Email marketing is a powerful tool that can help you nurture your property investment leads or real estate leads and turn them into paying clients. But it can also be challenging to make the most of it.
The key is to get creative and connect with your audience in a natural way. Sharing information about your personal life, family or career can build trust and foster relationships.
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Create a blog
Blogging is a low-cost, high-return way to attract web traffic and convert readers into leads. It’s a great way to establish yourself as an authority on your niche.
Start with keyword research to identify buyer questions and write blog posts that answer them. These topics are often easier to rank for, as Google favors websites that have a full overview of the topic.
Next, organize your ideas into content clusters. Each content cluster should have a main topic (also called a pillar page) and a set of related subtopics that cover the same information.
For example, if your target audience is new to the real estate market, write blog posts that break down neighborhoods or inform them where to find a particular property type. Similarly, for people who are closer to buying, write about mortgage eligibility and home affordability.
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Create a landing page
You can use a landing page to generate property investment leads by email marketing. The key is to ensure that the form is enticing and easy to complete and submit.
The best landing pages convert at a high rate, as they focus on one specific goal. In other words, they have a clear call-to-action (CTA) that drives people to take action immediately.
This RedFin home value calculator entices people to fill out the form for an instant estimate of their home’s value. They also offer a free eBook that helps sellers sell their homes more quickly.
Landing pages aren’t the cheapest form of marketing, but they are effective and worth investing in. They can be used to build cash buyers lists that are targeted to specific locations, age groups and interests.
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Create a lead magnet
The first step to generating property investment leads by email marketing is to create a lead magnet. It’s an irresistible free offer that gets your prospects to take action and express their interest in your paid product or service.
Your lead magnet must be relevant to your niche market. Think about the problems your target audience is experiencing and how you can solve those issues for them.
For example, a free report on local market trends can be a good lead magnet for landlords looking to improve their leasing process. Or a checklist for preparing the lease of a rental property could be helpful to new landlords who have no experience with leasing documents.
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Create a drip campaign
Email marketing is a great way to nurture leads and convert them into customers. Mortgage lenders can use drip campaigns to educate and encourage leads through the entire mortgage borrower lifecycle.
Drip campaigns are automated email sequences that send messages at predetermined intervals. They can be sent to new leads or existing subscribers.
For example, if you have a new loan product, you might create a drip campaign that introduces the mortgage rate discount or other perk.
Aside from introducing new products, drip campaigns can also help you build trust with your audience. You can send birthday greetings, home closing anniversaries, and other important events to your audience.
You can also share relevant real estate news with your subscriber base, such as a monthly market report and hyperlocal content. This helps you establish yourself as an industry leader.
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Create a follow-up email
Email marketing is a great way to generate property investment leads. The key is to create a follow-up email that is compelling enough for the lead to open, read and take action.
Whether you send an email directly to the client or use a drip campaign, you should be sure to customize your content based on their previous interactions with you. This will help to build a trusting relationship and increase your chances of turning leads into clients.
While it may seem like a simple task, email marketing is a skill that requires time and attention to detail. It is also important to send emails on the right day and time to maximize your prospects’ attention.
