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The Best Content Ideas for Real Estate Emails


How does your real estate agents use email?

If you’re just sending weekly property listings to your clients, then you’re missing out on the great relationship-building potential an email marketing campaign can offer.

Like most small businesses, real estate depends on nurturing strong relationships with your clients. The better you respond to your customer’s needs, the more they’ll trust your guidance during their major life decision. And that trust can lead to a better sale.

While the bulk of real estate relationships are built-in person, it’s easy and natural to extend that relationship into your client’s email inbox too. Let’s take a look at five different kinds of content you can send that go beyond the basic property listings and speaks to your customer’s needs.

Home Buying Tips

Buying a house is a big commitment that comes with plenty of questions and considerations for your buyers. You can probably answer all the questions from a first-time home buyer in your sleep!

Use your email campaign to address these common questions and lead them through important tips to consider, like:

Choosing an agent

Financing – What kind is right?

What are the points and closing costs?
Negotiating a lower price – Getting seller concessions, making counteroffers
The total cost of ownership, beyond the mortgage basics
Home age – Should I buy a newer or older home? What are the trade-offs of each?

Local Factors – Where Should I Buy?

Proximity to work or school is only one consideration for new home buyers when they’re comparing locations. The neighborhood, local attractions, school districts, and other demographics also play a role.

Help your clients decide on the best location for them by addressing some of these concerns in your emails:

The relative cost of housing in the area
Quality of public services (education, water, sewer, parks)
Age of the community – Young families may prefer neighborhoods with children, while an older couple might prefer a quiet area.
The mean and median income
Entertainment venues (theaters, concerts, sports, restaurants)

Profile a new township in a monthly newsletter with some highlights of who would feel most at home there.

Market Trends

Buying or selling a home is usually a long and involved process. By the time your client is ready to close on their home, the buying and selling market might look completely different than it does right now.

Keep your clients up to speed on market performance. Is it a better time to buy or sell right now? You can also discuss other factors that influence the market, like:

Interest rates
Foreclosure rates

Transparency about the housing market can also help your clients trust your input more.

Home Maintenance Advice

Closing on a home sale might be the end for you, but it’s just the beginning for your clients. A new homeowner might feel overwhelmed with new responsibility for a big property.

Make the transition easy with tips on home repairs and installations your new owners should invest in.

When to replace windows
Comparing different types of flooring (hardwood vs. carpet vs. tile vs. linoleum)
Comparing wall treatments (wallpaper vs. paint vs. paneling)
Different heating systems (gas vs. oil vs. electric)
Plumbing considerations
Roofing comparisons (slate vs. asphalt shingles vs. clay tiles)
Exterior design (brick vs. siding vs. stucco vs. paint)

Discuss ways these improvements can make your client’s home a worthwhile investment.

Success Stories

Getting testimonials from other satisfied customers adds credibility to your marketing campaign and makes it feel more human.

People trust the opinions of other people. So give your previous clients a voice in your emails. Include testimonials about your customer service. Have a customer write about how easy you made their home buying process, or how you eased their first-time-buyer fears.

Featuring feedback from your customers shows that you’re an expert too: People who turned to you for advice are willing to recommend you based on that advice. Featuring your positive feedback can lead to more good reviews – and more business! – In the future.

Keep Building the Relationship

An email marketing campaign built on addressing your clients’ needs builds a strong relationship that can lead to more referrals and business later on. Think about what a new home buyer needs to know and frame your campaign content around common buying and selling questions.

When you anticipate your customers’ needs in the inbox, you’ll be the first agent they turn to the next time they need quality service.

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