Ultimate Guide To Drip Email Campaigns For Real Estate Agents

Posted by:
Caroline Soriano
August 16, 2023
12 minutes, 44 seconds

You're probably here because you already know how powerful email marketing is.

If not, let us tell you that email marketing is one of the most successful ways to convert real estate leads into clients. 

Almost everybody has and uses email. It has a huge part in our lives and most of us use it for about six hours every day. 

However, the reason email is popular is also the reason it is difficult. Consumers today are overwhelmed with information and have learned to be incredibly selective about where they spend their time and money. 

If you want to win with email, you must know how to get attention.

 Your prospects want material that answers their problems or helps them achieve a certain objective. In real estate, the goal is to make one of the most significant purchases of their lives.

This article will teach you all you need to know to establish an email nurture campaign that will turn passive leads into committed customers.

What Exactly Is a Drip Email Campaign?

A drip email campaign is a series of automated emails meant to provide relevant information to newsletter subscribers, leads, and prospects over time.

The purpose of drip email campaigns for real estate agents and teams is to slowly and regularly help potential buyers and sellers make the right decisions in their real estate journey through a series of automated emails that are primarily geared to inform (not sell).

However, keep in mind that when it comes to your nurture and drip emails, automated generic.

Remember to take your time and always provide something of value in each email. In a sea of agents who abandon their leads, your prospects will remember you as the one who kept turning up. 

Quick Real Estate Drip Campaign Ideas To Try

The greatest drip campaigns are developed with the client journey in mind and are frequently triggered by events such as a lead from Zillow, a home search, or another specific action made on your website. 

Drip campaigns, on the other hand, are a terrific way to stay in touch with prior or non-responsive prospects.

Before you start a drip email campaign, consider where the lead originated from and what they're looking for so you can adapt your material properly. If you're just getting started with nurture campaigns, organize your list by buyer, seller, and former clients/non-responsive leads.

Here's a quick list of drip marketing content options based on lead kind. 

Buyer Leads

  • Real estate listings in their area that are relevant to them.
  • Home market updates in their desired area (e.g., home prices, mortgage rates, property sales, and so on).
  • Emails from the community sphere, such as personal opinions from previous clients who moved to the area, or a calendar of events such as local festivals, restaurant openings, and food fairs.
  • Lists of your favorite homebuyer resources, a tips compendium on what to look for when buying a new house, or even an entire booklet for first-time homebuyers are all examples of resource lists.

Seller Leads

  • Real estate comparisons, as well as other crucial statistics on recently sold properties in the neighborhood. Include highlights from your recent deals, such as the percentage above the asking price you obtained for a customer.
  • A blog digest of your most recent entries to demonstrate to potential sellers that you are an expert in your subject. Include themes such as home selling recommendations, market changes, and so forth.
  • Case studies and testimonials from satisfied past clients might help prospects visualize themselves in your client's position.
  • Home seller materials, such as a list of top suggestions to tempt potential buyers, or simple tricks such as how to present the house during open houses.

Previous Customers and Unresponsive Leads

  • Blog posts regarding the market as well as any pertinent changes about your company.
  • Homeowner tools include house care suggestions, how to save water and energy, backyard maintenance, interior design assistance, and so on.

How to Send More Effective Realtor Drip Campaigns

Given the amount of time we all spend in our inboxes, your prospects are likely to spot old drip material in a flash. Don't be concerned if you've tried and "failed" at email marketing, or if you've just noticed a drop in your open or click-through rates.

These basic guidelines can help you immediately improve your game.

But First, Get To Know Your Leads

Focus your first pieces of content on getting to know your prospect. Then, if you receive a response, consider activating a new or more targeted drip campaign based on the information gleaned from that interaction.

You could, for example, set your drip to start when:

  • A new subscriber chooses to receive your listing updates or email newsletter.
  • Following an event (for example, an open house or a webinar),
  • On a specific day (for example, the first anniversary of signing up)

Show Up Consistently (Not Always)

When you initially start a drip campaign, you may wonder how frequently you should send emails. And the truth is that it is dependent on the type of campaign you are conducting. 

Here are two kinds of drips with drastically different cadences:

  • Listings updates for buyers - Even if your buyer leads have a longer timeframe, you should send these emails out on a monthly or even weekly basis (especially if the market is hot). 
  • Market updates for sellers - You may only want to schedule one drip email each quarter for these drip emails. 

real estate agent explaining drip email

Keep Your Emails Short And Simple

On average, you have 8 seconds to capture your prospect's attention. So in that short period, use it to ask short and edgy questions, such as: "What made you choose me as your realtor? Let me know by replying to this email."

Use Short, Attention-Grabbing Email Subject Lines

Subject lines have one and only one job: get your prospect to read their email.

There is a lot of study and tools available on the art and science of subject lines, but you don't need a Ph.D. in subject line poetry to attain those insane open rates. Concentrate on these essentials, and you'll have no trouble attracting your reader's attention.

Captivate Your Reader's Interest

Attract your reader's attention by promising something fascinating, useful, or entertaining. And be sure to fulfill your promise. While baits might work, it can also be the quickest way to lose subscribers.

Alternate The Lengths Of Your Subject Lines

The typical length of a subject line is 35 to 45 characters. To truly stand out, use subject lines that are considerably longer or shorter than what's already in your reader's inbox.

Mix up short and long subject lines and do an email split test to know which subject line gets the highest open rate.

Keep It Casual

Subject lines with the highest open rates are typically those written informally as if they were sent from a friend. Consider this: Which email would you like to open?

Segment Your Contacts

If your drips aren't being opened, go through the list of people you'd like to place on an extended drip and choose 100 names to send a personal email to. Then, reduce it to a few names per day or week to check in with.

You can contact these people regarding almost anything, such as a comment related to your initial chat, a fast check-in to see how their relocation went, or a nice note reminiscing about the delicious lunch you shared when you last met.

Regardless of your content or method, having the following aspects in each email can assist in improving opens:

Stay True And Basic

Use a name that conveys trust (most likely your own). The majority of spam originates from corporations, brand names, or strange, untrustworthy sources. To prevent spam filters, keep your 'From' line basic and direct. For instance, 'Dennis Nottingham' if you're already well-known in your industry, or 'Dennis Nottingham at RE/MAX Advanced Realty' if your recipients won't recognize your name right away.

Irresistible Subject Line

The subject line is the most important aspect in determining whether or not your emails will be opened, so be sure to make it lighthearted, conversational, and fascinating.

Create An Interest Angle - Tell your prospects something they didn't know previously. You'd be shocked how things that appear simple to you might be perceived as valuable "insider information" by your prospects.

Tangible Benefits

Make sure your emails provide value to your prospects and prior clients. Whether it's resources or how-tos, your reader should learn something new.

Be Mobile-Friendly 

Since 54% of emails are opened on mobile devices, it just makes sense to make your emails mobile-ready. Most email marketing solutions allow you to test your email on mobile to ensure it looks pleasant and easy to read.

Use A Strong CTA

Your readers want you to tell them what to do next, even if it's just to respond with a question, register for an open house, or watch for your next email, so be sure to use a strong and compelling call-to-action.

These are just some email marketing tips for real estate agents to help convert leads. For more tips like this, visit our website or call us at 317-316-8224 today!

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