You already know that email marketing can work wonders for your estate agency. In fact, research shows that email marketing has an average ROI of 4400%.

But not all campaigns are created equal.

Throwing content out into the ether without a clear understanding of your audience and a plan is unlikely to get you the results which you are hoping for.

Therefore, it’s key that you consider where your existing and potential customers are in their journey in working with your business, and what you offer which is of value to them.

However, there are some email campaign types that are always beneficial – whether you are speaking to potential vendor, existing landlord, or a customer who made a sales enquiry.

We look at three campaign types that can really make your email marketing work harder for your agency.

Welcome emails

It’s likely that you put a huge amount of effort into your website copy. But in many cases, your potential client has barely skimmed the surface of your site. Therefore, your written communications are likely to be what provides them with their first impression.

Creating a “welcome email” gives you the opportunity to quickly and efficiently deliver a message about who you are, your services and how you can help.

This isn’t the place to deliver your hard sell – but an ideal way to introduce your agency, your team and let your potential customers know more about you.

This is also your opportunity to “warm up” a potential lead, to ensure that they open more emails from you in the future. In fact, it’s been shown that subscribers who ready at least one welcome email read 40% more content from the sender over the next 180 days.

Newsletters

Newsletters provide you with a perfect platform to differentiate yourself from your competition, display your culture and show your expertise. 

Forget sending long sales listings here – this is about creating content that people really want to read. Have you sold a home super quickly? Tell your audience. Is there an interesting local news story going on? Put forth your opinion?

The art of creating newsletters that people want to open is to always provide something that is of value for your subscribers. Whether it’s a great piece of local insight, or simply an entertaining story – consider your newsletter a place where you can show your company’s personality and professional values.

Lead nurture emails

The fact is that not every enquiry is going to turn into an instruction or a sale straight away.

Understand the steps that a potential vendor might take before choosing their agent, and the objections you may face along the way is the key to the success of your lead nurturing campaigns.

Generally seen as collection of emails as opposed to a single piece, lead nurture emails may consist of several email sends, sent over a specific period to “get your vendors over the finish line”.

How we can help

At Brief Your Market, we have the knowledge and expertise to design not just great campaign types, but emails that are designed to maximise conversions from your customers.

Thanks to our in-depth industry knowledge, and data – we know exactly what works to trigger your enquiries and turn them into clients.

Get in touch

To request a call-back from a member of the team, please enter your details below.

Valuations are a core activity in any estate agency business. But what if you’re finding that you are spending considerable time undertaking valuations but not necessarily winning the instructions?

To be successful, it’s vital that when you are undertaking market appraisals for potential vendors, you have a robust system in place to ensure that you are not frittering away the opportunity. While it is important to pre-qualify potential leads to ensure that they are ready to sell, often it’s the post-valuation process that lets agencies down.

If you have low conversion rates from your market appraisals, it’s worth considering what steps you can take to ensure that vendors ultimately choose to instruct your agency.

Compete on your value – not price

As the market becomes awash with online agents who can offer incredibly cheap fees, many agency owners feel that they are not winning instructions based on price.

This is rarely the case.

The reality is that vendors are happy to pay for the level of service they expect to receive. And their impression is formed long before a member of your team steps foot in their property.

So, how can you ensure that you are perceived as being of exceptional quality?

First impressions count – from the moment a potential client visits your website or walks past your office they will get a feel for where you sit within the market.

By providing a good first impression you start to ready the seller to expect a premium service, which can be matched with a premium price. By positioning yourself as an expert in your location, and your industry you can subtly build a great reputation before the vendor is even looking to sell.

So, consider both your online and offline presence. Does your social media show your team and your skills – or is it just a list of properties? Does your website copy fully reflect the breadth of services you offer? Remember, first impressions count.

Stay at top of mind

While many sellers are motivated to get going straight away, it is often the case that the valuation is really what cements a potential vendor’s decision to go ahead and put their property in the market.

This is an excellent window of opportunity to continue to engage with your potential vendors by showing them great content.

Creating considered email campaigns for post valuation is what sets a good agency apart. It’s about more than just a simple follow up. This is a time when you can add more value and really show your expertise.

The Power of a positive message and your brand

Offering a superior customer journey post valuation will help you to stay on top of mind with your potential client. Even if, for whatever reason, the client chooses not to instruct you – by giving a great customer experience and showing a professional face through your emails, social media channels and web content, they will remember the positive experience.

This means that, if they don’t sell via their chosen agency, they may come back if they do not have a good experience elsewhere. It will also make them more likely to recommend you to friends, family and even on social media groups.

At BriefYourMarket we can help you produce tailored post valuation campaigns to help you to turn valuations into instructions. We send quality campaigns across email, SMS, and direct mail to help you convert more valuations and ultimately grow your business.

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Email marketing is one of the most effective ways of speaking directly to your potential vendors, landlords, buyers and tenants. Unlike many other forms of marketing, email allows you to send specific, targeted messages directly to the inbox of your most valuable potential customers.

But how can you ensure that you are consistently growing your email marketing list?

Since GDPR was introduced in 2017, many estate agents find themselves more restricted in how they obtain data and want to know how to build their lists compliantly and safely.

We discuss some of the best ways to build an email marketing list for your estate agency.

Blogging to build an email list

While we’ve previously spoken about the benefits of blogging for your estate agency, creating valuable content is a great way to build your audience.

The key to getting this right is really ensuring that the blogs you are writing provide value to specific audiences. Think market updates, local area news, landlord compliance changes, etc. If your audience can expect regular news and views which are super relevant to them, they will be happy to sign up to ensure that they don’t miss out.  

Adding a call to action to the bottom of each of your blogs inviting users to sign up to get regular content can be a great way to build out a compliant estate agency email list.

Create a “lead magnet”

Many marketers talk about lead magnets, but what are they?

Simply put, a lead magnet is designed to be a piece of content which is valuable enough to get someone in your target market to provide their email address in return for that content. It tends to sit as “gated” content – meaning that a user cannot gain access to it (or the results) without providing their contact details.

The possibilities for a lead magnet are endless, and it’s worth considering different lead magnets for different audiences.

Here are some examples of types of lead magnet that you can introduce to your agency:

Types of lead magnet for an estate agent

eBook

E-books or white paper downloads can be a great way to get someone onto your mailing list. The key here is to ensure that you are offering something original, comprehensive and that people really want.

Think a full guide to a regulation change, an in-depth look at schools in a local area, or a topic that is likely to really appeal to who you are looking to garner addresses for.

Online valuation tool

If you already use an online valuation tool, no doubt you follow up your leads to see if they want to book a valuation. However, online tools can also help you to move your leads from cold to warm – familiarising them with your agency.

If you have other audiences you are looking to reach, such as landlords, or buyers, it can also be worth looking at other tools, and checklists which add value.

Webinar

If you specialise in a specific asset class, consider whether a webinar would suit your audience. This is a great way to both build your email audience, but also to establish yourselves as leaders in the industry.

Other inventive lead magnets include quizzes, free training, and interactive forms. Just be sure to keep it original and of value to your audience.

How Brief Your Market helps you to nurture your email list

Building a great email list really is just the start. With Brief Your Market, you can make sure that you are fully engaging with that list, providing valuable, timely content that will make sure that, when they are ready to sell, buy or let, you are at the top of mind.

Find out more about our email marketing services.

Get in touch

To request a call-back from a member of the team, please enter your details below.