Blog Posts

Why & How Realtors Must Segment Their Email List
By Nithya_CML


Have you been struggling to get clients from your email marketing?

Do you feel like you are sending high-quality content to the sound of crickets?

The problem is probably not your content or the people you have on your list. The problem is that you are just sending your content to the wrong people on your list at the wrong time.

As I have told you many times before, your email list is one of the most, if not THE most valuable asset your business has. However, you have to know how to properly segment your list if you want to optimize your results with email marketing.

If you are ready to turn up the heat and increase the profits from every email you send, this post is for you!

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What Is Email Segmentation?

First things first, let’s talk about what it really means to segment your email list. In essence, it is the process of separating your email subscribers into different categories and speaking to them specifically based upon where they are in the buying cycle.

On a very basic level, if you are a real estate agent, this could start by separating your list into buyers, sellers, and referral partners.

Why Realtors Must Segment Their Email List

Segmenting your email list will allow you to tailor your messaging so well that your contacts will feel a stronger connection to you because it will seem like you are speaking only to them. In other words, it will allow you to send only the most relevant content to your subscribers at the right times and build their trust in you faster.

Studies show that when they have been placed into a segmented email list, subscribers will:

  • Open emails more often

  • Click-through and purchase rates from emails dramatically increase

  • Unsubscribe rates immediately decrease

With email marketing being so popular, people are quick to ignore or unsubscribe from anything they don’t believe to be genuinely valuable to them which is why this level of personalization is so critical.

How Realtors Should Segment Their Email List

I am not going to lie and tell you that it won’t take some time to thoroughly segment your email list if you are starting from scratch. However, it is a worthwhile investment that will pay you many times over. Not to mention, you could hire a VA or someone on Fiverr for just a few dollars to do this for you.

When it comes to how you should segment your email list, I encourage you to be as specific as possible in order to maximize the ROI on your investment. As I mentioned before, as a real estate agent you should at least segment your list into buyers, sellers, and referral partners.

Once you have your current list segmented, you should start to tailor your lead capture devices and welcome sequences to automatically segment your contacts for you.

For example, let’s say that you offer a free downloadable first-time homebuyers guide on your website or a landing page. When someone opts-in to receive that, they should automatically be added to a segmented part of your list specifically for first-time buyers. From there, you can automatically put them through an email drip campaign that helps to educate this type of buyer and push them through your sales funnel.

Taking things one step further with this example, you could have a survey or a specific email within that drip campaign that will help you segment your potential buyers by how ready they are to buy. Assuming you do this and someone indicates that they are not able to buy yet because of their credit, you could automatically move them into a separate list for underqualified buyers that shows them how to improve their credit and finances.

Can you see how being able to speak so specifically to your prospects and leads will increase your conversion rates?

Not only that but once you build these lists and email campaigns, they will actually save you a lot of time and effort by completely automating your sales funnel.

Do you know what happens next?

You start getting emails and calls from people that are already willing and eager to hire you!

Just imagine how your life and business would change if you could stop trying to sell yourself and have people calling because they want to hire you as their agent.

How To Get Real Estate Leads, Referrals, & Income From Your Emails

If you are anything like most real estate agents, everything I just said to you sounds awesome in theory but overwhelming in terms of workload.

I get it!

Writing carefully constructed and psychologically driven email campaigns to each segment of your email list is NOT most agents' idea of a good time. However, who wouldn’t want their phone ringing with people asking to hire them to buy or sell their house?!

If you would like help building out your highly profitable email drip campaigns and automating your sales funnel in the way I have just described, I would be more than happy to tackle that task for you!

I can do everything from creating the custom lead captures like that first-time homebuyers and tailor them to your ideal client to designing and writing the drip campaigns to convince them to hire you.

All you have to do is schedule a free strategy call with me then get ready to handle the influx of business that will be coming your way ; )

Check Out These Other Real Estate Email Marketing Tips:

7 Email Every Real Estate Agent Needs To Take Leads From Cold To Closed

The Super Secret Method To Creating Email Opt-Ins For Your Real Estate Website

Seductive Email Subject Lines Buyers & Sellers Can't Resist

How To Spice Up Your Real Estate Emails With Video