Email Strategies for All Types of Texas Homebuyers
The profile of Texas homebuyers is as broad and diverse as the state itself. In the Texas Homebuyers and Sellers Report, recently released by the Texas Association of REALTORS, research revealed continued diversity growth throughout the state. So as a real estate agent, how can you effectively reach these different types of buyers and service their unique needs?
You need the tools and the strategies to work efficiently and effectively, targeting multiple groups with relevant content and impeccable service.
Luckily, after over a decade of experience tracking what works for real estate email marketing, and helping to fuel the success of agents in Texas, we’ve got the proven strategies to help you nurture all sorts of Texas homebuyer leads.
Target your Marketing to Specific Groups of Texas Homebuyers
It’s no secret that the demand for Texas real estate has grown over the last several years. This makes for a large healthy pool of prospects, but as the diversity of ethnicity, age, household composition, you-name-it has grown too, it can make it difficult to effectively cater to the unique needs of various Texas homebuyers.
Segment Leads into Target Audiences
Segmenting and categorizing your leads (AKA making a looming database much more manageable) is an effective way to help you sort your leads quickly and allow you to target specific groups for your marketing efforts.
Create categories for each type of homebuyer you encounter, and group them based on similar situations. For example, you could create categories for long-term nurture leads, prospects who are relocating, or homebuyers looking for a multi-generational home.
With helpful tools and an intelligent CRM, this can be done incredibly quickly. In your system you’ll be able to sort and sift your prospect pool with ease.
In the BoomTown system, custom tagging helps you drill down into specific demographics. You can create general categories and more specific tags based on the type of response you’ve received from a lead. This means not only are leads grouped into specific home search situation, but they can be further organized by questions that determine where/who the lead is.
Your organized database should be a mix of segments addressing those who:
- Want to act buy or sell now.
- Are looking, but not ready to act.
- Searching a few months out.
- Searching for a few years out.
All of these segments should be further tagged into sub-groups with labels such as “first time homebuyer,” “second home,” “investment property,” “$300,000-$500,000,” and other important preferences for your area.
Create Drip Marketing Campaigns for Long-Term Nurtures
Throughout the country, 50% of leads aren’t ready to buy at the time of first touch, so lead nurturing — especially through email — is the smartest way to convert them. On top of that, according to the Texas homebuyer report, debt delayed Texans from saving for or purchasing a home for a median of three years. 44%of Texas homebuyers waited six to 12 months to save for a down payment, compared to only 10% of homebuyers in the previous year’s report.
Rather than “babysit” all these colder leads, use technology to stay in touch.
BoomTown’s CRM offers advanced email marketing capabilities with automated nurturing campaigns and predictive triggers. Clients even enjoy a sharing library where they can contribute and adopt plans for different types of lead scenarios. These automated email campaigns are ranked by an algorithm measuring both reply and spam rates, so it’s easy to gauge success and what will deliver the best responses.
Here’s a sample email campaign to send to your Texas buyer leads who are far our in the process. Once a lead registers, of course the first contact attempt should be made by phone, but here is a subsequent email campaign to keep sending them valuable information.
Email #1: The Introduction Email
Thank you for registering on our site! I’ve set you up on some e-Alerts, so you’ll know the minute a house you might like hits the market, or if there’s any price changes on homes of interest.
This can be a big process, so please check out our blog for some articles about neighborhoods in [Texas city], the current state of the market, and helpful tips for moving.
Looking forward to helping you!
Email #2: The Re-Introduction Email
Subject: New Homes in Your Price Range Are Here!
I wanted to send along a few updates to keep you in the know. Searching for a home is a big undertaking, but no matter where you are in the browsing or buying process we’re here to help.
I’ll make sure to send along market updates and new listings within your preferences.
If you would like to customize those preferences further, head on over to the site:
CTA: Further Customize Your Home Search
Don’t hesitate to reach out!
Email #3: The Listings Email
Subject: Time for Some Online Window Shopping?
Our team at [Real Estate Company Name] wanted to send along a few of the latest listings in your price range and favorite area.
