece of downloadable collateral.
If you’re sending out the same message to everyone, chances are your click-through rates are low. This is mainly due to everyone being at different stages in the customer journey. Without a clear direction of a specific audience, your email marketing strategy will be unclear, and likely unsuccessful. By segmenting your list by demographic, location, or any other relevant criteria, you’ll be able to more effectively reach your real estate leads in the right places and at the right times.
Having a sizable email list should be part of your email marketing strategy, but not the defining feature. Without taking the time research the wants and needs of your real estate prospects, your emails will inevitably end up in the recipient’s trashcan. As the best real estate companies have shown us, a great email campaign doesn’t just sell. They share stories of the people behind the business, reveal the latest market insights, and frequently pepper their emails with clear-cut calls to action. In order to get your subscribers to look forward to receiving your emails, be sure to deliver information that your customers will value.