Real estate email marketing is an outstanding medium that can outperform other forms of digital marketing. The failure ratio of real estate businesses in their 5th and 10th years is 41.3% and 57.8%, which is quite high, isn’t it? And we don’t want you to be a part of these statistics.
You need solid engagement with your clients, which depends on your communication skills. Email marketing for real estate businesses can be a worthwhile investment, as it helps maintain high engagement with your leads. And in this blog, I will explain how this is possible by sharing some of the best real estate email content ideas and strategies.
Table of Contents
- What is Real Estate Email Marketing?
- 15 Real Estate Email Content Ideas
- 3 Real Estate Email Marketing Strategies
- Real Estate Email Content Writing Strategies
- Wrap Up
- FAQ on Real Estate Email Marketing
What is Real Estate Email Marketing?
Real estate email marketing is a communication approach between real estate brokers and agents with their clients. It is digitally connecting with people interested in buying, selling, or investing in homes or other properties through email. Why is real estate email marketing important? The importance of email marketing for real estate is immense. Because it is highly beneficial for:
- Building and nurturing relationships with clients.
- Converting potential buyers into paying clients.
- Promoting current/new listings.
- Showcasing real estate expertise.
- Staying top of mind with the clients.
Now, let’s begin the how-to guide for real estate email marketing. First, we will go over the real estate email marketing content ideas, and then learn the strategies.
15 Real Estate Email Content Ideas
Let’s explore real estate email content ideas, including tips and some real estate email examples. Most of these will be efficient as real estate advertising ideas, too.
1. Welcome email
Send welcome emails to your new clients. Welcome email content is crucial in real estate email marketing, as it sets the first impression for the business. Welcome them warmly and introduce your real estate business with guidelines and essential information. It’s crucial to include welcome email campaigns in your real estate email marketing ideas.
Zillow sent this email right after signing up for their newsletters with the subject line “Welcome to Zillow.” In this real estate welcome email content, they have included essential guidelines for downloading their app, viewing your account, and personalized searching, etc., with appropriate CTA (call-to-action) buttons and titles. Take inspiration from it and make it part of your real estate email content.
Pro tips:
- After sending welcome emails, segment your email list with MailBluster’s segmentation feature and separate potential buyers from current buyers. Then develop ideas for real estate email content tailored to the interests of your segmented lists.
Read:
How To Write Welcome Emails Effectively And Why
Welcome Email Examples That Set a Great First Impression
2. New listing emails
Another effective real estate email content idea is new listing emails. Send out lists of new properties as they become available through new listing emails. This way, your clients will be aware of your available properties, and whoever gets interested in buying will contact you.
Take inspiration from this new listing email from Zillow. Include primary details with each property list and attractive property images in the email. Also, attach suitable CTAs with each listing.
3. Recent Sold Highlights
Sending real estate newsletters for recently sold highlights is another great email content idea. It will help build reliability as your potential buyers gain insight into your sales updates. Show them that you’re the best by demonstrating your real estate company’s exceptional ability to sell desired properties. Include property images and essential details, along with pricing, in your recent sold highlights content. This email content will be helpful to you as your real estate email marketing ideas.
4. Open house invitation
In the real estate business, open houses are very efficient in boosting sales. It attracts a larger audience, a group of potential buyers, than private showings alone. Plus, the buyers find it convenient to explore a property, which helps gauge their interest.
An open house invitation real estate email content is beneficial in bringing lots of potential buyers together. The given image is an open house email example from Green Acres Realty that you can take inspiration from. Include it in the email marketing agenda by sending open house invitation email campaigns to your clients. Write one with all the essential details. Especially highlights the time and location, along with the crucial property details and images, clearly.
5. Informational and educational newsletters
Make informational and educational newsletter content for your real estate business. You can share market trends and data through newsletter emails. For example, share current market trends and local statistics, such as average home pricing ranges.
Zillow sent this real estate newsletter to share insights on value, current trends, and the week’s obsession/special, along with a video clip on a client’s first home-buying experience.
