Email Marketing for Real Estate Agents Part II

In my last blog post I discussed the most important aspects of marketing your real estate blog or website with email and in this episode, I will attempt to talk to you about how to divide those lists up into the different groups of people that you will need to service in your real estate sales cycle.

You know, I have already quite extensively talked about why email marketing is so important and attractive to your marketing strategy.  For one thing, email is cheap and it can be sent quite frequently. Heck, you could send it just about every day but I would recommend at the most three times to once a week.  You also don’t want to start selling to people right away with them either.  I will go over more of these basics later, but right now I want to talk about setting up different lists tailored to your marketing efforts and real estate sales cycle.

Categorize Your List When Using Email to Market Real Estate

As you now, there are different cycles to the real estate market and depending on where your readers and subscribers are at, you can send out different messages to different groups.  These are what are sometimes called subgroups.

Here is a bullet list of some of the different subgroups that you could email market to:

• Young couples just looking for that first starter home
• People that have already bought a property from you and you want to stay in touch with them so that they can give you referrals.
• People that are looking for rentals for their college students
• People that are becoming empty nesters because their children have moved on.  As you know, these are people that want to downsize.
• People that want to move into the country.
• People looking for retirement communities.
• Other agents that you are networking with across the country.

In using email to market real estate, you can tailor messages to your subgroups very easily.  The reason you want to do this is so that you can cater to the needs of these people that you have either serviced or will be in the process of serving.  In the case of the above list, it would be a very large stretch of the imagination to try to write a good, fresh message to every one of your subgroups every week.  However, you could cycle through the subgroups and that way you would not have to come up with tons of content; your recipients would probably not feel like you have been emailing them to death either.

When you consider these subgroups, you may have very small lists in them.  This is good believe it or not because a tightly targeted group is far more receptive to you message that a group that is too generalized. I know of a marketer that has 500,000 people on his list.  Guess what? He is a very frustrated individual because he barely does any business.  The reason for this is because he sends out a message that is far too general and hard to maintain.  If your audience feels like they are not being addressed on a level that concerns THEIR NEEDS then they will either delete your message or unsubscribe from your list.