Real estate and email marketing go hand-in-hand if you send the correct emails to customers at the right time.

63% of real estate email campaigns were successful.

Let’s look at how real estate agents may utilize email marketing to convert leads, nurture prospects, and retain previous customers.

1. Welcome with action
   First, the welcome email.

Welcome emails bring cold and warm leads to your services. Your consumer may have signed up through an open house, your website, or via a recommendation.

After initial contact with prospects, send a welcome email. This might be after the first day of house-hunting or a home-selling consultation.

A welcome email will thank readers for subscribing and include two important details:

What emails can we anticipate from you?
Why they should hire you to purchase or sell a house.
Realtor competition is intense, so this is how you position your brand for success.

Design a concise, actionable welcome email.

That means there should be a conspicuous CTA to arrange a phone call or meeting, connect on social media, or ask to be “white-listed” so your emails don’t land up in the spam bin.

Here’s a template you may use with purchasers from a listing service or open house.

Another with email frequency:

2. Create a relevant, entertaining newsletter
   Prospects want to know you’re a local market specialist. Your knowledge is best conveyed in a relevant, useful email newsletter.

Newsletters promote your realty services and keep you in prospects’ thoughts while they make decisions.

Newsletters may keep you in touch with past customers, particularly those who may suggest you.

Your real estate firm may benefit from intriguing, relevant material like newsletter articles and suggestions. Your newsletters should be brief, skimmable, and shareable.

Here’s an example with a movie and visuals for skimming.

Beware of newsletters. Never send a newsletter without your prospect’s approval.

Sending newsletters to fresh leads helps boost conversions. You may educate and amuse with these newsletter items:

Recent/upcoming events
Local businesses or eateries
New houses sold
Housewarmings
Mortgage advice/news
An agent’s newsletter subjects include:

Your email newsletter is a marketing tool, thus it’s appropriate to soft-sell your services via homes bought/sold announcements or open house invitations.

Don’t make it your newsletter’s priority.

3. Help buyers decide
   Send prospective buyers weekly or more regular email blasts with the latest listings.

Even if they signed up for website alerts, follow up to see whether they discovered anything interesting. Here’s a template for keeping in contact with buyers and their demands.

Buying a home is a big decision, so you may need to nurture your leads for a while.

4. Email interested vendors
   Sellers want to know what their house is worth and whether you can sell it.

Email them to remind them to answer both questions.

Your aim is to see your customer in person to address their requirements, thus all emails should provoke a call or meeting.

70% of house sellers interview just one agent before signing a deal, and only 4% do so online. Here’s an effective email:

After an in-home evaluation, provide a CMA to stand out and develop a connection.

How to engage a hesitant seller:

This agent’s email includes a CTA for a free guide that helps customers receive more money for their properties.

5. Prioritizing past customers to generate leads
   Referrals are a realtor’s lifeblood. 40% of buyers and 38% of sellers chose realtors recommended by a neighbor, friend, or family, according to the NAR.

Former consumers require smart marketing. Include bulletins on home and garden ideas or local events instead of real estate news.

Instead of newsletters, send fewer frequent individualized emails.

You might offer holiday pleasantries or contact them on their move anniversary to stay top-of-mind. Personal greetings show they’re valued.

This email invites previous customers to a Christmas celebration.

Wrap Up
We looked at real estate marketing concepts to help you stand out in a congested field.

Providing original, relevant information and keeping in contact with consumers is key to turning leads into customers.

Keeping past customers connected and appreciated is key for real estate success.