So you’ve setup a great website and are active on social media. You’ve been able to grow an audience to view your properties page and read your blog articles. While most people who visited your website or read one of your social media updates liked what they saw, only a very small percentage of them will ever be back.
Generating traffic and new viewers is a good first step for any digital marketing campaign. But you need leads that turn into clients. Luckily, turning an anonymous visitor into a lead is pretty simple; just ask for their contact information.
Turning traffic into prospects
The best way to get someone’s contact info is to offer them something in return. The best thing you can offer people is free advice and help from your area of expertise. As a real estate agent, this means educating someone about home buying or home selling.
Ideally, you’d want to meet with a prospective lead in person or over the phone to build as much of a connection with them as possible. But the vast majority of visitors to your website don’t want to speak with someone they’ve never met before. They probably only have a passing interest and don’t know if meeting with you would be a good way to spend their time.
Email to the rescue
Since visitors to your website probably won’t be coming back and don’t want to meet with you, the best way to keep them engaged is to offer free real estate advice by email. 99% of people check their email every day, so they never have to revisit your website. Plus, modern email marketing software lets you automate much of the follow-up process, allowing you to spend more time on the most promising leads.
What do I email people?
To turn a prospect into a lead, you need to demonstrate your real estate expertise while inspiring someone to act. You need to offer valuable insights, and simply sending your latest blog post or property for sale isn’t going to cut it.
Here’s how you stand out from the crowd: create a drip email campaign specifically tailored to home buyers and home sellers. Also known as autoresponders, drip email campaigns automatically send people a series of emails, spaced over a few days or weeks. The series of emails you send should give someone step by step advice about the real estate process.
The beauty of drip email for real estate agents is that it allows you to act as someone’s real estate advisor before you even meet with them. Just think about how much more productive your first meeting with a lead can be, if you’ve already built up trust and proven your expertise before the meeting starts.
How do I create a drip email campaign?
For most real estate agents, MailChimp is the most cost-effective and user-friendly way to setup a drip email campaign. MailChimp costs $10 per month to send drip emails (autoresponders) and offers useful contact management features for dealing with all of your prospects.
To write the series of emails that you send people, think about what advice you can offer home buyers and home sellers. The advice should be genuinely helpful to the reader and organized into a step by step course. For example, here is a drip campaign that you could send to prospective home sellers:
6 Steps to Sell Your House for More Money
- How to Research the Best Price for Your Home
- Last Minute Improvements to Boost Your Home Value
- Why Curb Appeal is So Important
- Tips for Staging Your Home like a Pro
- Managing Your Neighbors During the Sales Process
- Closing the Deal on a High Note
We recommend sending 6 emails over the course of 2 weeks (on Monday, Wednesday and Friday). This is enough to keep someone engaged without overwhelming them.
Ask for a Meeting
Once someone has read through your email campaign, send them a final email to ask for a meeting. You’ve already demonstrated your value and are ready to move the lead to the next step.
If they don’t want to meet just yet, send them send a weekly newsletter to keep in touch. For home buyers, this can be a summary of your newest properties. For home sellers, this can be a list of homes you’ve sold and further advice on the sales process.
Finally, be sure to track who is opening and clicking links in the emails you send (this can easily be done using any email marketing software). The people who are regularly opening your emails are your hottest prospects, and people you should consider reaching out to personally.