How to use email marketing to sell real estate?

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Email marketing is one of the tools that new entrepreneurs need to master, as it remains firm in the face of so many platforms that have changed year after year and have even lost credibility on the internet.



With this powerful asset, you can reach the majority of your customers, since most people open their email every day to check their inbox. Email marketing has proven to be a powerful channel for attracting and retaining customers, and real estate sales are no exception.



To avoid wear and tear throughout the entire customer search process, it is necessary to understand what to do while you are on this journey.



How to work with email marketing


Shipping


Targeting the sending of emails is a factor that weighs heavily argentina whatsapp data on the results metrics of this tool. The content must be sent to the right people, that is, there is no point in sending commercial information to people who are not interested in changing properties or who have no chance of becoming long-term customers.



Just as important as the quality of the content sent is the filtering that the company must do to select potential customers. This will avoid wasting time and money.

Content


Producing content for a company's blog/website is an essential part of maintaining a long-lasting relationship with the client. The relevance and value of the information available on the blog must be so great and concise that the client feels like subscribing to the newsletter and following everything that is updated on the real estate agency's website/blog.



Content is a way to “warm up” your contact list, bringing relevant information to your audience who will then feel confident buying from someone who understands the subject: you!



Pay close attention to spelling. It is worth remembering that, no matter how small the error, it is a factor that can contribute to the lack of credibility that the company will have in the eyes of the person who will receive the email.

Images


Although they convey some information strongly, images alone are not enough to be sent as the body of a marketing email. Other methods can also be used, such as:



Place links on images so that they are clickable and direct to the post;
Know how to distribute email marketing in HTML format and alternate between text and image content;
Avoid attaching very large images, as they will take a long time to load.

Email marketing layout


When writing an email, talk about as much as you can about your business. This way, people won't have as many questions about what service you offer. As for the width, experts recommend using a maximum of 550 pixels.



The more you avoid videos, CCS, attachments, and other files that are not in basic HTML, the better. If it is unavoidable, use files of no more than 50kb. Also remember that the header of your email is one of the most important parts to attract the client's attention to your proposal.



What is the difference between email marketing and SPAM?


In email marketing, the customer is the one who chooses the content they will receive. When registering on a real estate website, they will subscribe to information from that same domain about properties and related topics.



SPAM, on the other hand, is an unwanted message sent by the email owner. Therefore, it is a method that should be more than excluded from your plans to reach your target.

How to avoid making a marketing email look like SPAM?


Emails written in different colors or associated with SPAM characteristics make the user immediately throw the email in the trash or not feel the slightest desire to adhere to the content. Some details must be observed so that the email does not seem unwanted:



Try not to use all caps and have a 50 character limit for the subject;
Don't overuse accents (!, ?, ***, !!!);
Avoid using terms like free, promotion, among others, too much.
How to have more chances of results?


Sending different things to users is a way to reach different profiles at the time of purchase, such as:



Leads: Send content for each customer purchase journey;
Newsletters: Show relevant information or news that interests your target audience;
Promotions: Advertise offers, but don't overdo it. Remember that too much of anything ends up tiring the user.
Track metrics


Every chance of improvement is based on this monitoring. Basically, what can be observed with this measurement is:



Opening rate, which is considered when the recipient authorizes the display of images;
Click-through rate, to know how many emails were clicked compared to how many were delivered;
List growth rate, which shows the percentage of emails that came in compared to what already existed;
Rate of emails that are invalid or have stopped interacting.


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