Thanks to technology and the advent of automated email marketing software such as iDashboard, long gone are the days of sending out individual emails to clients and manually tracking them. You no longer have to painstakingly segment each lead and determine what communication to send.
You can create real estate email marketing campaigns that consist of newsletters and other promotional information.
One of the biggest challenges for real estate agents with email marketing is determining what lead should receive what type of email and when they should receive a certain message. By following the drip email marketing process, it’s easier than ever for real estate agents to build their campaign and start successfully marketing to leads.
Let’s talk about drip email marketing campaigns and what a detailed email marketing process might look like.
Drip Email Marketing for Real Estate Agents
Drip email marketing is basically an automated process of sending emails to leads and different segments of your email subscriber list. For example, if individuals visit your site and subscribe to start receiving your email newsletters, they can begin to receive emails which you’ve already created to help nurture them through the sales process.
The first email a subscriber might receive is a welcome email and then the second and third emails might provide an overview of where he or she can find you on social media and what you provide on your website.
The sequence in which emails are sent is referred to as drip workflows. These sequences are based on: where the lead comes from (ad, website, landing page) and their activities as they pertain to your website (do they download certain guides, favorite your blog, etc).
While there are many drip email marketing campaigns you can set up, here is an example of a very basic one for your subscriber list:
When a lead fills in a form to download a free eBook regarding home buying on your website, the first email they receive may say: “Hello! Thank you for subscribing to my newsletter. Download your free home buying guide here.”
If the lead then clicks on the link to download your free eBook, send them an email that looks like: “Hello! Here is more content from my website you may like.”
If the lead again clicks on your link for more content, you could send them an email, such as: “Good Day, I’m glad you found the eBook helpful! Do you need representation or want to discuss some of your questions regarding buying a home?”
If the lead doesn’t click on the link to download your free eBook, you may send an email similar to: “Hi Again! Don’t forget to download your free guide to purchasing a home.”
If the lead still doesn’t click on the link to download your free eBook, you may send an email, such as: “Hello Again, you may find this content more helpful!”
This is a very basic drip email marketing campaign, but we hope you find the structure helpful so you can begin brainstorming how to piece your workflow together. You most definitely might want to create a longer nurturing process. This workflow, however, helps demonstrate the reasoning behind sending drip email campaigns.
Think about a drip work flow this way: If a visitor comes back to your site again and again and favorites many of your listings, they’re likely a hot lead. You need to take advantage of their clear interest with drip messages that showcase your ability to help. Leads that favorited your listings a few months ago and then stopped visiting your site are cold leads; they can be part of a separate, less urgent campaign.
Drip email campaigns help you send timely and relevant communication to your leads. It is one of the most effective leader generation and nurturing tactics.