Posts Tagged as email marketing

Why You Should Send Video Email

2014 marked a significant change for us at Properties Online, in terms of our e-communications, because it’s the year we started sending video emails. We’re hooked, and being in the real estate world, we know that what works for us may work great for you, as well. So here are my thoughts on why you should send video email.

2014 marked a significant change for us at Properties Online, in terms of our e-communications, because it’s the year we started sending video emails. We’re hooked, and being in the real estate world, we know that what works for us may work great for you, as well. So here are my thoughts on why you should send video email.

Digital video has been called one of the greatest tools a marketer can use. Research conducted by Comscore revealed that video consumption increased by 800% between 2008 and 2014. According to Google, video appears in 70% of the top 100 search listings. What does this all mean? It means that when people are online, from their computers, laptops, tablets or mobile phones, they are looking for videos to help them make decisions. So when people move from online search to their inboxes, you can give them what they want. In a sea of emails, you can make yours stand out by giving them video before they even have to go looking for it!

We use BombBomb’s video email service. One of the great things about BombBomb is that they understand the needs of the real estate email marketer. The service even integrates with Realtors Property Resource (RPR), which means you can attach branded RPR Market Activity Reports based on city, neighborhood, zip code, region, etc., to your video email. Including valuable market activity information along with video in your email means you are addressing even more needs proactively and readily, boosting your chance of hitting your target.

Tracking and scheduling functionality are not unique to video email campaigns, but they are fun and they are important. No matter how you send your email communications, you should be sure to have tracking, analytics and scheduling set up. Add video, and you’ll be able to see not only who opened your email or clicked through to your single property website, for instance, but also who watched your video. Did the recipients who played your video have a higher rate of click through to your property website?

You can record video on the go, which means you can be at a new listing, record a clip on your smartphone or tablet, and send it to a client simply and quickly. You can get notified when a recipient opens your email, watches a video, or clicks a link, which means you’ll be able to follow up with the most interested people promptly.

Real estate is a business built on relationships. It’s a people business. Including video in your email makes your emails more relatable, more personable and more relevant. You can talk to your prospects and to your clients. Actually talk. And more people will be listening. Vidyard statistics show that content without video attrcted an average click through rare of 6.7%, while email with video averaged a 10.3% click through rate, which is an overall increase of 54 percent!

Drip Email Marketing for Real Estate Agents

Drip email marketing programs enable you to automate your email marketing.

When working to grow your business, one of your biggest challenges as a real estate professional is the typically long buying cycle in the real estate market. Unlike an e-commerce merchant, for example, who offers items on the web and pretty much either sells them immediately to those who land on her site or not at all, your sales cycle takes time to mature. Drip email marketing for real estate agents can make a significant and positive difference to your sale cycle.

The time lapse between the point at which a person contacts you, whether via referral or through your website, and until they actually buy a house, is usually at least several months, and sometimes even longer. That’s why your goal as a realtor is not just to generate leads, but also to nurture them until they are ready to buy.

Lead nurturing means staying in touch, contacting your leads (which include past clients) periodically, and providing them with valuable material. You don’t want to nag! You want to establish yourself as someone who is willing to assist even before they officially become your clients. One of the best ways to do that is to send prospects periodic emails with relevant info such as buying and selling statistics in their area, a list of homes that might be of interest to them, or tips on buying and selling a home. But managing such an email campaign manually, when you have more than a few leads, is time consuming – so time consuming in fact that if you don’t automate your email marketing campaign, chances are you just won’t do it!

Drip email marketing programs were designed to help. These programs enable you to automate your email marketing. Instead of doing it all manually, you enter each new contact into the program’s database, then determine how often you want to email them and with what content. The system does the rest, freeing you to focus on generating new leads and on closing deals.

Considering the high value they give you, drip email marketing programs are surprisingly affordable. Drip365, for example, one of our favorite drip email marketing programs, costs just $19.95 per month, and offers a free 30-day trial.

How to Grow Your Online Presence

According to NAR research, 90% of homebuyers use the internet as part of their search for a new home, as opposed to just 27% who still look in the newspaper. Yard signs factor in to 53% of homebuyers’ search methods. But look at that first figure again. You have to be actively marketing your homes online, and you have to have enough of an online presence that buyers will find your homes, right? So, here’s a quick ‘how to’ on grow your online presence.

“A website is an absolute must for any self-respecting business, and that includes real estate agents,” says Amanda Cornelius, co-founder and CEO of Properties Online.

But a website in and of itself is not enough.

