June 26, 2022 Lorena Cooke

Email Marketing for Real Estate: The Ultimate Guide (2022)

It’s no secret that real estate agents must be good at marketing to succeed in real estate. But what many agents don’t realize is that email marketing can be a powerful tool, especially when it comes to targeting potential buyers and sellers. Another way a real estate agent can use email marketing is to reach out to past clients.

Lack of follow-up is often one of the main reasons buyers and sellers don’t contact the real estate agents they’ve worked with in the past. By simply sending an email consistently, past clients are more apt to continue to use your services. Nowadays, with the right email marketing software or email marketing platform, real estate agents can conduct follow-ups in a snap!

Real estate agents may increase their clientele by maintaining a database of potential consumers and sending out regular emails with helpful information. Email marketing for real estate doesn’t have to be complicated, or expensive-here are some tips for getting started!

What is Real Estate Email Marketing?

Email marketing has been around since the early days of the internet, and it’s become one of the most effective ways to reach out to potential customers. Businesses of all sizes, including real estate businesses, utilize email to promote their products and services, and it’s a great way to stay in touch with current customers.

Email marketing can be a powerful tool for real estate agents to attract new business. By building a database of real estate buyers and sellers and regularly sending out informative and interesting emails, agents can stay top-of-mind and attract more business.

Why Email Marketing for Real Estate is Perfect for Agents

For several reasons, email marketing is an excellent strategy. First, it’s an effective way for real estate agents to stay in touch with potential buyer leads and seller leads. Maintaining a database of contacts and sending out regular emails or drip campaigns with catchy subject lines can help agents stay at the forefront of people’s minds and attract more business. Email marketing is also relatively inexpensive and can be easily customized to fit an agent’s needs.

Email marketing for real estate agents is crucial. Make sure you have a sound email marketing strategy!

Important Tips to Remember

As a real estate agent, there are a few things to remember when creating an email marketing campaign for real estate purposes.

  1. Segmenting your contact list to send relevant information to the right people is essential. For example, you wouldn’t want to send welcome emails to past customers or open house announcements to customers who just bought a home!
  2. Make sure your emails are well-written and informative without being too sales-y. Adding value is critical.
  3. Don’t forget to include a call-to-action, so recipients know what to do next. If the intent is to make the reader go to your website landing pages, add a button to take them there.

By following these tips, real estate agents can create effective email marketing campaigns that will help them get more business. Email marketing is a tool that you should not overlook!

How Real Estate Agents Can Create a Database of Potential Customers

One of the most important things you can do for your real estate email marketing campaign is to build a database of potential customers. You can accomplish this in several ways, but one of the most effective methods is to collect email addresses at your open houses.

Collect Emails at Open Houses

When someone walks through the door, have them fill out a form with their name and email address. You can also add fields for other information like phone number and address, but email should be the primary focus.

You can also ask visitors to your open house to sign up for your email list via a tablet or laptop that you have set up at the entrance. This is an easy way to collect email addresses without being too intrusive.

Create Opt-In Forms on Your Website or Landing Page

If you don’t have any open houses coming up, you can also collect emails at your office or through your website or a specific landing page. Make sure you have a prominently displayed form or pop-up that allows visitors to sign up for your mailing list. Landing pages allow you to focus on a specific audience segment, like buyer leads.

Social Media Marketing

If your real estate business Facebook page is active, you can add a tab that allows sign-up forms to be placed and collect subscribers for potential clients.

Once you have a database of potential customers, you can start sending out regular emails. These can be anything from updates on the local real estate market to tips on buying or selling a home. Check out the next section below for topics and ideas!

With a little effort, email marketing can be an easy and effective way to grow your business.

16 Real Estate Email Marketing Topics and Ideas

16 Real Estate Email Marketing Topics and Ideas

So you’ve decided to draft your first email to clients. You’re sitting at your desk, sipping your cup of coffee, and staring at your blank screen. What do you write about? Don’t fret. Here’s a list of great real estate and non-real estate topics to get you started.

