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

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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

Published in: Real Estate, Technology, Business

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Transcript

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

  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. GETTING
STARTED
 •  Your
website
tools
 •  CRM
Tools
 •  Email
Marke1ng
Services
 |
Real
Estate
Email
Marke=ng:
Myths,
Pi9alls
and
Best
Prac=ces
  • 15. 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