As an estate agent, your database is a valuable asset that can help you generate
more leads, sales, and referrals. However, many agents are hesitant to email their database more than once a week, fearing that it might result in a high opt-out rate, low click-through rate, or worse, being labeled as a spammer. But the truth is, you can email your database more often than you think, as long as you provide value and quality content.
The first thing you need to do is to evaluate the quality of your content. Ask yourself, "Would I want to receive this content in my inbox?" If the answer is no, then you need to step up your game. Make sure that your content is relevant, informative, and engaging. Your emails should not be sales pitches, but rather an opportunity to establish yourself as an expert and build a relationship with your audience. Focus on providing value and solving problems for your prospects and clients.
Once you have quality content, the next question is how often should you email your database? As a minimum, you should aim for one email per week. This can be a recap of the best content you've been putting out across all your channels, such as blogs, social media posts, and videos. You can also share market updates, local news, and community events. The key is to provide value and keep your audience engaged.
But what if you have more content than you can fit in one email per week? Should you hold back? Absolutely not. If you have enough high-quality content, you can email your database every day. Of course, this is not a one-size-fits-all approach, and you need to consider your audience's preferences and habits. But the point is, don't limit yourself based on assumptions or fear. Test different frequencies and see what works best for you.
Another tip to consider is integrating your social media content with your email marketing. If you're creating great social media content, consider putting a link to that post in your email and sending it to your email database. This can help drive more traffic to your social media channels and increase engagement. You can also encourage your email subscribers to follow you on social media and vice versa.
Another crucial aspect to consider when emailing your database is personalisation. Personalised emails have a significantly higher open and click-through rate than generic ones. Therefore, it's essential to segment your database based on their interests, behaviour, and demographics. You can use a CRM system to track your clients' preferences and send targeted emails that are more relevant to their needs. Personalisation also includes using your clients' names, addressing them directly, and including a personaliSed message that shows you value their relationship. By personalising your emails, you can increase engagement, build trust, and ultimately, generate more leads and sales.
Emailing your database is an essential component of your marketing strategy as an estate agent. Don't be afraid to email your audience more often, as long as you provide value and quality content. Evaluate the quality of your content, aim for at least one email per week, and consider integrating your social media content with your email marketing. By doing so, you can establish your authority, build a
relationship with your audience, and generate more leads and sales.
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