Commercial Real Estate Email Marketing Strategy has become a huge part of the way that we Prospect and Sell Services.
Before developing your next Commercial Real Estate Email Marketing Strategy, contemplate the following three questions:
1. What is my message?
2. Who is my audience?
3. How will I deliver?
It’s likely your message will either fall into the category of selling, adding value or both. Yes, you should be doing more than just selling. Flip scenarios for a moment, do you like spam? If you become irritated (as most do) when your inbox quickly becomes filled with meaningless clutter, then you know what happens to this type of campaign, DELETE. So the question is how do you get past The Human Subconscious – The Gate Keeper of the Twenty First Century? Deliver a message of value by developing a thorough understanding of the Audience that the message is being sent to. Once an understanding is established, ask yourself one question – If I was to receive an email from an unknown sender what would capture my attention?
The mistake that most make is assuming that the recipient has an interest in what you have to say. Even if the offering is a perfect fit for the eventual receiver, who’s to say they’re in a place to commit to what you’re selling. Let’s face the reality that the majority of individuals receiving your message will disregard or delete. So how do you reach the ultimate goal of conversion? We do this by offering something of value. Inside the professional commercial real estate setting, value can be synonymous with information.
With all of this being said, inside of all future emails let’s add a piece of value. Regardless of whether or not the prospect has an interest in what it is you’re selling – they will at least view your message in hopes of receiving a piece of valuable information. Here are some examples of value to include inside of your next email campaign: Market or Comparable Reports, Valuations, Insight on the Industry as a Whole, Innovative Strategies for Doing More Business, User Trends and Intel on the Competition.
Question 1: What’s my message? Answer: One part offering, one part value.
Let’s talk about identifying the audience, it’s not everyone. Sending the same message to the entire database is the quickest way to lose credibility and become more of an annoyance than an expert. We become the expert by recognizing who the right audience is and providing a useful message.
For example, Dicks Sporting Goods offers products for Men, Woman, Kids, Hunters, Golfers, High School Athletes, etc. Would it be smart for them to send out an email campaign to a Golfer about camping equipment? Probably not. Why is Commercial Real Estate so different? Prospects should be grouped by Needs, Investor Preferences, Business Types, Sector Focus, etc.
Question 2: Who’s my audience? Answer: Prospects who have an immediate need or interest in the message you are sending.
Finally, delivery. There are three different formats for sending out your next email marketing campaign. 1) A personalized email through your CRM 2) An image or 3) HTML through your mass message email provider (Constant Contact, iContact, MailChimp, etc.).