In a modern marketing world full of social media platforms and smartphone apps, there’s one medium that remains to be as effective as ever: email.
Done the right way, email marketing can bring the results you want no matter what industry you’re in. This is why real estate recruiters often use email to get in touch with candidates, cultivate leads, and build a talent pool.
This might make you wonder just what makes email so effective despite all the new technologies available. Why do seasoned real estate recruiters still rely on email? And for that matter, why should you, too? Here are just a few reasons:
EVERYONE HAS AN EMAIL ADDRESS
The biggest reason why email marketing will remain relevant for a very long time is that email usage continues to grow each year. According to a report, the number of email users around the world is expected to reach more than 4.2 billion by 2022. Meanwhile, the total number of sent and received emails in the same period is estimated to be more than 333 billion.
In short, the numbers are there to prove the viability of email as a marketing and recruiting tool. You, as a professional recruiter, probably even have at least one account in two different email services. Even if you capture the attention of only the smallest fraction of those billion users, you’re still guaranteed a big share of the market
IT’S EASY TO TARGET YOUR AUDIENCE
Obviously, email is not the only tool you need to recruit real estate agents. It’s also ideal to acquire a piece of customer relationship management (CRM) software, so you can take full advantage of the growth potential of email. Get Brokerkit today if you’re a real estate broker or recruiter so you can automate drip email campaigns, use customizable messaging templates, and gain access to valuable user data.
With the combination of these two tools, it’s easier to target different candidate groups more effectively. For example, you can segregate your contacts whether they’re passive candidates or active job seekers. You can also segment your leads based on location expertise, experience level, and where they were sourced. This allows you to send the right message at the right time (and at the right frequency) to your intended recipients.
IT’S VERY MEASURABLE
Another reason you should use email (in tandem with CRM or at least an email marketing software) is that it’s very simple to monitor its performance. Some of the metrics you can track include delivery rates, bounce rates, open rates, and click-throughs. Coupled with the segmentation you’ve applied, understanding which email recruiting campaigns are working better than others becomes an easier task.
The data you gather from your email recruitment campaigns can also be used to predict trends, fine-tune existing programs, and provide the most valuable content to your audience.
PEOPLE ENGAGE WITH EMAILS
Did you know that email has a higher client acquisition rate than two of the most popular social media platforms combined? That’s because, unlike social media where you can appreciate content and then scroll right past it immediately after, people actually have to engage with an email. Recipients can open and read it, click on a link, forward it to their contacts, or reply to it. In fact, even deleting the email can be considered an engagement (although you certainly don’t want that to happen).
The point is, everyone who has an email account tends to do something with the emails they receive. As a recruiter, you can take advantage of this behavior. Make sure to follow the best practices in crafting your recruitment emails so that you’ll receive the kind of engagement you want.
IT’S EASY TO PERSONALIZE
There are plenty of real estate recruitment email templates you can use, many of them available with CRM software. These are designed to be customizable, so you can send the most suitable messages to your target candidates. Beyond customization, however, email allows you to hyper-personalize your content. For example, if a candidate’s birthday is coming up, you can send them a greeting straight to their inbox. This helps develop rapport, making them more receptive to your recruitment efforts.
What’s more, remember that even if a real estate agent ultimately gets hired by a brokerage, your business relationship with them doesn’t immediately end. Through email, you can keep in touch by sending congratulatory messages or even following up with how satisfied they are about the placement. This type of communication feels both more professional and personal when sent through email.
Do note that you can also hyper-target your content on social media. However, with email, you’re guaranteed that the intended recipients will actually see what you want them to see on a one-to-one basis.
Recruiting real estate agents can be an expensive endeavor. If you can save on even just one front, it would be so much better for your budget. Fortunately, email doesn’t need too big of an investment for you to get it going. In fact, you might even consider reallocating a chunk of your recruitment budget to email campaigns once you’ve realized how effective it is.
Email might be old, but it certainly hasn’t outlived its usefulness. If you’re not using it to its fullest potential yet, hopefully this list has convinced you to pour more time and effort to your email campaigns.