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What is a drip campaign in real estate?

A drip campaign for real estate is an automated series of emails that sends leads helpful information in the form follow-ups over a period of time.

The drip campaign is usually triggered by a specific action that the potential lead takes. Someone may be interested in a certain property and want to know more about it. So they signed up for your platform.

This action will trigger a series welcome emails which give information to the potential buyer about the property, neighborhood or other tips.

The purpose of drip campaigns for realtors

drip campaigns for real-estate agents or teams are designed to convince potential buyers or sellers of properties to make the best decision.

You can use email to send relevant listings, testimonials and case studies from clients or blog posts that offer tips.

Are drip email campaigns effective? In the next section, we will discover if drip email campaigns are effective.

Check out this article for more examples.

How Effective are drip campaigns?

Why should real estate agents utilize drip campaigns to convert their new clients?

Drip campaigns are a great way to capture leads. They make it easier and faster. Instead of focusing solely on one lead you can cultivate relationships with many people.

There’s much more to it than that.

Increase open, click-through and response rates

The timing of drip campaigns increases the chances of the recipient opening the email. When a recipient receives an email following a specific action, it will be opened because it is relevant. Open rates for drip campaigns can be up to 80% greater than those of single emails. The average click-through is three times greater.

Improve your profits

Annuitas claims that nurtured leads are more likely to make purchases ( 47% greater order value ) than non-nurtured ones.

Drip campaigns not only nurture leads, but also save you money and time.

Low bounce rates

Email addresses that bounced are those on your list of email addresses who did not receive your message.

Drip campaigns ensure that your email is delivered to your prospects.

Improve marketing spend efficiency

If you customize drip campaigns to your clients, they can increase marketing efficiency by 30 percent.

Drip campaigns are a great way to build your brand’s credibility and maintain your top of mind.

We’ll go one step further and show you how to create a drip campaign for real estate in just seven simple steps.

How To Set Up A Real Estate Email Drip Campaign

You are ready to launch your drip campaign now that you have the basics. Where should you start?

We’ve outlined the steps to help you.

You can create a great email drip campaign by following these guidelines. It will help you to generate quality leads for real estate.

Step 1: Determine the campaign goal

You should first identify your goals and objectives before you begin creating your drip campaign. Do you want more leads, or do you wish to re-engage previous clients?

You should also think about what your buyers or sellers want to achieve. What personal goals do they have? How can drip campaigns help with that?

Consider a situation where a first time homebuyer is unsure about what they require. Your campaigns should guide the first-time homebuyer in the right direction, and provide actionable advice that will streamline the process. Your drip campaign should make them feel at ease.

To make drip campaigns more manageable, you can create goals for every segment of your list (which will be discussed later).

Pro Tip: Use the SMART Method to set goals that are attainable and relevant in the near-future.

Step 2: Segmenting your audience using triggers and groups

Segment your Target Audience Based on Shared Characteristics. This will help you determine the best strategy for engaging them.

You can then group the leads based on their triggers and needs. Each lead will have different requirements and interests. You might lose clients if you use a “one-size-fits all” approach.

Think about what you can do for each group. What type of conversation would you engage in with them once you’ve identified their pain points and identified the issues they face?

You can, for example, categorize your target audience as buyers or sellers. Or, you could do so based on the activity of each group (new leads, past clients).

Pro Tip:Moosend will help you segment your contacts if you do not know how. Our email features allow you to segment your list based on criteria. This allows you to send the correct message to the appropriate person.

Step 3: Select the best drip campaign software to suit your needs

The fun part (and the time-consuming one) is choosing the software that’s right for your business.

You need an email tool that has lead generation, management, and pricing features. It should also have high email delivery rates.

Moosend, an excellent tool for real estate can take your marketing to the next step.

You can use templates to create personalized emails for real estate that will increase conversion rates and your sales funnel.

Moosend is a great choice because of its many triggers. It’s very effective, for example, when someone expresses interest in a home but then leaves the inquiry half-way.

The platform also allows you to send targeted emails in order to re-engage clients who may have “abandoned their house hunt.” This is a powerful way to turn missed opportunities into profitable deals.

Pro Tip: If you’re not sure what to look for when choosing email marketing software, here are some characteristics that will help:

Email or landing page editor with user-friendly interface
Professional drip campaign templates
Personalize your messages with tools that allow you to customize them
Integration with Customer Relationship Management Software (CRM).

Try it free

Step 4: Create your email sequence

Once you have the software, you can begin to draft your email sequence. Hooray!

There are many options for email content, including introductions (your very first email), newsletters with multiple listings, market updates and open house announcements.

Here is an example of Zillow.

Create something similar by choosing a template that suits your segments and then building your drip campaign!

Pro Tip:You cannot possibly know all about your audience. So don’t be worried if you have to change your strategy to suit different needs.

You can use drip emails and alternative triggers to nurture your clients when you have more information about them.

Step 5: Set the timing

When is the best time to send emails in the highly competitive real estate industry? What is the best frequency to send emails?

You need to send your emails at the perfect time to reach your audience.

