Email marketing has the potential to boost your bread and butter: it's said to be 40 times more effective in generating sales than social media. The trick is to build quality relationships with your customers through relevant content that's targeted at your audience.
As a HubSpot Platinum Agency Partner, RentBridge knows that the email component is a critical piece of any property management marketing campaign plan. Emails need to be specific; they can be personalized even when created with the goal of boosting sales in mind.
The best way to do this is to think about how you would want to be treated as a prospective customer. You, along with everyone else, receive dozens if not hundreds of emails a day—which emails do you look at and why?
You read emails and click through when:
- You see a solution to a problem you are having.
- You see something that you need to see more of.
- You are alerted to a fact that you did not know previously.
- You have a reason to connect with the person on the other end.
Similar to how keywords are the answer to a client's search query, an email can be the solution or answer for an unvoiced need.
Define Your Audience
So you're looking to attract new property owners—what region of the state are you looking in? Do you only service complexes of a specific size? Are you specially set up to work with certain types of tenants or landlords?
Have you been interacting with your social media pages? What types of customers do you attract there? What kinds of customers read your blogs—what do your customers seem to want? Make a list and check it twice.
Once you have aligned your potential customers along a "purchase readiness gradient," decide where to make cut-offs and group them into at least three categories; your categories will probably range from customers that are ready to hire you on, to clients that might need a gentle nudge to buy.
Your gradient will likely be based on the time that you have been in contact with a particular lead and the level of interaction you have had—though it could get more complicated if your company deals with larger corporations. For this blog, we're assuming that you're working with a group of individual property owners as your ideal client base.
Create Content Your Audience Needs
Your emails need to offer a ready-made solution or a click through to a blog that explains a more extensive one—or to information that your customer cannot go without. For example, you could send out an email to people in a section of the city where you manage properties that there is a festival on X day and that parking will be restricted throughout your neighborhood to accommodate the route.
This leads into the pitch, where you say something to the effect of "We know you're busy as a landlord—let us take care of the small details of building good relationships with tenants. Our property management services alert tenants to restricted parking days (etc.), and happy tenants mean on-time rent."
Regardless of the particular solution you are offering, addressing a need with your email content is a powerful tool for client retention.
Think about what interests your clients may have; go through your social media interactions, assess which blogs have gotten the most attention—you can even create a list of the most common questions asked by people calling for the first time.
Think of as many reasons as possible that people contact your company: what problems do they want you to solve for them?
Once you have identified the main reasons that people search you out, address questions that they didn't even know they had yet—also, it's a nice touch to use a client's name when you can. If part of the email references a specific area of the city, make it relevant to that person by including their area. You can even reference the last time that you spoke or interacted with that specific client. People notice small details like this, and you only have to input the information once—the rest will be automated.
Automation is an excellent tool—especially if you want to send hundreds of emails a day! An auto-responder will allow you to write emails, attach them to email lists and scheduled times, and personal identifiers will be associated with each contact you have. Using automation will make your life 100% easier.
Email Has Etiquette Too!
Don't forget about the reasons that people sign up for a newsletter or download your Ebook! When it comes to your clients, you need to follow CAN-SPAM rules. These rules ultimately protect your clients—and you! To maintain CAN-SPAM compliance, utilize:
- Relevant subject lines
- Real email addresses in to and from fields
- Present (and visible) company name and address
- A fully functional unsubscribe link
As long as you have these simple elements, and your email list has been generated from inbound marketing techniques, you will be compliant worldwide!
Analyze Room for Improvement
With each email marketing campaign, you want to strive for growth. A lack of growth may indicate that you need to change or tailor your campaigns a bit more to reach your target audience; analyzing your current marketing plan and creating new goals can make a healthy campaign even stronger! If you feel like you need additional support in this arena, as a HubSpot Platinum Agency, RentBridge has you covered!
Email marketing isn't rocket science—but communicating with people's needs in mind can often be more challenging than estimating how much fuel you'll burn during insertion into polar orbit! With that in mind, we've put together a blog series to help you not only up your property management marketing game but improve your interpersonal communication skills with clients as well. Start your journey from the beginning with part one: