Your database is a goldmine of real estate clients. The question is, how do you generate leads and reveal hidden buyers and sellers within your database?  

The answer may surprise you. No, it’s not cold calling your entire database or door knocking in hopes of finding a property to list. The solution is to use an email template specifically designed to generate real estate leads. 

We found there are 3 elements every e-newsletter should have to increase subscriber engagement and generate real estate leads. When our client incorporated these three elements in their newsletter template they instantly gained:

• 42 additional leads
• 17 property listings leads
• Increased their open rates which meant more eyes on their newsletter
• Improved their engagement as indicated by the increase in their click rate

Our email templates do more than ensure your emails appear beautifully across all devices (which is still important). We prioritise your results and give you the tools you need to list more and close quicker.

Three must have elements in your real estate e-newsletters 

 

1.  Fact Sheets

Fact sheets provide your subscribers with valuable information they can interact with if they choose to. This helps you to identify who’s currently in property mode as not everyone in your database will be.

Our templates include 3-4 main fact sheets.

 

Every time a person clicks on a fact sheet button, you’ll be notified instantly via our patented lead alert. You’ll have the details you need to make an informed call and open the lines of communicaiton to establish a relationship.

Look out for these subject lines in your inbox when you receive a real estate lead alert generated by a fact sheet.

• [subscriber] is researching buying
• [subscriber] is researching selling
• [subscriber] is researching auctions

To learn more about our patented lead alerts, watch our video here. 

 

2. Appraisal Banner 

All of our templates include an appraisal banner to make requesting an appraisal easy. 

When a subscriber chooses to click on this banner, it’s their way of raising their hand and letting you know they’re preparing to sell their property. This is one of the easiest ways to identify who the sellers are within your database. Whether or not they submit the form, we track that information for you. 

 

If they have clicked on the banner but did not submit their form, you’ll see this lead alert in your inbox :

“[subscriber] has shown interest in requesting an appraisal.” 

If a contact has submitted an appraisal form, you’ll see this:

“[subscriber] has requested an appraisal”

To strengthen your relationship with your potential sellers, use iRealty’s smart filters to send your ‘Recently Sold’ properties to this specific group of people. You’ll see an increase in your open rates and engagement instead of blasting this to your entire database.

 

3. Content Articles Include a good balance of content articles and property listings

Finally, avoid the temptation of packing out your e-newsletters with listings. Instead, maintain a good balance of content articles and property listings. Imagine if your favourite newspaper or magazine subscription stopped publishing articles and only ran advertisements. You’d probably stop reading your favourite publication due to the lack of interesting content or valuable resources. 

Give your subscribers a reason to read and continue reading your e-newsletters. We designed our content articles to come before your properties to keep your subscribers interested and engaged the whole way through. 

 

Be strategic with the content you choose to include to give you the best chance to learn more about your subscribers interests and buying behaviours.

Content rich e-newsletters will protect the size of your database as not everyone in your database is in property mode. Blasting everyone with your properties is a sure way to increase your unsubscribe rate. Save your property specific emails for the subscribers who are showing interest as indicated by the elements above (fact sheets/appraisal banner interactions).

If  you want to learn how to generate leads purely from your database, click here to speak to our team.

 

Key takeaways: Newsletter templates make emails look great on every device, but more importantly, they deliver better leads and customer insights. Ensure that your templates include the three must have elements: Fact sheets, Appraisal banners and a balanced mix of content articles and properties. You’ll generate more leads, increase interaction and identify engaged subscribers.