The Essential Guide to Effective Real Estate Email Marketing

Cody Cromwell
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Makes a Good First Impression

One of the least recognized secrets of real estate marketing is that a real estate agent must deliver a personalized message to each new prospect. As difficult as it may be to believe, each and every potential real estate buyer (and seller) that contacts your brokerage has been contacted by at least one other real estate agent, often within the same week.

An online lead has a 50% chance of being assigned to a broker, but the job can’t be delegated. The broker must proactively communicate with the lead in order to move them forward. This means that the broker must become familiar with the lead’s name, know what they’re looking for in a home, and answer their questions in a timely and professional manner.

Not only do new leads receive a personalized message, in virtually all cases they are tasked with sending a personalized message to their realtor.

We are the buyers…we’re calling you.

Unlike leads, buyers are not obligated to use a specific real estate agent, so they are more likely to give their real estate agent a chance as long as the agent demonstrates some good will. A broker must take the initiative to make a good first impression on a potential buyer.

Calls Readers to Action

Email marketing was once a solely transactional function, but it has evolved into an essential part of the marketing mix. The publishing of marketing emails in physical and electronic publications is one of the most powerful ways to reach new or lapsed subscribers.

Take into consideration that 77% of Americans open email on a mobile device. It’s not a stretch to say your emails can be available to more eyeballs than they ever have before.

Email marketing is a direct line to your customers and prospects. Don’t miss the opportunity to build out a relationship. The guide below has tips and examples on how to engage prospects and customers with real estate email marketing.

Educates the Audience

Providing value with direct mail campaigns is never a waste of time. While direct mail marketing is usually thought of as a tool for businesses to use to find new customers, the process helps educate existing customers as well.

Business owners think sending regular brand newsletters or sales letters to their email subscribers is enough to keep them in the know. In reality, however, these customers may not care about the latest business trends or products or services that your company offers. Your job is not only to keep them informed … it’s also to keep them engaged.

By providing relevant and useful information from your company, you create an opportunity for your audience to learn more about your services and products, which generates interest in your business as a whole. That gives you more reason to send valuable emails again, and they’ll keep these email marketing campaigns coming back to see what’s next.

Provides Entertainment

Creative email marketing is a powerful tool for real estate agents to grow their business. It has never been more important for agents to use email marketing to grow their business. With today’s crazy, fast-paced Internet and finite screen time, it is important to pick up as much new content as possible. This content is highly accessible and is much more engaging than content shared on social media alone.

Whether you choose to segment your marketing dollars on everything from content and email marketing, to Facebook advertising and Google AdWords, you need to know how to make your email marketing marketing fun and engaging enough that they are more likely to read it. This will help you build a relationship and create a loyal customer base that is dependent on you to keep them updated with all things real estate.

Fixed-length and In-depth Articles, that address common problems you face with email marketing and something you can read quickly in a pinch, are perfect for readers looking for a quick fix. These sorts of articles are most likely to lead to more email subscriptions and call-backs. They are less likely to lead to a purchase, but will help you keep your brand out in front of your audience so you can create brand loyalty and have increasing traffic to your website and social channels.

Focuses on Building Relationships, Not Sales

I specialize in email marketing for real estate agents. Recently I got an interesting email from a real estate agent asking how she could best promote/utilize real estate email marketing. I began to share my story of how over a 12 month period I built a successful real estate empire. Eventually, I ended up having to close my business. It was then that I realized how effective email marketing could be for generating new business, leads and sales.

After many months of research on how and where to promote an email marketing campaign, I was still not getting the results. In my opinion, the solutions that most real estate agents set out to have didn’t result in a system that was efficient enough to build relationships and generate lucrative results, be it sales or leads or from a service based perspective.

The email marketing system that I created and used as my secret real estate system was a hybrid of many different systems. What it did was focus on building real relationships in a real estate community, both online and offline.

The purpose of this blog post is to deliver the overview of the different elements that compose the system.

