Chapter 1 - Introduction to Email Marketing for Property

Published: 14 October 2014 (Last modified: 05 May 2015)

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Welcome to the Property Email Marketing Guide. Whether you’re new to email marketing or just looking to close some knowledge gaps, this guide is designed to provide you with all the help and information you need to successfully market property specific products.

We’ve all heard how valuable digital marketing channels can be for boosting sales and promoting your brand, but there’s so much more to it than just sending out emails to a list of contacts and hoping for the best. In fact much the contrary – email marketing is one of the most successful marketing tools available for the property industry!

Why? Because it is highly targeted towards generating prospective and relevant client leads, it’s fast and cost effective, and allows you to track results – so you know where the best business is coming from.

When you strip “Marketing” right down, the basic principle is to communicate your commercial message to potential clients in the most efficient and effective way possible, to increase sales but keep cost to a minimum.
Email marketing - facts for property professionals

What is email marketing?

Email marketing is defined as the promotion of products and services via email, but as mentioned before, it’s also much more than this.

Focus your message

Much like any other type of marketing, an email marketing campaign will have one purpose or one goal in mind, which is usually either to gather customer information or to gather a customer’s interest or intention with regard to a particular property development, or property-related service.

Our email marketing campaigns are primarily aimed at generating leads for property agents and developers to maximize their sale potential.

Encourage Interaction

However, unlike traditional marketing campaigns, a marketing email encourages the reader to interact by clicking a link or taking part in a particular action such as downloading a brochure, reading an article, responding to an event request, taking part in a poll and more.
Therefore not only does email marketing allow you to deliver relevant messages to prospective clients and showcase your latest property offers directly to interested buyers – it enables you to engage them and gain instant results.

Our email campaigns carry embedded links and buttons, which when clicked take customers to an enquiry landing page - making the process of enquiring about a specific property or development simple for interested property buyers and investors.

Measure your marketing success

This is where email marketing really stands out; in the past it wasn’t possible to measure the success of your marketing efforts. You would find yourself shooting in the dark, paying for marketing materials whilst never being able to tell what effect it’s actually having on your business. It was practically impossible to quantify the number of leads or prospective clients generated through your marketing materials.

However, now by tracking email marketing you can monitor the email delivery to the intended recipient. So, to you this means you can see what time and date that an email was received or opened, as well the location of the client it was sent to.

This is extremely useful information for our clients, it means that our results are immediate and accurate and you can know for sure if the intended recipient actually received your email.

Our sophisticated software allows us to intelligently track all our marketing efforts for property agents and developers. You will know how many people received your email, how many opened it, how many clicked your links, how much time they were engaged with your message and what device they viewed your email on, whether that is a computer, tablet or smartphone! At the end of the day, what matters most is how many leads your campaign generated.

With our campaigns you see instant results and can easily measure your return on investment going forward.

Reach your ideal target audience

Email marketing is highly targeted – meaning emails are only sent to people who are directly interested in the email content - in other words - prospective clients. This nature of targeting a large pool of prospective clients or potential investors, teamed with the fact that email marketing is very cost effective - usually means that in relation to other marketing methods the return on investment for email marketing is very high.

We only market to targeted property investors. They subscribe to our website to receive great property investment opportunities by email, so you can be sure you are targeting the right type if individual with our email campaigns.

Read chapter 2

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 What Our Clients Say

" Our first Solus mailshot to the database resulted in a positive response and subsequent sales. We have now booked more Solus mailer slots to promote our new projects and looking forward to more success for the coming months "
- Martin Sadler - Operations Director