12 Highly Effective Email Marketing Strategies for Real Estate Agents (With Examples)

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If you’re a realtor looking to turn more leads into sellers or buyers, then you’re in the right place! Email marketing is one of the most effective ways to nurture your list. However, you need to make sure you’re sending the right kind of emails at the right time in a buyer’s journey.

In this blog post, we’ll tell you 12 highly effective email marketing strategies (with examples) to help you move forward with confidence.

Email Marketing Strategies for Real Estate Agents

Let’s get started.

1. Create an Interactive Introduction

In this first and most crucial email, "welcome," we will lay the groundwork for future correspondence. Both cold and warm leads may be introduced to your services with the help of a welcome email. A consumer may have signed up for your mailing list during an open house, on your website, or via recommendation.

After making first contact with potential clients, you may also choose to give them a kind greeting through email. This might be the case after the first day of house-hunting or after the first meeting to discuss selling their property.

In any case, subscribers are generally thanked for signing up. Among real estate agents, competition is high, so here is how you can get a head start and set yourself up for success. 

The most important thing is that the information is easy to understand, and the next step is evident in the welcome email. To avoid having your emails marked as spam, you should include a visible call to action (CTA) encouraging the recipient to get in touch with you via phone, in-person meetings, or social media.

To help you get started with prospective buyers who have reached out to you via a listing service or an open house, we've included a short, customizable template below.

(Source: Zillow)

2. Send Out a Newsletter with Plenty of Fascinating Information

Potential customers care about how informed you are in your industry. An email newsletter with helpful material is the best way to show off your knowledge and skills. A newsletter is a great way to promote your real estate services and stay top-of-mind with potential clients while they weigh their options.

Former customers, particularly those who suggest you to others, may be kept in the loop using newsletters. Publishing informative and engaging material, such as newsletter articles and helpful hints, may do wonders for your real estate firm. Your emails should be concise, easy to read, and filled with attractive, shareable material.

Here is an example with a video and some visuals for individuals who want to skim for the most relevant details.

Nonetheless, you should use caution while sending out newsletters. Never send one unless the prospect has specifically requested or expected it.

One way to increase the likelihood of a new lead converting is to send them regular newsletters. You may use your newsletter as a platform for both information and entertainment by including the following:

  • Things that have happened recently or may happen soon
  • Pay attention to establishments in your immediate area
  • Property listings and sales that are brand new
  • Houses available for viewing
  • Mortgage-related updates and suggestions

3. Foster the Choice-Making Process of Your Customers

Contact prospective customers by sending them weekly or more regular email updates with the latest listings.

Even if they have subscribed to your website's listing notifications, it's still a good idea to check in with them to see if anything has caught their eye. Here is a sample email that may be used to keep in contact with clients and assess their wants and requirements regularly.

(Source: The Close)

4. Use Email to Get the Attention of Willing Vendors

Homeowners are interested in your professional opinion of their home's value and your qualifications as a potential sales agent. You should maintain contact with them through email to ensure they respond to both inquiries.

All emails should finish with a call to action for a meeting or, at least, a phone call with the customer since the ultimate aim is to meet in person to discuss the client's requirements in detail. This is crucial since only 4% of home sellers contact an agent via a website, while 70% of home sellers interview only one agent before signing a contract. You can do what you need to with only a straightforward email like this one:

(Source: The Close)

5. Carefully Tending to Past Customers is a Proven Way to Increase Business

A real estate agent may count on referrals to provide the bulk of their income. According to the NAR, referrals from friends and family are the most trusted source when selecting a realtor, with 40% of buyers and 38% of sellers going with such agents.

Targeting previous buyers requires meticulous preparation. They likely don't need any more information on the real estate market, so add newsletters that focus on home improvement, gardening, and community happenings.

One alternative is to abandon newsletters in favor of less regular, more targeted email communications. You may keep your name in their thoughts by sending holiday wishes and checking up with them on the anniversary of their relocation. If you take the time to greet someone by name, it shows that you care about maintaining a good working connection with them.

Here's an email invitation to a Christmas party, the perfect opportunity to reconnect with old customers:

In other words, if you're a free agent, you needn't worry about throwing a party to keep the peace. It's appropriate to send a card. It's essential to maintain communication to foster a sense of safety and reliability.

6. Give a Clear Call-to-Action

Like any successful real estate marketing strategy, your emails should conclude with a clear call to action (CTA), encouraging the reader to do something.

Even if making a sale isn't your primary goal, every email you send is a chance to connect with someone new. Your CTA might be anything from an invitation to connect on LinkedIn or set up a phone conversation to a straightforward query.

Make sure your call to action (CTA) is both straightforward for your lead to complete and appropriate for the content of your email.

(Source: Zillow)

This sample email from Zillow, for instance, has many calls to action for sellers and buyers. See what you can afford and find out what your home is worth in this email designed for buyers and sellers.