Gets Personal

Email Marketing 101’s Essential Guide for Real Estate Professionals

but with a twist …

The use of email marketing in the real estate professional’s arsenal is growing exponentially both in volume and in reach … but with a twist: your emails must get personal!

In the end, it’s all about how well your email marketing message resonates with that of an actual person. It’s that person who will be reading it, it’s that person who will be taking action, and it’s that person who is going to be remembered and nurtured … and you’ll receive the results you want or need.

In this course, you will learn the basics of how to use email marketing as a tool to ignite and nurture relationships with your clients. You’ll learn what to email that makes a difference and what should be avoided. You’ll discover how to design callouts and how they can enhance your email marketing program. And, most importantly, you’ll learn how to read body language and what to know about your clients so that you can tailor your message to them.

If you are new to email marketing for real estate, this is your guide.

How Real Estate Email Marketing Works

Communication is the backbone of any effective marketing strategy. Today’s customers want a seamless, interactive experience. Think about how many times you open your email inbox. Now think about how many of those messages you actually read. The answer: not many.

In fact, 78% of online consumers say email marketing doesn’t work for them. Just because a strategy doesn’t work for everyone doesn’t mean it can’t work for you. That’s where effective real estate email marketing comes in.

Utilizing an email marketing strategy is critical to the success of your real estate business. Whether you have a long term strategy, such as attracting buyers in your market, or are looking to deliver timely information to current clients, your email marketing strategy must be a comprehensive tool to your marketing arsenal.

If your real estate marketing strategy doesn’t go beyond static images and engaging content, you’re missing out on using a powerful marketing tool that’s affordable and powerful.

Your customers want a seamless, interactive experience. Think about how many times you open your email inbox. Now think about how many of those messages you actually read. The answer: not many.

Ways Real Estate Professionals Use Email Marketing Campaigns

The use of email marketing is the most essential part of real estate marketing. Email marketing can be used as a lead generation tool for home buyers and sellers to search for their perfect home. It can also be used to meet their current demands and add extra value to their life. Thus the most effective real estate professionals know how to market their properties without compromising on the quality of the product.

Real estate professionals understand that the marketing strategies used should be unique and different from other marketing methods. Their main focus is on ensuring that they are able to provide valuable information to the users in a hassle-free manner.

Although email marketing is a long-term strategy for real estate marketing, many real estate professionals take up short-term email marketing strategies. Short-term strategies include email marketing for home buyers and home sellers.

Improving Leads

Email marketing helps in improving the leads provided by real estate portals or by direct mail marketing. This is especially helpful for first-time home buyers and those who prefer short term investments compared to long-term investments.

Email marketing campaigns are able to provide information in a personalized manner which helps in improving the leads of potential buyers. This can be done by creating different messages for target group based on their requirement.

Drip Campaigns

Drip campaigns (or drip emailing) are a hot topic for the home real estate industry. Drip campaigns are email marketing campaigns that send out regularly at set intervals, and they are designed to build up a list of email contacts who are interested in receiving regular emails about a specific product or service. And since your emails are drip sent at regular intervals, your customer gets used to seeing them and this increases the chances that they will open them.

What is a Drip Campaign?

Drip campaigns are sent on a regular basis in the form of email reminders about a product or service. For example, you could send a real estate drip campaign about the latest news in the home buying or selling process and share your tips, tricks, and advice about the home-buying and selling process. And this will help to increase the chances of your customers remembering you.

A drip mailing is usually scheduled to send out a single email every six to eight days. This provides your customers with a regular schedule and builds up a sense of trust. And it also provides you with more time to research and plan your email, send it out, and market your other properties.

You can also include a link to your website or to an online video. You can also market your other services or products.

Targeted Campaigns

With traditional advertising methods like mailers, those without a propensity for mailboxes are far less likely to open your email.One of the best methods for getting your email noticed, and consequently delivering marketing messages that hit your target audience in the most influential way is through the use of email marketing.

