How to Use Email Marketing for Real Estate
In this guide I’ll share tips on how to effectively use email marketing for real estate to get more deals done this year. But first, use this analogy to understand why email marketing is super important for real estate marketing.
Imagine a guy hanging out with some friends one night downtown and a cute girl walks into the room. The guy realizes he needs to go talk to her and get her number or else he may never have the opportunity again.
By getting her number he can stay in touch and build a relationship overtime.
This is exactly the same concept with running a website.
Think of your website as the room someone walks into for the first time and your article content as the small talk that happens between two people. The end goal is to move the reader to opting in to your email list so you can keep in touch with them.
Without a newsletter, you’ll have people come to your website, read your content, and then leave without ever coming back. You’ll miss out on potential customers, clients, relationships that could have been developed through email marketing had you set up an email capture form and placed it in the article to attract the reader to join.
Email marketing is one of the highest return on investments and every business needs an email marketing strategy. The remainder of this article will dive into what an email newsletter is and help you set one up in as little as 15 minutes. If you enjoy it, please feel free to use the share buttons below!
*This article may contain affiliate links which earn me income if you use them. It’s at no extra charge to you and I appreciate your support in helping me out by using my links vs going to the vendor’s website directly on your own. Thanks! (:
What is an email newsletter?
Let’s get into the what and the why before I explain the how to part of building an email newsletter. For starters, an email newsletter is a weekly or monthly email campaign you send out to your subscriber list offering some sort of information or products. Most online bloggers and companies have one so that they can connect and keep in touch with their customer/fan base.
Why would you want to offer a real estate email newsletter on your website?
By offering people the option to subscribe to a newsletter, you are able to collect email addresses which you cannot do with an RSS feed that most people use to follow your blog updates. Capturing your followers emails is important because:
- It’s an effective way to communicate with your audience more personally. You’ll be able to see whose on your website and who enjoys reading your content. By subscribing to your newsletter they are letting you know they are interested in what you have to offer and find your content valuable to them. Email is a great way to share updates, ask questions to your audience, and much more.
- Email lists never cease to exist. Once you’ve collected a list of emails you have a lifelong way to communicate with your audience/fans/followers. Your website may end at some point or you may decide to start a new website and by having a list of emails, you can take your audience with you essentially to your next venture. You’ll always be able to keep your audience informed of what you’re up to even if you disappear from the internet completely.
- It will help you make more money. By having an audience who has subscribed to your list, you essentially have a loyal customer base you can promote your products or other people’s products to (affiliate income). You can inform your followers of new products coming out or inform them of sales and discounts on current products. Linking to your products in the email will funnel people to them and hopefully convert them into a sale. Offer something that has more value than you are charging in price and you’ll be successful. Also lay off the spamming. We’ll get into this more in the How-To section below. Helping and informing people comes first.
Occasional Emails vs An Email Newsletter
What if you build a list and decide just to send out occasional emails? You can do that but here’s why I don’t suggest going that route and why instead you should have a formal email newsletter campaign set up:
- They may forget who you are and think your email is spam
- They may unsubscribe from your list if they think there is no point of being on it
What’s important is that you are consistently in contact with your audience. Your newsletter is a tool to keep your name and your brand in front of your audience and on their minds. Sending an occasional email will not lead to effective brand building and will lower your value in the eyes of the audience.
By having a newsletter, you can set up an automated system that sends out emails every so many days to your new subscribers so that it’s hands off on your part and not time consuming. Imagine having to send the same email out to every new subscriber yourself and then keeping track how many days go by before you have to send them the next email in your series! An automated email newsletter is time saving and something we will explore today.
How to Start Your Own Real Estate Email Newsletter Subscription
The Process Outline:
- You insert an opt-in form on your website. If you’ve ever been on someone’s website and had a box pop up asking for your name and email, this is an opt-in form.
- Once someone enters their name and email they’ll be taken to your “Confirm Opt-In Page” which asks them to go to their inbox and confirm via the link in the email that they wish to opt in to your email list.
- Once they’ve confirmed, they’ll be taken to your thank you page, thanking them for opting in and explaining more about you and your newsletter and what they can expect
- The email series begins
- You send them occasional update emails that are separate from the email series itself
This may seem like a lot and it is but don’t worry I’ll walk you step by step through the entire process. Let’s get started!
Step One: Sign up for a ConvertKit Account
There are many options of different email marketing services, but a lot of people will agree that Convertkit stands out as the best email service. Their customer service is fantastic as well in case you ever encounter any difficulties and need assistance.
