Email Marketing Pitfalls that Real Estate Agents Must Avoid

Email is the preferred mode of communication for majority of Americans. This is why Email Marketing has one of the highest returns on investment (ROI) compared to other forms of content marketing.

Even though email marketing provides real estate agents an opportunity to build meaningful relationships with prospects that will lead to sales; many of them are making a mess of the whole lead nurturing process.

We are going to show you 7 email marketing mistakes that many real estate agents – both seasoned and rookie – are making.

Not Optimizing for Mobile

Literally everyone in the United States owns a smartphone. And nearly 3 in 5 people use their phone to check their emails. As a matter of fact, most websites are optimizing for mobile because they have realized that a lot of their website visitors use mobile phones.

What we are trying to say is; optimize your emails for mobile phones if you want more people to open your next email.

Misleading Subject Lines

If you don’t want to be marked as Spam; we suggest you always match the content of your email with the subject lines. Avoid typical bait and switch tactics that says one thing and offers something else. Nobody likes that.

Keep your emails engaging by using the subject line as a teaser to what’s in the content of the email.

Poor Spelling and Grammar

One of the most common mistakes a lot of real estate agents who are new to email marketing make is incorrect grammar and poor spelling. When people read emails that have poor spelling and grammar, they feel one of two things:

  • The email wasn’t proof read, which means the agent has no attention to detail and therefore isn’t trustworthy
  • The email the agent was sending doesn’t mean much to the agent and therefore shouldn’t mean much to them too. After all, if the agent cared enough about the email they are sending to them, they should proof read it first, right?

With tools such as Grammarly; you can reduce 99% of your spelling and grammar mistakes.

Missing or Incorrect Personalization

Have you ever gotten an email from a company you patronize that starts with your first name? How did you feel? How would you feel if the email started with “Hi there!”?

If you want to connect with your leads on a deeper level and build trust quickly, we suggest you personalize every email you send out. Conversely, don’t make the mistake of using incorrect names when personalizing. This is worse than not personalizing at all.

Most email marketing platforms offer ways to personalize emails. Check for “Meta Title”

Too Much Information

Emails are meant to be short, concise and to the point. Nobody will read a 500-word email from you. The attention span of most people is very short, so you need to get to the point in the first few paragraphs. If that is not possible, consider breaking your emails into a few sections that gives your audience the opportunity to quickly scan your email.

Add images to your email to make it more attractive.

No Call to Action

Every email you send out should have a purpose. It could be:

  • To view new listings
  • To read a new blog post
  • To schedule a meeting with you.

Whatever the purpose of your email, it should have a clear call-to-action (CTA). Try making your CTA visible and clickable.

Dead Links

Ensure your emails are clickable. It is annoying for your audience to open your email with an interesting blog title and they are unable to click through to your website. You on the other hand, would be looking at your metrics and will begin to feel bad that nobody clicked through on your CTAs.

Before sending out ANY email, send a test to yourself first and make sure all links are working.

Email marketing offers a tremendous opportunity for real estate agents to nurture and close their leads easily. However, little mistakes such as the ones above can hinder your content marketing success. Do you think we missed out on any other mistakes? We’d love to hear your thoughts below.