Using real estate email marketing to bring in leads

Up close & personal

You might think the real estate market is built on houses and property. But, it’s actually built on relationships. That’s why real estate email marketing is so important.

For a real estate agent to build a thriving business, you must foster relationships with new clients and stay in contact with past clients. You must keep your name in front of potential buyers and sellers because when a client has a realty need, they will call the first real estate agent they think of.

Regular emails help keep you at the top of your client’s mind.


They allow you to keep in close contact with your client list, develop lasting relationships — even make new connections with casual browsers who later turn into lifelong customers. So if you want to develop your real estate business and industry notoriety, real estate email marketing is the way to go.

But before we share our time-tested email tips, let’s touch briefly on why email is worth your time and effort.

Best practices for real estate email marketing

Many agents think of email as an agency newsletter that covers various topics of interest to potential buyers and sellers in their area. Yes, it takes time. But email continues to be one of the most cost-effective means of promotion around — far more affordable than pay-per-click or traditional advertising.

As you start your real estate email newsletter, keep these best practices in mind.

7 ways to kill it with email marketing

Want more qualified real estate leads? Email marketing is a fantastic solution. For every $1 you spend, you get $38 back on your investment. Here’s how the pros do it.

  1. Start out right.

  2. Plan for growth.

  3. Divide and conquer.

  4. Write targeted emails.

  5. Include trigger links.

  6. Craft your Subject lines.

  7. Tell them what to do.

With these real estate email marketing tips, you’ll be able to start lasting relationships with potential clients. Let’s break these steps down.

1. Start out right

The first step in using real estate email marketing to bring in leads is to get a professional email address and choose the right email marketing software. Why? Think about it: A professional email address like is far more professional than And email programs like MailChimp and GoDaddy Email Marketing have time-saving tools you simply won’t have if you manually send emails from a general account.

Real Estate Email Marketing Bike
Still using that Gmail address? It’s time to go pro. Photo: Alisa Anton on Unsplash

Email marketing software enables you to:

  • Send emails to a large group of contacts at once
  • Collect email addresses via online signup forms
  • Divide your email list into groups based on individuals’ actions and tags
  • View reports on email performance, using them to improve your response rate
  • Test email subject lines to see which get the most clicks and opens
  • Automatically include a link to unsubscribe (which keeps you from breaking U.S. SPAM laws)

Editor’s note: GoDaddy Email Marketing is a great way to create simple yet beautiful newsletters in no time at all. Try it today.

2. Plan for growth

Once you have a tool that can collect and manage your email list, it’s time to think about growing it. You must develop a strategy for getting people to sign up for your list. Some ways to promote your list include:

  • Adding past clients to your list (ask for their permission first)
  • Adding an email sign-up form to your website
  • Offering incentives for joining your list (like getting a free seller’s checklist or an invitation to an exclusive showing)
  • Hosting a webinar or event that requires registration

Even if a client ends up finding their forever home, you never know what could come from maintaining a business relationship with them. They could just as easily spread the word of your realtor prowess to their friends and family.

3. Divide and conquer

As you add contacts to your list as part of your real estate email marketing plan, add tags according to the type of client they are. Think about this in advance and create your list of tags based on what you know about buyers and sellers.

For example, you might add tags such as:

  • Prospect or past client
  • Buyer, seller or renter
  • Residential, office, retail or industrial need
  • First-time or experienced client

Also, segment your list based on each client’s locations of interest (if known). If you cover a large city or region, categorize your audience based on what areas are important to them. To help gather this information, include questions on your signup form that prompts people to choose their areas of interest.

4. Write targeted emails

Once your master list is segmented into smaller lists of clients with similar interests, you can then build an email marketing plan for each sub-list. The idea is to send different emails to each group based on their needs and wants. Only send content to people on your list if it matches qualifiers, such as their client type (residential, commercial) or area of interest (moving up, downsizing).

Real Estate Email Marketing House
GoDaddy Email Marketing allows you to tailor your message based on what you know about each prospect. Photo: Scott Webb on Unsplash

As you come up with ideas for topics, remember that it isn’t all about pushing the sale. You should use your email outreach as a way to nurture your leads and build relationships over time. Share what you know and your patience will pay off.

Every single thing you send should serve your audience or solve their problems.


Offer them valuable, useful information that will make them happy to hear from you. And remember to create different content for different audiences. Some ideas for topics might include:  

  • A Tuesday-morning rundown of new listings in their area of interest
  • Upcoming events happening in their location of interest
  • Answering FAQ about the local real estate industry
  • Sharing data about local market changes and trends
  • Local home improvement and interior decorating resources

It’s also a good idea to check out some of your competitors’ blogs for topic ideas. What are they doing right? What are they doing wrong? What could you do better? Position yourself as a thought leader to generate trust.

5. Include trigger links

Your email marketing system should also invite recipients take each contact a step further. Any time you include a link in an email that can tell you something about your audience, set up tags that tell you who clicks on the link.

For example, if you include a link to a specific property in an email, set up a trigger link that tags any user who clicks on it and automatically sends them more content related to that property or area. The more you can automate your emails, the better. It’s almost like having an office assistant.

6. Craft your Subject lines

The subject line is typically a short, one-sentence line of copy, so it’s easy to overlook this key piece of content or write it quickly as an afterthought. But subject lines are actually very important — they’re what get readers to open emails.

Think about it. What do you do when you see a dumb or irrelevant subject line in your inbox? That’s right — delete.


So spend time writing subject lines that will improve the odds of your email being opened and read. Need tips on writing traffic-stopping subject lines? Check out this great post.

7. Tell them what to do

Real Estate Email Marketing Skyscraper
Every real estate empire was built one relationship at a time. Photo: Farrel Nobel on Unsplash

To turn your newsletter into a true real estate email marketing machine, always end each email with a call-to-action. While you might be providing light-hearted or non-salesy content, the goal of is still to get your audience to take action. So at the end of each email, invite readers to take an action such as:

An important thing to remember about real estate email marketing is that it is a two-sided conversation. So if someone replies, you should always respond. While you might be the one reaching out and starting the interaction, the correspondence is still a two-way street. So, don’t use a do-not-reply email address when you send your newsletters, and always respond personally when someone on your list reaches out to you directly.

Email: Your secret weapon

You already know that the secret to success in real estate is a steady supply of leads. By following these real estate email marketing tips, you can enlarge your pool of valuable leads and nurture both new and existing relationships for the long-term benefit of your real estate business.

Want more real estate marketing tips? Check out our blog section dedicated exclusively to marketing-savvy real estate agents.

Image by: Visualhunt