These CTAs are laid out in a way that is both visually attractive and straightforward, making them more likely to be clicked on by homeowners and those considering purchasing a home.

7. Show Your Personal Side

Trying to sell something to someone is the quickest way to be trashed. No one enjoys being reduced to a mere monetary value. Invitations to open houses and your listings should be part of your email strategy, but they shouldn't take center stage.

You may increase the success rate of your promotional emails simply by focusing on informing, amusing, and engaging with your recipients. For instance, Ryan Serhant has no trouble integrating family photos, selfies with his kids, business pitches, and home tours throughout his online promotional platforms.

Even though he is one of the most well-known real estate specialists, his marketing approach demonstrates that not every email or social media post has to be extensive and planned.

(Source: Ryan Serhant)

8. Send Interactive Emails

Your email's design should be pleasant and, more importantly, should encourage interaction. With the right kind of interactive content, you can increase your email open and click-through rates by engaging your contacts.

Greeting new users with a "this or that" email campaign, Trulia succeeds well. For example, if you send out a real estate email and get a lot of responses, you may use that information to tailor future emails to the interests of your recipients.

(Source: Trulia)

If you send an interactive email template that looks similar, it's best to include two CTAs that take the recipient to different sites.

9. Celebrate Achievements by Realtors

You may refine your advertising strategy by learning who clicked on your ads and why. Sending out "milestone" emails in real estate is a terrific way to encourage your agents to keep working hard.

Badges and progress levels are a fun way to incentivize and recognize your users. Having more people interact with your business is a great way to boost awareness and popularity. Premier Agent rewards its top agents with a slick, creative real estate email template to show their appreciation for their hard work and success.

(Source: Premier Agent)

10. Tips for New Subscribers

Keeping your potential and existing clientele safe is crucial to earning their confidence. Sending out alerts about potential dangers should be a standard part of the onboarding process.

Lovely sends the following real estate email example to users looking to rent it and gives them a heads-up to make sure they’re protected.

(Source: Lovely)

11. Write and Design a High-Converting Email

The details you provide in your email are crucial. Simply said, if your email's content is good, people will be more likely to click through and buy. To begin, aim for a tone that is both complete and forthright while writing your email's text. Personalization tools allow you to send emails to specific groups of people by name.

When you begin an email with a greeting, you immediately make the recipient feel more at ease. You may write an email regarding anything related to real estate, whether it be trends in the market, advice on buying or maintaining a home, or details on government programs and loans.

Don't forget to include a compelling Call to Action (CTA) once you've written engaging content. By providing a clear call to action button, you may direct your readers to do the desired action. Just one call-to-action button should be included in each email, and you should only send subscribers material that is directly relevant to them.

Would you want to learn more about crafting compelling email messages? Please take the time to read the following.

(Source: Mis-Hub)

Good design works without shouting to get your attention. The layout of your real estate email is important since it will determine how successful your email is. Create or choose a template that is visually appealing so that it may quickly catch the attention of your consumer.

To make sure your company's emails always seem professional, you may choose from a variety of pre-designed themes. Last but not least, a design's responsiveness is a crucial aspect that can't be overlooked.

12. Keep Your Copy Simple 

Just think about the last time you read an email that was just one page long. The recipients of such an email will be more likely to take the desired action since it is concise and to the point. Which is why it's important for them to click the CTA and return to your site.

Check out this easy-to-follow real estate email template. It is aesthetically pleasing on both desktop and mobile and does not require the recipient to scroll.

(Source: Compass)

Final Thoughts

As we've seen, there are a variety of ways to promote your real estate business that can increase your company's visibility and set you apart from the competition. You can use any of the above email marketing strategies to highlight your company and make it memorable for the readers.

In order to turn prospects into paying customers, it is essential to provide them with original, helpful material and to maintain contact with them throughout the whole sales process.

We trust that you now have a complete understanding of real estate email marketing. The above tips are enough to help you scale your real estate business without spending a dime. The real estate sector is both complex and cutthroat. In order to succeed in this field, you must equip yourself with the proper tools. (Related: ActiveCampaign vs. MailChimp: Which One Is Best for Real Estate Agents)

Email marketing is the ideal platform to promote and advertise your client's property because of the high return on investment and effective marketing options it provides. Incredible, right?

Further, in real estate, maintaining contact with past customers and making them feel appreciated is crucial to generating the large number of word-of-mouth recommendations that are important to succeeding in the industry.

About the Author

I have been in the 'online business' space since 2009 when I started an eCommerce business selling motorcycle parts (sold in 2012). Since then I have owned and operated several successful online business (and had a fair share of failures), along with owning offline home services businesses. Currently my focus is online businesses that are profitable with paid traffic. As a 'self employed individual' I do not use Linkedin, but you can connect with my on my personal instagram and youtube which largely revolve around my mountain biking passion!