Email Marketing Inmobiliario | Cómo hacerlo y sus beneficios

El Email Marketing es una técnica de comunicación con el usuario en la que se utiliza el email para atraer y retener a clientes potenciales, que aplicado al sector inmobiliario es conocido como Email Marketing Inmobiliario.

Una buena estrategia de Email Marketing Inmobiliario es vital dentro de la estrategia de inbound marketing de tu inmobiliaria, ya que es un canal directo con el usuario que permite adaptar el contenido a cada consumidor y así conseguir mayor retorno de la inversión.

Muchas personas opinan que el email marketing está muerto, pero nada más lejos de la realidad, se trata de una de las estrategias de marketing con mayor retorno de inversión gracias a su excelente segmentación y alta tasa de apertura.

De hecho pocas (o casi ninguna) estrategias de marketing ofrece tanta eficacia como el Email Marketing. Eso sí, como en casi todas las estrategias, se necesita de esfuerzo y una buena planificación. No vale únicamente con redactar un correo electrónico y enviarlo de forma masiva.

Te contamos a continuación qué necesitas para crear tu propia estrategia de Email Marketing Inmobiliario de forma efectiva y los beneficios de automatizar la campaña de email marketing para tu inmobiliaria.

Cómo crear la estrategia de email marketing inmobiliario

Estos son los pasos para crear una buena estrategia de email marketing para tu inmobiliaria, pero antes de nada, debes tener claro que el email marketing por si solo puede tener efecto, pero no todo el que debería si no lo integramos correctamente dentro del plan de marketing general.

Previamente y a través de otras estrategias de marketing como por ejemplo la publicidad en redes sociales o Facebook Ads, debemos realizar la captación de leads cualificados los cuales puedas convertirse en clientes potenciales a través de tus emails automatizados.

Establecer los objetivos

Como agencia inmobiliaria, el objetivo que buscamos siempre es convertir esos prospectos o leads que tenemos en nuestra base de datos en clientes compradores o vendedores.

Lo normal es pensar que la mejor estrategia para convertirlos es bombardearlos con promociones y ofertas a través del email, algo que puede ser una gran equivocación.

Recuerda siempre que tu prospecto está dentro de tu base de datos y te ha dado permiso para que le puedas enviar tus emails con el objetivo de recibir contenido de valor que le pueda interesar y pueda captar su atención.

Por lo que antes de realizar una campaña de email marketing inmobiliario, plantéate que quieres conseguir con ella y qué información puede ser más interesante para tus contactos.

No solo importa el contenido, sino también el timing o los momentos en los que se envían. Enviar correos todos los días promocionando algo puede cansar al lector y dejar demasiados días entre cada correo puede hacer que este se olvide de nosotros. Por ello, es adecuado conocer el periodo adecuado.

Nuestro objetivo como agencia inmobiliaria debe ser posicionarnos en la mente de ese prospecto para que cuando decida comprar o vender un inmueble, nosotros seamos su prioridad para realizar dicho proceso.

Secuencia de emails

El gran potencial del email marketing está en la posibilidad de poder enviar de forma automática emails a toda tu lista de contactos o parte de ella a través de reglas o filtros que te permitan decidir que contenido le llega a cada uno de ellos, durante cuánto tiempo y en qué fechas concretas.

Una vez tenemos definidos los diferentes tipos de emails y a cuales prospectos deben llegar, el siguiente paso y muy importante es conocer cual sera el «trigger» o disparador que desencadenará esa secuencia de emails personalizada en función de la segmentación creada.

¿Por qué es tan importante este paso? Porque si contamos con diferentes tipos de clientes (por ejemplo un cliente busque comprar un piso pequeño en el centro y otro que busque un chalet en las afueras) y para captar dichos clientes utilizamos diferentes zonas de captación de leads (uno en un artículo del blog y otro en el registro para un ebook de decoración del hogar), necesitaremos que cada uno de ellos recorra una determinada secuencia de emails en función de sus intereses.

De esta forma no confundiremos al posible cliente potencial y gracias al contenido de valor aportado en la secuencia de emails y las promociones que le hagamos llegar en base a sus preferencias o gustos, conseguiremos una mayor posibilidad de que dicho prospecto acabe convirtiéndose en un cliente de nuestra agencia inmobiliaria.

Análisis

Una de las grandes ventajas del email marketing inmobiliario y del marketing digital inmobiliario en general, es que puedes medirlo absolutamente todo.

La analítica de tu estrategia de email marketing es muy importante porque te permitirá conocer en todo momento que está funcionando y qué no, algo que es imposible de medir en marketing tradicional, como podría ser el envío de folletos.

