A digital presence matters for Realtors. Email marketing and frequent social media activity keep you top of mind for consumers and, when done correctly, can also support SEO efforts.
According to HubSpot, there are 4 billion daily email users in 2022. 99% of email users check their inbox every day, with some checking 20 times a day.
A successful email marketing campaign will get the recipients to engage with you and help drive more sales. Build campaigns with your goals in mind:
- Automate notifications about new listings to prospective clients to keep them informed.
- Send consistent emails to boost engagement and nurture your existing audience.
- Write your subject line to tease, or intrigue, the recipient to open your email.
- Track and test your audience engagement.
The average Real Estate email open rate is 19.17% of sent mail, just under the average across all industries of 21.33%. For every 100 emails you send, 19 potential clients are opening and hopefully reading your content.
While the open rate is a good measure of engagement with your clients, the click-through rate (CTR) shows whether or not your audience finds the emails you send relevant enough to click through to get more information, see more listings, or find out more about you.
Real Estate-specific emails have an industry average of 1.77% click-through rate compared to 2.62% of all industries. To increase clicks per email, increase the number of links per message, include photos that link to your website or listing, and have videos of walkthroughs with a prompt to click to contact you or get more information.
Social Media Presence
Email marketing should also drive traffic to your social media and support increasing your followers. Frequent and consistent social postings help to:
- Tell your story and humanize yourself.
- Connect with your target audience.
- Communicate authority and show authenticity.
- Increase web traffic.
You need to develop a stream of timely, relevant content your audience will like and then engage across all your social channels. If you visited a realtor’s Facebook page and they hadn’t posted in months…how likely would you be to reach out? Would you want to give them your business?
Consider your potential leads when curating social media content. Buying or selling a home is a monumental step that is a big financial decision. Your audience in the market to buy or sell most likely has a lot of questions, and concerns. Design your posts to answer those questions and ease concerns for them. Anticipating the thoughts and needs of your potential clients will help build a relationship of trust, even before your first interaction.
Engage social media to dialogue, share advice, and cultivate ongoing relationships with buyers, sellers, and renters.
Follow these few tips for your next social media plan to best engage your audience:
- Promote the highlighted community, not just the home.
- Educate your potential buyers.
- Chat with commenters, and respond to everyone, even negative comments.
- Include videos and stories of walkthroughs and listings.
Our team of experts in email marketing campaigns and social media is ready to chat! Be a contender in your real estate market by going to the next level of engaging marketing tools to grow your business.