As a real estate agent, you’re likely concerned with how to get more leads to generate more business. Leads can come from a multitude of sources, whether it’s a like on your Facebook page, an Instagram follower, a connection on LinkedIn, etc.
But one type of lead, at least in my opinion, reigns supreme. The email lead.
Why is an email lead superior to all the rest, in my humble opinion?
Because it’s data you own and you control. As long as someone is subscribed to your email list, you have the right to send them targeted and relevant emails. You have direct access to a person’s inbox, as long as they’re subscribed.
Conversely, if Facebook or Instagram changes an algorithm, your reach on their platform can go from incredible to ZERO overnight.
Perhaps you were active on Facebook in the good old days? Back when you posted to your Facebook page and the people that liked your page actually saw/received your content. Today? Maybe 3% of your followers actually see your content.
Don’t believe me? Take this quote from Forrester Research, a technology research firm, into consideration.
Stop making Facebook the center of your relationship marketing efforts. That same survey shows that US online adults who want to stay in touch with your brand are almost twice as likely to sign up for your emails as to interact with you on Facebook. Plus your emails get delivered more than 90% of the time, while your Facebook posts get delivered 2% of the time — and no one’s looking over your should telling you what you can and can’t say in your emails. If you have to choose between adding a subscriber to you email list or gaining a new Facebook fan, go for email every time. – Forrester
Listen… Facebook is great to expand your reach and build credibility. Hell, you probably found this post through Facebook. But there are limitations to Facebook, unless you’re willing to open your wallet and pay for better exposure.
With 90% of your emails getting delivered and only 2% (or less) of your Facebook content getting delivered, it’s clear which source will provide you with more consistency.
A subscriber to your email list is significantly more valuable than a “like” to your Facebook page or a follow on Instagram.
But as a real estate agent, how can you build you email list with targeted, valuable leads, without backbreaking effort. Let’s get into it.
How to create and build an email list (Real Estate Email Marketing Strategy)
To create and build your email list within the real estate field, there is a very specific process you can follow. This process is exactly what I’ve used across multiple industries to gain thousands of subscribers and earn thousands off of email marketing.
Trust the process below, it’ll absolutely work for you.
1. Provide something of value to give away (aka a Lead Magnet)
It’s important to understand that people these days don’t just give out their email address for fun. Think about yourself personally. If someone asks for your email without providing anything of value, would you give it to them?
No? You wouldn’t?!
Exactly. And neither would your prospects. So in that case, you have to provide something of value to them.
Whether it’s a report about home buying or selling in their area, a free video series, or a checklist to prepare them to sell their home, it doesn’t matter as long as it’s relevant to your target audience and provides them value.
According to the folks over at DigitalMarketer, here are 9 ideas for lead magnets you can use today:
2. Cheat Sheet/Handout
3. Toolkit/Resource List
4. Video Training
5. Software Download/Free Trial– Not super useful in real estate
6. Discount/Free Shipping
8. Assessment/Test – Boom… Take this assessment to find out what your home’s market worth is today, or something similar
9. Blind/Sales Material
The process is as follows. You ask someone to join your email list, in exchange for something of value. As soon as they join your email list, they receive that value. Then, you’ve built trust and can continue to market to them.
2. Build a landing page (or a website page)
Now that you have your lead magnet, you’ll need to get it online to distribute it out to the world.
The easiest way to do that is through a landing page software. What’s landing page software? It allows you to create simple websites where people can go, enter their email address and automatically receive your lead magnet or free information.
For this, I would recommend ClickFunnels (get started with a 14-day Free Trial here) or LeadPages, both are good options.
Below I’ve created an example of the type of landing page you can create with ClickFunnels. Keep in mind this took me about 3 minutes to set up too!
Even if you don’t have a website (or your personal website) for your real estate business, ClickFunnels will allow you to create and edit beautiful landing pages AND it will automatically send your lead magnets (such as PDFs or videos) directly to your audience.
In addition to being a really solid landing page provider, you can also do some pretty awesome things with ClickFunnels like host webinars, host webinars or virtual classes. Rather than purchasing a separate website, it handles all the back-end technology that you’ll need to get things set up.
Simplicity, yet advanced reporting. That’s what it’s all about!
3. Drive targeted traffic
Once you have your real estate lead magnet created and your landing page(s) set up, you’ll want to drive traffic to that lead magnet. This can be done in a variety of ways.
Primarily there are two types of traffic. Free and Paid.
Free traffic is exactly what is sounds like. Traffic that’s free, which you obviously don’t pay for.
If you already have a built up presence on social media platforms, I’d recommend posting about your lead magnet consistently. Something like, “Hey, I created a new report about the 10 Things You Must Know Before Selling your Home in Florida. Click here to download it now!”. This is a great way to drive free traffic to your landing pages.
