Email marketing is one of the most effective and underused channels of communication with your real estate prospect database. Although chatbot marketing is one the rise, emails are here to stay, at least for now.

Most of our real estate agents agree that they do not have a complete email marketing strategy in place. So we wanted to share some email marketing strategies that they can use to generate business from their database. Much to our surprise we did not find a single dedicated guide for your real estate.

So we knew we had to create our very own email marketing guide for real estate professionals.

Why Use Email Marketing?

First of all, email is one of the most underutilized resources in your real estate business arsenal.

Email marketing is the key to nurturing the relationships in your database. In fact, agents who rely on online sources of lead generation are increasingly committing more resources to their email campaigns. 

agents engaged in email campaigns

Furthermore, research has shown repeatedly that email marketing offers the best ROI when compared to other forms used by agents.

email marketing ROI

Implemented the right way, email marketing allows you to:

  • Target your messages to your desired audience or niche – at the right time
  • Streamline your communications to clients, prospects, team members, referral partners, etc
  • Build a long lasting relationship with your database
  • Attract and nurture an audience through the phases of the buying cycle
  • Gain insight through analytics that measure/track user behavior and engagement
  • Educate prospects about your neighborhood and expertise
  • Generate recurring traffic and loyal following from your email drip series

With a combination of the right software, the right strategy, and killer content, your email marketing will fuel your prospect conversion and growth to new levels.

Later on, we’ll show you some amazing cloud-based solutions you can easily integrate into your current business. For now, let’s take the first step towards launching a killer email campaign.

Are you ready?

Email Marketing Goals For Real Estate Profesional

Certainly, the first thing you need to consider is your campaign objectives. Possible goals include:

  • Build subscribers to your blog/newsletter
  • Add new contacts to your CRM (homeowners, renters, investors, etc)
  • Cultivate relationships with existing contacts
  • Qualify prospective buyers and sellers for a listing appointment/consultation
  • Promote an open house or community event
  • Educate local residents about a new development or listing

You may have multiple objectives, but write them down and keep them foremost at every step of your planning. This way you can prioritize the important tasks, refine your messaging, and craft a concise CTA without losing sight of your ultimate goal.

Once you figure out a goal and set reasonable targets, you’ll need to attract subscribers.

So let’s explore some of your options, next.

5 Tips To Building Your Email Newsletter List

There are in fact a number of ways for real estate businesses to attract subscribers and email contacts.

email subscriber sourcesMost of your subscribers will come from organic traffic generated by your content. Blog posts, videos, live streams, and advertising are just some of the ways to drive organic traffic to your landing pages.

So, by circulating great content across a number of social networks, you can draw prospects to your landing pages and convert them to your newsletter.

Consider using some of these tips to attract subscribers:

6 Ways To Attract Email Subscribers On Your Real Estate Website

  1. Add a sign-up form to your website or blog for your newsletter.
  2. Include the URL link to your website/blog on all content you share on social media.
  3. Use call-to-actions on your social media that lead visitors to a squeeze page for collecting email addresses.
  4. Create a sales funnel for directing buyers and sellers to your desired goal.
  5. Offer diverse types of content on a consistent basis.
  6. Serve retargeting ads to website visitors with an offer to subscribe.
beautiful real estate landing page

                        An attractive landing page improves converts visitors into subscribers.

With that in mind, let’s explore the different types of email content you can create to nurture your growing list!

Creating A Variety of Email Content

Email marketing offers so many great ways to engage with your contacts. Regardless of your goal, diversifying the content you offer can significantly improve your organic traffic as recipients share your content.

Using design templates, you can create polished, professional emails to deliver:

  • A Newsletter (weekly/monthly)
  • Market reports (monthly, weekly)
  • Press releases about your brokerage/team
  • Local Homeowner tips
  • Local Homebuyer tips
  • MLS Data – ie listings, foreclosures, just sold,
  • News and updates regarding new constructions
  • Client success stories, testimonials, and reviews
  • Invitations to open houses
  • Special/exclusive offers from affiliates and strategic partners
  • Free Lead magnets (free e-guide, CMA, webinar, or ebook) to educate prospective buyers/sellers and showcase your expertise
  • Surveys and questionnaires to uncover needs, preferences, demographics, etc
  • Video Interviews of local business owners and professionals
  • 1 – 2 mn. video of Client success stories
mailchimp design templates

Design templates will make your emails look much more polished…

A newsletter is essentially the foundation of any email marketing strategy designed to last. Having one adds immense value to your website for visitors who value your content and want to stay informed.

