5 Essential Tips for Effective Real Estate Email Campaigns

Email marketing continues to rise as a vital tool in business. For agents, real estate email campaigns are a critical way to engage with their prospects and clients, keep them updated on a variety of topics, and share valuable insights they need to take a specific action.

Real estate email campaigns can be an effective part of your marketing toolkit, helping to build deeper client connections, build brand awareness, and ultimately drive conversions.

Why Real Estate Email Campaigns Matter

Did you know over half the entire world’s population — more than 4 billion people — actively used email globally in 2022? And, by the end of 2026, it’s expected nearly 5 billion people will use email.

When it comes to real estate, clients want to receive emails from you. NAR’s 2022 Profile of Home Buyers and Sellers found nearly 50% of all buyers placed importance on their agent sending them emails about specific needs.

It’s clear email isn’t going anywhere, reinforcing its role and importance in marketing. But instead of sending one-off emails here or there, you want to aim to be consistent by incorporating real estate email campaigns into your overall marketing strategy.

5 Essential Tips to Ensure Your Email Campaigns Are Effective

As a proactive and attentive agent, it’s important you ensure your real estate email campaigns are up to par and deliver clear, effective, and impactful messaging to your client database.

These are 6 of our top tips to help you build and send more effective real estate email campaigns.

#1. Lead with a Strong Subject Line

The subject line of your email is the first impression your clients get of your message, so craft one that resonates.

Aim to keep it brief; generally speaking, 150 characters or less is a good practice. Avoid spam language, and tailor the subject line to the client or group of clients you’re addressing. You should also always make sure the subject line is an appropriate lead-in to what’s in the body of the email itself — you don’t want the subject line and body to be mismatched.

#2. Make Your Emails Personalized and Relevant

Where possible, make sure to include relevant details and personalization to increase the odds of your emails getting opened and generating a response.

Add your client’s name or other important details in emails, and make sure to reference recent conversations you’ve had, or drop in property details. Better yet, if you’re able to fit this kind of personalization in the subject line, the higher chance your email will get a response.

#3. Know Your Audience

Some messages, like newsletters or event invitations, can be sent to a sizable portion of your client database. For more meaningful use of email campaigns, you want to segment your client list by their unique needs and characteristics, usually with help from your CRM.

For example, you should group first-time homebuyers together, while past clients are in a separate grouping. For clients you know are on the fence about selling, put them into another group, too.

It’s not just a matter of organization, it’s to ensure you’re able to create relevant, targeted emails that address their specific needs directly. By creating targeted, thoughtful content, the odds of them opening, clicking, and engaging with the email skyrocket.

#4. And Also Make Sure They Know Who You Are

It can be easy to get so caught up in crafting and sending the perfect email you forget to include key details about who you are. This is an important detail to add not only to allow your email recipients to contact you back, but to reinforce your brand and who you are.

Make sure to include:

• Your headshot or logo
• Your professional name
• Your specific title
• Your brokerage, team, or group
• Your phone number and email address
• Links to any of your social media platforms and websites
  

Pro Tip: Preload your email signature in your professional email inbox and your email platform to ensure this never gets missed.

#4. Be Clear With Your Call-to-Action

Your call-to-action, also called a CTA for short, is the link or button in your email that tells your recipients what you want them to do.

Your CTAs might drive them to schedule a call with you directly, visit your website, view a market report, and much, much more. Make sure the button or link is clear, concise, and gives them a sneak peek as to what’s going to happen when they click on it.

#5. Be Consistent

Believe it or not, people don’t want to receive one-off emails — they want to hear from you on a regular basis.

Use email as a key part of your outreach and client communications plan. Set up a nurture campaign through your CRM to use email in an intelligent, automated way and ensure clients hear from you consistently.

By sending emails regularly, clients begin to anticipate hearing from you, know they can easily reach you since you’re active via email, and you have more opportunity to reinforce your brand.

If you’re ready to get more time back in your day (perhaps to create awesome, targeted emails) login to your RealEstateAgents.com profile to see how we can help!