Note: This article has been updated for 2018 from a previously published post.

 

When it comes to marketing ideas for your real estate business, email marketing is one of the most reliable and effective methods. Email marketing has been around almost as long as the internet. Brands have steadily been adopting direct marketing tactics to their online marketing with great success. 

There are quite a few solutions available for agents of varying levels of experience.  Since many of them share similar features, the challenge is choosing the right one for you.

In this article, I’ll share with you 7 of the most widely used email marketing software currently used in real estate. You’ll also learn some helpful tips for planning your next email campaign.

First, let’s look at some of the incredible benefits email marketing offers.

Why You Should Invest In Email Marketing

With proven higher conversion and ROI than PPC advertising or organic traffic, email marketing campaigns allow you to build rapport and trust with subscribers over time. Used correctly, email marketing is effective at the following:

  • Lead nurturing
  • Customer Retention
  • Online Engagement

email marketing return on investment

Strong SEO makes it easy for buyers and sellers to find you. Once they find you, however, you need a compelling reason to keep them engaged as subscribers. As search engines and social media become more focused on improved user experience and data privacy, attracting opt-in subscribers will become even more crucial for agents.

Here are some questions to consider before you start your next email marketing campaign:

How often will I communicate by email?

According to Hubspot, 78% of users unsubscribe because of receiving too many emails. Don’t overwhelm your prospects. A monthly newsletter for your core customer base is effective. Additional communications should be focused at driving offers to relevant market segments. 

reasons to unsubscribe from email

Instead of bombarding your contacts with daily emails, consider a strategic approach of 8 monthly emails. Research suggests that an average of 8 emails per month can help avoid buyer customer fatigue.

email frequency

Bear in mind that seasonal and local market trends will also impact the frequency of your emails. You may need to increase your emails during high peak seasons in your farm, for example.

Be respectful of those who have entrusted you with their beloved email address. Contact them regularly to stay top-of-mind, but be thoughtful and strategic about when and how often you reach out to them.

Do my clients prefer communication by mobile or desktop?

If most of your clients are working professionals who prefer their desktop, mobile optimization may not be as crucial for you. On the other hand, if you’re targeting millennial first-time homebuyers, you might want to focus heavily on mobile-friendly email content.

Enhancing your emails with large images, gifs, video and other interactive content can also backfire if it reduces the load time for your emails. Customers who can’t load your page on their mobile device will simply delete your message!

How will I track email engagement to improve my communications?

Open rate, click-through rate, bounce rate and unsubscribes are just some of the email analytics you’ll want to track for each campaign. Without a measurement tool for tracking email engagement, your emails could wind up in the trash repeatedly, or earn you a fine for spam!

email marketing analytics

 

Is my content compliant with Anti-spam legislation?

Data protection, user privacy are growing concerns globally. Real estate agents who plan on email marketing will have to be compliant with anti-spam laws to market successfully by email.

Email Marketing Spam Laws You Should Be Aware Of

spam

Whether you operate in the US or Canada, real estate agents are required to observe Anti-Spam laws and regulations. Failure to do so can result in a hefty fine of up to $16,000 (USD) per email!

Even more importantly, repeated infractions will result in a bad reputation for you. Bad word-of-mouth is as effective as good word-of-mouth. Negative reviews and comments about your unsolicited emails could end up surfacing online.

Stay compliant with Spam laws in your state or province:

  1. Customers must opt-in to receive communications from you. This means you can’t send them an email directly asking them to join your email list. They have to find you online and choose to subscribe.
  2. All routing information must be clear and explicit, including your domain name and address. Unauthenticated email can be classified as spam. State clearly who you are in the From field.
  3. Misleading Header or subject lines are not permitted.
  4. Advertisements must be stated explicitly. If you are attempting to sell something, it must be stated clearly to the recipient.
  5. Your email must include a valid business address to authenticate you as a legitimate business. Even if you work from home, include a physical address in your email.
  6. Provide clients with the option to opt-out with clear instructions on how to do so.
  7. Forwarding emails that include an offer can be classified as spam if the recipient did not request it. You could be held liable if a third party emails your offer inappropriately.

Now that you have a better understanding of how to prepare your email campaign, take a look at my list of email marketing software options. Choose the one that best suits your budget and business needs.

7 Email Marketing Tools For Real Estate

1) Adobe Campaign

 

Enterprise-grade web-based SaaS for brokerages and real estate teams.