I recently switched from Mailchimp to Convertkit and absolutely, 100% without a doubt made the right decision.
Here’s why I love Convertkit so much..
- ConvertKit sets itself apart in the features it offers.
- You can create custom forms for every webpage in order to track the analytics of those pages.
- You can segment subscribers into groups based on their interests.
- You can tag subscribers which then helps you in grouping them.
- Convertkit also offers automations, which are actions that occur based on rules you set. For example, as soon as someone opts in to a certain form, you can add a tag to the subscriber as well as have them automatically subscribed to a specific newsletter series.
- You can set rules so that when they complete a series, they are automatically enrolled into your next series. For example, if you had them start off on a 5 day intro series or video course before moving them to your main newsletter where they’ll get weekly emails and updates.
To sign up for ConvertKit, use this link (it helps me earn affiliate income at no extra cost to you)
Step Two: Create Your First Email List
After you’ve registered for an account and logged-in, you’ll be taken to the main home page called “Forms.” You’ll set up your list from here by clicking “Create a new form” and then head into the settings tab first.
Fill out the settings such as the “FROM NAME” and “ADDRESS” as these will be the things your new subscribers see when they receive emails from you. By now if you have a website and you want to seem professional, you should have an email address with your website domain URL in it like how mine is [email protected].
You also want to fill out the contact address fields in your My Account settings from the Account tab in the navigation bar at some point. This will ensure you comply with the CAN-SPAM Act. At the bottom of your emails it will list this address so that your subscribers no you are a real person with a real address. Most will use a business address or a P.O. Box address for this information. If you subscribe to my email newsletter you’ll see my address at the bottom of the emails.
Step Three: Setup Your Confirmed Opt-In Email
If you recall the process above, once someone opts in to your list, they will immediately get sent this email asking them to confirm their opt-in via a link that Convertkit includes in your email. It also screens out fake people from submitting fake email addresses just to get the free product or giveaway that you may be offering as a bonus for subscribing to your list.
You can turn this option off if you’d like but it’s recommended that you keep the double opt-in format for screening out fake emails from your list.
When you’re customizing the email, Convertkit will have one pre-made so you can either stick with it or give it personal touch. If you’re giving something away you might mention what they need to do to finalize receiving their free download.
Thank you for joining my newsletter. I need you to confirm below by clicking the opt-in link that I have your permission to email you. Once you’ve confirmed, you’ll be added to my newsletter and taken to the free eBook I’m giving away to my subscribers.
Also, be sure to whitelist my email so that my emails are not mistaken as spam! I’m excited to share news and helpful tips with you.
How to customize your emails to the person’s name?
You’ll have to find the code from your email service and manually insert it into the template and into each email in your series, but it is an awesome feature to use for personalizing your conversation with your subscriber.
They’ll receive an email that says “Hello Nick” by including this code into your email to say “Hello *FName Code*”
Step Four: Setup a Success or Thank You Page
Once the subscriber clicks the opt-in link in their email to confirm their decision to join your list, they’ll be taken to your success page, which can also be called the Thank You page.
To set this up, you’ll enter the URL that you want them to be taken to into the Confirmation Success Page/ Redirect URL box.
You’ll need to create the actual landing page first on your website and then take the URL and copy paste it into the URL field over in your Convertkit account.
Tips for Creating Your Success/Thank-You Page
When you create this page, you’ll want to:
- Thank the person for joining your newsletter
- Give them a welcome message
- Let them know they’ll be receiving a follow up email from you shortly
- Give them access to the download or free giveaway
- Ask them to white-list your email to avoid it becoming spam in their inbox
- Share your social media accounts and contact information with them in case they have any issues regarding your newsletter
- You can also soft pitch an offer to another product you have or affiliate product of someone else that relates to your niche.
Step Five: Start Writing Your Email Series
First, you’ll want to write a follow up email that is sent out immediately after they’ve subscribed. It will be similar to your thank you page:
- A formal welcome and thank you
- Access to your giveaway
- What they should expect in your newsletter
- Social media or contact info
- Ask them to white-list your email please
Step Six: Write a Killer First Email
After writing your follow up welcome email, you’ll want to create an email that is sent the next day with something fun and exciting. This will hook your new subscriber and hopefully motivate them to open future emails you send their way. If you write up an awesome first email that gives the subscriber a ton of value, they will be excited and look forward to future emails.