Wheels and whistles can give your website a facelift, but it’s just not worth the investment. So how do you turn marketing into a successful process? You’re right. Not just through your website. In the age of the internet, you need to harness the power of email marketing and take advantage of the tools that are available to you.

Email marketing for real estate professionals provides you with an effective and affordable way to create a database of leads, generate more leads, and close more deals. The top performing marketers in your business will always be in the mix of things, but what if you can replace the bottom 15% of a marketer’s performance with your email marketing strategy? You’ll close more deals, control your market’s online presence and improve your follow-up process across the board.

Cold Campaigns

Cold email marketing is targeted marketing, engaging with potential customers without any form of personalization. This technique is the predominant form of direct response marketing today, and it can drive your success with real estate marketing.

The objective of cold email marketing is to reach people who are likely to be interested in your business, either now or in the immediate future. Generally, this includes past customers and prospects who haven’t recently interacted with your business. Many successful real estate marketers use cold calling to reach new clients.


  • Cold calls are time-efficient: Outreach doesn’t require extensive screening, so it can be a cost-effective way to generate leads.
  • Cold calls are targeted: You know exactly who you are talking to, and you can personalize your message.
  • Sometimes cold calls work: Most direct response marketing programs fall within the …5 percent of prospects and buyers who take action.

Working in Real Estate

  • Real estate agents receive a significant amount of prospective leads each year from multiple sources.
  • The volume of leads gives agents access to multiple opportunities and sources of business.
  • Cold calls and other forms of outreach are the most cost-effective way to generate leads.

Open House & Event Follow-up Campaigns

Open houses or "events" are a great way to entice buyers into your building and encourage them to schedule a showing. Open houses are often held on Sunday afternoons, so it is vital that you send an email follow-up to everyone who signs up for your open house. Make sure the follow-up is sent out within 24 hours.

Send your follow-up email to everyone who signed up for your event. Make sure to follow up with the same good email content as your original incentive email. Your email follow-up should be personalized and personal. Try using the first names that people signed up with so that they will see it from their personal inbox. Ask people to RSVP if they are interested in a showing.

Also, you should encourage people to ask questions about the apartment that they are interested in viewing. Make sure to follow up with people who request more information about the property.

Follow-up email campaigns can help spur activity on the open house visits. Inform your people exactly when you want them to show up at the open house, so that they can make sure they actually show up on time. Also, give people about a week after the open house to respond to your email if they haven't booked a showing already.

Referral or Testimonial Request Campaigns

An email referral or testimonial campaign is a powerful way to ask your past customers for referrals and generate immediate payback with them, because you are paying them for the lead and paying for your future business. Referral or testimonial email campaigns are a good way to stay top of mind with your past clients, because they are converting into business and have a continued direct relationship with you.

In addition to providing leads, referral email campaigns generate credibility and brand awareness for your company. Because the customer is referring a family member or friend, the referral makes a genuine connection with you by providing a referral. And since referral email campaigns are not a sales lead generation mechanism, you send a personal notification to the referred person thanking them for taking the time to provide a referral. This will increase the chances of the referral being followed through with, and the contact information provided to you.

Referral or Testimonial email campaigns are also a good way to promote and leverage directly back to your website or the website of your referral. Because the referral is using your website, it is a trusted, quality source to which the customer trusts will provide useful information.

Another positive is that the referral or testimonial email provides an excellent opportunity to ask for referrals. Even though you mention that a referral is a bonus to them, it also lets them know that you appreciate the referral and have something in store for them in return.

Tools for Managing Real Estate Email Marketing Campaigns

Dedicated Email Marketing Providers

Lead Generation Platforms

When it comes to lead generation, there are two essential components: content and technology. The blog you write needs to be unique, engaging, and deep, while the service and marketing you offer your clients needs to have value that encourages them to engage with you and put you on their radar. But where do you even begin?

In this post, I’ll reveal two of the most effective real estate lead generation platforms on the market today – open house lead generation and email marketing. I’ll also share with you 1,000+ real estate email marketing examples to help give you ideas.

