How to Use Email Marketing to Sell Land



by Laura Mueller

When you have land for sale, you’re going to want to use as many marketing tools as possible to connect with prospective buyers—and that includes email marketing.

Done right, email marketing offers you an unparalleled opportunity to get your land listing in front of more prospects and allows you to easily spread the word about exactly what it is that you have to offer. And if you’re working with an experienced real estate agent, you’ll already have access to plenty of potentially valuable contacts who might be interested in what you’re selling (or who know someone else who is).

So, what’s the best way to use email marketing to sell land? Here are some best practice tips to get you started.

Tip #1: Target the Right Contacts

The key to getting a good return on your email marketing efforts is to target your emails to an audience who is most likely to be interested in what you have to sell. In the land market, this means potential prospects who align with the core demographics, geography, and preferences of the specific plot of land you’ve listed.

Keep in mind that your ideal audience doesn’t just include buyers themselves. You’ll also want to target agents who can direct the information to their own pool of possibly-interested prospects.

Tip #2: Create an Engaging Subject Line

A simple subject line like “Land for Sale Near Denver, Colorado” gets your point across, but it might not be engaging enough to encourage many clicks. Instead, you’ll want to focus on writing a subject line that’s short, concise, and compelling, telling your audience what they can expect while also enticing them to learn more.

In regards to the example above, that may be something like “Own a Piece of Colorado Paradise” or “These 100 Acres of Mountain Land Could Be Yours.” These variations still give your recipients a general idea of what the email contains, but in a less sterile way that’s better optimized to pique their interest.

Tip #3: Include Plenty of Visuals

In real estate, as in life, pictures are worth a thousand words. So while it’s always important to include a mix of text and visuals in email marketing, it’s doubly important when you’re marketing a land property for sale.

The goal is to help prospects visualize what an individual piece of land could do for them, and your prospects are too busy to read through a long narrative description. Use still images and drone videos to take readers on a quick journey through your property and get their imaginations going.

Tip #4: Include a Call to Action

The ultimate mission when you’re using email marketing to sell land is to get prospects to take that all important next step—which in this case is contacting your agent to inquire directly about the property. To do that, you’ll need to be clear and direct with your call to action (CTA), and to make it easy for readers to find out who they can contact and how.

Get double duty out of your CTA by attaching it to a button that links to either your listing page or a contact landing page. This allows you to track who clicked through so you can gauge interest and follow-up if a contact doesn’t end up reaching out on their own.

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