How Email Marketing Helps to Keep in Touch with Real Estate Customers

After someone buys or sells a home through your agency, you want them to remember you in case they need help with future transactions and referrals. Email marketing provides a powerful way to maintain these relationships, ensuring you remain their go-to real estate expert.

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Imagine this scenario: a client buys their dream home through your agency. Fast-forward a few years, and they're looking to upgrade, so they need to sell and buy another property. You want to be the first person they think of – nurturing your relationship and keeping an ongoing connection with them increases the chances they'll reach out to you again.

In this blog post, we'll explore how you can effectively use email marketing to keep in touch with your real estate customers by offering valuable advice and practical tips along the way.

Using Email to Keep in Touch with Real Estate Customers

Email marketing provides a direct line to your customers’ inboxes, allowing you to share updates, information, and personalized messages. But it's not just about sending emails—it's about sending the right kind of emails that cater to the homeowners' changing needs and situations.

Their needs and interests evolve over time, and your emails should reflect that. Personalized content can significantly increase engagement rates. Use your CRM to segment your email list based on factors like past transactions, client preferences, and engagement history. Tailoring your messages to each real estate audience segment ensures relevance and maintains client interest.

Regular communication helps keep your agency top of mind. However, consistency doesn't mean bombarding your clients with emails. Find a balance that keeps your clients informed without overwhelming them. A well-planned email schedule can help maintain this balance.

Every email you send should offer value to your clients. Whether it's useful information, exclusive deals, or personalized greetings, make sure your emails are worth opening. Adding value builds trust and reinforces your expertise in the real estate market.

Advice on Sending Regular Marketing Emails

Now, let's dive into some content ideas that can make your email marketing campaign engaging and effective.

Monthly Newsletter

A monthly newsletter is an excellent way to keep your clients informed about market updates, new listings, community news, and industry trends. It provides a snapshot of what's happening in the real estate world and keeps your clients engaged with your agency.

Keeping them informed is also a great way to nurture this relationship and give them readily accessible reading material as they begin to think about needing to buy or sell. It gives them a high-quality resource tailored to their area that they can use when taking the initial steps in this long process.

Anniversary Emails

Mark the anniversary of your client's home purchase or sale with a personalized email. This small gesture shows that you remember and care about your clients' milestones. Include well wishes and an invitation to contact you for any real estate needs they might have.

Seasonal Tips

Provide seasonal home maintenance tips and checklists to help buyers and sellers keep their properties in top condition throughout the year. These practical tips can be invaluable and position you as a helpful resource.

Maintenance needs vary heavily by region due to their climate and weather patterns and the construction history of homes. An area with largely newer development will have different needs than neighborhoods that are a hundred years old.

Referral Program

Encourage past clients to refer friends and family by offering incentives or rewards. Include periodic reminders of your referral program and its benefits in your email footers. You don’t want these to be pushy or invasive, so building them in as part of your web structure or sending periodic promos around can remind people in a way that doesn’t intrude. Word-of-mouth referrals are incredibly powerful in the real estate industry.

Market Reports

Share detailed market reports and analyses tailored to the neighborhoods where your clients bought or sold properties. This will showcase your expertise and keep them informed about their home value and others in their area. While this can fall under a similar umbrella as a monthly newsletter, these tend to be more focused on the numbers and state of buying. Clients who see homes as investments and want to know how well an area would work as an investment property would be happy to receive this information.

Holiday Greetings

Send personalized holiday greeting emails to celebrate major holidays and special occasions. This simple gesture reminds clients of your commitment to maintaining a lasting relationship and adds a personal touch.

How-To Guides

Share comprehensive guides on various real estate topics such as buying a second home, investing in properties, or preparing a home for sale. These guides demonstrate your continued support and knowledge, providing valuable information that clients can rely on. You can also host these on your website and use email to send them at scheduled intervals if the person signs up for that. It’s a good incentive to encourage sign-ups while providing value for people interested in learning how the housing market works.

Stay on Top of Email Marketing with McClatchy

Managing an effective email marketing campaign can be time-consuming, but you don't have to do it alone. McClatchy has the expertise and local reach to help your real estate agency stay in touch with past customers – across a wide swathe of people. The McClatchy Premium Audience Network gives you significant insights into specific regions throughout the nation.

From crafting engaging content to segmenting your email list and analyzing campaign performance, McClatchy offers comprehensive solutions to streamline your email marketing efforts. Our team of experts ensures that every email you send is crafted with precision and tailored to your audience.

Ready to take your email marketing to the next level? Contact McClatchy today and discover how our expertise can help you connect with your clients like never before.