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Stay top-of-mind with these set it & forget it CRE email marketing campaigns for year-round engagement.
It's time to get personal.
Email marketing is hands down the easiest, most efficient, and most cost-effective way to increase visibility and presence with your prospects and clients, get referrals, and generate new and recurring business.
There are different strategies you can deploy to ensure you are covering all of your bases from leadership positioning and nurturing relationships to maintaining a constant presence and standing out from the crowd.
In this article, you are going to get an overview of three email single-step automations you can implement to establish a presence and connect with prospects and clients on a more personal level.
The most important component of all three of these strategies is to get in front of your prospects and clients consistently. Aim for quality of content AND quantity of touchpoints.
Your Foundation
Every marketing program should be built on a strong foundation that remains constant.
We highly recommend sending out high-value monthly e-newsletters as your foundational email marketing strategy to establish leadership and expert positioning in the market. We suggest you hire us to do that for you since creating them are a lot of work, and we are the best in the biz when it comes to CRE newsletters, if we do say so ourselves!
The most important component of all three of these strategies is to get in front of your prospects and clients consistently. Aim for quality of content AND quantity of touchpoints.
Stand Out from the Competition
In addition to a monthly newsletter, we also recommend setting up automated anniversary campaigns.
Anniversary campaigns have a completely different purpose than newsletters. They surprise your prospect or client to get you noticed, create a more human connection with personalized messaging, and they help you stand out from the crowd.
Here are three anniversary email marketing campaigns you can set up once a year and automate to go out without you lifting a finger for another 12 months.
Nice, right?
1) Send a Birthday E-card
A birthday e-card is an annual reminder of your attention to detail and acknowledgement of the person behind the label of "client" or "prospect".
In return, it brings you, as the person behind the label of "broker", to the forefront. You can add your logo and picture or just your logo.
Here's what you need to make this happen:
A spreadsheet with your prospect and/or clients':
First name
Birthday
Email
A birthday graphic or card to include in your email
You can update these annually.
Include your logo and your/team picture.
A general birthday message
No birthdays in your database? No worries. Set up holiday emails to send out Thanksgiving, Season's Greetings, and/or Happy New Year cards with optional CTAs.
2) Send a Property Anniversary Email
This email has a different purpose than the birthday email. The goal of the Property Anniversary email is to prompt owners to contact you to take action of some kind, depending on your goal, and whether you want to focus on acquisitions, dispositions, tenant rep or leasing.
For example, if you focus on listings, you can pull records for acquisitions that were made, let's just say, three years ago. These folks might be ready to talk about getting a BOV, selling, and/or executing a sale-leaseback.
Your email, sent on their anniversary date, could say, "Hi, Bob. It's been 3 years since you acquired your property at 111 Main Street, Small Town, USA. Retail/Industrial/Etc. property prices have increased substantially in your area. Is now the time to consider selling? Contact me/our team for an opinion of value on your property and review your options."
Or, if you focus on working with buyers. You could pull records for property sales that were made two years ago. This cohort might be interested in a market update for your asset class or in receiving your latest listings.
What you need to make this happen:
Your client and/or prospect spreadsheet with:
Buy and/or sell dates
Number of years since their purchase or acquisition
Property address
First name
Email
Your buy and/or sell message and call-to-action
Corresponding graphic and/or link
You can add to your prospect/client list with principal and transaction details pulled from a variety of CRE resources and databases.
3) Send a Deal Anniversary Email
A happy deal anniversary email can be sent on the one or two-year anniversary of your closing date.
Since you already know this cohort, you can get creative with your emails and inject humor. Alternatively, you could link to a market outlook landing page that you regularly update, your YouTube page, or your podcast. Or, you could invite them for an anniversary portfolio review, a BOV, or coffee;
What you need to make this happen:
Your prospect and/or client spreadsheet with:
Deal dates (w/in 1 to 2 yrs, ideally; max 3 years; Segment your list by interval)
First name
Email
Your goal-directed message and call-to-action
Corresponding graphic
All of these single-step automations can be set up in Constant Contact or most other email marketing platforms.
Make sure you clean any acquired lists or run them through a scrubber.
2 Options to Kick Things Off Today
Here are three additional resources to help you get started:
1) DIY | Set Up the Automations on Your Own
You can set up these single-trigger automations in most email platforms. If you'd like to try Constant Contact, we can help! As Constant Contact Certified Partners, we can offer you a Free Trial or a discount of 30% off for the first 3 months. To use automations, you will need a Standard account or higher.
60-Day Free Trial! Try Constant Contact’s easy-to-use email marketing with free, award-winning support. No credit card or commitment is required for the free trial.
30% Off for 3 Months Ready to level UP your marketing? Click here to SAVE 30% for the first three (3) months of your subscription! Pricing starts at only $9.99 per month.
3) Hire Us & We'll Set Up Your Automated Campaigns For You
Contact us to learn more. Select "Automations Setups" or visit our shop to learn more about Birthday Email Setups for only $199 and All 3 Anniversary Automated Campaigns for only $649.