Email newsletters for listings and open houses can be an effective way of making a direct connection with interested buyers. Here are effective ways to create email newsletters to intrigue buyers.
Captivate with your subject line.
Emails with descriptive subject lines (“Now on the market: 5-bedroom homes in Springfield”) are much more intriguing than branded ones (“John Doe’s Weekly Real Estate Listings”). To increase clicks and engagement with your newsletters, use your subject line to advertise what’s at the heart of the listings in the email.
Call to Action!
A call to action (CTA) can change all that by encouraging your lead to directly reach out to you — whether that’s for more information, a consultation, or to answer any questions. The trick here is showing your lead you care and that you’re willing to help them in any way possible during their search. Try something like, “I’m hoping one of these will be your dream home. If you see something you like, email me and let me know!” or, “Haven’t found what you like? Reply to this email and let’s start your home journey!”
Marketing Open Houses
When marketing open houses, you should go above and beyond. First and foremost, you’re asking folks to take time out of their schedule to come to a property, so your marketing should convey why this house is worthy of a special viewing. Use the open house newsletter tips below to maximize the power of your email list and get the most appropriate foot traffic come open house day.
Inspire with presentation.
Statistics show that 90% transmitted to the brain is visual, so your open house newsletter marketing should be a compelling mix of images and copy, with an emphasis on the visuals.
Your subject line here should clearly outline that you’re having an open house, and should list the basic specs of the home and the day and time of the event.
Seal the deal with storytelling.
In your newsletter and on your landing page or feature post, use effective storytelling to draw your reader in. This doesn’t have to be super theatrical, but it does need to convey what makes this property worth the open house. Features and specs are great, but they aren’t alone going to get folks through the door.
Grow your newsletter list at the event.
Many folks have a sign-in sheet at their open houses to keep track of who attended. Include a field for email and a box they can check to sign up for your newsletter if they haven’t already. Don’t forget to follow up with folks after the open house and add new contacts to your newsletter mailing lists.
Make sure your email template is responsive for mobile.
Make sure your email template renders appropriately so your click-through rate and engagement stays high. Companies like Litmus help you test how your email will look for virtually all mail clients your leads might be using.
What other email marketing tips do you use for your listings or open house newsletters? Share your thoughts with us in the comments below!