Email Marketing for Realtors: A Complete Guide

The real estate sector is one of the most rewarding industries. However, in the last decade, real estate has evolved into one of the most vigorously competitive industries.

Studies have shown evidence that:

Realtors need to improve their strategies to ensure survival and growth in this highly competitive business. Email marketing is a great way to ensure they remain relevant.

Why do realtors need email marketing?

Why do  realtors need email marketing?


As the world shifts towards a more digitally dependant era, emails continue to serve an important role to keep clients and prospective customers updated.

Studies have shown that:

  • 93% of realtors preferred to communicate via email with their clients.
  • 94% of real estate agents are using emails daily for business.
  • Over 11% of real estate agents had a blog.

(Source: National Association of Realtors)

Here are some of the reasons realtors are turning to email marketing:

  • Automate the routine: Email marketing provides realtors the flexibility to set up triggered emails for various user-specific actions such as planning a house tour, sending email confirmation, registering at your website.
  • Create a meaningful bond with customers: Email marketing helps you segment your audience and send them highly targeted and personalised offers to show that you care about every subscriber.
  • Boost your sales: Studies have shown that more than 93% of customers like to be communicated through email.
  • Exhibit expertise: You can update your subscribers with the latest trends through newsletters and blog posts.
  • Collect a database: Email marketing helps realtors to create a database of their existing and potential customers, their interests, geo location, etc.

Ten essential real estate email marketing strategies

Ten essential real estate email marketing strategies


Let us take a closer look at some commonly used real estate email marketing strategies that have proven to be effective:

1. Segment your audience

Once you create an email database, it is important to segment your audience based on several factors such as their preference, location, budget, family size etc.

For example, if you are segmenting a list for senior citizens, you can provide them with property options near parks and healthcare facilities.

If your subscribers have mentioned their location, you could give them options nearby. This helps to increase the likelihood of conversions.

2. Create a specialised landing page

A landing page is a part of your email marketing strategy. This is where your subscribers visit first and then proceed to subscribe to your email list.

This is a specialised page on your website with targeted information. The page contains information regarding availability, home search, property listing, home valuation tools and other specialised information.

A user is directed to a landing page from different sources such as email or through ads on social media networks such as Twitter, Facebook, Instagram etc.

Some tips to create an effective landing page include:

  • Design your landing page by taking into account the needs of your audience.
  • Thead copy and headline of your landing page should convey the same context.
  • Ad tabs/CTA to subscribe to your newsletters.
  • Provide the promised information to your prospects through emails. 
  • Create a compelling headline to impress your visitors.
  • Make sure to add emotion to your landing page as it helps to improve conversion rates.
  • Use responsive design to appeal to your customers.
  • Make sure to include images that draw attention.

3. Personalise your email

Studies have shown that personalisation is the key to success in marketing through emails.

Another study done by Epsilon has indicated that personalisation can increase the likelihood of purchase by 80%.

The graph below shows the Marketing email open and click rates in the United States by the degree of personalisation.


Source: Statista

Marketers have developed several tools and techniques to personalise messages in accordance with the purchasing decision of their customers.

Webforms are becoming increasingly popular among the realtors. These require the user to fill in with their contact information.

You can use the forms to collect information such as phone numbers, email etc. The collected data will be stored within the CRM and will be in sync with the email marketing software.

4. Automate your email marketing campaign

Automated emails are usually triggered emails based on certain user action.

Say for example; an email is sent whenever a prospect fills out an online form, subscribes to your service or downloads an ebook from your website. That’s the power of automation.

Some other benefits of email automation include:

  • Cost-effective.
  • Increases conversion rates.
  • Flexibility to sync your emails with the customer buying cycle.
  • Saves you time.
  • Evaluate the effectiveness of your campaign.

5. Design targeted emails

While designing emails for your campaign, make sure to design targeted emails that are specific to your marketing goals.

For example, your weekly newsletters should have different content than a property bulletin or an appointment confirmation email.

Your emails have to be optimised based on a specific purpose. The email design, style and structure should be specific for your brand. This is because your email is just one amongst many others (of your competitors) to hit the inbox of your subscribers.

With so many real estate agents out there, your prospects can get confused.

6. Create a compelling subject line

Even if you create an excellent email, there is no guarantee that it will be opened and read by the user.

However, creating a compelling subject line ensures that you maximise your email-open rate.

  • Keep it short and simple.
  • Make people feel special.
  • Use a familiar sender name.
  • Add emojis.
  • Use action-oriented verbs.
  • Use A/B testing.
  • Trigger curiosity among your readers.

7. Use videos in your emails

Although you could incorporate several elements which can improve the conversion rates, including video ads in your email is one of the best ways to create engagement and deliver a message.

For realtors, video emails offer unlimited possibilities to showcase their business. You can include a video to guide your readers on various properties that you have to offer.

Certain studies indicate that emails with a video attached have an open rate of 81% when compared to other emails.

Video emails help to reinforce the trust factor and give an assurance regarding the effectiveness of the services that you have to offer.

Various email marketing tools are available to help you upload the videos and embed them within the email.

8. Add value to your email

In the real estate business, developing a personal relationship with your customer is a vital step in growing your business.

One of the most effective ways to do this is by sending emails that contain valuable information. The information can be provided in the form of blog links, videos, checklist, event invites, eBooks etc.

9. Do social media integration



Closing on a real estate sales takes time. You need to carefully plan every email that you send to your customers.

Your prospective customers won't plan for an immediate purchase after receiving your email. They might thoroughly research other properties before doing so as even a single purchase will cost them thousands of dollars.

Including social media icons within your marketing emails is a great way to continue building impressions with your customers. Expose them to your other marketing platforms and over time, you can build trust with your prospective customers and eventually create a conversion.

Social media also makes it easy for your subscribers to share relevant content with their friends or family.

10.Track and measure the results

As a marketer, you need to constantly monitor the results of your campaign. Some of the metrics that help to improve your email open rates are :

  • Click rate: It shows the rate of engagement of your audience with your content.
  • Open rate: This refers to the percentage of users who are opening your email.
  • Deliverability rate: This shows the ability of the email to successfully reach the inboxes of the recipients.

Final Words

Getting business and then surviving by making a sale in the real estate sector is not an easy job. Marketers have to use the most innovative methods to stay ahead of the competition.

In this article, we have described the applicability and benefits of email marketing in the real estate business.

The great thing about email marketing is the flexibility that this technique offers along with a multitude of possibilities for the owners to showcase their business.

With minimal investment, they can drive business sales worth billions. By employing some of the techniques mentioned in this article and investing in a good email marketing software you can propel your real estate business towards success.

Check out some ready to use templates if you are a realtor looking for a head start on your email marketing campaign.