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Real Estate is a complicated niche for email marketing as it takes time between the first interaction with the user and final conversion – property purchase. And the main goal for an email marketing specialist is to keep the audience hot and interested by offering the right new developments.
It goes without saying that the basic email marketing techniques should be applied in the first place: keep your contact list clean, test emails before sending, make them responsive for mobile, add call-to-action buttons etc.
We’ll describe a few email practices that work in Real Estate: we tried them and got results on a couple of markets (Kazakhstan and Turkey to name a few) And one more valuable advantage is that any additional help of back-end developers isn’t needed.
Let us start with a few words about key trends for email marketing in 2020:
So let’s check 5 tricks for efficient email-marketing of new developments.
Our email message below: we had 2 projects in 2 biggest cities in Turkey (Istanbul and Ankara). Each user who clicked on any link on this email was sent to a proper contact list (Istanbul or Ankara) and then they would receive project suggestions based on this information.
And the second part of the email contains city buttons that helped to segment users who were not interested in projects offered above (Headline “Where would you love to live?”) and the example of click map – how users interact with these buttons ⇓
The same solution can be implemented for contact list segmentation by Price / Project Class / Purpose of Buying, etc. It depends on your goals. And this is an example of email used for contact list segmentation by Price range (there are 2 projects in the same city with a different minimal price for apartments:
Results. We got a few groups with users’ emails segmented by cities/price range so further we could send more targeted promo emails for interested clients.
One of the rules for a subject line and high Open Rate is “Give your subscribers what they want”. In Real Estate reality the target audience would always like to see a good offer that helps to buy property for the best price (better with a discount or some financial program).
Recent Campaignmonitor research says that the average open rate for Real Estate emails is about 19.9%.
Not only prices but also location and infrastructure advantages could influence user’s decision to open your email: for example, a new development is located close to good schools or public transport, parks or sports complexes, etc.
Below there are some good examples of subject lines that worked better (remember the average OR – 19.9%?):
Subject Line | English version | Offer | OR |
ЖК Alatau City - от 255 тыс тг/м2 за квартиру с ремонтом в Алматы | Alatau City - price for apartments with fine finishing starts from 255 000 tg/m2 | low prices | 22,3% |
ЖК Отау дарит мебель и технику при покупке квартиры | Otau gives furniture and appliances when buying an apartment | valuable offer, promo from the developer | 25% |
AND Pastel'deki hemen tapu teslim eviniz son yılların en düşük banka faiz oranıyla sizi bekliyor. | The deed for AND Pastel is just delivered so you can expect the lowest bank rates. | valuable offer | 38% |
Preheader: | Preheader: | low prices | 45,7% |
How to show the property prices and make them work effectively:
1) in a subject line:
2) or in pre-header:
Note: be different. Create a subject line you’d like to click on by yourself.
Add client’s name in a subject line is a good practice to raise OR of promo emails.
Subject line | English version | OR |
%FIRSTNAME|%, обзор какого жилого комплекса вы бы хотели прочесть? | %FIRSTNAME|%, what project review would you like to read next? | 29,2% |
Обзор какого жилого комплекса вы бы хотели прочесть? | What project review would you like to read next? | 13,3% |
Note: Despite the good results of this experiment it’s better not to overuse such personalized elements to avoid the decline of loyalty.
Just to remind: there are a lot of factors that influence COR but we’ll say about more effective for Real Estate.
Users open your real estate email when they are interested in buying property. And they expect to see how much they’d pay for the apartment they like. If there are no legal issues show how much the property costs and you’ll get loyal and interested leads
This is one of the key points for email marketing for 2020 and next years. The idea is to enable your users to interact with email without following the link to the main website.
Our experience is based on these interactive elements:
1. Rollover
2. Image carousel & Accordion menu
These interactive elements offer users more freedom to click on elements to see more information without moving to site, look at the images closer, navigate within the email, etc.
Note: Some email clients (like MS Outlook) doesn’t display such interactive elements so the users will see just a regular static email version. But most email clients now display AMP emails in a proper way.
Results. AMP is a brand new technology that is developing pretty fast. And new interactive opportunities appear regularly. It helps to catch your clients attention, engage them into property searching.
Before implementing new features into email marketing for new developments keep these notes in mind:
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Drop us a line or give us a ring. We would love to hear about
you and your business!