Are You Using Your Real Estate Database to Its Full Potential?

By Claire Dimauro, June 24, 2019

Do you ever feel like your newsletters just aren’t reaching the people they need to? Do you feel like you’re risking too many unsubscribes every time you blast your latest listings at your real estate database?

This is not an unusual feeling to have and it’s not something you should ignore. That feeling you have of not getting the right messages across to the right people could mean that you’re under-utilising your database. Luckily, there are a few easy solutions to this problem, tried and tested by iRealty’s Digital Marketing team.

1. Test Your Emails Using Different Sending Groups

If you’re entering the email marketing space with a fully set up CRM, brimming with different subscriber categories, you’ve probably already got the groups you want to send your emails to in mind.

There’s no problem with this. You spend your time meticulously categorising your real estate database for a reason. You probably have a good idea of what content each category will engage with.

However, we think you should be backing up your intuition and client knowledge with real-time reports and data.

Try testing the response to your emails by sending the same email multiple times to different groups in your database. You may be surprised at the response you get from some groups. Or, you may find the groups you need are exactly what you already thought. Either way, once you’ve finished testing you’ll be able to send out your newsletters with a surety that they’re going to the right people.


It never hurts to refresh your testing as you go or to send out a monthly or quarterly email to your entire database. You’ll find as you refresh your data that new people are entering property mode.

2. Send to Your Engaged Subscribers Using iRealty’s Smart Filters

What if you want to send out a weekly OFI or New Listing email? Should you be worried about spamming your database with content they don’t want?

The answer to this is a resounding ‘No!’ Or, at least, not if you utilise your database in the right way.

Sending out newsletters with plenty of content and updates of interest to your entire real estate database is a fantastic way to uncover new people entering property mode, but sending your entire database email blasts full of listings and not much else is a recipe for a high unsubscribe rate.

Instead, try sending content heavy newsletters to your entire database and then use iRealty’s fantastic smart filters option to send your more property focused emails to subscribers who have engaged with your content. You can filter your iRealty subscribers by their interaction with your emails in the last 30 days, 60 days and 90 days, as well as by their interaction with your last email campaign.

Try sending to a filtered subscriber list and we guarantee your open rate will shoot up and your unsubscribe rate will go down.

Set up Smart Filters for Property Clicks generated in the past 30 days.
 
3. Use Your Data to Create and Send to New Groups

Using iRealty, you no longer have to rely on the bits of information you have on a subscriber from months or possibly even years ago.

Our reports and properties tool will help keep your data fresh and your insights on every subscriber on point and up-to-date. If you’re not utilising these fresh insights, you’re not utilising your real estate database to its full potential.

So what can you do and what should you be doing? Try assigning your subscribers to groups based on a property they have shown interest in and send out updates on this property, or send them new, similar listings.

Use our heart icon to select your favourite groups. Your favourite groups will appear at the top of the list making it easier to access.

 

For example, if you’ve had a lot of people produce an appraisal lead without reaching that final stage and submitting the appraisal request? Re-target those people with an email of recent sales results, testimonials and selling advice.

The possibilities are endless. If you want to learn more about using your real estate database to its full potential, click here to speak to one of our experts.

Key Takeaways: There are so many ways you could be tailoring your message and targeting subscribers in your real estate database. You can use iRealty to create groups based on newsletter insights and to filter subscribers so you’re always speaking with your most engaged audience.

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