blog post

How commercial real estate brokers can write better mass emails

by on

emails-marketing-320x180Whether you call it an email “blast” or a “push” or a “send,” an email sent to hundreds or thousands of people at once can still be an effective commercial real estate marketing strategy.

It cannot and should not replace one-on-one connections and conversations, but there are still times when a mass email can come in handy. Maybe you send a monthly newsletter with market news and trends to your network of contacts, or perhaps you want to get the word out on a new listing (after you’ve already called your top contacts and likely buyers, of course).

Mass email may seem like an old-school strategy, but it’s still around for a reason. Here are a few tips to up your game and write emails that people actually want to read.

1. A/B test your emails, but don’t expect obvious results every time.

A/B testing an email simply means you want to try out two different tactics and determine which is more effective. You send two versions of the same email, changing just one variable, and review the results afterwards to determine which did better. It can be anything from testing different subject lines to trying different times of day, different images, different color schemes, whatever you want.

Most email platforms have built in functionality to do exactly this. You create one email and select or upload a list of recipients, activate the A/B test, change the variable you’re testing, and send.

It’s probably the first tip you’ll get in any article like this (which is why we’d be remiss if we didn’t mention it). We’ve done lots of testing ourselves over the years, and have learned a thing or two along the way. (For example, more people will click a link that says “Get a quick demo” than just “Get a demo.”)

However, it’s important to note that many A/B tests don’t yield conclusive results, especially if you don’t have a very big list. But don’t get discouraged! Keep experimenting and optimizing over time.

2. When you see what topics resonate, expand from there.

Let’s say you’re trying to build a presence in your market and you’ve started creating content, whether it’s a blog, trends report, or just an email commenting on other news articles.

There might be certain topics that resonate with your audience more than others. Maybe people care about the new office Amazon is opening in their town, but they’re less interested in the latest trends in multifamily amenities. Keep an eye on the open rate of your emails to see what’s performing well and what’s not generating interest, then double down and email more on what’s working.

3. Send to people who care. 

In addition to emailing about topics people care about, you should also be trying to target similar audiences. We’ve talked about segmenting contacts in your database for faster prospecting, and this applies to email as well.

In your database you might have developers, business owners, investors, lawyers, architects, and a range of other people in the commercial real estate industry at large. You shouldn’t be sending them all the exact same email, as they’ll want different things from you. You don’t have to write emails for every single group, but pick a few big buckets and tailor your content accordingly.

4. Get to the point. 

It’s easy to write emails that are centered around you and what you have to offer. It’s also easy to write an email in the way you might have a conversation with someone, where you’re building rapport and demonstrating the breadth of your knowledge.

With email, though, you’re competing with a busy inbox. Whatever you have to say, you should get to the point, and keep it value-driven and oriented around the audience you’re speaking to. It’s still probably ok to send a newsletter that has a good bit of content, but even then, each article you’re including should have a brief description and a link so people can scan for what’s important to them.