If you’re just starting your real estate website, a weekly newsletter or market report for local homeowners can easily be integrated into your blog or website. Teams will also find a newsletter valuable for communicating client success stories, listings, learning events, and so much more.

Of course, choosing compelling topics that generate engagement and sharing won’t be easy. Use past data, feedback from social media, and survey your existing contacts to find out what content interests them.

Finally, if you target a niche market or specialize in a neighborhood, you can easily research trending topics using Google Trends as well.

Email Copy

Let’s be very clear: email marketing isn’t a sales tool. It’s a communication tool. If you solicit subscribers with listings without their permission and load your emails with exaggerated promises, the spam bin is where your emails will likely end up.

When writing your email, avoid a cliche, direct sales approach. Instead of trying to book a listing appointment, offer subscribers tips to help first-time buyers. Include a link at the end of your copy and a call to action, inviting readers to check out active listings on your website.

email copy example for real estate

So, for example, if you’re emailing an offer to prospects for a free CMA, be clear about your offer without excessive verbiage and tacky marketing.

Instead, use a clean design that communicates the core value of your offer:

real estate offer by email

7 Tips To Improve Your Email Copy

  1. Write with mobile viewers in mind: short blocks of text 2 – 4 lines in length.
  2. Minimize the use of sales terms in your subject line – (Free offer, 50% off, Call Now, etc) to avoid being marked as spam.
  3. Include links to landing pages or your blog/website instead of pasting marketing copy directly into your email.
  4. 300 – 750wd length is ideal for conveying and retaining information.
  5. Always use a readable font like Ariel, (10 – 13pt) rather than novelty or script fonts.
  6. Use descriptive headers (H1, H2, H3, etc) to break up your text and distinguish paragraphs by topic.
  7. For the love of Pete, always use the Spell Check tool!

Email Compliance

Another critical aspect of your campaign should be maintaining email compliance. To avoid being marked as spam, it’s extremely important that your email list is compliant with current legislation.

The CAN-SPAM Act outlines the requirements for email compliance, which include:

  1. State clearly that you are the sender. The ‘From’ line in your email should include either your personal name or business name.
  2. Never send an email unless it has been requested by the receiver. In other word, subscribers must opt-in to your list to receive your emails. Otherwise, it’s spam.
  3. Include your authentic business’ physical address in the email.  
  4. Obtain permission from your subscribers before sending advertorial content, such as your listings.
  5. Provide your subscribers with an easy opt-out button so they unsubscribe at their convenience. WordPress, for example, offers a number of email subscription plugins.
  6. Respond promptly to opt-out requests.

Email Optimization Tips For Real Estate

There are several ways to enhance your email marketing. The following are some helpful tips that will drive better results for your campaign:

List Segmentation

Segment your database so that you have different lists for each type of prospect in your list. You can also segment your database by the quality of the lead (hot/warm/cold).

Here are some other ways to segment your emails:

  • Existing clients
  • Past clients
  • Referral clients
  • Referral Sources
  • Local business owners
  • Local Renters

Marketing Automation

You can find a ton of marketing software with automation features to streamline your workflow. Powered by sophisticated AI, marketing automation saves you valuable time by scheduling and automating email delivery across multiple channels.

In addition, email automation software can be integrated with your CRM to target segments of your database and use autoresponders to handle generic inquiries.

Drip Campaigns

This is a great way to cultivate relationships, follow up with contacts in your CRM and stay top-of-mind. Essentially drip emails are a series of messages scheduled for delivery to a targeted list of prospects.

Most commonly, a drip campaign is useful for:

  • Onboarding a new client or employee
  • Creating a sales funnel that drives qualified leads through your pipeline
  • Promoting a time-sensitive event or offer such as an open house or free CMA aimed at FSBO’s/expired listings

CTA (Call-To-Action)

Every email you write should include a clear, concise and direct call-to-action. Tell your audience what you would like them to do!

