February 27, 2018
In real estate, few things are more important than following up with potential leads. An email drip campaign is one of the most effective methods for doing so, yet so few brokerages are doing it right.
Here are four tips our marketing agency in Boca Raton swears by for creating a drip campaign that turns leads into clients.
Here’s the thing: though your end goal is of course to turn your lead into a client, it isn’t necessarily the primary goal of your drip campaign. The worst thing you can do is pack a lead’s inbox with irrelevant information and endless sales pitches. Therefore, your true focus should be on providing the receiver with valuable information, which will aid in fulfilling their own goals. Given how many emails the average person receives daily, failing to do so is a surefire way to get your messages sent directly to the trash. Plus, making this intention clear not only shows you have your prospective client’s best interests at heart, it also goes a long way in terms of securing them as a client. Already, you will have demonstrated the value you can offer to them as a client, and that’s half the battle.
While knowing your goal is important, knowing your target is just as essential. If you don’t understand what the receiver wants, delivering it is next to impossible. In the case of a real estate drip campaign, your receiver will most often be a prospective buyer or seller. Clearly, these two individuals have very different ideas of what will classify as valuable information. Therefore, you have to segment these audiences, then develop a drip path and content that makes sense for their goals.
For buyer leads, valuable information might take the form of listings relevant to their searches, moving tips, insider tips on the community that has peaked their interest, and home buying tips and resources. Sellers, on the other hand, would be more interested to receive home selling tips and tricks, a report on the latest comparable sales in the neighborhood, and so on. Testimonials or client case studies can be valuable for both groups as well, though only when provided sparingly.
When creating the drip path, it’s important to consider all possible entry points, as well as the scenarios which could play out once an email makes its way to the receiver’s inbox. Right off the bat, you should customize the content to the user’s actions thus far. An introductory email for a buyer who has shown interest in a specific property should be different than that which is sent to a buyer who sent a general inquiry. Furthermore, if the buyer in this situation schedules an appointment with you to tour homes, he or she should not continue to get the same emails as an individual who has not committed to using your services. You must consider all possible outcomes for every email you send, and then create corresponding paths that will enhance your chances of securing the lead.
In addition to strategically plotting the actions your drip campaign could inspire, it’s important to strategize the frequency of your emails as well. This will differ for buyers and sellers. Ultimately, determining how often to push new emails will require putting yourself in their shoes. Daily emails are bound to bother just about anyone, so steer clear of sending emails too often. Instead, consider how the buying or selling would typically progress for one of your clients. After two or three days, a buyer may have honed in on properties they’re interested in and might be more responsive to your emails. In a week, they might be interested in seeing proof that you can deliver on your promises. Consider their needs carefully, then determine how often you should attempt to meet them.
The duration of the campaign is important to consider as well. For instance, it might be appropriate to continue to touch base with a prospective seller three months after the initial contact, but reaching out to an interested buyer after two months have passed will likely be more of an annoyance than a valuable interaction. The immediacy attached to the recipient’s goals should factor into the campaign’s duration.
We hate to break it to you, but email marketing isn’t easy. It’s a competitive arena, and only the most creative brokerages will succeed. For starters, you need a solid subject line that makes the person on the receiving end open the email in the first place. Then, you’ll need to create a captivating design that amplifies your message, without feeling impersonal. Speaking of, adding personality to your emails is a must. If your message feels like it’s being sent by a robot (even if that is the case), your leads won’t bite. They need to know a real person is behind the screen — one who cares about their goals and has the skills needed to help them reach them. We know you’ll fit the bill, but make sure your messaging supports that. Then, close your message with a clear call to action that encourages the receiver to get the ball rolling. You might consider enlisting a real estate marketing agency with copywriters, designers and marketers who can ensure your drip campaign delivers the desired result.
Need a little help getting your drip campaign going? We’ve got your back. Click the button below so we can get to work, and turn those leads into happy clients!