A modo de resumen, existen una serie de indicadores o KPIs que son los principales a tener en cuenta a la hora de analizar la efectividad de tu email marketing:

  • Tasa de rebote: Mide la cantidad de correos que no se han entregado correctamente.
  • Porcentaje de spam: Este porcentaje indica la cantidad de emails que han sido marcados como spam en las bandejas de entrada de tus contactos (y que probablemente no lean al ser enviados a la carpeta de emails no deseados o spam).
  • Tasa de apertura: Esta métrica mide el porcentaje de usuarios que abren tus emails.
  • Hora de apertura: Marca la franja horaria en la cual los usuarios han tenido más interacciones con tus emails.
  • Ratio de clicks: Mide los usuarios que han hecho clic en los enlaces que contienen los emails y que llevan a páginas externas o a descargar un determinado documento.

Beneficios de utilizar el email marketing inmobiliario en tu agencia

Con todo lo que te acabamos de contar puedes hacerte una idea del potencial que tiene implementar una buena estrategia de email marketing en una inmobiliaria al igual que en cualquier otro negocio, pero a continuación queremos recalcar las principales ventajas que tiene para tu agencia empezar a utilizar desde ya una herramienta de email marketing de forma eficaz.

Analítica

Cómo bien se dice en el mundo del marketing: «Aquello que no se puede medir, no se puede mejorar». Y es que poder realizar un análisis de cada uno de los pasos o procesos de tu secuencia de emails te permite tener una visión y un control total de que está funcionando y que no, y poder corregirlo o mejorarlo lo antes posible.

Muchas de estas herramientas cuentan con una pantalla de reporte o informes que te permite ver de forma totalmente clara mediante gráficos y porcentajes todo el proceso de email marketing.

Segmentación

El gran poder de segmentación con el que cuentan este tipo de plataformas de email marketing te permiten segmentar cada contacto en base a gran variedad de variables (preferencias, gustos, localización, etc.)lo cual te permite enviarle emails totalmente personalizados y en base a sus intereses.

Esto te asegura que ningún contacto puede estar recibiendo emails de poco valor para él y por tanto, crear una mejor relación con ese prospecto para tener una mayor posibilidad de convertirse en cliente.

Automatización

Si hay algo por lo que destaca una herramienta de email marketing es por su capacidad de automatización. En el caso de que cuentes con una base de datos de 10.000 prospectos…¿imaginas tener que enviar correos de forma manual a cada uno de ellos para asegurarte de que cada uno reciba lo que de verdad le interesa? Seria imposible.

Pero gracias a la capacidad de automatización que con la que cuenta una herramienta de email marketing inmobiliario puedes enviar diferentes emails a todos tus contactos en función de la segmentación mencionada anteriormente, de forma automática y en el menor tiempo posible.

Y esto no quiere decir que puedas hacerlo solo una vez, sino que perfectamente puedes automatizar toda una secuencia de envío de correos y «casi» olvidarte por completo de los emails que la herramienta envía.

Y digo «casi» porque siempre es recomendable observar las analíticas para seguir mejorando y optimizando dicha secuencia.

Alineación de marketing y ventas

Muchos softwares de envío masivo de emails a bases de datos segmentadas (email marketing) permiten integrar tu equipo de marketing con tu equipo de ventas para que todo este alineado y así evitar que el equipo comercial esté realizando llamadas sin un objetivo claro.

Utilizando una herramienta de email marketing que integra un CRM como la que nosotros utilizamos, podrás conseguir que tu equipo de ventas llame a personas que realmente están interesadas en recibir esas llamadas y en lo que tienes que contarle o realizar un seguimiento más acorde a cada tipo de cliente.

Gracias a esto se consigue una mejor organización y productividad por parte de ambos equipos y un mayor porcentaje de conversión y aumento de las ventas.

Recuerda siempre alternar en estos emails contenidos de valor para tus clientes potenciales y promociones de viviendas de tu inmobiliaria que puedan interesarle. De esta forma conseguirás ganarte la confianza de tu posible cliente, posicionarte como experto y permanecer en la mente de tu posible cliente una vez decida entrar en el proceso de compra-venta.

¡Te sorprenderás lo que una buena estrategia de email marketing puede hacer por tu agencia inmobiliaria!

 

Si te gustaría generar una estrategia de Email Marketing y no sabes por donde empezar, comunícate con el equipo PubliMoov y contrata uno de nuestros planes de Email Marketing Inmobiliario haciendo click aquí

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