Read Time 6 Minutes
Email Marketing Automation for Efficient Property Management
Learn how email marketing automation helps property managers save time, keep client engagement, and grow their rent roll without much hassle.
I know what it’s like to feel overwhelmed, dealing with tenants, landlords, and inspections while trying to find time for your marketing.
Managing your rent roll can be a full-time job on its own, and trying to keep up with email marketing can feel like a stretch too far.
That’s why I’m such a big fan of email marketing automation. It's like having someone handle your emails in the background while you focus on the more important stuff. This can save you a lot of time, keeps the consistency of your marketing efforts, and help you take back hours in your week that you didn’t even realise were slipping away.
Let me break down how email automation can help you manage your communication more smoothly, and how you can set it up today to transform your business.
Why Property Managers Should Use Email Marketing Automation
You’ve already got a lot on your plate. So why add another tool to the mix? Well, here’s how email marketing automation can make your life easier:- Save hours each week.
Think about how much time you spend writing emails. With automation, you create email sequences once and let them do the work for you. Whether you’re sending newsletters, reminders, or follow-ups, they go out automatically, saving you 5-10 hours a month (if not more!). - Keep everything organised.
With an automated system, emails like welcome messages for new landlords or rental reminders for tenants go out on schedule, without you needing to worry about them. It’s a simple way to stay organised and make sure everyone gets the information they need. You’re probably already doing it with rent arrears reminders, so why not for other communication too? - Consistent communication.
Regular communication keeps you in the radar with your clients. Automation makes sure your messages go out on time, keeping you present in your clients’ inboxes without the extra effort. - Increase engagement.
When your emails are sent consistently and are relevant to your clients, you’ll see more people interacting with them. According to the Digital Marketing Institute (as cited by the Lenskold Group), “78% of successful marketers cited marketing automation systems as most responsible for contributing to revenue.” And where do you think these earnings come from? Yes, they come from those engagements, from people who click through your content.
Ready to get started? Here’s a quick guide to setting up email automation that works for you:
1. Pick an email marketing platform.
Choose a platform with automation features. If you’re just starting out, look at either a Real Estate Specific platform or if you need something more affordable, I like Kit, as it’s easy to use and have all the tools you need to get started.
2. Segment your audience.
Not all your clients need the same information. Landlords and tenants have different priorities, so break your audience into segments. This way, you can send content that’s relevant to each group: market development information for landlords, rent reminders for tenants, etc.
3. Create a welcome series.
One of the best ways to dip your toes into automation is with a simple welcome series. This can introduce new leads or clients to your business and start building trust right away. For example, if a new landlord reaches out, you could set up a series like this:
- Email 1: Welcome! Here’s a little about me and how I can help you.
- Email 2: A recent success story from one of our happy landlords.
- Email 3: Here’s how you can book a chat or call to discuss your needs.
Drip campaigns send emails based on a schedule or a specific trigger. You can use these to send monthly newsletters, follow-up emails, or even reminders about rent payments. It’s a simple way to keep communication flowing without having to hit send yourself.
5. Monitor and tweak.
Once your automation is live, keep an eye on the stats. Are people opening the emails? Clicking on links? If not, adjust your approach. Automation doesn’t mean “set it and forget it”. You’ll want to refine things as you go to make sure your emails are working.
How to Personalise Automated Emails and Keep the Human Touch
I know some people worry that automation can make emails feel impersonal. But with a few tweaks, your automated emails can still feel personal and connected.- Add personalisation.
Most platforms allow you to personalise emails with the recipient’s name or other details. Even a simple, “Hey [First Name],” makes the email feel more personal than a generic greeting. - Write like you’re talking to them.
Keep your writing conversational and relaxed, just as if you were writing to a friend. Automation doesn’t mean your emails can’t reflect your personality. - Personalise your content to different groups.
Make sure the content you send is relevant to each segment. Landlords care about market updates and tips on maintaining their property, while tenants need rental reminders and practical advice for living in their home. Relevant content is key to keeping people engaged.
In simpler terms, there is a significant increase in sales when marketers opt for one-on-one interaction rather than going generic. People want to feel they matter, and that’s how you hook them.
Email marketing automation is a fantastic tool for busy property managers who want to stay on top of communication without the stress. It saves you time, keeps your messages consistent, and helps you build better relationships with clients.
If you’re ready to start using automation in your property management business, join The Content Club subscription now! I’ve got captions, articles and ChatGPT prompts that you can use and incorporate into your email marketing ready for you to use, and you’ll get live Q&A sessions with me to make sure you’re getting the most out of your marketing.
Let’s take some work off your plate so you can focus on what really matters: managing your properties and growing your rent roll!
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