  • Book A Demo
  • Subscribe To My Channel
  • Download Your Free Copy
  • Register Now

These are just some examples. Remember: keep it simple and short.

Email Subject Line

Your subject line should be compelling and honest about the contents of your email. Try to avoid overhyping your subject. Instead, use urgency and be specific to inspire curiosity about your offer

  • Avoid These 5 Mistakes When Staging Your Home
  • Do You Know What Your Home is Worth?
  • Increase The Value of Your Home By Up To 30%
  • Only 3 Days Left To Register For Your Homebuyers Webinar

Using caps and exclamation marks excessively are tacky and smell of desperation! Stay clear of gimmicky copy and don’t underestimate the importance of proper email etiquette.


We all know a picture is worth a thousand words. Email images can do a lot to convey the emotion behind a story, or strengthen the appeal of your offer. They will also improve your click-through rate tremendously.

how images impact email campaigns

Use images that convey strong emotions to pique an interest in your topic or offer…

Royalty-free stock images are an easy solution, but you run the risk of looking generic and unoriginal.

Maintain an archive of your own images in addition to stock content. Partner with a graphic designer or download a free photo editing app to enhance your original photos.

Use jpg for photos and gif formats for illustrations to ensure speedy page loads on mobile or laptop.

Keep your file size in the range of 100 – 500kb for optimal storage and image load time as well.

Video: Audiences love video content, but don’t overdo it! 1 – 2 mn is best to reduce load time. Include the word ‘video’ in your subject line to boost click-through rate. Use a single tap option and avoid autoplay, which users dislike.

7 Email Marketing Software For Real Estate SMB’s

You’re absolutely going to want and need an email automation tool to execute your campaign. The following recommendations offer native integrations with most CRM’s:

You’re welcome to explore other options, but the 7 on our list are widely used in the industry. They’re all cloud-based, so you won’t need to download anything unless you want the app version for your phone.

If your CRM doesn’t support integration, Zapier is an affordable web-based solution that integrates and automates web applications.

Compare features carefully to be sure you’re getting what you need. Pay special attention to their customer support and additional storage options. You may want to archive your emails and that could quickly become costly if you have a large subscriber base already.

Lastly, take advantage of a free trial if it’s offered to explore the features and the user interface. This way, you can integrate it much more smoothly into your business if you take time to learn the product – without the additional expense.

Email Metrics To Keep Your Eyes On

Knowing which metrics to keep an eye on will give you the insight you need to tweak your campaign. By analyzing metrics carefully, you can deliver better value to your subscribers.

Track the following key email metrics:

  • Click-through Rate: how many visitors click through from your landing page to the offer?
  • Conversion Rate: how many visitors claim the offer and submit their email/subscribe?
  • List Growth Rate: how quickly is your list growing with new emails?
  • Bounce Rate: How many emails are going to spam, or left unopened?
  • Shares/Forwards: number of email recipients who share or forward your email
  • New Contacts/Subscribers
  • ROI: Calculate the number of new subscribers against the cost of your newsletter
  • Lead-to-Client Conversion Rate: the percentage of leads that become clients over time

Summary Of Email Marketing Best Practices

  1. State clearly on your sign-up form what subscribers will receive
  2. Remove inactive subscribers
  3. Don’t overwhelm your contacts with the same message repeatedly.
  4. Diversify your content and offerings to appeal to different segments in your CRM.
  5. Segment your database into different lists.
  6. Personalize emails by including the contact’s name in the subject line or greeting.
  7. Include optimized images and video in the most compact file format.
  8. Spell check for grammar
  9. Use mobile responsive layouts
  10. Update your database regularly


Building a healthy list of email contacts can provide you with up to 30% of your annual revenue through referrals, new and repeat business.

Thanks to technology, automation tools, and social networks make it easier than ever before to build and grow a list of prospects. Research your options and invest wisely in a solution that will support your business needs as you grow.

Clearly defined goals and targets for your campaign will ensure that your content and email copy align with your objectives.

And remember, email is not a get-rich-quick scheme or a selling tool. Email marketing is best implemented as a means of nurturing relationships through timely, relevant communications that add value to your prospects.

Don’t forget to track and measure the results of each campaign, so you can continue to improve them.