Today, email remains the most effective way of digitally marketing your services. It still beats social media and direct mail by a longshot. In this article you’ll learn why email marketing is important as well as get an overview of the different types of content you should be using in your email marketing.
Why It’s Important?
Email marketing greatly reduces marketing costs. The cost to reach a potential customer is very low compared to direct mail, which requires materials, production and postage. Email marketing does require the use of an email service provider. There are many such providers including Constant Contact, MailChimp, Aweber, and many others. These service providers help you manage your list of email addresses, sending emails in bulk, provide templates that you can use, and most include other options as well including social media integration.
Ease of Use
What other method of marketing allows you to reach your entire customer base with the click of an email? Through the user of an email marketing provider like MailChimp or Constant Contact you can write your email once, schedule it, and have the service provider sent out the email to all your subscribers at once.
Email service providers make the job of email marketing easier by providing functionality such as a database for storing your contacts, web and mobile HTML templates for your email communications, sending of email to your entire list or a segment of your list, automated unsubscribe, and the ability to group or segment your list.
Email allows you to quickly and easily communicate with your audience, drive traffic to your website, develop loyalty, increase brand awareness, and gain referrals.
6 Types of Email Content
Real estate professionals should constantly strive to add fresh, new content to email marketing campaigns. Many of us fall into a rut of sending out the same old boring content over and over. Not that there is anything wrong with letting your email subscribers know all about your current listings.
That certainly has a place in any email campaign, but your readers want and expect more from you. And I’m not talking about providing buyer and seller checklists, tips for selling your home, and other articles that we’ve all seen a million times. Guess who reads those? That’s right — no one. Don’t waste your time writing these, because no one is going to waste time reading them.
There are many different types of content that can be integrated into your overall email marketing strategy. You should not think of these content types in isolation but rather as individual components that are combined into an overall strategy. In this article we’ll give you a high level overview of the basic content types that can be used in real estate email marketing.
It’s really difficult to separate email marketing from your overall content marketing strategy including the obvious need for a website. And you shouldn’t separate them. You want to create an integrated content marketing strategy with email marketing playing a central role. Your email should be directing readers to your website so they can consume your great content, and in turn the great content on your website should attract many new readers (and potential clients). Ultimately you want the great content on your website to trigger a desire on the part of the reader to register for your email newsletter.
Here, then, are six basic content types that every real estate professional should be using in email marketing efforts. There are many email marketing providers but they should all be able to support all of these content types.
Your blog posts will be the primary way that you generate content. Blog posts can contain many different types of content including articles about local events, restaurants, shopping, schools, and other local information. And yes, your property listings will play a big role as well. You should also include market reports and neighborhood tours as well as property tours. Tours are a great way to introduce video to your site. Other blog posts include curated content and graphic visualizations. Portions of these blog posts can be placed into your email newsletter along with links to the full article on your website. Again, you want to use the email to funnel readers to your website. The Your Berkeley site provides a great example of how to provide fresh content that can also be integrated into an email newsletter.
Video is becoming more and more widespread and important. In real estate visualization is extremely important and video is the best way to visualize a property without actually being at the physical location. Video allows potential buyers to sort through potential properties without physically visiting each location. It is a more efficient way of searching for properties from a buyers point of view and saves you time as well. You should plan on using a video sharing site like YouTube or Vimeo to host your videos. Using a video sharing site increases the potential viewership of your videos so that search engines can organically display your videos in search results.
Also keep an eye on the drone (UAV) video space. As of the writing of this article we are still awaiting FAA guidelines on how drones can be used for real estate marketing. However, drones have the potential to revolutionize how video is used for marketing various properties. It has particular significance for high properties and large acreage properties.
There are also many apps that you can use to record high quality video. I recently wrote about the Hyperlapse application and its potential to add unique video capabilities for marketing properties.
Audio is sometimes neglected in content marketing efforts but don’t overlook this opportunity to provide great content. However, audio is not for everyone. Some people are not comfortable with this medium, don’t like to hear their own voice, or simply don’t know what to talk about. With a little practice though most people can become reasonably comfortable and effective with this content medium. Podcasting has become extremely popular and is a great way to attract attention to your website and social media channels. You could interview local or industry experts, talk about important topics or simply record question/answer sessions.
Graphic visualization is a diverse and exploding content type. This can include many types of visualization including maps, infographics, charts and graphs, and photos. These provide unique, highly visual content that people really enjoy. These content types require specific software and expertise to create but are highly effective in generating traffic.
Buyers and sellers want information about their homes and the areas where they live. In particular, sellers want to know how much their house is worth and buyers want to the general trends in an area. Your reports should ideally be generated and shared on a monthly basis and should contain information such as active listings, recently sold properties as well as market trends.
You shouldn’t consider email and social media to be isolated activities, but rather different channels that should be integrated into an overall plan. Today, email remains the most effective way to digitally market to your customers. While social media gets all the attention, it is not as effective as email. That doesn’t mean it isn’t useful, but you really need to combine the channels to take full advantage of everything they provide. The question is how? Most email marketing providers are fast becoming integrated solutions providing functionality that allows you to embed social media follow and share buttons into your emails as well as automatically send notifications to Twitter, Facebook, Instagram, and other channels. The integration capabilities of providers will vary widely so you’ll need to do your research in this area.
Today there is no excuse for not providing your email subscribers with fresh, compelling content. A wide variety of content types supported by easy to use technologies make it easy to attract and keep readers.
About the Author
Eric is an approved LANDU Instructor for RLI. He is the founder and owner of the GeoSpatial Training Services and has over 20 years experience teaching GIS solutions and other technology. You can learn more about this topic in his company’s upcoming Getting Started with Email Marketing for Real Estate Professionals Course offered by Location3x.