  1. Welcome email to new clients (use email marketing software to automate this task)
  2. Follow-up emails to potential clients
  3. Thank your past clients for their business
  4. Share market updates and news
  5. Feature a property that you’re proud of or new listings
  6. Showcase a satisfied client’s home sale or purchase
  7. Give advice on home staging or preparing your home for sale
  8. Share tips for remodeling or improving your home’s value
  9. Offer advice for first-time homebuyers or sellers
  10. Introduce new members of your team or updates on your real estate business
  11. Share upcoming events or open houses that you’re hosting or other real estate agents are hosting
  12. Congratulate clients on their new home purchase or sale
  13. Refer a great local service provider (e.g., home inspector, real estate lawyer, air conditioning company, etc.)
  14. Celebrate your company’s anniversary or a milestone achievement
  15. Provide an update on the real estate market or local economy
  16. Offer a holiday greeting or wish your clients a happy new year (use email marketing software to automate this task)

Real Estate Subject Line Ideas

Do you have trouble coming up with a snappy subject line? Here are five ideas to get you started.

  1. “Welcome to my new email list!”
  2. “Thank you for being a part of my community!”
  3. “Here’s some news you can use!”
  4. “I’m excited to share this property with you!”
  5. ” Season’s greetings from me and my team!”

As referenced above, you will be able to automate many repetitive topics such as holiday greetings or a welcome email. Subscribe to the right real estate email marketing software and set up email marketing campaigns for different segments of your contact list like buyer leads, new listings, seller leads, and more.

Want even more real estate email marketing ideas and topics? Subscribe to our newsletter to get up-to-date real estate marketing tips and tricks to implement in your own business!

5 Tips for Creating Effective Real Estate Email Campaigns

A strategic and well-written email campaign is one of the most effective ways real estate agents can reach out to potential and past clients. However, email campaigns can be tricky to get right.

Here are five tips for creating an email campaign that will grab attention and generate leads: 

Keep it personal.

Add a personal touch by including the recipient’s name in the subject line or body of the email. A personalized email will grab their attention and make them feel like you are speaking directly to them.

Don’t be sales-y.

Your email should provide value and not just be a sales pitch. Include helpful information such as real estate market updates, tips for buying or selling a home, or even an attractive real estate industry article. The bottom line is to include valuable information to help the recipient decide their real estate needs. 

Make it visually appealing.

Use images and videos to make your email more visually appealing. Imagery and video will help capture attention and keep recipients engaged. But keep the content brief. A well-crafted email should be short and sweet – no one wants to read a novel in their inbox! 

Include a call-to-action.

Make it easy for recipients to take action by including a clear call-to-action, such as “Schedule a consultation” or “Download my buyer’s guide.” Include a clear call-to-action, so recipients know what you want them to do next. 

Track results.

Use tools to track opens and clicks to see what’s working and what’s not. Measuring results will help you adjust your strategy and create more effective email campaigns in the future. Try different types of email content and subject lines to see what gets the best results. Then, analyze your open and click-through rates to fine-tune your strategy.

Bonus tip: Be consistent.

Send emails on a regular basis so that you stay top of mind. But be careful not to overdo it – you don’t want to become a nuisance! A good rule of thumb is to send one email per week.

By following these tips, you can create an email campaign that will help you generate leads and grow your business. 

How to Measure the Success of Your Email Marketing

How to measure your success with your email marketing campaigns.

Measuring the success of your email marketing can seem like a daunting task, but it’s essential to take the time to do it right. After all, email marketing is one of the most effective ways to reach and engage your audience. It can also help streamline your real estate business by providing a high ROI on your efforts.

Step 1: Set Goals

The first step is to set some goals. What are you hoping to achieve with email marketing? Once you have a good idea of your goals, you can start to measure your success.

Step 2: Measure Your Success

One way to do this is to track your email marketing statistics. Determining good metrics will give you a good idea of how many people are reading your emails and taking action on them. For example, tracking the opens for a welcome email can allow you to measure effectiveness and engagement.

Important Email KPIs to Keep in Mind

When it comes to email marketing for real estate, you should keep several key performance indicators (KPIs) in mind. By tracking these KPIs, you’ll be able to measure the success of your email marketing campaigns and see where you can make improvements. Here are five KPIs to track:

Open rate

This measures how many people open your email. The higher the open rate, the more successful your email will likely be. As mentioned above, the open rate on a welcome email can be a good indicator of engagement.


Click through rates measure how many people click on a link in your email. The higher the click through rate, the more successful your email will likely be.

Conversion rate

The conversion rate measures how many people take action after clicking on a link in your email. The higher the conversion rate, the more successful your email is likely to be.

Bounce rate

The bounce rate measures how many emails are sent but never reach the recipient’s inbox. A high bounce rate indicates that your list might not be very targeted or that your content isn’t resonating with your audience.

Unsubscribe rate

The Unsubscribe rate measures how many people unsubscribe from your mailing list. A high unsubscribe rate means that people aren’t interested in what you’re sending

Another way to measure success is to look at how many leads or sales you generate from your email campaigns. If you do not see a good return on investment, it might be time to reevaluate your email marketing strategy.

Industry Metric Averages

The average open rate for email marketing is around 21%. However, this can vary greatly depending on your industry. The average click-through rate is around 3%. Again, this varies depending on your industry. The average conversion rate is about 1.5%. This means that for every 100 people who open your email, 1.5 people will click on a link and take action. The average bounce rate is about 9%. For every 100 emails you send, nine emails will never reach the recipient’s inbox. And finally, the average unsubscribe rate is about 1%.

By measuring your email marketing campaigns, you can ensure that you’re using this powerful tool effectively and achieving your desired results.

Effective Email Marketing Platforms

What email marketing software should you choose?

Now that you know how to build a good email list, what kind of emails to send, and how to track your results, it’s time to choose a good email marketing platform. Several practical email marketing tools can help you reach and engage your audience. Using these tools ensures that your email campaigns are successful (and don’t land in a spam folder). Let’s take a look at some of the most popular email marketing tools and how they can help you achieve your goals.


MailChimp is a popular email marketing tool that’s free for up to 2,000 subscribers. It’s easy to use and allows you to create custom email templates. With MailChimp, you can also segment your list by interests, which makes it easy to send targeted emails.

Constant Contact

Constant Contact is another popular free email marketing tool for up to 60,000 contacts. It offers a wide range of templates and allows you to track the success of your campaigns. Constant Contact also provides several integrations, making it easy to use with other marketing tools.


AWeber is a more expensive option, but it offers many features and allows you to track the success of your campaigns in detail. It also has several integrations, making connecting with other marketing solutions simple.

West Gray CRM

As part of your CRM subscription, West Gray offers an easy-to-use email builder that allows you to create beautiful emails in a snap. You can then send emails to all your contacts and follow up on replies or even set up an automatic action when someone clicks on a specific link in your email.

There are several factors to consider when choosing real estate email marketing software. The most important thing is to choose a tool that is right for your needs. Consider the size of your mailing list, the type of content you want to send, and your budget for email marketing. Once you’ve considered these factors, you’ll be able to choose the right tool for your needs.

Resources for Learning More About Email Marketing

If you’re looking for more information on email marketing, here are some resources to get you started:

  1. The Email Marketing Academy offers a variety of online courses on email marketing, from beginner to advanced levels.
  2. The Email Marketing Institute provides an online course on Email Marketing 101, covering everything from creating an email campaign to measuring its success.
  3. The Direct Marketing Association offers a variety of online classes on direct mail and email marketing.
  4. The American Marketing Association provides an online course on Email Marketing Basics.
  5. Finally, HubSpot offers a free email marketing certification program that covers everything from planning and executing an email marketing strategy to using advanced features like segmentation and automation.

Let’s Recap Email Marketing for Real Estate

Email marketing can be a powerful tool for real estate agents. By setting goals, measuring success, and learning more about best practices, you can ensure that your email marketing efforts are paying off. With a little effort, you can see a significant return on investment from this cost-effective form of marketing.

Book a free demo if you want to learn how the West Gray CRM’s email builder can fit into your real estate marketing strategy! We will go over your current marketing efforts and discover how our marketing solutions can fit your needs and budget.

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Lorena Cooke

Lorena has over 15 years of extensive and diverse marketing experience. She has worked in the real estate and construction sector for marketing and operations and knows how challenging it can be to bring in qualified leads for hardworking contractors and real estate professionals. She aims to help companies and firms hyper-focus their marketing strategies and grow their businesses.

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