How to Develop Leads Through Email Marketing

Posted By: Ashley Tyndall

In today’s complex digital landscape, email marketing is the most commonly used digital media marketing tactic.
Currently, 3.3 billion people around the world have an email account, which is an astonishing number of potential leads,
right at your fingertips. According to Blue Corona, 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week and a message is 5x more likely to be seen in email than via Facebook.
Email marketing and automation is far from dead, and is a method that reaches the right people at the right time, and for a lower price than most conventional marketing methods. Since 58% of adults check their email first thing in the morning, it’s imperative for your multifamily property to have an effective email marketing strategy.


Email Marketing Basics

Email marketing is a way for your property to gain awareness, advertise promotions, and lease apartments to your target residents. Email marketing is cost-effective, environmentally friendly, and a way for you to control who sees your message. You are able to stay connected to your potential and current residents while simultaneously promoting your property.
72% of people who open retail promotional emails are 18 years old or older, and most of them between 35 and 44.
This age range often matches the prime targets of many apartment communities.
Now that you have targeted your audience, use your homepage to capture interested users. Establish a list of potential renters and place a “Subscribe Now” button on your homepage. This allows the people that you may have missed on your list to still have a chance to become part of your community.
The key to successful lead generation and nurturing is consistent messaging that is relevant and enhances your property
as a trusted authority in the multifamily community.

Developing and Nurturing Leads

People check their phones up to 150 times per day. This gives your property or company multiple opportunities to get on your target residents’ radar, but you have to send the right content at the right time. The term “right content” is broad, but it depends on the market you are targeting and what their interests include. It’s important to understand their likes, dislikes, passions, hobbies, relationships, and favorite hang outs.
Once you develop a list of potential residents and create the perfect content for your emails, it’s time to press send.
But don’t forget a specific, personalized subject line, which increases opening rates by 29 percent. After you have generated a lead, send follow-up emails with strategic content that will continue to move them closer to renting at your property.
If you are unable to dedicate time to personally sending out emails, create an autoresponder. Remember, the emails should be relatable, educational, and useful for your potential residents.


Software for Email Marketing Campaigns

There are a number of email marketing software packages from companies that are devoted to helping you make the best campaigns and tracking their effectiveness. MailChimp helps you create beautiful email campaigns and enables you to analyze your results. There are three pricing levels: Free, $10 per month, and $199 per month. Campaign Monitor is another software that helps you create professional-grade email campaigns, and allows you to track who is opening your emails and where they are located. Their three pricing levels are $9 per month,
$29 per month, and $149 per month. Campaigner is an email automation platform that helps your property get results from email marketing campaigns.
The software offers advanced segmentation, A/B split testing, templates, and tracks purchase behavior. They have a variety of pricing options based on the number of contacts your property has, ranging from 1,000 to 10+ million contacts.
Email marketing not only generates a substantial amount of leads for your property, but it is also a marketing strategy that successfully nurtures your leads. You will stand out to potential residents who are looking for a community that understands their wants and needs. Conduct proper research before developing your campaigns, and you will be well on your way to reaching capacity.