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Best Practices For Commercial Real Estate Email Campaigns

LightBox Profile
LightBox Insights
January 2, 2017 3 mins

An excellent email marketing campaign can help your CRE business steadily grow over time. It allows you to keep repeated clients in the loop while simultaneously reaching out to new prospects. If you’re looking to expand your influence and generate interest in your services, consider applying some of these drip marketing strategies to your email campaigns:

1. Make every email sound genuine and personalized

The real estate industry is about finding the time to make new connections while keeping old ones in the loop. Reaching out to prospective and current clients with emails that sound unauthentic and generic could displease many people in your network.

Send your emails under your personal name instead of the company’s name, and try to make every email sound like a personalized message to a specific client. People will be more receptive to your services when they think they’re talking to an actual person.

2. Be thorough when explaining your content

Nobody likes to invest any time exploring something that’s not relevant to them. Don’t make the mistake of being purposely vague thinking that it generates more interest – especially with geography. That’s a quick way to increase unsubscribes. If you’re marketing a property for sale, be specific when describing it. Don’t say “large space available in your area” if you’re marketing office space in Dallas. Let your subscribers know what you’re promoting and where it’s located before they open the email.

3. Choose a good time to send your emails

As a general rule, you can safely avoid sending out your emails on Monday and Friday. People tend to ignore emails on these days because they’re either trying to get back into their working routine, or they’re mentally ready for the weekend. Statistically, people are more receptive to business emails on Tuesday, Wednesday, and Thursday between 11:00 and 4:00.

A more recent trend is to send emails in non-business times like weekends or evenings. Research has shown that your potential for “opens” increases since traffic is less. However, unless your message resonates then you could generate more unsubscribes since people have more time to take action on emails deemed inappropriate.

4. Make different emails for different groups of people

If you’re leasing space in Los Angeles, then a client located in another market probably won’t take any interest in what you’re offering. Reduce the chances of irritating your subscribers by breaking your mailing campaigns down into categories like location, target property, or interest level.

5. Send follow-up messages that are custom tailored for the individual

A good follow-up message is one that doesn’t sound like it was written with a generic template. Personalize your message by referring to the reader by name and mentioning any prior correspondence between the two of you. It also helps to send the follow-up in the same thread as your original message.

Creating a Successful Email Campaign Is Easier Than You Think

Building an email campaign that is successful and effective isn’t difficult, it just takes time and a bit of thoughtfulness. Tailor your emails for every contact group so that they receive meaningful content that is relevant to them. Nobody wants to take the time to read a message that has no real substance.

ClientLook® commercial real estate software can be a powerful tool that helps you create an email marketing campaign that is efficient and effective, so you can stay organized and in touch with your network. It also helps you analyze the data that comes out of your marketing campaign, so that you can see which areas are effective and which need improvement.

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