Create and launch personalized email campaigns with drag-and-drop editor for ease of use. Use integrated profiles to identify the right audience, deliver automated messages and measure results with robust analytics reporting.

Ideal for:

  • Channel management
  • Marketing automation
  • Analytics

No free trial is available, but there is a free demo.

2) Campaign Monitor

Another great email marketing option for real estate agents. Includes third-party integrations and rich in features. Suited for independent contractors or small-medium sized teams. They provide 24/7 live support, and pricing starts for as low as $9/month (USD).

Use Campaign Monitor to:

  • Design branded, professional emails
  • Drip campaigns
  • List management

CampaignMonitor can also be integrated with Shopify, WordPress, Magento, Facebook, Google Analytics.

A free trial is offered.

3) CleverReach

clever reach email marketing

A web-based solution with a freemium and monthly subscription service options. Third-party integrations include MS Dynamics, Salesforce, Magento, Eventbrite, Drupo, Google Analytics

This is a very flexible email marketing tool that is popular with real estate pros and businesses. Over 100,000 companies use Clever Reach for email marketing, including Spotify and Amnesty. Clever Reach is suited for solo agents, small-medium sized teams, or enterprise-level agencies.

Use Clever Reach for:

  • Drip campaigns
  • Event-triggered emails
  • Surveys
  • A/B testing
  • List management
  • Autoresponders

…and much more. Pricing starts at $30/month.

4) CommuniGator

  • Web-based SaaS email solution for solo agents or small-medium sized brokerage teams
  • Third-party integration includes MS Dynamics, GoldMine, Salesforce, Sage
  • Professional-grade email templates allow you to craft professional, attractive emails in minutes. Drag-and-drop editing tools and mobile optimization make it easy to launch any campaign and adjust it as needed.

Use CommuniGator for:

  • Lead generation: tracks multiple domain pages, unlimited users, visitor identification and analysis, A/B testing, image library
  • Lead nurturing: automated, web visitor tracking, data purchasing, list management
  • Marketing Automation: social media management, behavioral-trigger emails, drip campaigns, auto-responders

14-day free trial is offered.

5) GetResponse

  • SaaS, web-based solution for solo agents or teams
  • Professional-grade email design with drag-and-drop editing to launch your campaign quickly.

This really is one of the easiest email marketing solutions out there. It’s got everything you need to create and launch your newsletter, drip campaigns and event-triggered emails. Whether you’re focus is lead nurturing, lead capture, or lead generation, GetResponse can do it all.

Use GetResponse for:

  • List management
  • Newsletter design
  • Video email
  • Landing pages
  • Drip campaigns
  • Webinar marketing

A free trial is offered. Pricing starts at $15/month for lists 1000 and under.

6) Infusionsoft

Web-based SaaS solution for medium-large size real estate brokerage teams with enterprise-level features and support. Offers a number of third-party integrations and editor tools to launch your email campaign and track results.

Automation tools, professional design templates, drag-and-drop editor, make it easy to manage your pipeline and cultivate leads at every step of the client journey.

Features include:

  • Relationship tracking
  • Channel management
  • Lead management
  • CRM segmentation
  • Landing pages
  • Lead scoring

Infusionsoft is highly customizable but not quite as intuitive to use as some of the other options out there. You’ll need to be patient as you learn to use its many features effectively.

Pricing starts at $99/month.

7) MailChimp

A web-based SaaS solution that includes 24/7 Live Rep support. You can start with the free version and expand to the monthly service as your business grows.

Suitable for solo agents and small teams, but it can also support enterprise-level brokerages as well.

MailChimp is the go-to email marketing tool for anyone who is just starting their real estate career. If you don’t have a large email list (50 – 500) MailChimp is extremely easy and accessible to use. In fact, it’s free for up to 2000 subscribers.

Use MailChimp for the following:

  • Event-triggered emails
  • Drip campaigns
  • Autoresponders
  • A/B Testing
  • Reporting Analytics
  • Newsletter design

Summary

 

 

 

Email marketing is proving to be one of the most effective ways for agents to cultivate contacts into motivated clients. A loyal subscriber base of local contacts will give you an edge over competitors relying solely on advertising to attract clients.

Even if you’re not a marketing guru, you can find affordable and easy-to-use web-based applications to make your email marketing a success

With the right investment of web-based email marketing software, you can engage with prospects strategically to deliver more timely offers. The software options included in this list will get you started in the right direction.

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