5 Reasons You Shouldn’t Ignore Email Marketing for Your Apartment

With all the talk about traffic, social media, and PPC, it’s hard to know how to prioritize your marketing efforts. One channel that falls through the cracks is email marketing. Email marketing may seem basic and even old-school, but this channel is one of the most powerful ways to convert your leads in less time without wasting ad spend. But that’s not all. Learn the top five reasons why you shouldn’t ignore email marketing.

#1 The inbox is one of the most personal places to reach out to a lead or resident

If you were selling new curtains to someone looking to furnish their home, would you want to sell your curtains at a convention booth with lots of other competitors? Or would prefer to go to your prospect’s home and show them how the curtains would look on their windows? You’d rather show them in their own, quiet home with their undivided attention, wouldn’t you?

Email works in a similar way. You have your prospect’s permission to contact them in their own digital “home” without the distraction of other competitors. They want to hear from you personally and if you give them what they’re looking for, you can you return to their inbox again and again.

That’s a huge advantage compared to other marketing methods.

#2 Every email you send is another touchpoint for your leads

According to SalesForce, creating a viable lead can take 6 to 8 times of being exposed to that company or brand. Each ad your prospect sees, each email you send, increases their exposure and familiarity with your brand and property. Plus, email tends to have a higher engagement rate than either social media or remarketing.

#3 Email lists are owned media

Have you ever invested a lot of time into your Facebook organic posts only to see Facebook change its algorithm and see your pageviews drop?

Third party marketing platforms like Facebook, Google, and ILSs are a staple to your marketing mix. However, they can be risky. You can invest all of this time and money into them only to see their algorithms change and your hard work disappear.

Email lists are different. They’re owned media which you control, unlike social media which isn’t owned media. This makes them a lucrative asset to help you reach your prospects that ILSs or third-party platforms can’t take away from you.

#4 Emails can be delivered right when they’re needed

When is a prospect most likely to open your email and eventually sign a lease? A few weeks after touring your property or within 24 hours of touring your property?

You can send emails when they’re most relevant to your prospects or residents using triggers like tour dates, filed applications, upcoming lease renewals, and more. That way you don’t have to guess. You can make contact at the exact right time to move them along in your sales funnel.

#5 Emails ensure no leads fall through the cracks while saving you time

Teams with the best of intentions still get busy and let calls go unanswered or forget to reply to emails. This means that you’re letting some of your leads fall through the cracks.

By automating your follow-ups for tours, maintenance requests, and referrals, you’re servicing your customer without any extra effort on your part. They feel taken care of. You feel less overwhelmed. Once those redundant tasks are taken care of, you have more time and energy to focus on strategic marketing and making sure you’re targeting the right customers.

Add Automated Emails to Your Marketing Mix

If you haven’t started automating emails yet, now’s the best time to start. Choose one email (such as a tour follow-up) to start with and slowly add in more emails and automations.

If you’re stuck on which email to start with or how to set them up then don’t be alarmed. You can download our free guide “5 Email Automations Every Multifamily Company Should Use” that details everything you need to know to get started with automated email marketing.