3 Essential Email Marketing Strategies for Real Estate Investors
By Josh MillerFirst published Updated 4 min readA monthly newsletter, a drip campaign matched to each seller type, and an occasional special offer keep leads coming back to your pipeline. Each one works best when it gives the seller something useful and asks for one clear next step.
In real estate investing marketing, email is still a valuable asset if used correctly. In 2021 there were more than 4 billion daily email users, and email marketing is one of the most effective ways to nurture leads down the funnel.
In 8 Email Marketing Must Do’s for Real Estate Investors, you learned how to build a better email campaign. But what are the best email strategies to employ as a real estate investor?
These three email marketing strategies work well in nurture and retarget campaigns, where your goal is to bring leads back to the sales pipeline and schedule an appointment with you.
Three Important Email Marketing Strategies
Newsletter
A monthly newsletter is a great way to maintain contact with leads and stay front of mind. Newsletters are supposed to be in a readily accessible format, easy to open and read. The best length for an email newsletter is 20 lines of text or 200 words: brief and digestible at a glance.
Your newsletter is an opportunity to provide leads with value. What kind of value? Anything that positions you as a reliable authority in the real estate investing industry, including:
- News on the market, its condition and whether sellers or buyers have the advantage;
- Links to blog posts you know are useful; and
- Helpful tips and ideas for homeowners
You will leave a lasting impression if you not only prove your knowledge and expertise as an investor, but also show you care about the seller experience by giving them access to helpful, need-to-know resources. Avoid self-promotion or ulterior motives.
When you provide the value, leave your recipients wanting more. Leave a call-to-action to keep them on board or engaged, and encourage them to respond. A response can be to “Request a Free Offer” on their property or “Subscribe” to your blog.
Drip Marketing
Drip marketing is when a constant flow of marketing material is sent to a lead over a period of time. The idea is to create long-term repeated exposure and through this start conversations regarding an offer or benefits of selling for cash. It is not exclusive to email marketing; it can also be done with direct mail and social media. But of the three channels, email is perhaps the most effective.
You may have heard drip marketing referred to as “lifecycle emails,” “a scheduled email campaign,” or even “an auto-response campaign.” It is a marketing strategy that sends, or “drips,” a pre-written set of messages to potential sellers directly into their inbox.
This email strategy should be launched with every new lead you acquire. These emails are sent automatically and include periodic prompts for a phone call or to “Request an Offer.”
Drip marketing is not a one-size-fits-all method. Instead, you must tailor your messages to your seller types. You’ll have a campaign for first-time sellers, another for FSBO, and one for probate, foreclosure, bankruptcy, and so forth. You must manage your leads and discover what type of seller they are before sending the appropriate campaign.
Most investors automate their email campaigns to free up time and ensure they do not miss a lead. Of course, you’ll need to be ready to respond to all lead messages and CTA clicks.
Special Offers
Sometimes a little something extra is enough to get a lead’s attention. What can you offer sellers that they’d be interested in? How about a free home value consultation? What about a market overview? Or you can tell leads you’ll cover their moving costs, and they can leave behind anything they don’t want for you to handle.
A special offer can be sent out every so often. Be sure to include instructions on how the lead can take advantage of your offer.
Stick With It
Managing an email campaign takes dedicated time and effort, same with any marketing medium. Sending emails, answering replies, responding to clicks: it takes a lot of work. Once a lead responds, it will be in your best interests to continue emailing them, perform follow up, and move them through your acquisition pipeline.
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