Step 7: Customize Your Opt-in Form/Website Form
Now that you’ve gotten your opt-in emails and welcome email done, you’ll want to customize the design of the opt-in form itself that people will be filling out with their information to join your email list.
Convertkit let’s you choose from 3 form layout options and then once you’ve picked one of their 3 options you can begin customizing things like font color, button color, etc. and customize your web form to your satisfaction. If you have coding experience in CSS you can edit the forms even more to further customize them.
I’ll be honest here. Convertkit’s form customizability is lacking and I’m not a huge fan of the design or look of the form.
How I got around this was using OptinMonster.
With OptinMonster, you can build highly customized and beautiful forms along with choosing from a larger selection of form types and layout styles. OptinMonster integrates easily with Convertkit so no worries there. I also love the analytics OptinMonster provides so you can see how many people saw the form, how many subscribed, and it calculates your conversion ratio. From there you can create multiple forms to split test the design and text on the form to see which forms convert best and/or which optin gift converts best.
Learn more about OptinMonster here and feel free to scroll to the end of this article to see my form I designed with OptinMonster.
Other Considerations When Making Your Forms
You’ll need to consider where you are placing this form on your website and what size it needs to be customized to. Most people including myself like to place the opt-in form at the end of blog articles and pages so that it is visible on most pages your audience will be visiting, giving you a better chance of converting a new subscriber.
When creating your form, you’ll have several field boxes as options to include. Most people just use the first name and email fields and set them as required so that the subscriber cannot join until these two fields are entered.
Make sure to customize the button text. It may start out as “Submit” but you should change it to some sort of call to action like “Start Your Download” or “Get Your eBook.”
After customizing your form make sure to proceed to the settings page if you didn’t yet as we discussed above earlier. These are the main steps in the setting tab to complete:
- Give your form a name so you can distinguish from other forms you create
- Set the thank you page to custom and enter the URL to your page
- Set the email address you will be sending your emails from if it differs from the default email Convertkit shows in the setting
- Set the email newsletter you want subscribers to be added to automatically
Step Eight: Place Code on Your Website
Don’t freak out here when we start talking about code. It’s easy, I promise.
Once you’ve designed your form, and filled out the settings, you’ll need to click the tab in the settings that has the code. Then you’ll copy it and take it over to your website page to paste into the webpage so that it shows up when visitors stop by that page.
You may also choose to download the ConvertKit plugin if you have a WordPress website so that your form will appear automatically on all of your blog article pages saving time from having to manually copy paste it for every article you write.
You will, however, need to copy paste manually for your main webpages you may have on your website such as the following:
- Start Here
If working in WordPress, make sure to click the HTML tab on the editing settings of the webpage and insert the code. If you don’t click HTML and instead you insert it from the visual tab, then it will show up on your webpage as a bunch of code instead of the form.
If you want to add it to the sidebar, go into your dashboard under “Appearance” and find “widgets.” Then create a text box widget and paste the code into the text box widget.
Step Nine: Occasional Update/Broadcast Emails
You may have current events you want to talk about or new products launching and wish to communicate this with your list immediately. Normally you would add on new emails to the autoresponder, which is the series of pre-written emails that get sent out after so many days from the point someone subscribes.
But with update emails, also called Broadcast emails, you can just create a separate email that gets sent out to the entire email list this one time. Click the broadcast tab in ConvertKit’s menu navigation bar.
What you include in a broadcast email is up to you, but remember that it should be a current event or something that is happening now and will only be a one time email.
It wouldn’t make sense to add on a current event email to your autoresponder series because someone who recently subscribed won’t receive this email for several emails and by the time they do it would be irrelevant since it’s time sensitive.
Use these broadcast emails wisely and not spam your list weekly trying to sell products.
Thanks for Reading
This concludes today’s long guide on How to Create an Email Newsletter for your website/online business so thank you for sticking it out and reading the entire guide.
Email lists are powerful tools and I encourage you to create one if you have an online business or are thinking of starting one.
If you have something you are passionate about or knowledgeable of, consider starting a blog for others to follow and learn from. You can do it.
Recommended Articles from My Marketing Website:
- Ultimate Guide to ConvertKit Email Service
- How to Start a Real Estate Email List
- What to Give Away as Incentive to Get Email Leads to Sign Up
What to Do Next?
- Sign up for our FREE 10 day email course on real estate investing
- Grab our cheat sheet of 10 marketing strategies to get more property leads
- Check out our YouTube channel for more helpful tips and lessons on real estate investing.
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