The Complete Guide To A Successful Real Estate Drip Campaign

Drip campaigns help you nurture a target audience that may not be ready to be a buyer/seller lead today, but when they need a realtor, they turn to you.

Every team wants to work with the most engaged leads.

But striking the right balance between reaching out to your contacts and nurturing leads into prospective buyers/sellers can be a different ball game altogether. The competition for clients in the US real estate industry is steep.

According to data from the National Association of Realtors, there are over 2.5 Million realtors in the US and only 5.64 million existing homes were sold in 2020.

Real Estate Brokers & Agents now understand that being ‘visible’ online is not enough anymore. It is important to engage the online audience. Engagement is a sure-shot way to ensure retention. You want your leads to remember you when their time comes to sell or buy a home, or pass on your contact in their network.

Only 5% of the leads that you get today will be looking to buy/sell within the next few months, the other 95% leads need to be nurtured over a longer period of time. One of the best ways to engage with your leads and nurture them is through a drip campaign.

It is also one of the easiest ways to push them to the edge of conversion, you just need to tip the scales in your favor!

Table Of Contents

  • What is a drip campaign?
  • Why are drip campaigns effective?
  • The essentials for a real estate drip campaign
    Choosing an email marketing platform
    Creating a campaign strategy
    Setting goals and segmentation
    Crucial elements and tips to make your drip campaign successful
  • Things to remember for a successful real estate drip campaign

What Is A Drip Campaign?

A drip campaign is a series of automated emails delivered to a lead. These emails are called drip campaigns because they are -

  • Sent at regular intervals
  • Often triggered by a specific action taken by your leads
  • Aimed to increase engagement

89% of marketers use email as the primary channel for generating leads. And open rates are more than 70% with automated messages.

Drip campaigns help you nurture a target audience that may not be ready to be a buyer/seller lead today, but when they need a realtor, they turn to you.

Why Are Drip Campaigns Effective?

Email drip campaigns are personalized.

These emails reach out to the leads with the targeted message at the right time or when triggered by an action. (Even inaction can trigger an email in an automated journey!)

Automation of this process allows the agents, managers, leaders, and coaches to have the time to focus on other aspects of the real estate business and revenue generation process.

6 Reasons Why Real Estate Teams Should Start Planning Drip Campaign

The bottom line, the benefits of a drip campaign in real estate are unputdownable. With the right strategy, planning, and automation, it is still the most effective in lead nurturing and conversion.

The Essentials For A Real Estate Drip Campaign

You know it works, you just need to do it right. No one sleeve fits all when it comes to email marketing, but these absolute essentials are what you need to make it work.

Choosing An Email Marketing Platform

This is the first step before you plan a drip campaign. An email marketing platform is affordable, easy to use, and offers customization to fit your team's needs and brand identity. We have listed down the top 5 email marketing platforms for real estate teams. Choose what works best for your team!

Did you know that Robert Slack Team, the No. 1 team-owned brokerage nationally and in Florida uses Sendinblue as their preferred email marketing platform and Auctm’s analytics to improve team performance and agent coaching?

Creating A Campaign Strategy

A drip campaign needs to be planned out according to your target audience’s journey. If you push out emails that aren’t relevant to a section of your contact list, your drip campaign will backfire.

Every email should be in sync with where the lead is in their buying/selling journey. Here are four key factors that are crucial to creating a campaign strategy.

Setting Goals And Segmentation

Separate the different types of leads - buyer leads, seller leads, past clients, non-responsive leads, leads from specific sources, and so on based on their stages. Most teams segregate their buyer/seller leads according to stages based on time.

Segregation of buyer/seller leads by stages for Real Estate Drip Campaign

Segmentation allows you to define specific goals for leads at different stages in their journey and provide correct and relevant information to the target audience.

Based on a study by DMA, 77% of email marketing ROI comes from segmented, targetted, and triggered campaigns.

