Create Real Estate Email Campaigns That Cut-Through

What components make up a successful real estate email marketing campaign that drives opens and clicks? Discover the key areas to concentrate on when assembling your next bulk email campaign.

Crafting Attention-Grabbing Subject Lines

The subject line is the first thing your recipients see, making it crucial to capture their attention instantly. A great subject line should be concise, intriguing, and relevant to the content of your email. Use action words, personalisation, and urgency to encourage opens. For example, ‘Could this be your new home!’ or ‘Sell Your Home Fast!’ can entice recipients to open.

Remember to continually test your subject lines to see which ones perform best. This can provide valuable insights into what resonates with your audience, allowing you to refine your approach over time.

Visually Appealing And Mobile Optimised Emails

A visually appealing email can leave a lasting impression on your recipients. Utilize high-quality images of your listings, ensuring they are well-lit and professionally taken. Feature your brand prominently at the top or bottom of the email and make sure the colours harmonize well to give a professional and trustworthy appearance.

Keep the layout clean and easy to navigate. Use plenty of white space to break up the text and make the email more digestible. A visually attractive email can significantly increase engagement and conversion rates.

Importantly, take into account how your email is viewed on mobile phones. Research shows that 41.9 % of email views are from mobile phones, and desktops make up 39% of global email views. The remaining percentage accounts for tablets, iPhones, and other devices. Mobile phones are the most preferred and convenient platform for reading emails, so it’s crucial that your emails are mobile-friendly and properly formatted for mobile devices.

Less Is More With Your Listings

When promoting your listings, less is more. Include one main image, address, bed, bath & car spaces and that is sufficient. Why? We want the reader to take action. We want to create a sense of intrigue and and encourage the reader to click through to your website for more information. Purposely leaving out the price or inspection times can help create this interest in the property encouraging the reader to click through to find more information. This strategy when carefully deployed improves engagement (clicks).

This works for all types of listings including for sale, sold and rental properties.

There’s no rule saying you have to include every single detail of the property in the email. Further to this, very few people read property descriptions, so best leave them out of the email and use the spare space to include other listings or content.

Incorporating Effective Calls to Action

A well-crafted call to action (CTA) is essential for converting email recipients into clients. Your CTAs should be clear, compelling, and strategically placed throughout the email. Use action-oriented language that tells the reader exactly what you want them to do, such as ‘Book An Inspection,’ ‘Submit an Offer’, or ‘What’s My Property Worth?’.

Make sure your CTAs stand out by using contrasting colours and prominent placement. Including multiple CTAs that cater to different type of reader can also be effective. For example, someone who is looking to buy might need to sell first, so an effective CTA would be ‘Need to sell before buying? Find out how much you can achieve in today’s market’.

Creating Compelling Agent Profiles

A personal touch can go a long way in building trust with potential clients. Include a section in your email that features your agents.  A professional headshot and a brief personable bio can help humanize your brand and make recipients feel more connected.

Other worthwhile content for promoting the agent could include profile videos, client testimonials and any awards received.

Who is the proper audience for this email?

Targeting the right audience is crucial for the success of your email marketing campaign. Divide your contact list into categories such as buyers, sellers, investors, and tenants.

You can further refine these categories with subgroups like Hot Sellers and Hot Buyers. These individuals, who are actively engaged in the market, would appreciate receiving more frequent emails. Conversely, those still researching the market might prefer emails on a bi-weekly or monthly basis. This approach ensures your emails are relevant and customised to each recipient’s interests.

With years of expertise in email marketing, the Phoenix Software team can provide the tools to create standout email campaigns that effectively penetrate a crowded marketplace. Schedule a consultation to discover and implement more cut-through email campaigns today.