3 Email Marketing Mistakes Everyone Makes (And How to Fix Them)
In the world of real estate, your business depends on your ability to market not only your listings, but also yourself — your personal brand. Perhaps one of the most prevalent ways to do so is via email marketing. But, how can you ensure that you’re up-to-speed on the best practices for email marketing? We all know there’s a fine line between a well-received email campaign and one that is perceived as spam.
Here are some common email marketing mistakes you might be making — and what you need to do to fix them.
#1. Blanket Marketing
A common mistake that many commercial real estate professionals make when beginning an email marketing campaign is to blanket email all of their contacts with the same information. It’s important to remember that the majority of your database can probably be divided into several categories. In our industry the categories could be: Buyers, Sellers, Investors, Tenants, etc.
Be sure to custom-tailor your communications to meet the needs and pain points of your recipients. There’s probably no reason for your tenant clients to receive information on investing, or for landlord prospects to receive information on the latest sales comps.
#2. Sending Sporadic Emails
According to the Online Marketing Institute, it takes a multitude of touches —between 7 and 13— to generate a sales-ready lead simply due to the sheer amount of information required to deem a lead sales-ready. (Things like budget, authority, need and timeframe.) If you’re sending one-off emails, you’re probably not making an impact.
Email marketing requires planning and follow-up. Let’s say you’re creating a campaign targeted at your investor category. Maybe the first email is an introduction or thank you. The second email (a few days later) could introduce them to the investor resources on your website. A third email (a week later) may offer them the opportunity to download a free guide you’ve created on the state of the local market in your area —and so on. The idea is to stay top-of-mind and to provide relevant and interesting information over a long period of time —keeping you fresh in their mind as the go-to real estate expert.
#3. Taking Email Too Far
The most common reason clients choose to unsubscribe from emails is due to receiving too many. Make sure when you’re sending out emails to your leads and prospects, that you’re sending them valuable information or content that they want to see. (Reference point #1, above.)
There is a fine line between providing great information and spamming your sphere. A great way to get feedback on the frequency of your emails and their content is to occasionally send out a survey asking for feedback. A free service like SurveyMonkey is a great choice to execute this step.
Bringing it Home
Whether you’re looking to improve your email marketing tactics or are just starting to delve into it —make sure you’re not making these common mistakes. To help step up your marketing game, a CRM system can keep your contacts organized and segmented and can be the perfect platform for executing your email marketing. Contact us to find out how ClientLook can help boost your marketing campaign and help generate leads with just a few clicks.