All real estate professionals understand that the quality of your leads is only as good as your lead
generation. Without a precise lead generation strategy that intentionally targets your ideal clients,
you may be wasting time, effort, and money capturing a large number of leads with little
conversion.
An email drip campaign is a great way to weed out the bad apples from your subscriber list of
potential homebuyers and sellers. Using email marketing platforms or CRMs like MailChimp, you
can automate email nurturing campaigns for all types of customers, regardless of where they are
in your lead funnel.
Furthermore, these automated drip campaigns typically receive "4 - 10 times the response rate
compared to standalone email blasts."
If you're still hesitant or don't know where to begin, here are some pointers for implementing an
email drip campaign for effective lead follow-up that will likely bring in more clients.
#1 – Make it personal.
Genuine customers are easily turned off by emails that aren't entirely sincere. Stand out by
incorporating your true voice and personality into your content by humanizing it. Writing in the
same way that you speak is the easiest way to humanize your emails.
#2 - Educate Your Audience.
Educating your audience on real estate (or anything else that may be relevant) is a great way to
provide value to your leads for free. This establishes you as an authority and fosters trust in your
community because you are providing them with accurate information that they can use to their
advantage — with or without your assistance.
#3 - Email List Segmentation.
Every lead is different. Your audience is likely diverse in many ways, and you risk losing
customers by cramming information into a single email that attempts to reach both ends of your
lead spectrum or by blasting all of your leads with emails intended for only a fraction of them.
You can segment your email list, for example, by Prospective Buyers, Prospective Sellers, and
Past/Closed Buyer Clients.
#4 - Focus on Your Emails.
Simply put, your prospective buyers and sellers are looking for solutions to various real estate-
related issues. Instead of attempting to solve them all at once, concentrate on one issue at a time
for each of your segmented audiences.
And be clear and direct about how you're assisting your client in winning. Too much fluff will likely
put them off trusting your emails.
#5 – Consistency.
You can email too much or too little. Establish a regular email schedule to keep your community
informed and stay top-of-mind. This creates an expectation from your audience that you must
meet, but being a consistent authority in their weekly routines will undoubtedly help build trust
with those who are genuinely concerned and seeking answers.
Never send more than two emails per week in your email campaign, or you risk becoming spammy
with your audience.
ExpLiMO provides high-quality leads daily and offers a unique opportunity for Manhattan and Brooklyn real estate agents to prospect for expired listing leads and grow their business exponentially.