As a real estate agent, email marketing can be an invaluable tool in creating and maintaining relationships. Well-executed emails can help secure new clients, communicate information to current ones, or even rekindle the interest of those from a previous time. However, there’s some strategy behind it. The following five tips may make your online messaging more effective.

1. Acquire an Email List

Collect a directory of clients’ contact information by asking them specifically for their email address. From there, email them with a choice to opt in to regular content. This method ensures that everyone on the list is interested in receiving your information. Unsolicited emails may tarnish your reputation as a real estate agent or come across as spam. To encourage people to opt in, use gated content, or content that can only be seen after entering an email address. For example, e-books, webinars, or virtual tools should be available only after a client has chosen to receive regular emails from you.

2. Provide Valuable Information

Send an email flyer about recent home listings and closings that may genuinely be of interest to the email recipient. Additionally, send a newsletter with data on the housing market or tips about real estate to demonstrate your expertise. Think: market trends, real estate how-to guides, and government initiatives for buyers and sellers. Make sure to send these sparingly though—no more than once a week—so clients have time to digest the information.

3. Be Concise

Short, digestible messages are optimal, since most emails are read on smartphones that make blocks of text intimidating. Subject lines should also be short, specific, and interesting enough to entice the reader. Aim to have them between 28-39 characters, and definitely no more than 50. The body of the email should take no longer than two minutes to read through. To fit this requirements, try cutting out sentences that don’t pertain directly to the crux of your email.

4. Be Personal

Your email should sound like it’s coming from a trusted ally, not a salesperson. Create this tone by asking questions and using the client’s first name. Focus on using the word “you” more often to shift attention towards your client. Also, always sign the email with your first and last name rather than just your company’s name, and provide additional ways for them to contact you.

5. Send Transactional Emails

Sometimes simply known as thank you emails, transactional emails can be a great way to show clients you appreciate their interest. If someone has opted into your mailing list or responds positively to your newsletter by requesting more information, send a thank you email. It will show that you care about your customers and that your email marketing is genuine.

Almost all real estate agents participate in email marketing, so don’t get left behind! Follow these tips so your efforts may stand out.

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