Pro tips:
You can also include:
- Home buying guides: insights regarding the home-buying process.
- Selling guides: insights on the property selling process.
- Mortgage news and advice: share updates and advice related to mortgage rates.
- Interactive polls and surveys: ask clients for their opinions on a particular topic to encourage engagement.
6. Real estate offer email
Real estate offer emails are highly effective in boosting sales. Offer emails are like magnets to gain paying clients. Yes, it works like magic in attracting potential buyers and prompting them to make a purchase. So, provide sales and discounts to your clients.
So, include this in your real estate email content list. Offer discounts for savings and present them in a compelling way. Just like Zillow did in their real estate offer email. Showcasing top deals with essential details and proper CTAs.
7. Real estate “offer-making” email
Another effective approach to sealing a deal is through targeted offer-making emails. Provide special offers to your selective/targeted potential buyers. Let them know that you have come up with offers specially for them.
Take a look at the real estate email template I have crafted for use in offer-making emails. Get inspiration from it or use it as it is.
Dear (name),
We have an exciting offer just for you and would like to share it with you.
[Overview of the offer process]
[CTA to claim the offer]
We’re here to help you every step of the way, so don’t hesitate to contact us if you have any questions or require assistance. Please contact us via email or phone at [contact number].
Don’t miss out on this exciting offer! Let’s locate your dream home together.
Best regards,
[Email signature]:
(Your name)
(Your real estate brokerage/business)
(Your contact information)
8. Client testimonials & success story email
Sharing client testimonials and success stories of buying and selling properties with all your potential clients is crucial in building rapport and credibility in your business. Incorporate email marketing to do so. Gather as many testimonials as you can and turn them into compelling success story email campaigns.
9. Feedback email
From the previous section, you learned that testimonials and success story emails are essential. But how to collect them? You can use email marketing to collect testimonials from your converted clients by sending feedback emails. With politeness and sometimes with a bit of humor, seek their valuable opinion, review, and experience on buying and selling properties. Create engaging videos or illustrate amazing images to present the testimonials compellingly.
10. Referral email
Include referral emails in your real estate email marketing. What to do about it? Send emails to your paying clients, asking them to refer your real estate brokerage/business to their friends, family, or anyone they know who is seeking a new property. Providing referral rewards or other offers can be highly effective in attracting a large number of potential buyers .
11. Behind-the-scene contents
Letting your clients into your daily real estate work life is another interesting way to build rapport. And you can do so with email marketing. Wondering how? Easy, provide your clients with a glimpse into your daily work life. For instance, share the process of selling a home in your real estate email content. Showcase the behind-the-scenes of your real estate business with standard images and videos to create high-quality email content. This encourages the client to proceed and learn about your business process from the ground up.
12. Seasonal tips and advice
You can make email content with seasonal tips and advice for your real estate business. Provide seasonal, timely tips. For example, if the upcoming season is fall, then send a fall email with home maintenance advice and tips for the autumn season. Do it in every season, as home maintenance, along with other seasonal-related stuff, keeps changing with time and seasons. Your clients could really benefit from your real estate seasonal emails, which include home maintenance checklists and suggestions on preparing a home for various seasonal weather conditions.
13. Birthday greetings & wishes
Every client is important, and so are their birthdays. It’s really a sweet and friendly gesture to send birthday greetings and wishes. Add this email content to your real estate email marketing content list and schedule it in your email marketing calendar. Send personalized dynamic emails on your client’s birthday: wishing them and offering special discounts as a token of their birthday gift.
14. ‘Book a call’ email
“Booking-a-call” email contents are effective in boosting engagement and speeding potential sales. Write one to schedule a one-on-one conversation/meeting to assist clients in solving their queries and meeting their needs.
Here’s a real estate email template I have crafted for use in “booking-a-call” email content. You can use it as it is or customize it as you see fit.
Hello, (client’s name)
I’m here to set up a one-on-one call between you and one of our real estate representatives. This will allow us to better understand your needs and how we can assist you in solving them.
Do you have any questions you’d like to ask? Make sure to ask them and get the answers you need.
