Key takeaways
- Email marketing can deliver very high ROI for realtors, an average 4,300% ROI for email campaigns.
- Write for scanning: make every major point easy to scan (from subject line through CTA) and break copy into digestible segments.
- Use a readable, positive tone and avoid technical jargon, maintain logical content flow so non‑expert buyers and sellers follow the message.
- Design for mobile: use a responsive template since over 50% of opens occur on smartphones and tablets.
- Commit to ongoing A/B testing: test design, content, frequency and timing across segments to continually optimize results.
Introduction
When it comes to expanding your position in the local marketplace and generating new leads with eager home buyers and sellers, there’s no denying that email marketing is a vital piece of this process. In fact, RIS Media points out that the average email marketing campaign leads to a 4,300 percent return on investment (ROI), easily dwarfing virtually any other form of digital outreach.
Despite the jaw-dropping implications of this insight, there still exists a substantial amount of realtors that simply don’t give email marketing its due. If you currently count yourself among this group and you’d like to embrace the power of connecting with your audience via the inbox, then join us as we look into how to extract the maximum valuable out of this process and build a better bond with your potential clients.
Write with Scanning in Mind
Buyers and sellers in your area don’t have time to read a novel every time you send over a triggered or scheduled email, so Econsultancy’s Ornaith Killen notes that the best way to start creating engaging content on this front is by writing with scanning in mind. If you’re not willing to adopt this mindset, then don’t be surprised when prospective clients become bored or disinterested with your offerings in a hurry.
Essentially, every major point within your message should be “scannable.” From the subject line to the call to action (CTA), highlighting the key concepts held within and breaking this copy down into digestible segments ensures that readers can jump to the sections that pique their interest and pick up the general gist of your inbox content.
Consider the Importance of Content Flow and Tone
Similarly, Killen also explains that the overarching flow and tone of your content needs to be readable and positive. Your audience isn’t an expert with years of experience within the real estate industry, so don’t be afraid to avoid the technical jargon and keep things simple and relatable. Additionally, having a logical flow within this content from one point to another helps keep these viewers on track and focused on the “big picture” message you’re trying to impart in this selection.
As for being positive with your tone, this decision is all about associating your inbox persona with happy and upbeat ideas, thoughts, and experiences. The more negative you are in your writing style, the less likely it is for the buyers and sellers who are consuming your content to feel enticed to engage with your realtor services.
Build with Mobile in Mind
Next up on the list, according to Marketing Profs’ Veronica Jarski, is the need for a mobile-friendly email design or template. Considering that over 50 percent of all emails end up opened on smartphones and tablets, it makes plenty of sense to heed this advice and build the technical side of your real estate email marketing operations with mobile in mind.
In terms of enacting this tactic, leveraging a responsive design or template is the way to go. This tool allows your content to shape and mold itself to the viewer’s device, all while mitigating the risk of misplaced elements and other awkward formatting errors. In other words, responsive designs ensures that all of the embedded buttons, copy, and images found within your emails have a much better chance of making a splash with your on-the-go contact list members.
Be Committed to Testing
Once you have these tactics and tips in place, it’s time to sit back, enjoy the fruits of your labor, and watch the new clients roll into your office, right? Not exactly. While there’s nothing wrong with giving yourself a little pat on the back for a job well done, the truth of the matter is that the world of email marketing is constantly evolving, so you need to evolve with it as well if you don’t want other realtors to catch up – and even pass – your standing in the inbox.
The best way to stay ahead of the curve, as explained by Jarksi, is by finding a spot for A/B testing in your ongoing operations. Consistently testing design and content options, as well as frequency and timing decisions, within the various segments of your contact list creates a continuous cycle of optimization and helps keep your email presence relevant and engaging. Once you add in this practice to the other tips and tricks we’ve covered here, there’s nothing that can stand between your email marketing operations and a steady stream of interested buyers and sellers in your area.
FAQ
The average email marketing campaign yields about a 4,300% return on investment.
Write with scanning in mind: make each major point scannable, highlight key concepts and break the copy into short, digestible sections so readers can jump to what interests them.
Every major element should be scannable, starting with the subject line and continuing through the body to the call to action (CTA). Highlight key concepts and break content into short segments.
Use a readable, positive tone and a logical flow. Avoid technical jargon so non‑expert buyers and sellers can follow the message and keep the overall mood upbeat to encourage engagement.
Build emails with a responsive design or template so content adapts to smartphones and tablets. Over 50% of emails are opened on mobile devices and responsive templates reduce formatting errors for buttons, images and copy.
Test design and content options as well as frequency and timing decisions. Run tests across different segments of your contact list to create a continuous cycle of optimization.
Regular A/B testing drives continual optimization: by iterating on design, content, frequency and timing across segments, you keep your email presence relevant and engaging as the market and inbox habits evolve.
