Email Marketing

An effective email marketing campaign allows you to stay in contact with your audience on an ongoing basis. A great email marketing campaign offers relevant information that connects with readers. How can real estate agents create effective email marketing campaigns? Here are 5 key elements . . .

Permission-Based Emails

We all get so much spam. Spam is any email that you didn’t sign up for or email from any business that you don’t have a business relationship with. If you order from a store, they can send you marketing emails for a certain amount of time. If you sign up for an email, then it’s something that you want to receive.

These emails have a much higher open rate than emails that the recipient didn’t sign up for. Open rates are important because email providers know who’s emails are being marked as spam (and your email service can boot you from their platform if too many of your messages are marked as spam).

Targeted Emails

Your email campaigns need to resonate with the target audience. And you need to provide the information that the recipient signed up for. Most real estate agents should offer three email campaigns . . .

  1. Local Interest
    This email campaign should include local information. Local information can include updates on the local real estate market, places to go, local restaurants, and other local info. The email should also include some real estate related information, but that shouldn’t be the main focus for every email since your audience is likely only buying or selling a home every 5-10 years. This email is designed to keep you front of mind, build relationships, and drive valuable referral business.
  2. Home Buyer Email Campaign
    The Home Buyer Email Campaign answers the questions that home buyers have. The home buying process can begin months, to years, before someone is really ready to start looking at homes in person. By providing relevant information early in the process you can set yourself up to be the go-to agent when the time comes. Home Buyer email campaign topics include information on narrowing down neighborhoods, figuring out costs and target price range, how to make an offer, what to expect during home inspections, how appraisals work, and what you’ll need to know as a new homeowner.
  3. Seller Email Campaign
    The Seller Email Campaign answers the questions that sellers have including . . .

    1. How to get a home ready to sell
    2. Costs of selling a home
    3. Buying and selling at the same time
    4. How you market a home for sale
    5. Buying and selling at the same time
    6. Home staging tips
    7. How to assess offers
    8. What to expect from home inspections
    9. The best time of year to sell a home
    10. How to determine your home’s value

The buyer and seller email campaigns can be built one time and set up as autoresponders. A potential client just has to join your email list one time then they’ll get a weekly email with more information. This allows you to stay top of mind as the local expert. The best part of the buyer and seller campaigns is that you only have to put them together once then you can adjust them as time goes by.

Great Headlines

Headlines are the single-most important element of your email marketing. A great headline will maximize the number of emails that get opened compared to those that get deleted or marked as spam. Your email service will know the percent of emails that get opened and your subscriber’s email systems know whether to mark messages as spam or an important message. The headline will make or break these numbers. Here are some examples of bad headlines and great headlines . . .

Real Estate Market Report vs. How’s the Real Estate Market in X Town?

Weekly Real Estate Re-Cap vs. This Week’s New Listings in Y Neighborhood

Real Estate Highlights vs. Check Out the Most Expensive Homes in Z Sold this Month

Ideally, your headlines need to grab the reader’s attention and make them click. The way to do this is with relevant and local information. If you’re targeting your local sphere of influence your headline may be something like “The best new lunch spots in X town.” The main message of your email will be about those restaurants, but you’ll also include some real estate information to keep your readers informed and remind them that you’re the expert in local real estate.


Brevity is critical in your email messages. Why? People tend to scan emails for important information rather than take the time for a long read. The best emails will cover 1-3 topics with each topic only getting 2-3 sentences of highlights and a link to learn more on your website.


Subscribers need to hear from you consistently. A buyer or seller email needs to be sent out weekly (these are your autoresponder emails that are ‘set and forget’). Your local interest email can go out weekly, monthly, or quarterly depending on your content schedule, time, and resources. A monthly email is the best place to start.