🏡 The Real Estate Marketing Update - Edition 27

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Read time: under 10 minutes

Welcome back.

In this edition, you’ll learn to shift your focus from open rates to click-through-rates (and how to boost them), our recommended tool for dusting the cobwebs off of your email database, and how Zillow’s new AI-powered home search could impact you and your clients.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition… 

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

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12 Ways to Generate More Leads from Your Emails That Don’t Revolve Around Open Rate Optimization

You already know the power of email marketing. It's a direct line to potential clients, a way to nurture leads, and a tool to showcase your latest listings. But if you're like many in the industry, you might fixate on the wrong metric: open rates. While seeing high open rates is satisfying, the real measure of email success lies in your click-through rates (CTRs).

After all, what good is an opened email if it doesn't prompt action?

In this guide, we'll explore why CTRs matter more than open rates and provide actionable strategies to improve your email performance, whether you're sending individual messages or larger campaigns.

Why Click-Through Rates Trump Open Rates

Before we dive into optimization tactics, let's understand why CTRs are the true heroes of email marketing:

1. Action Indicator: CTRs show that recipients are not just glancing at your email but are interested enough to take the next step.

2. Lead Quality: Clicks indicate higher-quality leads who are more likely to convert.

3. ROI Measurement: CTRs are directly tied to potential conversions, making them a better indicator of ROI.

4. Engagement Metric: They provide insight into what content resonates with your audience.

Now that we've established the importance of CTRs let's explore how to boost them in your email efforts.

Strategies to Improve Click-Through Rates

1. Craft Compelling Subject Lines (Yes, They Still Matter)

While we're focusing on CTRs, subject lines remain crucial. They're your first impression and can set the tone for engagement.

Tips:

• Use action-oriented language: "Explore this stunning waterfront property"

• Create urgency: "Last chance: Open house this Sunday"

• Personalize when possible: "John, your dream home in [Neighborhood] just listed"

Example:

Instead of: "New listing available" Try: "Virtual tour: Spacious 4-bed with mountain views"

2. Deliver on Your Subject Line's Promise

Ensure your email content aligns with your subject line. This builds trust and encourages recipients to click through.

Example:

If your subject line mentions a virtual tour, prominently feature a "Take the Virtual Tour" button in your email.

3. Optimize for Mobile

With over 60% of emails opened on mobile devices, your content must be mobile-friendly.

Tips:

• Use a responsive email template

• Keep your layout simple and scrollable

• Use large, easy-to-tap buttons for your CTAs

4. Use Clear and Compelling Calls-to-Action (CTAs)

Your CTAs are the bridge between email content and click-throughs. Make them impossible to ignore.

Tips:

• Use action verbs: "Tour the Home," "Get Listing Details," "Schedule a Viewing"

• Make buttons stand out with contrasting colors

• Place your main CTA "above the fold" so it's visible without scrolling

Example CTA:

Instead of: "Click here for more information" Try: "View Exclusive Property Details" (in a bright, contrasting button)

5. Segment Your Email List

Not all leads are at the same stage in their buying journey. Tailor your content accordingly.

Segmentation ideas:

• First-time buyers vs. experienced investors

• Geographical preferences

• Price range interests

• Property types (e.g., condos, single-family homes, vacation properties)

Example:

For first-time buyers: "5 Steps to Buying Your First Home: Free Guide Inside" For investors: "Market Analysis: Top 3 Neighborhoods for Rental Properties"

6. Personalize Beyond the Name

Use the data you have to make emails feel tailored to each recipient.

Ideas:

• Reference past interactions: "Since you loved the Tudor-style home on Oak Street..."

• Showcase properties based on previous interests: "New Listings in [Preferred Neighborhood]"

• Offer personalized market insights: "Home Values in Your Area Have Increased by 5%"

7. Provide Value in Every Email

Make your emails a resource, not just a sales pitch. Offer information that recipients will want to click on and save.

Content ideas:

• Market trend reports with a "Download Full Report" CTA

• Home maintenance tips with a "Get the Checklist" button

• Local event calendars with a "Add to My Calendar" option

8. Use Social Proof

People are influenced by others' actions. Incorporate social proof to encourage clicks.

Examples:

• "Join 500+ happy homeowners who found their dream home with us"

• "See why this property got 20 offers in 24 hours"

• Include testimonials with a "Read More Success Stories" CTA

9. Create a Sense of Urgency or Scarcity

Encourage immediate action by highlighting time-sensitive opportunities.

