A considerable number of studies conducted by major industry sources were the basis for the following graphs. The data was analyzed in conjunction with the answers from North American real estate business owners and managers.
Real Estate Businesses that Engage in Email Marketing
The results of this survey find that the majority of real estate businesses are currently involved in email marketing
with an Engage in Email Campaigns response level of 63% Yes; 15% No; and 22% Plan to in the future. It is interesting to note that the relatively small percentage of real estate business owners and managers who have replied that they are not currently involved in email marketing and do not have any plans to do so in the future seem to run counter to the overall trend in real estate business, which is to focus predominantly on online sources of communications and promotions. These are the types of approaches that have borne considerable fruit for the majority of real estate businesses that engage heavily in securing their buying and selling leads from the online ecosystem.
Real Estate Business Sending Frequency
Real estate businesses are heavy senders of email newsletter content, with a Send Frequency statistic of 67% Greater than monthly frequency; 29% Monthly; 1% Every two months; 2% Quarterly; and 1% Seasonal or yearly. Given that fully 96% of all real estate businesses engage in at least a monthly frequency for their periodical email newsletters, and fully two thirds publish on a greater than monthly frequency, with some as often as twice a week, it is obvious that real estate businesses have learned that email newsletter campaigns are one of their most effective and prized promotional strategies.
Real Estate Business Content Type
The considerable majority of nearly seven out of ten real estate business newsletters
contain content that is a blend of both information and sales. The statistics are: Content Type: 12% Informational only; 69% Informational + Sales; and 19% Sales only. Real estate professionals understand the value of providing information that is not necessarily commingled with sales promotion as the features and characteristics of some properties are enough to sell themselves as long as they are adequately promoted through proper and appropriate email marketing means.
How Real Estate Businesses Obtain Email Subscribers
Real estate professionals obtain their email subscribers through a variety of sources as borne out by the figures: Subscriber Sources: 31% Current Clients; 7% Promotional result subscribers; 53% Web derived subscribers; 8% Purchased & Supplied Leads; and 1% Public Promotional Events. The 31% of current clients is among the lowest of any industry sector, while the majority of subscribers being derived from internet contact constitutes one of the highest percentages to be found in any industry sector. This statistic vividly demonstrates how reliant real estate companies are on obtaining both buying and selling leads directly from online sources.
Typical Real Estate Business Email Subscriber List Size
The list size of between 3,000 and 5,000 seems to be the most frequently found range when analyzing subscriber numbers for real estate businesses. The statistics show that 9% of lists are less than 500; 11% 500-1,000; 16% 1,000-3,000; 44% 3,000-5,000; and 20% are over 5,000. It must be noted at this juncture that the 20% of subscription lists that are over 5,000 individual email addresses represent not only local agents but also national companies, some of which may have several million entries on their subscription lists.
Real Estate Business List Segments
Given that real estate businesses rely so strongly on email marketing, the figures for list segmentation
are disappointing: 40% Yes and 60% No. It seems that three out of every five companies still insist on creating just a single set of email content and delivering it to both buyers and sellers, as well as leads at every stage of their life cycle, demographic breakdown, geographical location, and behavior patterns on the real estate business's website. This lack of segmentation should be rectified so that real estate companies may garner the considerable benefits that segmentation and delivery of specifically targeted content can have on overall real estate closing and sales levels.