Internet Marketing Chapter 5

Email Lists and Prospecting

Best Email Practices

Email Marketing can be a big lead source, just as long as you use the right techniques when using your email list.

Build your list through opt-ins or Facebook and other social media. Home value ads and pixeling anyone who visits your website or page will build it out. Any open house or event that you are a part of are the times when you should be collecting contact information as well. Email is effective because it is one of the most private and the longest lasting form of social media these days.

Be Consistent

You can’t go a week or so without sending to your list and you can’t send multiple things in a short span and overload your list. People will forget about you then unsubscribe if you send something after a going a while without sending anything.

The best practice is to find your most successful days and stay with those. You going to have to test each days until you find the system that will work the best for you.

Promote Your Blog or Any Useful Content

The majority of of your emails should not be about new listings or open houses. That’s going to be a very quick way to burn people out and get them to unsubscribe. If they’re not looking to buy or sell then that’s a bad strategy.

Mix in any sort of content that you produce or anything that will be of benefit to your list. Here are some options.


This is where you can share recent updates and other news with your audience. You can put new listings or open houses in here, since that’s not all it will focus on. Making it a community newsletter and talking about upcoming events in the area is a great way to get it read.

Add post from their your latest blog or even any video walk-throughs you’ve put up recently. You can talk about the local market or any trends. It’s just a way to stay fresh in your lists’ mind. Have your logo or brand at the top of the email (as you probably should in the majority of them anyways).

Curated Content

This is kind of like a newsletter, but it’s just a bunch of blogs, articles or news that you find from all over the web and put together for your audience. You can add your own blog posts or something from your site as well.

The benefit of this is that it doesn’t matter it’s from someone and subject lines like “Check out these 10 housing trends” don’t depend on that. Consider digests the optimal email type for your leads who don’t have a lot of time to read through newsletter emails.

Specialized Emails

These are your holiday themed emails and things along those lines. It’s basically just taking advantage of timely events. Sports, Olympics or anything can be used for this, they don’t have to relate to your business, are or real estate at all.


This is where you can send out any information on listings or any buyers who are looking. This is also where you can focus on market reports and things of that nature if you want to as well. The key to this will be the next step though.

Segment Your Lists

This way, if someone clicked on a home value ad, then they should be in a different list that’s people interested in selling. Click through rates for sends to multiple smaller lists are higher than those for sends to just 1 large list. So this will all around improve your rates.

But segmenting them as much as you can (which won’t always be possible), will let you send your listings or open houses more freely, since you know you’ll be targeting people that have shown some sort of interest in that.

Text links get a bigger click through rate than buttons. Sending with your personal name and email that’s not branded with a big firm is also more successful.

Both links in the text and the url do well and better than buttons. People won’t open as emails as often with it seems affiliated with a bigger company. You need to have your own personal email so people feel connected and always use your own name to end it.

Stay in Touch With Old Clients

It’s probably a smart idea to have them in a separate list. This way you can send some tailormade ones to them. You already know by now how important the referrals and testimonials are from your past clients.

So be sure to stay in touch with them by sending holiday emails and occasional updates on events in the area.

Buzzwords and Email Habits to Avoid

Emailing your list of leads or past clients is important, so it’s important to keep this tool sharp. You probably can notice when your inbox is filled with useless emails or the typical buzz words that turn you off. It’s the same in real estate.

The “One Size Fits All” Email

This is one of the worst things you can do with your list. It is going to put a gap in any relationship you have with the customers that don’t apply to the email. Writing one or two email and blasting it off to your entire list every week, hoping it resonates with the multiple niches you have won’t work.

You need to segment them into groups. Buyer leads, sellers and even the different type of homeowners they are will all prevent this. Just make sure when you send out an email, everyone receiving it applies to what you are talking about.

No Clear Call To Action

Make sure it is easy to for the audience to quickly understand the point of the email. This also means that you should never have two reasons or different things to tell them. That is going to cause problems with the relations.

Clear CTAs are proven to lead to higher click-through rates and customer engagement. So keep it simple.