To truly grow your online presence, Cornelius advises, you should ideally have a mix of the following:

1. An agent website. Your agent website is your online business card and resume, and should be used to highlight your achievements, experience and expertise and to provide clients and prospects with valuable information.

2. Single property websites. These focus around a single property, highlighting its features and benefits and providing all the information on that property at one place. Sellers and buyers alike love single property websites , and they are great at helping you to win listings.

3. Social media accounts. You need to have a Facebook page and a Twitter account. Update your social media accounts frequently, add useful info and links, and reach out to new friends and followers weekly. Over a year or so, you can significantly grow these accounts. The beauty of social media is that it functions just like word of mouth marketing, but on a much larger scale.

4. Don’t forget email! Being active and proactive rather than passive when keeping in touch with clients and prospects can make a big difference, and email drip marketing programs are a huge help.

5. Incorporate offline marketing tools. Remember those 53% of homebuyers who looked for yard signs? Custom sign riders, complete with QR codes, are designed to direct people immediately to your website, while also logging and sending their mobile phone number to you as a lead.

“Growing your online presence takes time and patience, but it is also lots of fun and the return on investment is very real,” says Cornelius.

Leverage Email Drip Marketing in Your Real Estate Business

Email marketing has been through many phases of popularity over the years. While it seems to be trumped in many cases these days by SMS marketing, it still very much has a purpose. It can be an extremely effective way to convert long-term leads into sales, if you use drip marketing.

Drip marketing is the process of sending repeated, relevant messages to your prospects until they are ready to buy. Drip marketing is like drip irrigation, where farmers and gardeners apply small amounts of water to plants over long periods of time to keep them healthy.

And now is the time to leverage email drip marketing in your real estate business.

There is a principle in the marketing world known as “The Law of 29”.  This principle states that an average prospect will not turn into a client until they’ve viewed your marketing message at least 29 times. With Drip365 you can set your clients and prospects up to receive automatic emails from you throughout the year, keeping your brand and your business in their mind when and if it comes time to buy or sell a property.

NAR statistics tells us that 66% of buyers and 59% of sellers would “definitely” use their real estate again. But one 10% of buyers and 24% of sellers actually did. What happened and how can you prevent this repeat customer loss in your own real estate business?

You clients need constant reminders of who you are, what you do and what does that mean for them. Maintaining consistent, professional, relevant contact gives you a much greater chance to be called on again as a real estate agent. But that kind of contact takes a great deal of time, and is prohibitive. That’s why so many real estate professionals fall down on this job. But they, and you, don’t have to.

Drip marketing is the answer to that time dilemma. What’s more, products like Drip365 do more than automate that important communication. Drip365 includes limitless, pre-built, fully customizable email campaigns for buyers, sellers, past clients and more.

We’ve talked a lot in the past about embracing technology that can help move your business forward. Drip email is just such a thing – it is a system that is meant to assist you in getting your message out to your prospects while freeing up your time to do what you do best: generating leads, listing houses and negotiating sales on behalf of your clients.

5 MORE Marketing Ideas for Your Real Estate Business

I hope you enjoyed our previous post that offered 5 ideas for marketing your business. Really, marketing ideas are endless. It’s up to you to take them and run with them. So, with that in mind, here are 5 MORE marketing ideas for your real estate business.

Use QR Codes. Do you know what a QR code is? QR codes are a quick and awesome way to market and provide information via mobile smartphone. QR Codes direct people to your property sites quickly and easily. It takes only seconds to scan the code and redirect users to your individual listing website, and the codes can be added to your business cards, flyers, newspaper ads, sign riders and more.

Make the most of flyers using PDFs. Back up your online efforts with real life flyers. Email or print gorgeous color flyers highlighting each and every one of your listings. Customize the flyers by changing layouts and color schemes. Or simplify the process completely by using an automated PDF flyer builder.

Engage with video. Sellers want to work with agents who use video. Why? Because video engages buyers. It brings a home to life in a way still photography can’t. Lucky for you, making high quality videos for your listing sites is incredibly easy with online software like Virtuets.

Mobilize. Your brand and your listings need to show up wherever the buyers are. These days, more and more buyers are mobile. So make sure your websites and your listings can be accessed easily and in full quality from mobile phones and other mobile devices. You don’t want your marketing efforts to fall down on the job.

Integrate. Last month’s post talked about Facebook. Go one step further and integrate all your social media, so that your sales tactics gain maximum reach. Twitter, a blog and Pinterest are three popular avenues for real estate professionals. Make sure your presence on all is accessible from every one.

Marketing your real estate business and property listings comes down to being seen, establishing a professional brand and inspiring confidence. There are so many places to market yourself and your business. Best of luck!