Fall email marketing may be key to boosting real estate sales activity


Email newsletters are a great way for real estate professionals to keep clients up to date with the market, even after activity cools in the fall. However, it is important to ensure the information in those email blasts is pertinent to the current housing situation, and encourages would-be clients – whether buyers or sellers – to get into the market even as attentions may be turning elsewhere.

One of the smartest things agents can do at this time of year is not necessarily highlight how strong the market is, but rather how much they are able to help clients on both the buying and selling sides of the real estate sales process, according to Forbes article, Robert Reffkin, founder and CEO of the technology-driven real estate company Compass. Agents should always look to highlight their personal expertise, but as the market chills, that experience may become an even more important differentiating factor.

Find what works
The good news for agents is that it’s becoming easier for them to determine which aspects of their marketing resources are resonating with prospective clients. This gives the ability to really hone in on the kind of messaging that helps them forge connections with their clients, and turn those into potentially years-long relationships.

Agents should take the time to carefully examine these issues and determine what’s leading to clicks and calls and what isn’t, and use that data to inform future decisions about email marketing that focuses on agents’ personal brands.

A stronger return on investment
Agents may wish to scale back the volume of email messages they send out this time of year. That gives them the chance to put together better content in each email blast, which could be more effective in terms of grabbing people’s attention and click through to an agent’s website. These sorts of “lead magnets” could include checklists that help people understand when it may be the right time to buy or sell, or other helpful info given the current market that could prove valuable for anyone looking to get into the market.

Agents need to be able to adjust their marketing frequently to meet the trends they are encountering in the course of their daily work. The more attuned to these issues they can be through careful examination of their marketing strategies and results, the more likely they will be to generate greater success in the long run.

Effectively Manage Your Real Estate Contact Database

Successful real estate agents understand that when you have mastered the ability to develop and effectively manage your client database, then you will go very far in this business. Whether you are a veteran real estate professional or a new agent building your relationships and branding can be hard. Keep in mind, technology is your best friend. Technology helps you connect with more people and market yourself to a mass. At the end of the day, the real estate business is simply a numbersdatabase game. The more contacts that have, the bigger your real estate business will be. Learning how to effectively build and manage your real estate contact database, will give your real estate career the competitive edge it needs.

Try to have all of your contacts in one spot:

Try not to spread out all of your contacts across a bunch of different social networks. The goal here is to do as little of manual work as possible. Good contact files have job titles, email addresses, phone numbers, birthdays, and more.


If you don’t have a LinkedIn account, consider getting one. Once you connect with someone, that person will be able to see your email address and you will be able to see theirs. This is a great way to network and communicate with individuals from your past. Remember, referrals are the name of the game.

Categorize & Group your contacts:

Have categories for Friends, Family, Real Estate Agents, Buyer Prospect, Seller Prospect, etc. The seller and buyer prospect categories are for your new clients and referrals.

Develop your announcement content and send it out:

Do you have something important that you would like to communicate to your database? Do so with the use of PREA E-cards.


~Throughout your career in real estate, always have a plan to grow. Your real estate contact database will become a huge source of repeat and referral business over time. ~



Conquer Email Marketing

Email is one of the most effective marketing tools around, returning about $40 on every $1 you spend. As Realtors, you can use email to reach your entire database instantly and by provide them with valuable real estate information. Sustaining a good relationship with consistent communication is a must in today’s marketing world.

Build Your Database:

Offer email signup sheets at open housesEmail Marketing 2To encourage more email subscribers, ask prospective buyers to provide their emails so you can send them new listings that match their search criteria.

Stay in contact with recent buyers to get referrals— “It’s all about making it personal, making it magic, and making the experience unforgettable so that two or ten years down the road they’ll remember to call you,” says real estate pro Cheryl Hanna with Keyes Co. in Palm Beach Gardens, Fla., and also a frequent blogger about customer service issues for Service Untitled.

Use LinkedIn— Once you connect with past clients on LinkedIn, you’re able to view their email address directly on their profile. Check out our LinkedIn for Realtors training video to learn more.

Promote email through your social media websites— Use social media contests and promotions, with relevant prizes, to collect email addresses. When you ask for a person’s email for the entry procedure, be sure to include a section that allows them to choose to opt-in or not to your email list.

Targeting With Email Newsletters and Reliable Content:

Send your clients valuable information about their local area or topics that interest them. Good topics that can be sent out:

-Changes in homeowners association regulations and fees
-Local area events, fundraisers, and news updates
-Local school district statistics and events
-Homeowner tips and advice
-Updates on the local real estate market

If you’re sending things like new listing alerts, open houses, tips for buyers, advice for sellers, make sure you segment your list of clients. By grouping them appropriately, you’ll be sending them information that is valuable to them so it’ll keep their interest.

Photos are good, but Videos are better:

It is important for you to promote yourself and your listings through video marketing. You can share the unique videos that have been created for each of their listings through email. They then can decide if they want to take the time to see the listing in person. We continue to provide with tools that will be beneficial to your marketing efforts. Overall, videos contain more stuff: movement, conversation, facial expressions, and emotions. Videos allow you to portray a truer reality.

Homesale Tools are Available:

Homesale’s innovative and aggressive advertising and marketing activities will help you attract qualified buyers to your client’s property.

  • Homesalecenter.com: Our customer center (inside homesalecenter.com) has drip email campaigns for prospective buyers and rent-tenants.
  • Online Seller Advantage: As an additional feature when an open house is scheduled, an email notification is automatically sent to all customers who saved your home in their online portfolio. These are exclusive benefits that only we offer.
  • Prea Center Ecards: This tool allows you to import your database to PREA Center, split them into groups for target marketing, and send them ecards. There are a variety of templates to choose from.

The value of email marketing lies entirely in your list of customer emails. Keep in mind that 93 percent of consumers check their email and view at least one permission-based email daily.