If these aren’t what you are eventually looking to buy, please let us know. Sometimes it’s hard to nail down exactly what you want, but we want to make that process easier for you. Feel free to give me a call at [your number here], or further customize your search with our tools on the site:
CTA: Customize Your Home Search
Talk to you soon,
Email #4: Market Update Email
Subject: The state of the real estate market in [Texas city] right now
Prices may be rising, but there is ample opportunity to find the right property when you are ready. After years as a real estate agent, I’ve learned how to navigate the market in order to achieve the best outcome for your investment.
Take a look at what has been going on in your market as of late:
[Utilize Local MLS Data and Canva to compile a pie chart or
a graph to Display Recent Market Activity]
If you need to change up your home search due to the market changes, let us know. Chances are we can help you adjust your online browsing to fit where the market will be headed. Give us a call at [your number here], or shoot me an email.
Email #5: The Buyer’s Guide
Subject: Good Things Come to Those Who Wait
It never hurts to be prepared for when the time comes to buy a house. I can’t tell you how many times I’ve worked with a client who is waiting to buy and then finds the perfect property in the meantime.
Don’t get caught off guard without checking everything off of our buyer’s checklist first! This will help you to financially prepare for when the time comes to put in an offer.
CTA: Download Your Buyer’s Guide Here!
As always, I am here if you need me! My number is [your number here].
Email #6: The Temperature Check Email
Subject: How Much Does Your Dream Home Cost Right Now?
If you want me to start sending more or less of these listings just let me know! I’ll make sure to check-in every once and awhile to make sure you are only receiving what you want to browse through.
Be on the lookout for our next market update as it will shed more light on the seasonal market changes. For now, here are the listings we’ve seen that may fit your preferences:
Don’t hesitate to reach out if you need anything! My number is [your number here].
These campaigns make it simple to time their send to your personal preference and tweak any scheduling/content to your lead’s preferences too. A good rule of thumb is to try and make contact twice a months, but definitely avoid bombarding them with too much communication right out of the gate.
Here are some more ideas for long-term nurture campaigns:
- Seasonal market changes and how this will affect buying/prices every year.
- What to expect in the next year for Texas interest rates, home prices, etc.
- Honesty with the outlook of the market. If the market isn’t looking so good in their area of interest, suggest another neighborhood or part of town that may be better.
- Pertinent content beyond a buying guide. This type of content can speak to your specific value-add and goes a long way in preparing future buyers.
Market to Homebuyers who are Relocating to Texas
Texas ranked second in the nation for incoming residents in 2016, according to the Texas Relocation Report released by the Texas Association of REALTORS. Analyzing the latest migration data from the U.S. Census Bureau, the report marked the fourth consecutive year that Texas experienced a gross inflow of more than 500,000 residents from out of state.
Since job-related relocation shows no sign of slowing, this is definitely a segment of the Texas homebuyer market that you will want to be prepared to communicate with effectively.
Many relocation leads are unfamiliar with the Texas market, here are some thoughts to help prepare them when they’re Texas-bound:
- Create neighborhood guides to profile areas and help prospects understand which areas would be a good fit for families, young singles, etc.
- Stay well-versed in city plans and attend council meetings. If the city is planning on adding an interstate across a neighborhood, or adding a new school nearby, buyers will want to know.
- Share useful insights like the impact of property taxes, home maintenance, moving costs, utility fees, etc.
- You could even go into how the property inventory is shifting and what that means for prices.
Remember, while data on the “local” market is everywhere, prospects want your opinion and advice. You are their trusted real estate expert. You need to piece together the numbers into something understandable, or as Real Estate expert Steve Harney explains, “Connect the Dots” for your clients to become a great agent.
Every data point affects your new Texas homebuyers and their emotions. To make sure they’re happy with your service and your brand, you need to connect all those data points into something understandable.
Power Your Strategy with the Right Technology
The best email marketing campaign reaches the right people at the right time, with the right information on the right device. It might seem daunting to try and scale this level of service to the wide range of Texas homebuyers, but with an intelligent CRM and automated marketing capabilities, you have the system to sort and segment contacts by intent and relevance and act as a central command center that helps you build, execute, and track your marketing strategies.
Cheers to turning opportunities into conversations, and conversations into closings.