RETechTO Meetup - March 1, 2010 - Real Estate Email Marketing
Upcoming SlideShare
Loading in...5
×
 

RETechTO Meetup - March 1, 2010 - Real Estate Email Marketing

on

  • 968 views

E-mail marketing presentation by Neeraj Seth from Upaknee. Presented at March 1, 2010 Real Estate Technology Toronto (RETechTO) Meetup. Meetup founded and hosted by George O'Neill ...

E-mail marketing presentation by Neeraj Seth from Upaknee. Presented at March 1, 2010 Real Estate Technology Toronto (RETechTO) Meetup. Meetup founded and hosted by George O'Neill www.GeorgeONeill.ca

Statistics

Views

Total Views
968
Views on SlideShare
929
Embed Views
39

Actions

Likes
0
Downloads
3
Comments
0

4 Embeds 39

http://blog.upaknee.com 24
http://torontorealestatemusing.com 13
http://www.slideshare.net 1
http://gconeill.wordpress.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

RETechTO Meetup - March 1, 2010 - Real Estate Email Marketing RETechTO Meetup - March 1, 2010 - Real Estate Email Marketing Presentation Transcript

  • Email
Marke1ng
for
Real
Estate
 Debunking
Myths,
Understanding
Pi9alls
and
Sharing
Best
Prac=ces
 Upaknee
Inc.
 March
1st,
2010

  • AGENDA
 •  What
is
Email
Marke1ng?
 •  Myths
 •  Uses
for
Real
Estate
 •  PiAalls
 •  Best
Prac1ces
 •  Uses
 •  How
to
get
started
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • WHAT
IS
EMAIL
MARKETING?
 •  Marke1ng
medium
 •  Push‐marke1ng
 •  Unique
characteris1cs:
 •  Valuable,
relevant
and
1mely
content
 •  Staying
top
of
mind
 •  Providing
value
to
clients
 •  Permission‐based
 •  Nurturing
rela1onships
 •  Tool
for
engaging
conversa1ons
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • MYTH
#1:
EMAIL
MARKETING
IS
SPAM
 •  I
get
tonnes
of
spam
messages
everyday…
 •  I
don’t
want
to
be
a
spammer…
 •  Do
you
provide
the
lists?

Or
do
I
have
to
bring
my
own?
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • MYTH
#2:
EMAIL
IS
NOT
EFFECTIVE
 •  Email
is
free
–
it
has
no
value
 •  My
message
will
be
lost
in
a
sea
of
emails…
 •  People
just
delete
the
email
anyway…
 •  Builds
rela1onships
–
is
rela1onship
marke1ng
 •  Only
5%
of
sellers
found
their
agents
using
the
most
expensive
kinds
 of
marke1ng,
72%
found
their
agents
using
rela1onship‐type
 marke1ng
 •  People
like
print
communica1ons
 •  67%
prefer
email
as
a
communica1ons
channel
over
others
online
 •  Email
will
con1nue
to
be
the
preferred
communica1on
channel
in
 the
future
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • MYTH
#3:
I
CAN
DO
THIS
BY
MYSELF
 •  Yes
you
can.
 •  However,
there
are
many
 considera1ons
to
using
email
 marke1ng
as
an
effec1ve
 marke1ng
tool
 •  Crea1ng
visual
and
powerful
 emails
 •  Your
inbox
is
not
the
best
lead
 management
tool
 •  Managing
preferences:
 Permission‐based
lists
 •  Legisla1on
Compliance
 •  Deliverability
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • USES
FOR
REAL
ESTATE
 •  Monthly
Market
Update
 •  Adver1se
Property
Lis1ngs
and
Recent
 Solds
 •  Open
Houses
 •  Provide
targeted
informa1on
about
 neighbourhoods,
community
events
and
 topics
of
interest
 •  Financial
News
 •  Impacts
of
legisla1on
 •  Tax‐saving
and
inves1ng
strategies
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • PITFALL:
USING
EMAIL
LIKE
DIRECT
MAIL
 •  Email
marke1ng
can
be
personalized
 Email
marke*ng
generates
an
 and
targeted
in
a
manner
unlike
direct
mail
 ROI
of
$43.52
per
dollar
spent.
 •  Tempta1on
due
to
low
cost
to
rent
lists
 DMA
(2009)
 and
use
improper
email
collec1on
 Direct
mail
campaigns
generated
 techniques
 $15.22
in
sales
per
dollar
spent

 •  Email
marke1ng
delivers
returns
over
1me
 DMA
(2009)
 •  Brand
awareness
through
referrals
 and
list
growing
tac1cs
 •  Engagement
opportuni1es
 •  Build
credibility:
trusted
source
of
informa1on,
knowledgable
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • PITFALL:
NOT
HAVING
A
DATABASE
STRATEGY


 •  Understand
and
align
your
contact
collec1on
prac1ces
and
have

 a
master
source
database
 •  Your
clients
have
unique
interests…

 •  Capture


 •  Know


 •  Use
 •  Collec1ng
contact
informa1on
mul1ple
1mes
and
not
knowing
your
 clients
communica1on
preferences
is
the
culprit,
not
the
use
of
the
tool
 •  Ability
to
use
email
marke1ng
results
in
a
unique
way
 •  Further
segment
based
on
user
ac1ons
 •  List
management
prac1ces
 •  Confirma1on,
Welcome,
Goodbye
Email
and
Preference
Centres
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • PITFALL:
OTHER
TECHNICAL
TRAPS
 •  Branding
and
coding
mistakes
 •  Not
tes1ng
for
various
browsers
 •  So
many
browsers,
so
many
email
clients
 •  Using
email
services
that
have
low
deliverability
 •  DKIM/SPF
Authen1ca1on
and
Records
 •  Whitelis1ng
services
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • BEST
PRACTICE:
FOLLOW‐THROUGH

 •  Monitoring
results
 •  Following
through
on
user
ac1ons
 •  Using
data
to
further
segment
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • BEST
PRACTICE:
ANTI‐SPAM
COMPLIANCE
 •  Domain
authen1ca1on
 •  Not
using
misleading
subject
lines
 •  Legisla1on
compliance
 •  List
management
collec1on
prac1ces
 •  Regular
communica1on
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • BEST
PRACTICE:
EXPANDING
REACH
 •  Integra1ng
email
marke1ng
with
other
marke1ng
 •  Aligning
mul1
channels
 •  Feeding
into
social
media
(sharing
content)
 •  Integra1ng
into
your
website
or
connec1ng
your
CRM
tool
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • GETTING
STARTED
 •  Your
website
tools
 •  CRM
Tools
 •  Email
Marke1ng
Services
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • UPAKNEE
SOLUTIONS
 •  Self‐service
solu1ons:
 •  Campaign
Manager
 •  Powerful
self‐service
tools
are
easy
to
use
 •  Control
and
develop
your
own
campaigns
 •  Plans
star=ng
at
$20/month
for
1,000
emails
 •  Full‐service
solu1ons:
 •  Real
Estate
Report
Express
 •  Star=ng
at
$30/month.

Now
$20/month.

Great
way
to
get
started.
 •  Real
Estate
Report
 •  Star=ng
at
$99/month.

Our
pla=num‐level
concierge
service.
 •  Monthly
Mailing
 •  Your
content.

Our
hard
work.

Best
of
both
worlds,
from
$125/month
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces