Email Marketing For Real Estate Agents – 8 Effective Strategies

Email Marketing For Real Estate Agents – 8 Effective Strategies

It’s been estimated that 87% of real estate agents don’t succeed at building a sustainable business out of their expertise.

For many agents, that’s at least partly because of a lack of marketing expertise. 

In particular, email marketing.

Email marketing is a great way to stay connected with clients and build relationships that can last for years. It’s also an effective way to capture leads and encourage repeat business.

But, how do agents go about setting up successful email campaigns?

That’s what we’re going to show you how to do in this guide. 

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Should Real Estate Agents Use Email Marketing? 

The short answer is yes!

Email marketing provides a great way for real estate agents to stay in touch with their clients and prospects. It allows you to quickly send out offers, updates, reminders, or any other information that may be of interest. 

Email also provides an effective platform for staying top-of-mind with your target audience. By sending out regular emails, you can remind people of your services and what makes you different from other agents in the area.

And, most importantly, email marketing is a great way to capture leads. Many real estate agents struggle to continuously generate a steady stream of new leads – but email campaigns can help with that.

By sending out regular emails and offering incentives for signing up for your mail list, you can slowly start to build a database of interested customers who may be looking to buy or sell in the near future. 

It’s worth taking a quick glimpse at these email marketing stats

  • Email generates a $42 ROI
  • Email marketing is used by 64.1% of small businesses
  • 78% of marketers have seen an increase in email engagement over the last 12 months
  • Email is considered the most personal method of brand communication by 74% of Baby Boomers, 72% of Gen X, 64% of Millennials, and 60% of Gen Z Users.

The Benefits of Email Marketing for Real Estate Agents

Email campaigns are an effective way for real estate agents to reach out to existing and potential customers. Here are some of the key benefits of email marketing for real estate agents: 

1. Increased Brand Awareness: Email is a great platform for introducing your services to a wider audience. By regularly sending out emails, you can build relationships with prospects and let them know what makes you a great agent. 

2. Lead Generation: Email marketing itself is a form of lead generation. When you capture subscribers in the first place and as you nurture those subscribers, you’ll generate leads for your business. 

3. Customer Retention: Email marketing is also an effective way for real estate agents to keep in touch with their clients. By sending out regular emails, you can ensure your customers are aware of the services you offer and stay top-of-mind should they need to buy or sell a home in the future. 

4. Cost Savings: Email campaigns are also much cheaper than most other forms of marketing, such as direct mail or TV ads. Once you have a subscriber, it’s free and easy to reach out to them. 

5. Measurable Results: Lastly, email marketing provides measurable results. With the right analytics tools, you can track who opens your emails, what links they click on, and other data that will help you optimize your campaigns in the future. 

These are just some of the benefits of email marketing for real estate agents. Keep reading to find out more about how to create successful campaigns. 

Quick Rundown of Email Marketing Terminology

Before we dive into how to create successful email campaigns, let’s quickly go over some of the common terms used in email marketing. 

Email List: This is the list of subscribers that you are reaching out to with your emails. It can be generated from interested prospects or customers who have already purchased from you. 

Autoresponder: This is an email automation tool that allows you to send out emails on a regular basis without manually having to do it each time. 

Opt-in Forms: These are forms that allow people to subscribe to your list and provide their information, such as name and email address.  

Landing Page: This is a page on your website that people will land on when they click a link in your email. 

Email Template: This is the overall design of your email, including all the text, images, titles, etc. 

Call-to-Action (CTA): This is the button or link in your email that prompts people to take action. 

Subject Line:  This is the title of your email that will appear in the inbox of subscribers. 

Open Rate: This is the percentage of subscribers who opened your email. 

Click-through Rate: This is the percentage of people who clicked on a link in your email. 

Unsubscribe Rate: This is the percentage of people who unsubscribed from your list. 

Now that we know some of the more technical terms related to email marketing, let’s move on to how you can create successful campaigns. 

8 Effective Email Marketing Strategies for Real Estate Agents

How are you going to send emails that get opened, build relationships with your audience, and turn subscribers into leads or even clients? 

Here are 8 different types of emails we recommend sending. After this, we’ll talk about how you can grow your email list and what software you can use to do so. 

1. Welcome Email

The first thing you should create in your email marketing strategy is a welcome email. 

This email will trigger right when people are added to your email list — it should provide them with a short introduction to who you are and what you do. And it should also welcome them to your email list and set expectations for what type of content they can expect to receive from you and how often they can expect you’ll email them. 

Here’s a great example of a welcome email from a real estate agent. 

Welcome Email

2. Referral Request

At least part of your email list should consist of people who are your past client (in fact, every client should be added to your email list if they’re not on it already).

Referral requests mean reaching out to those people and saying something like:

“Hey, if you know someone who is looking to buy or sell a home in the next few months, I’d really appreciate it if you could pass my name along. Thanks!” 

It’s simple and effective — by asking for referrals from your past clients, you can grow your email list as well as bring in more leads for your business. 

Here’s an example of what this looks like…

Referral Request

3. Value Add

In addition to referral requests, you should also be sending emails that provide value for the people on your email list. 

This could come in the form of content like blog posts or videos, or it can come in the form of discounts or offers on services. 

Whatever it is, make sure it’s relevant and interesting — people will appreciate receiving something of value, and it will help build trust. 

Here are some other ideas for adding value for your subscribers: 

  • Offer a free home staging consultation 
  • Provide an eBook on the home-buying process 
  • Discount your services for repeat customers 
  • Host a webinar on real estate trends in your area 

Here’s an example of what this could look like! 

Value Add

4. Open House

If you’re hosting open houses, this is an easy way to boost attendance — send out emails to your list letting them know about upcoming open houses. 

In these emails, include the date and time of the open house, as well as the address. You can also provide some additional information about the property (number of bedrooms, square footage, etc.), as well as a link to the listing. 

This is also a great opportunity to get people excited to attend — mention special features of the property, or why it would make a great home for a certain type of buyer. 

Open House

5. New Listing

Similar to open house notifications, you can also send out emails about new listings that have just been added to your portfolio. 

Again, include all the relevant details, as well as any additional information or photos that will get people excited about a particular property. 

Real estate agents are only as successful as how quickly they can snag and offload their listings. Email marketing is a powerful tool for doing just that. 

New Listing

6. Case Studies

Case studies are great for demonstrating to potential clients that you have the knowledge and experience necessary to help them buy or sell their homes. 

Share stories about successful transactions you’ve completed in the past, as well as any challenges you encountered and how you overcame them. This is also a great opportunity to talk about what sets your services apart from other real estate agents in your area.

By providing potential clients with this information, you can show them that you are a knowledgeable and reliable agent who will fight for their best interests. You can create case studies in a video or blog post format, depending on what you’re most comfortable with!

This is a postcard example, but you can do the same thing with an email… 

Case Studies

7. Market Updates

Another way to engage with your email list is by sending out market updates periodically to teach people about the current trends in your area.

You can discuss things like average price points, how long homes stay on the market before they sell, or any other news related to local real estate that you think would be interesting to potential homebuyers and sellers. 

This is a great way to keep people informed and help them make better decisions when buying or selling a home. It will also show them that you are on top of the real estate market in your area and understand it well. 

Market Updates

8. Follow-Up With Leads

Finally, you should use email marketing to stay in touch with potential clients you’ve met at open houses or other events. 

Personalized follow-up emails are absolutely critical for turning your existing relationships with leads into actual clients. 

In your emails, simply make sure to thank them for taking the time to talk with you and remind them of any services or discounts you mentioned. You can also ask if they have any questions about the buying/selling process or point out any of the unique features that a particular property may offer. 

One example of this is following up with people who attended an open house.

Follow-Up With Leads

You can thank them for coming and reiterate any special details that you mentioned during the open house, as well as provide additional information about the property. 

By staying in touch with potential clients, you will increase your chances of turning leads into actual clients and generating more business. 

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Some More Email Marketing Tips

Those are some great emails you can send to your list. 

But we’re not quite done yet.

We’ve got to cover some additional tips or “best practices” if you will. These are things to keep in mind if you’re new to email marketing that will help you be successful. 

Be Clear

When creating your emails, make sure the subject line and content are clear and concise. It might be tempting to write emails that are cute and sexy and interesting… but the more you try to do that, the more salesy or inauthentic you might come off. 

You want to be able to quickly get your point across and ensure that readers don’t feel overwhelmed by too much information. 

Make sure you use fonts that are easy to read, as well as images or videos if necessary. People should be able to quickly skim through your emails and understand the main points without having to read every single sentence. 

Lastly, don’t forget to include a call to action at the end of each email! This will remind readers of what you want them to do (such as visiting your website or scheduling a consultation).

Be Clear

Focus on Building the Relationship

A good rule of thumb to remember whenever you’re going to send an email is, the relationship with your subscribers always comes first. 

What you don’t want to do is bombard your email list with sales messages and try to push them into buying something. 

Instead, focus on providing value and building relationships with your subscribers. You want to make sure that they know you’re there for them and will always be available if they have any questions or need help in the future. 

You can do this by sharing helpful content, sending out exclusive offers, and providing tips or advice related to the industry. 

Focus on Building The Relationship

Don’t Be Afraid to Email Often

You also don’t want to go too long without sending emails. People can forget about you quickly and if they don’t hear from you in a while, they may forget that you exist!

Try to send out regular emails, even daily is totally fine.

Does that sound like too much?

You’d be surprised to find how effective this can be in building relationships with your audience. Just make sure that the content of your emails is valuable and engaging, as well as relevant to their interests.

If daily sounds like too much work, try once a week or every other week.

The key is to make sure that you’re consistent and keeping your subscribers informed on the latest real estate news, advice, and updates.

You want to stay top of mind with your list so that they think of you when they’re ready to buy or sell – not your competition!

Tell Stories

No matter the industry, the best salespeople tell compelling stories.

People love hearing stories, and if you can share a story of how you helped someone buy or sell a home, they’ll be more likely to remember you. 

Stories can also help build connections with your readers and make them feel like they know you, even if it’s just through your emails. 

In addition to telling stories, try mixing up the content of your emails. Some people prefer written content, while others may like videos or images. You can also send out polls and surveys to get feedback from your list on what kind of content they would like to see more of. 

By mixing things up, you’ll keep your emails interesting and engaging for your readers. 

Don’t Overthink The Metrics

Don’t get too overwhelmed by all the metrics associated with email marketing. 

At the end of the day, you should focus on providing value to your subscribers and making sure they feel heard and understood. 

Look at basic metrics such as open and click-through rates to make sure that your emails are resonating with your list. 

Also, be sure to pay attention to which types of emails are more successful than others so that you can adjust accordingly and provide the best content possible. 

Create a Schedule

The last thing to remember when it comes to email marketing for real estate agents is to create a schedule and stick to it. 

By planning ahead, you can make sure that your emails are on time and relevant. You should also set aside some time each week or month to plan out content ideas so that you can stay consistent with your messaging. 

By having a plan for what you’re going to send out each week or month, you can make sure that your emails are timely and relevant to your audience. This will help build trust and relationships with your subscribers over time. 

How to Grow Your Email List as a Real Estate Agent

Email marketing is a great way to stay connected with your list and build relationships. However, you first need to have a list of subscribers to market to! 

To grow your email list as a real estate agent, focus on providing value in the form of helpful resources or exclusive offers. You can also use social media and other channels to promote your email list and encourage your followers to sign up. 

Finally, don’t be afraid to incentivize people to sign up with a lead magnet — something like a free ebook or checklist. This can be a great way to increase your email list quickly. People sign up for your email list and they get your free lead magnet in return. 

For example…

How To Grow Your Email List as a Real Estate Agent

Other ideas for growing your list as a real estate agent include…

  • Getting emails at open houses or events
  • Adding a signup form to your website, blog, or Facebook page 
  • Hosting giveaways and offering entries in exchange for email addresses
  • Writing high-value content for your blog and  promoting it via social media 
  • Guest posting on other websites to reach new audiences 
  • Partnering with local businesses to offer exclusive deals exclusively to your list subscribers. 

By leveraging these strategies, you can quickly grow your email list and start marketing to them effectively. 

The Best Email Marketing Software for Real Estate Agents

So… what’s next? 

Obviously, to execute the strategies outlined above, you’re going to need email marketing software to build an email list, create automation, send emails, and so on.

That’s what ClickFunnels is for!

ClickFunnels is one of the best email marketing software for real estate agents because it’s simple and easy to use. It has a drag-and-drop builder that makes creating beautiful emails a breeze, as well as powerful automation tools to help you manage your list efficiently. 

Plus, you can also build a website and sales funnel, manage your leads with a CRM, test your emails, create workflows, and tons more. 

Heck — it gives you everything you need to build an online presence and dive head-first into email marketing. 

You can get a free trial by clicking below!

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