CRM Software

Email marketing is a great way to grow and maintain your real estate business, and a good email marketing solution can make all the difference when you are just starting out. One powerful tool that can make an immediate improvement is a proven CRM (Customer Relationship Management) software system. A good CRM will give you everything from a complete list of all your clients’ email addresses, to a calendar of their appointments, to a record of all calls they made, to information on their banking details such as their bank account details, credit card details, and more.

Frequently Asked Questions (FAQs)

The following has been listed to serve as a general guide to the real estate email marketing process. Below are commonly asked questions about real estate email marketing. This guide doesn’t and can’t provide you with an answer to every question you may have. There are enough tips and advice to help you on your way.

I just signed up with you and I do not have an email address. Do I need one?

Yes, you do. We provide a way for you to add your email address into your account.

You can also add your address into the registration window obtained by clicking the ”registration” button.

How do I add my email address into my account?

We have an excellent guide that will walk you through the steps involved.

You can also locate your email account in the sign up window. Two things to note are that you can add your email address at anytime and you can also remove it by clicking the ”remove email” option in the sign up window.

You should never have to remove your email address.”

How will I know if I’ve added an email address?

You will see that in your Member Area (if you added it correctly).

Does video increase email responses?

What if I told you that a stunning video can boost your close rate by as much as 175%?

Almost 30% of the marketing professionals surveyed for the Unbounce Insights 2016 Email Performance Study said that adding a video to their email marketing campaigns has significantly increased their click-through rate (CTR).

This same study also reports that 11% of the survey’s respondents increased their engagement rate by making changes to their email marketing campaigns after viewing the 300+ page report detailing actionable advice on optimizing email performance.

While this figure is somewhat disappointing, we were able to find some meaningful insights from our report. This Unbounce blog post will go into greater detail on some of the most interesting findings, but first let’s take a closer look at the benefits of adding video to your email marketing campaigns.

Do you have a video on your site? If so, can you analyze your most popular article? If you can, you’re already enhancing your website’s value with video. You may also want to consider adding video to your email marketing … studies have shown that video can increase conversion rates.

Now, consider these benefits of adding video to your email marketing campaigns:

  • Increased engagement rates
  • Certainty of customer intention
  • Elimination of doubt
  • Easy to produce and upload
  • Positive customer feedback

Does the spam law apply to real estate email marketing?

Should I consider a lead generation company as part of email marketing?

Email Marketing is always a great way for businesses to find the right audience for their products and services. Lead Generation is great but it’s the next step thereafter and should help you identify some of these people who are interested in your offer.

This list can be populated in a variety of ways using a variety of methods from old fashioned postcards to engaging content.

By becoming part of a digital list of people who may be interested in your proposition, you are in the position to follow up with the most interested people for further sales and marketing interaction.

Email marketing is commonly thought of as an “audience” marketing tool. A company is typically in the business of “selling” to customers. But these people who have entered your database are likely very interested in your proposition and are willing to purchase your products and services.

The more people that have demonstrated an interest in your service, the greater the chances are of them becoming your customers.

Adding lead generation to your email marketing plan can substantially increase the effectiveness of your communications with your target market, and even speed up the time it takes to convert these high priority leads into a sale.

With Lead Generation services, thus, your business doesn’t waste time and resources calling people who are not interested.

Bottom Line

Overall, I think this book achieves the goal it sets out to. For a weekend or quick read, I recommend this book. It truly hits the high points of effective email marketing and how to get started, and all while explaining in layman’s terms how it all works. This is a great starting point for newbie SMS program marketers in the real estate industry.

For people looking to get motivated about their growing company, I recommend reading the “Opt-in” chapter. This chapter does a great job, in a simple but easy to understand way, of laying out the purpose of an opt-in form on a landing page, how it is used, and how to get traffic to use it for your benefit. In short, I think this chapter sets out a clear purpose of what an opt-in form is and why it is so useful. This ought to motivate people to start using opt-in forms on their landing pages to improve their email marketing success and get their prospects to opt-in to your email program.