Frequency of emails

Segmenting your contact list will help you determine the frequency of sending emails to your leads. The first outcome of a drip campaign is to provide value to your target audience. Sending out irrelevant daily emails will not serve the purpose, rather, it is a way to get your account flagged as spam.

A/B testing the frequency of emails for your drip campaign is the best way to come up with a successful campaign. Try working out different schedules for emails, and check whichever campaign performs better - not just in terms of sales but measured with respect to other goals that you have set for your emails.

Setting Specific Triggers

Event-based triggers are the best way to grab the attention of your target audience. Set specific triggers - such as they visited your website, filled out a form, or clicked on an ad.

These are high-impact moments to trigger an email to your lead. They have just seen your website, or filled out a form for you, seeing an email will ensure that they remember you and push them to act upon it.

Types Of Drip Emails

A successful drip campaign can turn your visitors into buyers. But your target audience doesn’t have all day. Research shows that you have just 8 seconds to grab the attention of your leads. You know about segmenting your contacts, setting specific triggers, and A/B testing to find the right frequency for your drip campaign.

But what to send out in those emails?

Your contacts may not be a buyer or a seller lead today, but you want them to turn to you when they are looking for an agent to walk them through the most important sale or purchase. The email content for a real estate drip campaign should focus on nurturing your prospects by providing value-added information.

We have collected a list of some ideas that you can use to send out your next drip email campaign.

  • Introduction and welcome email
  • Housing market updates in the area and market analysis reports
  • Details about the neighborhood that your prospects have shown interest in
  • Case studies and testimonials about former happy clients
  • Single and multiple real estate listing promotion templates
  • Open house emails showing pictures of property your leads can tour
  • Property alerts and reduced pricing
  • Homeowner resources and tips for property maintenance, interior decoration, and so on
  • Referral templates that your prospects can forward to any leads in their contact list

Crucial Elements And Tips To Make Your Drip Campaign Successful

The Subject Line

This is the first thing that you notice in your inbox. The subject line is the deciding factor of whether or not your prospect will open the email. A killer subject line will pique the reader’s curiosity. Make sure it’s relevant and addresses your readers at an individual level.

Tip: A study shows that personalized email subject lines generate an average of 50% higher open rates.

Speak To And Like A Human

Nobody wants to read an email with the knowledge that it is automated. Use a name, address your prospects by their name, and keep the content conversational and intriguing. And make sure you always seek permission from your prospects before you sign them up for something.

Tip: Shorter content works better. Keep it crisp, simple, and provide an interesting angle and information that is value-adding to your readers.

Interactive Emails Work Best

Many teams use Bombbomb for video messaging. Your campaign should be aimed at connecting with your prospects. And adding interactive elements such as video, audio, and other graphic innovations can help you keep your content short, and your audience hooked.

Tip: Adding videos to your email can increase click rates by 300%. (Source: Martech Advisor’s 2017 Data)

Add A Compelling CTA

If your reader clicks on a CTA in an email, the email delivered on all its promises. A compelling call to action makes your prospect feel involved and willingly take the next step. It tells your prospects what to do.

So make sure your emails have a relevant but a compelling CTA.

Tip: Personalized CTAs convert 202% better.

Things To Remember For A Successful Real Estate Drip Campaign

Track your metrics

The competition in the real estate industry is high and the audience is constantly evolving. Measuring the performance of your drip campaign at regular intervals will help you fine-tune the edges, and replace what is not working.

  • Always A/B test your content and frequency of sending emails
  • Note the change in sales before and after your drip campaign
  • Benchmark open rates to mark the best subject lines
  • Check your unsubscribe rate daily

Keep your content mobile-friendly

53% of emails are opened on mobiles. If your prospect has to turn to a system to check your emails, your drip campaign performance will drastically reduce.

Make sure that your content and design are mobile-friendly.

Keep it short

Keep your emails short, and the content memorable. Make sure your subject lines are attention-grabbing but do not give away too much information. If you are making promises in your subject line, make sure you are delivering on them as well.

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