Send them as often as you like: once a week, twice a month, or even weekly. It depends on your drip campaign type and who you are targeting.

You need a drip email campaign that contains information tailored to the interests of buyers. You may be dealing with first-time homebuyers or those who have a specific budget. Answer all of their questions and craft your emails accordingly.

Your drip campaigns for homeowners should include valuable information on how to sell their home or buy a new house. Respond to their concerns, and make adjustments if needed.

If you want to just generate leads, an introductory message where recipients enter their email address and name is a good idea. This will allow you to learn more about the recipients’ interests and send them content that is relevant in future emails.

Check out the table below for a mock campaign schedule for each drip type:

Pro Tip: A good rule of thumb to follow is monthly or weekly contacts. It is important to remain in the recipients’ mind without being intrusive.

If you have valuable content, you can increase your frequency.

Step 6: Automate workflows

Marketing automation workflows work well with drip campaigns, especially because drip campaigns are essentially automated emails that are sent when a user takes a certain action on your real-estate website.

Email marketing software should include automation features to make creating and sending emails easy while you relax.

Automating workflows allows you to improve your personalization efforts, by ensuring that the right message is sent to the right person.

You can also create complex sequences of re-engagement based on the behavior and other factors. Select the appropriate triggers and actions and you’re ready to go.

Moosend, a simple and affordable software, is the answer. You can try it to see if you like it.

Tip: While there are many triggers available, think about those that you can use. You can concentrate on other tasks that are time-sensitive while the marketing solution takes care of everything else.

Step 7: Launch your campaign

You’re now ready to launch your drip campaign for real estate.

Your job is not yet done. You still have to monitor the performance of your campaign and how users respond to your emails, even if you’re tempted to just sit back and observe your list grow.

Moosend has built-in analytics that can help you track your progress.

Moosend will give you a complete picture of your drip campaign by showing you the users’ movements on your website. It also reveals the actions of your customers to help you better understand their behavior.

Tip: Knowing how your current campaign functions is essential for improving future campaigns.

You can create drip campaigns by analyzing specific metrics that will convert users and engage them.

Let’s look at how to measure the performance of your drip campaign for real estate.

How To Measure The Success Of Drip Campaigns

How can you measure the success of a drip campaign?

Measure key metrics and performance measures, such as open rates and conversion rates for emails, click-throughs, unsubscribes rates and ROI.

The open rate average for the real estate industry is 42.6%. This means that drip email campaigns have a high chance to capture your reader’s attention.

Your audience will find your content more relevant and engaging if you have a high click-through rate.

Moosend has reporting and analytics tools that can help you keep track of these indicators.

It is a real estate agent’s dream as it provides comprehensive and accurate reports, saving you time. You can also make more accurate business decisions to create better drip campaigns.

We’ll discuss drip campaigns that real estate agents should be using right away.

Drip Campaign Best Practices for Real Estate Agents

You can use these tips to make your drip campaign the best.

Keep your emails short

Keep your emails short and concise. You only have a few seconds to make a first impression.

You can also try to keep your emails under 10 words. Try not to include any time-sensitive details in your email.

Create catchy subject lines

Subject lines are designed to catch the attention of your prospects. This makes the recipient want to read your email.

Avoid spammy words and avoid being misleading. A/B testing can help you decide which subject line is most effective for your campaign.

Make It Personal

Show your readers a message they could have received from a friend.

Your emails should reflect your personality and be professional. Your email should be warm and friendly, almost informal (if that’s the tone of voice for your brand), but also professional.

Regularly clean your email list

Your email engagement rate will be higher if you maintain good hygiene.

Your emails will not end up in the spam folders and you can develop meaningful relationships with active clients.

Start a New Real Estate Drip Campaign

That’s it! Now you’re a real estate drip campaign master. With this knowledge you can create a series to get as many leads possible.

Have you decided on the software you will use? We ask because we’ve got the perfect solution.

The Moosend platform is an affordable and modern email marketing and automation tool that allows businesses to create drip campaigns.

You can create the best email campaigns with advanced automation workflows and multiple pre-built template options. This will help you to increase your conversion rate and develop long-lasting relationships.

What do you think? Does Moosend deserve a chance?

Create your account to try it out for free.

Frequently Answered Questions (FAQs).

You still have some issues to resolve? You can find answers to your questions in our FAQ section.

1. How long should an drip campaign last for?

It usually takes between eight and sixteen weeks, depending on the audience you are targeting and your goals.

2. When is the best time for a drip-campaign?

Sending emails at 8-9 am on Tuesday and Thursday is the most effective. Sending emails during the weekend has the lowest rate of open.

3. When should I send out a drip-campaign?

If you offer actions that users can take on your site, like subscribing a newsletter or registering for an account, then you know when to start a drip-campaign.

You will find that the nature of real estate allows you to send drip campaigns to anyone who is interested.

You can launch your campaign, for example, when someone seems interested in a particular property and signs up to find out more.

The post Real estate drip campaigns: 7 essential steps [2024] first appeared on Email marketing automation platform for Thriving businesses.

Author: Marilia Dimitriou

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