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Email marketing for letting agents

How Can Letting Agents Win at Email Marketing?

25 August 2020 Simon Banks Read time: 3 min
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Simon Banks

With so many ways to market your letting agency, choosing a strategy to find new landlords and renters can be a tricky task in itself. However, having options is a good thing. You just need to make sure you give each method enough time to bear fruit.

Email marketing is often scoffed at as a way to acquire new landlords and renters, with low open rates cited as the primary reason for its inefficiencies. Yet, the average return on investment (ROI) for each email is £32 for every 75p spent.

With 4.3 billion people expected to have an email account by 2023, your reach is pretty expansive too. Of course, you don't need anywhere near that amount to tap into your local market. But it doesn't hurt knowing the chances for reach look promising.

But how do you craft an email marketing strategy that hits all the right tones with landlords and renters? That's what we're here to tell you with our digestible guide for how to win at email marketing.

Make your email personal

Personalisation in emails

Let's face it; no one likes getting a ton of emails every day – especially when they lack any type of personalisation. You your emails to hit specific pain points, offering landlords and renters solutions to their problems through genuine, helpful advice.

As a local area expert, you already have the answers. So show your target audience how you can help with interesting content that hits all the right spots. Email doesn't necessarily need to promote shiny new instructions or let everyone know how many landlords you're working with.

Instead, talk about what's going on in the local market or use the email to share an interesting blog post. Be informal, be personal and treat the email as a chance to be conversational, just like you would be on a valuation or when talking with a renter.

Get your subject line right

First impressions really do count, and email subject lines provide the chance to announce your arrival in style. Around 33% of email recipients open an email because of a catchy subject line, so try and create intrigue.

There's a balance between writing a subject line that piques someone's interest and offers clickbait. You want to avoid the latter and go for the former. It's never as easy as conjuring up a great subject line at the first attempt, and you might even decide to test different ones to see which resonates.

Try subject lines that offer play on different emotions, sometimes opting for one that creates urgency, while being curious or slightly comedic for others. Again, always be personable – no one wants to feel like they're receiving the same thing hundreds of other people get (even if they know deep down that may very well be the case)

Create a sense of community

As a letting agent, your focus is on the local market. That means you can work on creating a community vibe and build engagement by being vested in the area. For example, look at hosting a day for landlords or renters, where you provide a Q&A session with them talking about the local market.


Alternatively, grow the overall sense of community by announcing partners you might work with who can provide an easier way for landlords to get exposure for their property while helping renters find a home.

Have a strong call to action

You will want to ensure you've got a strong call to action, especially if your killer subject line has got people opening your email. Your parting message doesn't always need to be "sign up to our agency" or "get in touch for a valuation", though it's fine to go down that route if the email is a sales one.

Whatever you decide on, make sure that it's clear and concise. Get people to take definitive action, whether it's looking for new business leads or merely getting recipients engaged and asking them to answer a questionnaire, read a blog post et cetera. The CTA is your chance to close the deal, even if it's not a hard sale.

Electronic mail

Email still has a vital role to play in the world of marketing, and it can be a fantastic tool for letting agents to engage with landlords and renters. Get your messaging right, and you could very well be on your way to taking on new instructions and registering renters through the handy medium of electronic mail.

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