Do you have an automated email drip campaign for your real estate work? If you already set up drip campaigns, are you having trouble getting sufficient customer engagement?
Whether you’re working on your drip campaign for first-time buyers, sellers, or other interests, you can use these tips to see an immediate improvement in your real estate email marketing results as you qualify and nurture new leads.
What is a Real Estate Drip Campaign?
Drip campaigns allow you to gain instant credibility with leads, identify your hot ones, and stay top-of-mind with those who are not ready to take action. Email drip campaigns are a set of automated marketing emails that get sent out when a contact sets off a trigger.
A trigger could be any number of actions, including joining your email list. For example, let’s say you’ve created a Buyer’s Packet that you’ve offered for free on your real estate website in exchange for an email address. Once someone enters their email address and hits “subscribe,” they get added to the list that sets off the associated drip campaign you’ve set up.
Here’s another example. Someone signs up to learn more about a specific property. In your automated welcome email, you give the contact some options about specific neighborhoods to click on to show their interest. Click segmentation allows you to automatically add these people to lists triggering the related drip campaigns to provide details on those neighborhoods.
With a drip campaign, you automate part of the relationship-building process so you can focus on your hottest leads.
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How Do You Create a Real Estate Drip Marketing Campaign?
First, you’ll need a full-service email marketing tool, that allows you to create and execute your drip marketing campaigns.
Then, choose the most valuable segment of your overall audience to create your first campaign. These are the people you feel most comfortable working with and you have a positive track record of closing as clients.
By focusing on this specific group when creating your drip campaign, you’ll make your content highly relevant and increase the overall engagement you’ll receive from the series of emails.
How Long Should a Drip Campaign Be?
There are many factors to consider, such as your experience, who you’re talking with, and how much information they need to feel comfortable enough to do business with you. The answers to these questions help you determine the length of your drip campaign.
Here’s a good rule of thumb:
The bigger the investment from the client, the longer your campaign should be. Since you’re helping someone make perhaps the most significant purchase decision of his/her life, three emails are likely not enough. You’re going to need more for a new client to get to know, like, and trust you versus a returning client who’s buying a second home.
How Much Time in Between Your Emails?
The audience’s needs are going to drive your decisions. The expectations you set for the contact during the sign-up process should influence the answer.
For example, if you indicated you’d be sending a daily email over the next 10 days about the homebuying process, your contact signed up for and is expecting an email every day for the next 10 days. But if you’ve set the expectation that you’ll be sending new information every few days, then that’s what they’re going to be looking to receive.
