In a world where social media is king, emails sometimes feel outdated, but your business would miss out if you were to ignore this important marketing channel.
An estimated 4.3 billion people in the world use emails for communication, and that figure is only anticipated to grow in the coming years. Combine that with email marketing’s 4,200% return on investment (or $42 for every dollar spent), and it’s safe to assume that email is one of the most effective ways to reach one’s audience.
In luxury real estate, email marketing can keep your listings top-of-mind and nudge potential clients through the sales funnel. With this in mind, let’s take a look at six of the best email marketing strategies you can use to promote your luxury apartments.
1. Communicate Often, but Not Too Often
The phrase “out of sight, out of mind” is as real as it gets. And while this may tempt you to send emails daily, here’s our advice: don’t.
When you send emails too often, they become spammy. Limiting them to two to three times per week is best. Of course, you can make them more often for limited periods if you have special time-sensitive promotions like a 24-hour discount.
2. Keep Your Design Simple
Your email’s style and hierarchy of information (layout and title tags, accessibility, and visual elements) help prospects evaluate whether your email is worth reading. If you go overboard with your design, your email risks being marked as spam. If you do too little, your email could be ignored.
To avoid these scenarios, here are some ways to improve your open and reply rates.
- Pique the interest of your prospects with a strong subject line and preheader to increase open rates. For example: “Move In Immediately at This Luxury Pet-friendly Apartment.”
- Be short and concise. Get to the point immediately to help clients digest the information you’re offering.
- Use engaging images and a color palette that’s easy on the eye.
- Sixty-six percent of all emails are opened on a mobile device, so use a responsive gadget-friendly design. Your customers should be able to read or skim through your emails easily on all devices be they laptops, mobiles, or tablets.
- Incorporate a button-based, short, to-the-point call-to-action (CTA). It will improve your click-through rates by a massive 127%! For example: “Apply Now,” “See Floor Plans,” and “Learn More About This Property.”
- Use story-selling to tell prospects why they should buy the apartment.
It’s also a good idea to use branding. Branding creates a good impression, increases trust and loyalty, and helps promote your brand.
The only catch?
Creating compelling email designs can be time-consuming, which is why you need PosterMyWall. It has an impressive collection of real estate email templates that you can choose from and easily customize.
3. Link to Blogs
Content is king and a surefire way to establish yourself as a thought leader.
Brands with blogs generate 97% more links to their website than those that don’t, so you may want to use email marketing for more value-adding content that doesn’t just market your hottest listings. Offer informational content like tips for decorating your apartment, a checklist for renting a unit, and how to make the most of your living space.
Making the email more about your prospects than what you’re selling will help build the foundation for your business, promote loyalty and trust, create brand awareness, drive engagement, increase visibility, and generate more leads.
4. Personalize, Personalize, Personalize
Brands that leverage personalized content generate 40% more revenue than their competition.
This is because personalized emails have the ability to stand out among the sea of emails that are sent to mass audiences. It shows prospects that they’re more than just a cog in the money-making machine and that you have something to say that matters to them.
Here are a few ways to personalize your messages:
- Strategically insert your subscriber’s name in the email.
- Segment your subscribers according to buyer intent and demographics instead of batch-blasting them with emails.
- Collect user data and see how you can use it to tailor your emails.
These small personal touches will elevate your customer experience and can help you achieve 50% higher open rates, increasing your leads, sales, and, subsequently, revenue.
5. Provide Value
This is the part where you answer the question, WIIFM or “what’s in it for me?”
In an age where the average attention span is 8.25 seconds, you have to keep doing more to create a favorable impression. You have to provide clear value in every aspect — be it links, content, or email design — to tell prospects that you’re offering something that matters to them.
6. Send Emails at the Right Time
Yes, there is a right and wrong time for sending emails.
According to studies, 8:00 a.m., 9:00 a.m., 10:00 a.m., 1:00 p.m., and 3:00 p.m. are the best time to send emails. As always, we recommend that you do further research on your target audience by analyzing their habits and conducting A/B testing. Doing so will enable you to deliver the right message at the right time to enhance your open and click-through rates.
Wrapping Up
Luxury apartments can be more difficult to market. After all, you have a limited clientele who can be very discriminating. But once you understand these six email marketing ideas, you can create an email campaign that appeals to your audience, adds value, and increases the chances of a sale.