You have a database full of real estate leads—hundreds, possibly thousands of leads. They constantly trickle in from your website, from Zillow, from open houses.
These people have indicated some interest in the real estate market. Maybe they created a saved search on your website. Maybe they gave their email address in exchange for a download of your First Time Home-Buyer Guide.
However they came to you, they belong in your lead nurturing drip campaign.
Lead nurturing is the continuous effort of staying in touch with leads by reaching out with valuable information. The goal is to demonstrate your value as a real estate agent, so that when a lead is ready to start working with an agent, they'll reach out to you first.
A drip campaign is an automated series of emails, text messages, and other types of marketing outreach. To create a drip campaign, you need a marketing automation platform—one that allows you to create prewritten templates; schedule the frequency of your emails, texts, and other outreach; segment your database to create email lists; and track the success of your campaigns.
Drip campaigns are an effective way to nurture your real estate leads so that they might become viable prospects, and eventually clients.
But for your drip campaign to work, you need to have great content. In this blog post, we'll focus specifically on how to create great email content for your lead nurturing drip campaign.
If you only send one type of email to your real estate leads, send a local market report. Whether your leads are buyers or sellers, they'll be interested in what's going on in your local market. (And the key here is local—don't bother with national averages.)
To make these weekly or monthly updates most engaging, keep them short and focus on just two or three statistics. And don't just throw numbers at them—provide your own commentary, explaining what the statistics mean and how they impact buyers and sellers.
Want to get even more opens and views? Shoot a quick video of yourself explaining the data, and either embed the video directly in your email or include a link. Be sure to include the word "video" in your subject line—it could increase your open rates by 19%!
Check out this video by The Spring Team broker Ara Mamourian for inspiration:
Your leads aren't quite ready to commit, and it could be fear that's holding them back. The record-high prices and fast pace of today's market are intimidating to buyers and sellers. Luckily for them, you are an expert at this stuff. Let them know why they can and should buy a home this year. Share a few of your strategies you use to help your buyer clients. Tell a recent success story. Invite them to reach out if they want to learn more.
Share a link to your own webpage, or send them to Freddie Mac's calculator.
Choose a home in your area that's listed for sale—even if it's not your listing—and highlight all of the coolest features. Get excited while you write this email. Let your genuine adoration of the home shine through in your writing.
This type of email will give potential buyers a glimpse at what could be theirs, and will show potential sellers how good you are at marketing listings. Plus, they'll get to know you and your personality a little bit better.
DIGGS has a content series called "Cool Home Crush" that you should definitely check out:
Offer your leads a home valuation with no strings attached. Let them know that even if they're not planning to sell anytime soon, it's always interesting to see how the value of their home has changed since they first moved in. You can also offer to give them suggestions on renovations and upgrades that would increase their home's value.
Include listing price, final sale price, days on market, and any other data that your leads would find interesting.
Include a brief description about each home, mentioning details like the "charming wrap-around porch" in addition to basics like number of bedrooms.
This email is perfect to send in the fall, before the winter holidays begin. Most people assume that spring is the best time to buy and sell a home, but there are plenty of perks to selling during the holidays. You could even use this infographic from Realvolve:
Do some research and educate your first-time buyer leads on the facts.
Your future clients will appreciate you being upfront with them from the very beginning. Preparing your leads for the toughest parts of the process will deepen their trust in you.
Demonstrate your neighborhood savvy and get your leads excited about moving to a new part of town.
This is one of the many questions buyer leads are asking themselves. Anticipate as many of their questions and concerns as you can, then write up helpful guides like this one.
Every real estate team needs an "ultimate guide" to share with leads. This guide should outline the entire process, provide definitions for all of the jargon, and include helpful tips for navigating one of life's most exciting—and most stressful—experiences. If you haven't yet managed to create your own guide, you could point your leads toward these great articles written by The Balance:
Whatever you decide to write in your emails, always remember to provide value. Share something useful, informative, or even something funny (who doesn't love a good Buzzfeed list?). If you're sending valuable content—stuff people actually want to receive—there's a better chance that your leads are going to open, read, and (*fingers crossed*) respond to your emails.
Sammy Harper is a content writer at Firepoint & Realvolve. Her nine years of digital marketing experience include SEO, email marketing, social media, and blogging. Fascinated by the real estate indust...Read More