Email Marketing for Commercial Real Estate Agents

computer keyboard with 2 hands
Get your email campaigns right in commercial real estate marketing.

When selling or leasing commercial real estate, the process of sending emails to prospective customers and clients is highly effective and very useful.  That being said, there are different ways to approach the Email marketing process with commercial property and some rules to follow.

All commercial real estate agents and salespeople should be using an email system of marketing to distribute the facts regards recent listings and featured properties.   It is cost effective and will get the message out to your prospects.

Hopefully you have a database that is accurate and up to date.  You can see why email contact information is now just as important as the mobile or cell phone for contacting your prospects.

Before you start the process it is wise to set some rules.  Here are some ideas.

  1. Firstly, it should be said that many emails are deleted before they are even viewed by the recipient.  That is because there are just so many emails going around each day.  The people we send the emails to need to make decisions about their incoming emails and deal with them.  That is not a reason to stop sending emails; it is just a factor to compensate for in the marketing process.
  2. Every person that you send these emails to should have been vetted when entered into your database, and asked if they would like to get the property information sent to them.  This process is easy if you incorporate the questions and concepts into your daily meetings with people and when you do any property inspections.
  3. Get a good email system that can send the information out for you.  There are many available online that service the real estate industry.  The system that you use will dictate how you send information out.
  4. Cost of sending the information is really a factor of the type of email service that you use and the numbers of emails you are to send out.  Get something that suits your budget.
  5. The branding used in sending out property information should be unique to your business and incorporate the names of the salespeople.  The prospects like to know who to call and how to get them.
  6. Track the open rates of the emails so you know just who is opening them and when.  Some prospects that you send emails to will open the emails very often.  Your marketing software should be able to tell you exactly who opened the emails and when.  This then gives the salesperson a reason to call the respective person in the next few days.
  7. The time of day that you send emails is quite important.   The better results and readership occur when you send emails at the end of the day around 4pm local time.
  8. The best days of the week to send the emails are on Wednesdays and Thursdays.   There is a greater chance that your email will be read if you send on those days.
  9. The frequency that you send your emails should be once a week.  More than that and you become an irritation, less than that and you become a forgotten person or real estate business.  Irrelevancy is not good in our industry.
  10. Allow the readers to give you feedback or connect with you.  They should be able to click on a link as send you a response or a question on any property.  Include your mobile or cell phone number on all properties.
  11. The numbers of properties in each email sent should be limited to no more than 8.  After that number the list of properties will not be fully comprehended or read.
  12. Split the emails to property types or locations.  If you work on different property types, it may be wise to send out emails only on particular property types so you can optimise the type of advert and the way that it is written.
  13. A variation of properties should occur in each despatch so you do not conflict the listings with each other.  Too many properties of the same type send the wrong message.
  14. Photographs should be used in all adverts so you can attract the reader’s eye.  If possible use professional or high quality photos taken from the right angle to capture the property features.
  15. Format of email should be varied or designed to pick up the fact that most people look at messages on their mobile phone first.

Take these rules and add them to your own marketing processes.  You will set standards in your marketing processes that really do reach the target audience.

Want some more tips on email marketing of commercial property?  Get our Newsletter here.

Author: John Highman

Commercial Real Estate Broker, Coach, Speaker, Author, Broadcaster.