Social Networks Capture and Email Marketing Converts.
Real estate email marketing is what makes social networks profitable to attract clients in this sector. Undoubtedly. If you use email marketing together with social networks, all your work will be limited to interacting with your customers, (message goes, message comes), make one of the parties get tired.
The noise and expectation that social networks have generated as a means to promote and sell properties has not been caused by any other digital medium. If even search engines like Google. Noise that has led to misuse of social networks to sell real estate.
Social networks help you promote your brand, your target audience knows you, and favor a unique two-way communication so far. Social networks are, that: "social" and should be used as such. This means publicizing your professional services in order to sell your products later. Using them to directly sell a property is a waste of time and effort. The typical example is what most real estate agents do on Facebook. They treat their Facebook wall as if it were a bulletin board where they post property after property.
When they advertise with Facebook Ads, they expect clients to contact them in the same way as they do through real estate portals, with a lalamda or with an email.
Let's analyze why this type of publication and advertising does not work.
| The Real Estate Email Marketing. What Generates Conversion.
Social networks such as Facebook or Twitter help you reach your potential clients, but it is the only real estate email marketing that can convert them into clients with purchasing potential.
Real estate email marketing is perceived as a commercial medium; social networks as a "social" medium. To understand why the direct offer of a property on Facebook, YouTube or Twitter does not obtain results, (= to get a client interested in buying THAT property in the next 2 months maximum), we must take into account what a person who visits a social media at any time of the day.
Take for example what we would do ourselves. Although we are looking for an apartment in Bogotá, we do not go to Facebook or YouTube to look for it. We look for it by other means: real estate portals, classifieds, organic search on Google…. but we do not go directly to Twitter or Facebook to do this search. When we visit social networks, our mind seeks entertainment, socialization, escaping a bit from the worries of the day, but not purchasing information of any kind. .
This is the main reason why real estate email marketing is so powerful and effective in real estate sales. If you know how to use social networks for your clients to give you their email, you have done it. This is achieved on social networks by offering something of value that can be downloaded for free in exchange for that email.
When the interested person sees this information that he may be interested in, he downloads it, following a simple process, to check it later or another day more calmly. You now have the social "chip" in place and want to continue socializing.
An intelligent use of social networks to publicize your real estate services, not only through advertising on that network but also through publications, will create a database of potential clients to whom you can sell later thanks to email marketing real estate.
“You will get better clients and more sales through social networks, making yourself known as a professional who solves problems, promoting or advertising properties in various directories, real estate portals. Hence, you offer valuable information in exchange for an email like Al Hartman ”.
What will generate "sales" is to create a database of potential clients looking for a property in the next 2 months. Database that you will need to implement email marketing campaigns.
The Real Estate Email Marketing and the "Landing Pages".
There are real estate agencies in all Spanish-speaking countries that today are obtaining more than 1,000 visits per month, each month, to their website using a “landing page” or landing page, to attract quality clients from social networks, especially from Facebook.
They design campaigns, (very cheap between $ 50- $ 100 dollars a week), on social networks to attract qualified visitors to their website, blog or landing and capture pages.
Their strategy consists of bringing them to a page where they will leave their email but first going through an access filter only to qualified clients, (those who are interested in buying a property NOW, in the next 1-2 months).
Amazing? No. Everything is based on implementing the process that is divided into 2 main parts:
1.- capture through social networks.
and 2.- converting a percentage of these deposits into qualified clients. Real estate email marketing does not capture, it converts.
Email marketing can help you capture, but the strategy in this case is different. A strategy that gives excellent results if applied to the sale of commercial, industrial real estate or lots of land.
| The Real Estate Email Marketing. The numbers.
Let's talk about conversion figures to check the effectiveness of real estate email marketing. Take, for example, the promotion campaign on Facebook that some of my students carry out to attract potential clients.
The investment is usually around $ 50 per week to create a database of 50-100 qualified clients per week.
Using email marketing, (a sequence of 15 emails in 30 days), they achieve a conversion of 1% - 3%. In other words, between 1-3 clients out of 100 who enter their database contact them by phone or email in a period of 30-45 days.
Monthly investment in advertising = $ 400 dollars.
Average acquisition of qualified clients = 200-400 clients / month.
Information requests = 2 - 12 in 30 - 45 days
Sales next 2 months = 2- 12 x 40% = 1-4 sales.
Average sales commissions = 1 - 4 x $ 3,000 = $ 3,000 - $ 12,000.
It is not bad with an investment of $ 400 dollars in Facebook Ads + another $ 400 dollars to put in preparing the sales funnel with the email campaign included and that you will pay only once.
Now imagine that every month you get this flow of information requests and this conversion on Facebook. It is clear that if email marketing can convert this percentage you have to learn to use it as soon as possible.
Finally, I would like to point out that the objective of this article is only to inform you of what real estate email marketing can do for your business. Describing the step-by-step process of how to apply email campaigns on social networks and how to prepare a real estate sales funnel is too long to publish in an article.
