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15 Email Marketing and Copywriting Tips Every REALTOR® Needs to Know



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Here are the top 15 email marketing and copywriting tips to help any realtor kick-start their business and generate more leads!

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15 Email Marketing and Copywriting Tips Every REALTOR® Needs to Know

  1. 1. 15 Email Marketing and Copywriting Tips Every REALTOR® Needs to Know
  2. 2. 2 The Case for Email Marketing  "Email has nearly three times as many user accounts as Facebook and Twitter combined” (source: KissMetrics).  Email reaches 2.9 billion people!  PLUS.. Inexpensive, easy to track, fast.
  3. 3. 3 The Case for Email Marketing  63% of people use email to share content.  Email is the number one way people share content versus Facebook, the phone, Twitter, blogging…  77% of people want to receive email from companies they’re interested in.  91% of people check email every day. Exact Target Channel Preference Survey:
  4. 4. 4 With this in mind, let’s get started!
  5. 5. 5 1. Send the right message to the right people at the right time  Not every email is going to be relevant to everyone in your database. Be sure you have properly segmented your database.  Experiment with sending email on different days and times and then see which ones work best for you. 5
  6. 6. 6 2. Know your goals 6  Understand the goal(s) of your email or campaign and make certain it's specific and measurable.  Whichever goal you decide on, your call-to-action should be in alignment with it (more about this later).
  7. 7. 7 3. Make sure your email provides information of value  Answer the "What's in it for me?" (WIIFM) question. "What do my contacts have to gain by receiving this email?"  You need to ensure your email is positioned to help you achieve your goal and that the content is of value to your recipients. The WIIFM should be loud and clear.
  8. 8. 8 4. Include a call-to-action (CTA)  Verify that your email has a clear and persuasive CTA. Make it easy for people to take the action you'd like them to take, such as to sign up for a free trial, fill out a form to get a complementary guide or call a specific number.
  9. 9. 9 5. Have a compelling subject line  Many people will decide whether to open an email simply by looking at the subject line.  Make your subject line compelling and keep it short and sweet (under 50 characters).  Offer something of value to your recipients and invoke a sense of curiosity, urgency or excitement.
  10. 10. 10 6. Avoid spam-trigger words  Avoid words that will likely cause your email to be picked up by spam filters (next slide).  Don’t use exclamation marks and all CAPS in the email subject line, as these have a good chance of getting flagged. 10
  11. 11. 11 6. Avoid spam-trigger words
  12. 12. 12 7. Include social media share buttons  Not giving your contacts the ability to share your email on their social media sites? You're missing out on valuable opportunities for potential new business.  Social share buttons give your email the potential to be seen by thousands of “new” people.  A good CRM lets you easily add these buttons into your email templates.
  13. 13. 13 8. Make sure your email is eye-catching  It's crucial that your email is nicely formatted and eye-catching.  Use bullet points where necessary, incorporate images (but sparingly) and break text into short lines or paragraphs.  If the email looks boring, your contacts will likely gloss over it and quickly hit the delete button.
  14. 14. 14 9. Make sure the email is mobile-friendly  Be aware of how your email is displayed on smartphones and tablets and make certain it's optimized for these devices.  Use a single column template, have one call-to-action, use larger text and be as succinct as possible, both in the body of the email and in the subject line.
  15. 15. 15 10. Track and analyze your results  Pay attention to metrics like open rate and click-through rate.  Use the data to identify those particularly interested in your message - potentially hot leads you'll want to further engage with.  Consider using Google URL builder to insert trackable links within your email so you can view clicks and conversions with Google Analytics
  16. 16. 16 11. Optimize your campaigns with A/B split testing  With A/B split tests, you send a variation of an email to half of your distribution list and another variation of the email to the other half.  Split test ideas: subject line, the day or time of the week email is sent out, headline  A great way to improve the performance and success of your campaigns moving forward.
  17. 17. 17 12. Use Y words  One of the hallmarks of poorly written marketing copy is the excessive use of “We” and “I.”  Don’t just talk about yourself. Talk about what you can do for the lead. To accomplish that, you’ll need to use plenty of Y words like “You” and “Your.”
  18. 18. 18 13. Be unique  Emphasize one thing about your service that distinguishes you. How do you stand out in a crowd of look-alikes?
  19. 19. 19 14. Be specific and provide proof  Be specific: A general statement like “I offer outstanding service” won’t have a lot of impact. But a more specific statement like, “32 satisfied clients this year… and still counting,” will.  Provide proof: People are naturally skeptical of marketing messages. back up your claims with supporting evidence, such as your years in business, track record, statistics, etc.  Exaggerated claims will blow your credibility. Avoid the hype. 19
  20. 20. 20 15. Use testimonials  Client testimonials help build trust in your business and brand. People automatically respond better to a service that is well-liked and widespread as opposed to one with no customer reviews.  They can be sprinkled throughout the email, or neatly placed at the bottom. 20