Additionally, if you have the budget, which can be as small as $5/day, I’d recommend experimenting with Facebook and/or Google ads to drive traffic to your landing pages.
This is a topic that can be significantly expanded upon, but ultimately, you pay Facebook and/or Google money to drive relevant and targeted traffic directly to your landing pages in the hopes of earning an email from your visitors.
PS: Stay tuned for an in-depth blog post and video about how to drive traffic to your landing page via Facebook Ads.
4. Set up an Email Automation Tool
Once you have your lead magnet created, your landing page set up and traffic visiting your landing page, you’ll need a tool to email your new leads!
There are many companies that offer some type of email automation or marketing solution, but what you ultimately want is a tool that can handle a fair degree of complexity once you master this process, but also one that’s simple enough to set up quickly.
Ideally, you’ll want your email automation tool to be able to do the following:
- Integrate with your landing page tool (this is a must, otherwise this whole process is worthless)
- Allow you to tag and segment email subscribers (so you can send different messaging to your current and prospective clients)
- Automate the entire process (once it’s set up, you shouldn’t have to touch it anymore)
- Offer full reporting capabilities (You want to be able to see who opens your emails, who clicks on offers, and more)
I have two recommendations for an email automation tool. One is is a solution called Drip, which I’ve used before and had great success with. And another is called ActiveCampaign, which we actually manage for clients at Accelerated Reach.
Both Drip and ActiveCampaign are what I’d consider to be enterprise grade email technology, priced at a very favorable rate (Drip is free for under 100 subscribers). One of my favorite things about it is the visual workflow builder that they both have, which helps you visualize the flow of your email sequences and automation.
While there is a free plan, I would actually recommend heading straight to the “Basic” plan for two reasons. First, there is a 21-day free trial so you can test the tool before you commit money.
Second, with the “Basic” plan, you can send the team at Drip a few blog posts or pieces of content and they’ll literally build you a 5-day email course lead magnet. I repeat, they build a lead magnet for you! How awesome is that!
So there you have it, it’s a pretty damn simple process to set up your email list in the real estate field.
It’s not rocket science. It comes down to creating an attractive and valuable lead magnet, building a simple yet beautiful landing page, driving traffic to said landing page and then sending emails to your new recipients once they’re on your email list.
But now that we’ve built your awesome email list funnel to attract new clients. What do we do with those emails?
Once I’ve collected emails, what do I do
You’ve now begun collecting emails, which is fantastic! You’re crushing it and each email you collect is potentially worth thousands of dollars each, especially in the real estate industry (I can smell the commission checks already).
But for those of you not familiar with email marketing, what do you actually send your new email subscribers. Two phrases come to mind, and they are both an excellent strategies to use in email marketing.
“Jab, jab, right hook” – Gary Vaynerchuck
“Value, value, pitch” – somebody, somewhere
Essentially what both quotes mean is this. Once you get an email, you don’t just start shooting off emails trying to sell these people something. You have to warm them up, before you sell them.
How do you that? You provide value, then you provide some more value, and then you pitch them your service (or product), once you’ve delivered that value.
So in practice, it would be something like this.
- Someone joins your email list
- You send them an email providing value, perhaps about a relevant topic like “5 Real Estate Market Trends Right Now”. You don’t try to sell or market your business, you’re just building credibility.
- You send them another email providing value, building upon the topic of real estate market trends. Again, you don’t try to sell or market your business. We’re building credibility here!
- NOW you send an email where you pitch your services. Something like, “Hey, I recently discussed with you top market trends in real estate right now. My understanding of the real estate market allows me to serve my clients better than anyone else. If you’re on the market for a new home, reach out to me here and I’d love to help you out
- Repeat steps 2, 3 and 4 over and over and over. Someone won’t always buy, or sign up to work with you on your first pitch, but on your second, third or tenth pitch they might!
The great thing about using an email automation tool like ActiveCampaign or Drip is that once you set up this process, you don’t have to touch anything after that. It’ll automatically work itself and you’ll be getting new clients will you’re sleeping, working or vacationing. It’s incredible stuff.
While the basic premise of this real estate email marketing strategy is quite simply in theory, there are a few small intricacies involved with this process, such as integrating your landing pages and with your email provider, tagging “buyers” and “sellers” and putting them into separate funnels, etc.
In order to help you overcome any obstacles you might be facing with this process, I’d like to offer our services at Accelerated Reach directly to you. Yup, that’s right.
If you’re bought in on building your email list, but simply don’t feel like you have a grasp on setting up the technology, we’ll do it all for you. We’ll run this whole strategy for you step by step, so you can just sit back and collect leads.
We’ll create design you a beautiful landing page, create and connect your email automation and drive traffic to your content with targeted Facebook advertisements. All you have to do is provide us with your “lead magnet” or piece of valuable content. That’s it.
We handle the rest.
So if you’re looking to grow your email list today, using the absolute latest marketing strategies, reach out to us below: