Real Estate Marketing Ideas, Real Estate Lead Generation

How to Build Your First Email Drip Campaign

By Meaghan Loraas Last Updated March 4, 2022 4 min read

A recent study conducted by the software company Adobe surveyed the email habits of 1,000 American workers. Based on this sample of workers, the study concluded that the average American worker spends nearly six hours per day checking their work and personal emails. Social media and targeted ads are a great way to reach potential customers. However, studies like these show just how important it is for real estate companies to build up their email marketing efforts. With the help of real estate email marketing, you can build an effective drip email campaign. This email campaign can help you grow your real estate business exponentially.

What is a Drip Sequence?

What are drip campaign emails, and how can they help you reach potential buyers? Essentially, a drip email sequence is a series of emails triggered by actions taken by visitors to your website. For example, you’ve probably received “abandoned cart” emails or emails after requesting information. These campaigns are called “drip” sequences because they produce a slow and steady “drip” of advertising content. 

Real estate drip campaigns are automated, but that does not mean they need to be boring. The more thought you put into these sequenced follow-up emails, the more likely they will turn into future leads. However, once you’ve worked on crafting these emails, they become automatic responses sent on a schedule. As a result, you have more time to concentrate on running your real estate business. 

Steps to Building An Effective Drip Campaign for Your Real Estate Business 

You know that email drip campaigns are an effective way to turn interested buyers into actionable leads. But how should you go about setting up your drip campaign? The following guide is intended for real estate agents interested in reaching their target audience with an innovative, engaging email campaign. 

Build Your Email List

Before you begin planning your email automation drip campaign, you will need a list of people to send these emails to. It is important to carefully build your email list. This way, you ensure that your emails reach people interested in learning more about your real estate listings. There are two main ways to build up an email list. The first is through lead magnets. Lead magnets offer something in exchange for a potential client signing up for your email newsletter (such as a newsletter or consultation). The second way to build an email list is through opt-in forms. Generally, if a client would like to hear more about one of your listings or would like to keep up to date on new listings, they will have the option to provide their email address to receive marketing emails.

Craft Drip Email Templates

Crafting an effective template for your automated emails will simplify your email sequences. Once you’ve decided on a template, plugging in new and relevant content is simple. Many real estate marketing services will create templates for you for a fee, but you can also consider making your drip email templates depending on the types of emails you plan to send out.

Analyze Your Target Audience

Once you begin writing the content for your drip sequence, it is crucial to keep in mind the audience you are targeting in your marketing materials. Keep in mind the demographics, geographic regions, and types of renters/buyers you are trying to reach as you decide on messaging and content. Your content should be geared explicitly to interest your audience and result in clicks and engagement.

email marketing for real estate agents
An email drip campaign can be an effective way to nurture leads until they’re ready to buy.

Decide on the Triggers/Frequency of Your Drip Emails

Maintaining the right balance of drip emails is critical. You want to keep your clients updated and interested in your real estate business, but you don’t want to overload them with so many emails they unsubscribe. Once you decide on the actions that will trigger your drip emails, it is essential to measure the long-term frequency to ensure your campaign is effective. Potential triggers for real estate emails could include newsletter sign-up, Zillow leads, or a home search.

Maintain Consistent Messaging Throughout All Communications

No matter the content of your drip emails, the client should always get a clear sense of your business’ values and offerings. Your real estate business’s focus and niche specialties should be precise in all communication with clients.  Additionally, it is essential to update your drip emails when the content is out-of-date or no longer accurate. If a series of drip emails are not resulting in clicks or engagement, you may need to reassess those particular automated emails. 

Reconnect with Disengaged Clients

If your analytics show a potential client has stopped engaging with your email content, consider sending a personalized email reminding them of your services and current offerings. Sending targeted content may re-engage these clients, resulting in a future listing for your business down the road.

Pay Attention to Leads Created Through Email Marketing

While email marketing is a powerful tool to turn interested clients into potential leads, it is always important to follow up. Make sure to nurture the connections you have made through your marketing emails. Your clients will appreciate your care in following up on these connections, keeping your real estate company at the forefront of their minds when they next buy or sell a home.

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