Every time you think of doing an email marketing campaign for your real estate agency, you need to plan it according to your clients, so that the information is adapted to the addressees and make them feel special.
Why should I bet on seasonal campaigns?
Sales increase a lot during some seasons and the real estate market feels this fluctuation too. During seasons like Summer, Easter or New Year’s Eve the number of people looking for accommodation increases. Therefore, investing on email marketing campaigns increases the number of sales and helps to strengthen the relationships between the real estate agency and the client.
When you customize your communication, you are showing your clients that you care about them and that you know them. If you send them special and important information, it is easier to get loyal clients.
Should I do different marketing campaigns during these seasonal variations?
The most important aspect is that the addressees realize that there is a difference between a “special message” and the emails your real estate agency usually sends. It is necessary to make a difference right from the moment when the message is opened, so that the client understands that that message is important for him.
Even if the purpose of these messages is to express the festivity mood of a certain period, the focus should still be the creation of content. In other words, you can have a large number of properties or a fantastic set of promotions, but you should always focus on trying to match the content with the preferences/needs of those who are looking for a property.
In general terms, we can name a set of “tips” that transforms email marketing into a tool that produces results and that, at the same time, allows you to strengthen your relationships with your clients.
Design: Convert the expression “you can eat with your eyes” to the real estate market and update the design of your communication. A simple email with an attractive design can make the difference.
Content: Stop writing long messages that take people a lot of time to read, because your clients will receive other emails from other people – some of them are your competitors. Always give them important and interesting information.
Frequency: People send lots of emails during seasonal periods once there’s always someone looking for last-minute solutions. Be reasonable about the number of messages you send and be patient too. Analyse the results of your email marketing campaigns and draw conclusions about possible future business opportunities.
Customization and Segmentation: Keep your database updated. It is important that you search and cross-check your addressees information before doing email marketing campaigns. Divide the messages you send according to a certain criteria – the preferences of each client, for example. Customizing messages and doing one-to-one campaigns are different ways of being one step ahead of the other real estate agencies.
Distinction: Focus on doing email marketing campaigns different from your competitors’ ones. With the increase of well informed and demanding clients, their preference will go to those who offer more pros, have the best cost-benefit ratio and, at the same time, show themselves reliable and worried about the interests of the client.
