Email Marketing for Real Estate

Brand identification is amongst the most important fundamental concepts of marketing in any business and real estate business is no exception. If you want to flourish in the real estate industry, you have to let your target group know who you are and what you can offer. There are many ways in which you can use emails to promote the real estate with you and create an image of your services in the minds of your potential customers.

Use direct mailing to your advantage
Direct mailing is very popular among real estate agents to promote the real estate properties with them. It leads them directly into the local market, creating leads, which generates maximum revenues for them. Studies indicate that nearly 65 percent advertising through the internet constitutes direct mailing mode. Here are tips to educate real estate agencies on how they can use direct mailing service optimally to reach their target group.

Get an e mailing list to obtain leads
If you have a ready customer database or access to a membership database, they can serve you as potential leads. You can start sending them the details about various under-construction or finished projects in your kitty. However, if you are a new entrant and are yet establish a customer base, you can obtain direct mailing lists from several agencies that specialize in offering business leads. If you buy email lists, find out how those addresses were collected. If people in your purchased list have not agreed to receive email related to promotion or advertisements, you might land into the troubled waters.

Also note that there are several approaches to build a subscriber list including advertising, website sign-up forms, directory listings, and ad-swapping. Avoid adding subscribers to your list without their permission.

Plan responsible email promotions
Always obtain permission from the target users before sending them emails. A user must never get a mail that he is not expecting. Avoid buying or renting email lists as they do not promise validity and at times you end up paying for the addresses that are invalid. If you buy email lists, find out how those addresses were collected. If people in your purchased list have not agreed to receive email related to promotion or advertisements, you might land into the troubled waters.

Be very careful while choosing a subject line; it should be self-explanatory about the content within the email. Mention the real return address and place a functional ‘unsubscribe’ link in all the emails. If you have an exhaustive list of emails you will have to seek professional help to install an ASP or any other suitable program to manage ‘opt-ins’ and ‘unsubscribe’ requests. You must send commercial or promotional emails/ newsletters through you’re your company’s official email address.

Before sending emails as text messages or HTML versions, test them on multiple email clients. This is to avoid inconvenience, since consumers use many different email applications. Several email client applications are available for free downloads, which can be used for testing purposes. Optimize email delivery system by using dedicated list management software or services.

Once you have optimized your email delivery system, test them with a content checking service to see if they appear like spam. This will avoid your messages routed to the junk folders by the users.

Finally, stay educated about e-mail marketing and spam laws. Laws and their definitions are changing; therefore obtain regular updates on the related laws. It is important that you study the new CAN-SPAM Act well before planning email promotion, to avoid unintentional violation. This Act was signed by President George W. Bush on December 16; the Act is a federal initiative designed to regulate the most harmful and annoying practices of spammers.

Violation of the Act can result in the following consequences:
->Revenue losses and damage of reputation
->Major e-mail service providers such as AOL, Hotmail, and Yahoo! filtering your messages to block them
->ISP may shut down your e-mail account
->Web host may shut down your web site
->Under the new federal CAN-SPAM Act, you can be fined (up to $2 million) or sentenced to jail (up to five years)

It is always better to remain updated, than to be caught absolutely unaware.

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