Tips:

• Use countdown timers for open houses or offer deadlines

• Highlight "Just Listed" or "Price Reduced" properties

• Mention limited spots for home-buying seminars

Example:

"Only 3 spots left for our exclusive property tour - Reserve yours now!"

10. Optimize Email Design for Clicks

The visual layout of your email can significantly impact CTRs.

Design tips:

• Use a clear hierarchy with the most important information and CTAs at the top

• Incorporate whitespace to make content scannable

• Use high-quality images with ALT text (in case images don't load)

• Include multiple CTAs throughout longer emails

11. A/B Test Everything

Continuous improvement is key. Regularly test different elements of your emails to see what drives the best CTRs.

Elements to test:

• Subject lines

• CTA button colors and text

• Email layout

• Image-to-text ratio

• Personalization techniques

Example test:

Version A: "Explore New Listings" (text link) Version B: "View New Homes" (button) Measure which drives more clicks and adjust future emails accordingly.

12. Focus on Quality Over Quantity

It's better to send fewer, high-quality emails that drive action than to overwhelm your list with frequent, low-value content.

Tips:

• Aim for a consistent schedule (e.g., weekly market updates)

• Ensure each email has a clear purpose and value proposition

• Remove inactive subscribers to maintain a healthy, engaged list

Measuring Success: Beyond Click-Through Rates

While we're focusing on improving CTRs, it's important to look at the bigger picture:

1. Conversion Rates: Track how many clicks lead to concrete actions (e.g., property inquiries, showings scheduled).

2. Revenue Generated: Ultimately, how many email clicks result in closed deals?

3. List Health: Monitor unsubscribe rates to ensure your increased focus on CTRs isn't alienating subscribers.

Putting It All Together: A Sample Email Campaign

Let's look at how these strategies might come together in a real estate email:

This email incorporates personalization, urgency, social proof, multiple CTAs, and valuable information - all designed to encourage clicks and engagement.

Click-Through to Success

By shifting your focus from open rates to click-through rates, you prioritize meaningful engagement over surface-level metrics. Remember, an opened email is just the beginning - it's the clicks that lead to conversations, showings, and, ultimately, closed deals.

Implement these strategies, continuously test and refine your approach, and watch your email marketing efforts translate into tangible results for your real estate business.

How can you improve your email messages to encourage more recipients to click through to your website, landing page, etc.?

Make even one slight improvement at a time to see what impact it has. Even one more click could mean one more website and one more opportunity to convert that visitor into a lead.

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Will Zillow’s Upgraded AI-Powered Home Search Make Natural Language Searching the Norm?

Zillow recently announced a significant upgrade to its real estate search engine, powered by AI. The popular search portal is the first and only major residential real estate marketplace to implement this advanced, AI-powered search experience.

Users can now find homes for sale or rent by using prompts like:

• Commute: "Homes 30 min drive from Millennium Park"

• Points of Interest: "Apartments near Denver Union Station"

• Affordability: "Austin homes under $400,000" or "Seattle homes under $4,000 monthly"

• Schools: "3-bedroom houses near Roosevelt High School"

As consumers, this is a much-needed and long-overdue development in real estate search. Given the state of tech today, the fact that we still have to click through multiple fields, fill out lengthy forms, or zoom in and out of maps seems antiquated.

What does this mean for real estate professionals?

Let’s break it down.

Here are three main things that you should takeaway from this news:

1. You must adapt to changing search behavior: Potential buyers and renters already want to use more conversational, specific queries when searching for properties. This could change how properties are discovered and which listings gain visibility. You should consider optimizing your listings with detailed, natural language descriptions that match how people might search using this new feature.

2. Use the feature to improve client communication: You can use this new search capability to understand better and serve your clients' needs. By encouraging clients to use natural language searches, you can gain deeper insights into their preferences, including factors like commute times, affordability, and proximity to points of interest. This can help you provide more targeted and personalized property recommendations.

3. You really need to beef up your listing info: Zillow's AI analyzes millions of listings to deliver relevant results, so you must ensure your listings are complete and detailed. This includes providing accurate information about property features, nearby amenities, schools, and other relevant details that the AI search might pick up. The more comprehensive the listing, the more likely it appears in relevant searches.

And before you do any of this, go use Zillow’s upgraded search to get familiar with it. More than likely, it will become the default way that we all search for properties, whether that’s on Zillow, another marketplace, or on individual agent websites.

What are the top 10 natural language searches that your potential clients would use?

Write these down and then rank them from most likely to be used to least likely to be used. This is a great exercise to understand your target audience better and to optimize your website and marketing assets around.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA