Getting Started with Real Estate Email Marketing

Many of our new real estate agents are intimidated by the thought of real estate email marketing. They have a lot of questions and concerns.

  • What do I email about?
  • Where do I get my list of email addresses?
  • How many/how often should I send?
  • Should I promote my listings
  • And many more questions.

So we thought we would put together a list of things to help our agents get their real estate email marketing program going. Below are tips, advice, terms and definitions to help you understand real estate email marketing and get the most out of it.

Real Estate Marketing Emails You Should Send to Real Estate Leads

Introduction: This real estate marketing email assumes that you have already interacted with the prospect in some way (they signed up via your website, you met them somewhere, etc…) and that you are just expanding on the prior interaction with a little more information relevant to them. be careful not to overwhelm the prospect with information but also provide enough for them to want to contact them. Highlight the value of what you can do for them.

Valuable Real Estate Content Email: This is your traditional real estate marketing email. It is usually home oriented, seasonal or market related. It provides the potential real estate seller or buyer with some piece of information that is valuable. This is usually sent in a monthly real estate drip email campaign. The objective with this type of email is to impart valuable knowledge on a regular basis, establishing yourself as the go to real estate resource in the area.

After Transaction Email: On the surface this doesn’t appear to be a real estate marketing email but it is probably one of the more important emails you will send. This email provides the buyer or seller with a chance to provide feedback, testimonial and a referral while showing them that they are still important to you even though there is no money on the table. It also increases the chance of the buyer or seller becoming a repeat customer.

CMA Email: Usually this email is your first opportunity to interact with the prospective seller. The most important thing here is to make sure that you provide the answers they are looking for. Don’t tell them you will call them with the answers, don’t make it hard to understand, be clear, be concise. Then follow up with a call.

Expectations: This isn’t really a “real estate marketing email” so much as it is a relationship building communication. This is your opportunity as real estate agent to let your prospective customer know how you work with and communicate with them. Some important things to include in this real estate email are expected frequency of communication, how to prepare for buying or selling (depending on customer need), any tasks the customer will need to perform, current market conditions and how the closing process works. This will give the real estate buyer or seller a sense that they are informed, which will make them more comfortable and easier to work with.

Market Status: Market status real estate marketing emails provide valuable information to potential buyer or seller but they can sometimes be overwhelming with all of the statistics. We recommend that you provide the data in a tabular form but also provide a concise summary of the relevant points. If you can make a real estate infographic that would be even better.

Just Listed/Sold: Real Estate Email Marketing is all about proper timing and content. If you send too often, you turn off your subscribers and they opt-out, send too few and they forget they opted-in. So how do you handle Just listed and sold emails? They are often of a timely nature and don’t occur on a schedule. Our advice here is to understand your subscribers and follow your gut. If you are closing one or two houses a month then sending an email per listing when the event occurs is probably ok. If you are doing more than that, then you might consider consolidating the listings into one email and sending once a month. You could even segment your lists and just send to potential buyers or sellers. In the end this is where knowing your real estate email marketing list comes into play.

Real Estate Testimonial: This type of real estate email marketing is interesting in that an email that is only comprised of a testimonial seems self aggrandizing. Your best bet is to include a testimonial in each of the emails that you send. Just create a section near the bottom of each real estate marketing email that includes a testimonial from your previous real estate buyers and sellers. That way your are showing potential customers what your previous customers say without being overbearing.

Real Estate Email Marketing Tips

Just Get Started – It doesn’t matter how large your email list is at the moment. Just get started. Many agents want to wait until they have compiled a large list and then get started. The problem with this strategy is that compiling the list becomes a daunting task that gets pushed to the bottom of the list and never gets done. Which means that your email marketing program never gets started. We recommend that you start with the 10 or 20 email addresses that you have. This will motivate you to get more because your program is now running and needs more which makes it a priority.

Grow your list – A sure fire way to get a good list of email addresses is to pick up the phone, call your past clients and tell them that you are starting a newsletter program and want to know if you can add them to your list. This also gives you a chance to reconnect directly with past clients and ask if they know of anyone looking to buy or sell.

Send a regular real estate newsletter – The whole point and pur