Useless Words or Sentences

If a customer reads a sentence or even a paragraph and doesn’t see it useful, they’re going to unsubscribe. Don’t ramble and waste space. Take as long as you need to get to the point in your messaging, but take no longer.

The only way to get and keep the viewer’s attention is to cut straight to the point. Respecting their time keeps a good relationship going.

Bad Email Sign-Offs

Adding some links and logos to take the viewer to your social media pages and your website is one thing, but a picture of you or any of the houses you are listing is not ideal. If the point of the email is to inform buyers of listings, then put that in the body.

It is not the place to have a short bio or a detailed paragraph about your company either.

Bad Timing

The time at which you send your emails out is just important as the message and reason you are sending it. Triggered emails after someone subscribes or puts and gives you their contact information should come right after that.

Buzzwords to Avoid

“I would like to”

This starts off the email poorly and separates you and them. Make the viewer feel like you are (and your goal is) to be a team together.

“Kicking Tires” and “Checking In”

These sort of lead offs signify that you have little to nothing of value. They also can set off spam filters since they are some of the most overused phrases in emails.

“Well-Maintained Home”

If you’re broadcasting your listing or you’ve found some prospective house for someone, this is not a good description. It basically means not the worst. If there are good qualities use them and it will be assumed the home is well-maintained.


Try to use something else to describe something that is popular. Mostly because saying something is trendy doesn’t describe much about it and it can be used and slanted for almost everything.

“Cozy” and “Spacious”

These are almost opposites of each other, but just give the explanation in feet and be straightforward. In an email, the viewers are going to need to know exactly what you mean.

There are plenty more phrases and words that will turn off whoever is looking at the email. The key is to be straightforward and get to the point while working with them and not at them.

Handling Hot Leads

So you’ve got some leads that are interested or looking at buying a new house. You need to convert them into clients and the best way is to provide and continuing to provide value to them.

Your goal is to become the authority in their eyes and build their trust throughout this process. Then down the line, it all leads to referrals.

The best ways to go through this campaign is through email, but you can send them things through the mail as well. Sending once a week or every 10 days will keep you connected to your leads.

Send Them To Your Website, Social Media or Blog

This really works well over email. Direct your leads to any of your social media profiles or your site. They’ll get to know you even more and go through any useful content that you’re offering on any of those mediums. Your social media profiles should offer some type of look into your personal life as well, so they will have an even more transparent look into your life. It’ll build more trust between you and your hot leads.

Transparency is another thing that is important to consumers, so the more transparent you are and your online profiles are, the better.

The next step is to send a testimonial or a referral. You already know that referrals are usually the majority of ways realtors get their clients. You can use video testimonials or reviews directly from your website.

It doesn’t matter where or what platform, giving your leads a chance to hear from someone other than you about you as an agent is a leg up as you look to move them through the process.  This works even better if they were buyers in the exact same situation that your leads were in. They’ll be able to relate to it 100%.

Make your leads feel as if they’re talking with or hearing from a friend when they get this email. This is great because it allows your past clients to do the talking and testimonial for you.

After these two emails (or contact), invite them to meet with you somewhere.

Ask them to get coffee or get to lunch, you can only build your relationship with your clients so much over email. This is where you try to solve any problems or answer any questions that they have. You can quickly get an idea of what they need from you and how you can move forward. One of the biggest keys to this meeting is to figure out what neighborhood they are interested in living in.

Send them relevant resources now that you know more their goals. Send them information about the market and prices of houses around the area they are interested in. Home buyer tips or renovation tips also can be useful for them. Mortgage and loan tips work as well.

Do your best to solve any problems or answer any of those questions for them by sharing this information. Even if you already answered and went over it, backing up your answers with data and stats will assure them even more.

Finally, share any listings you have or see that match their criteria. The important thing is that you’re not sending the listings right from the start. You have to build that trust and the relationship before you go here. You’re going to have a much better idea of exactly what they want, therefore you won’t be sending them anything that won’t be considered.

Make sure that at least one of the listings have an open house coming up. The longer they wait, the less chance they list with you.