Content Marketing, Customer Experience

Email Marketing in the Property Industry

It’s a common perception that social media platforms dominate the online marketing sphere, what with Facebook boasting a staggering 1 billion active users,  Instagram 700 million and LinkedIn over 106 million.

In the world of content marketing, all activity on your website, social media pages, and video channels ultimately leads to getting your audience and potential customers to sign up to your database.

What is Email Marketing?

Email marketing is often cited as second only to search engines when it comes to the most effective online marketing tactic. According to MarketingSherpa, 72% of consumers chose email when asked how they prefer companies to communicate with them. It’s one of the easiest, quickest and cheapest ways to connect with customers, if you do it right. People appear on your email list when they sign up for newsletters, enter a raffle at your event, or leave their details when they visit your display village. This means that email marketing eliminates unsolicited or unwanted communication due to its fundamental opt-in feature. Once prospects have signed-up, it’s imperative to deliver meaningful, targeted and relevant information to each of your email recipients to maintain their interest. This is where audience segmentation becomes imperative, as it enables you to send tailored content to different parts of your database. For example, promoting a double-story home design that is perfect for families may not appeal to the young first home buyer. Instead, they may be interested in exploring house and land packages under $470,000. Sending relevant content increases your chances of converting prospects into buyers. To read our blog on Email Marketing Best Practices, click here.

Email Marketing in the Property Industry

In the property industry especially, cultivating relationships with both current and potential customers is fundamental. Trust and reputation are the foundations upon which brands are built and marketing domains of influence are grown. A strategic email marketing campaign helps you expand your contact list, get you more leads and allow you to nurture your relationship with potential buyers.

By sending valuable insights, fresh news and helpful resources relevant to the product that the enquirer has expressed an interest in, you will be able to position your brand as a trustworthy expert in your field. When trust is established, your leads won’t only buy from you, but will also spread their positive experience through word-of-mouth, potentially giving you more leads. Varying the information you deliver to your database is additionally crucial, and so adopting an ‘educate first, sell second’ approach is advised. For example, if you’re marketing a land estate, you might want to talk about the schools in the area, access to public transport and plans for future growth and development, before sending recipients repetitive communication on land releases.

Or, if you’re a home builder, you might send useful tips for styling your home or explaining the different heating and cooling options that can feature in your homes, before sending a retail campaign with a cash-back offer. Additionally, remember to keep your audience engaged by diversifying content types.

This means linking to video content such as drone footage of construction progress or home walk-throughs, as well as links to testimonials and blogs to encourage website visitors. It’s important that you don’t disconnect from your clients and potential buyers once you have reached your objective for the campaign. Nurture your relationship with them by sending consistent and relevant information such as FAQs on buying a home in a master-planned community, upcoming display village launches and other events, and various resources on building and buying your first home.

Perhaps the most important aspect of email communication is to keep the conversation open, ensuring you are offering an opportunity for recipients to provide feedback. Do this by sending a survey or asking them to leave a Google review. Email provides such amazing potential for a communication and feedback loop with prospects, which needs to be harnessed.

We’re confident that these email marketing tips, along with the effective nurturing of your customers through the sales funnel, will result in positive testimonials, reviews and referrals that add unrivalled value to your business.

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Judi Carr

A bona fide property marketing queenpin who embraces challenges and new opportunities. Loves a good quiz. Go the Hawks. With a wealth of knowledge and experience in the property industry having worked for some of Australia's biggest developers and property organisations, our Director, Judi, guides and inspires the success of our brand.By combining her extensive property knowledge and passion with her innovative and strategic thinking, Judi always knows how to achieve the best outcomes for clients.