Boost Your Real Estate Business with Email Drip Campaigns

An email drip campaign is a method used in email marketing to nurture your contacts by sending them automated emails on a set schedule and providing them with valuable information based on their interests. It is a great way to build meaningful relationships with your contacts, position yourself as an expert in the field, and generate more revenue at the right time.

Now that we know the drip campaign, let’s dive into how to set it up!

Step 1: Segment Your Audience

You need to deliver the relevant information to get the most out of your contacts. For example, if you are working with many first-time homebuyers and renters, the details of purchasing their first home would be valuable for them. However, you don’t want to send that information to your home sellers since they have already purchased at least one home before.

There are lots of ways how to segment your audience. However, the most common and effective one for the real estate industry would be to segment your list based on buying behaviors: 

• Renters

• Buyers

• Sellers

• Friends and family

Step 2: Set Your Goal

For each drip campaign, you should establish a clear goal. Setting this goal will help measure the success of the drip campaign and write a copy for your emails. For instance, the Friends and Family drip campaign's goal would be to re-introduce yourself as a real estate agent and a go-to person for all their real estate needs.

Step 3: Choose an Email Service Provider that Supports Drip Campaign Capabilities

Not all email service providers are built equally; you should choose one that best suits your needs and budget. One of my favorite email service providers is Flodesk. It is a relatively new platform that established itself as one that does not penalize you for growing your email list. It offers one monthly price for unlimited subscribers in addition to beautiful templates, drip campaign capabilities, a drag & drop email builder, and the ability to segment your list and create an opt-in form! Now Flodesk offers my readers 50% off their subscription. Check it out here. 

Some other platforms to look into would be Constant Contacts, ConvertKit, and Mailchimp. 

Step 4: Outline Emails for Your Drip Campaigns

Now that you know exactly who you are talking to and your goal for the campaign, it is time to outline your emails. Remember, you would like to provide value before starting to sell anything. Here is an example of the first-time home buyers campaign that could be sent to your renters' list:

Email 1 – Welcome

This email introduces yourself and the topic of the email series. Set the expectations (e.g., you will receive a weekly email from me with tips and tricks on how to buy your first home).

Email 2 – Make Your First Home Search More Efficient

This email is about distinguishing the “must-haves” and “wants” in their new home.

Email 3 – Home Buying Process

These emails walk your potential buyers through the home buying process – from getting pre-approved to finding the right real estate agent to explaining different types of mortgages and closing processes.  

If you have any sales listings – you can include them closer to your emails; remember – your listings would not be a focal point of the email -80% educational and 20% promotional. 

Step 5: Set Up Your Emails in The Email Service Provider

After outlining your emails, it is time to set them in your email service providers. A pro tip - don’t overdo the email design – make it look like a personal email. Remember to personalize your emails with the contact's first name. Make sure to include insightful, short, and sweet subject lines since it’s one of the essential factors if your email gets opened or not. Set a schedule for your emails. Are you going to send them weekly, bi-weekly, or monthly? I would recommend starting with a weekly schedule.

Step 6: Have the Plan to Keep in Touch with Your Contacts after The Series Is Over

What happens next after your drip campaign comes to an end? Are you going to stay in touch with them by sending them market updates and/or your new listing information? Would you send them holiday wishes and check-ins to invite them to coffee at their local café?

In conclusion, an email drip campaign is a powerful tool to stay on top of the mind of your contacts until they are ready to purchase, rent, or sell a property. It’s a way to automate your communication with your contacts that require some time for the initial setup but is worth your time. It’s time to start working smarter, not harder, in 2023, especially when it comes to your real estate marketing efforts. Let’s make 2023 the best year yet!

If you're interested in a deep dive on how to start with email marketing and draft email drip campaigns with examples and step-by-step direction, make sure to take advantage of our Real Estate Email Marketing Mastery: From Prospects to Clients Masterclass. Join the waitlist today and be the first to access this exclusive workshop!

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