Schedule a meeting that is convenient for you here:
[Calendar/form link]
I look forward to hearing from you shortly.
Best regards
(Your name)
(Your real estate brokerage/business)
(Your contact information)
15. Follow up email
Recently got a paying client? Use email marketing to increase engagement. Send follow-up emails regarding their purchase details or offering assistance with their new property. Always do a follow-up with your clients. It’s highly essential for any business, and the real estate brokerage/business is no exception.
Take inspiration from the given real estate email example for follow-up. Romeo Team Realty sent this follow-up email to a client who stopped by their open house as a guest. They followed up with thankful greetings and asked them for their feedback on the open house visit as guests. Ensuring that everything was in order and identifying any necessary improvements.
3 Real Estate Email Marketing Strategies
Let’s get three essential real estate email marketing strategies to keep in practice.
Generate leads organically and avoid buying email lists
- Do it manually: collect consent from your leads for your newsletters in person.
- Use lead magnets: offer discounts to newsletter subscribers through your website’s real estate newsletter signup landing page.
Segment your list and personalize your real estate email content
- Segment your email list. Separate potential buyers from paying clients.
- Send personalized and automated emails to your clients.
Why segmentation and personalization are essential in real estate email marketing?
Suppose your potential buyers are in list “X” and paying clients are in list “Y.” If you send the same emails to both, it will inevitably be irrelevant to one of these lists. For example, if you send new listing emails to a paying client who has already bought a home from you, then they will find the email content irrelevant, right? Therefore, segment your list and send personalized emails tailored to your leads’ interests. This way, your organic and solid engagement rate will be ensured.
Pro tips:
- Use super handy segmentation and automation features of MailBluster to segment your real estate email list and create effective, automated, and personalized email campaigns.
Leverage email analytics and reports regularly
- Regularly measure email campaign performance by leveraging email analytics and reports to track, especially:
- Open rates
- Click-through rates
- Engagement rates to refine your strategy
Real Estate Email Content Writing Strategies
Let’s learn some essential strategies for writing real estate email content.
- Write catchy subject lines that are:
- Short to moderate in length
- Straightforward and action-oriented
- Personalized to increase open rates
- Pro tips:
- After writing a compelling email subject line, write a suitable email preheader that briefly elaborates on the context of your email content and goes well with the subject line.
- After writing a compelling email subject line, write a suitable email preheader that briefly elaborates on the context of your email content and goes well with the subject line.
- Include appropriate email CTAs in every email to guide the reader to take the required step or action.
Read to learn about email CTA best practices with examples: - Email CTA: Examples and Best Practices
- Make the email write-up concise while ensuring it covers all essential email parts.
- Craft visually appealing content: include high-quality images and videos.
Learn about adding images in email: - Email Images: Complete Guide to Using Images in Email
- Make your real estate emails mobile-friendly. Ensure emails are mobile-optimized, as a significant portion of people read emails on mobile devices.
Wrap Up
We’re at the end of our discussion, so let’s wrap up now. Email marketing for real estate business plays a vital role in gaining solid engagement with your clients as well as making deals. This blog has explained different real estate email content ideas in detail with essential tips and examples. Use MailBluster as your real estate email marketing tool, an effective email marketing solution, and implement all these learnings to make your real estate email marketing a success.
FAQ on Real Estate Email Marketing
Yes, email marketing is still one of the best platforms of digital marketing. 97% of purchasers look for property using the internet. For that, email marketing for real estate is a great way to boost engagement with both new and past clients. With email marketing, any real estate business can prompt potential clients to convert and collect referrals and testimonials from past clients, which helps build rapport within the real estate business.
A good real estate email should be visually appealing and brief, highlighting vital property facts with clear call-to-action links. It should also entail personalized touches to make the recipient feel appreciated and involved, along with making the email content relevant.
Write your real estate email using a compelling, straightforward subject line and a casual but not overly friendly tone in the email itself. Consider using a semi-formal tone throughout the email. Greet the recipient by their name. Write a brief email, within 180-200 words, that explains your unique value offer and how cooperating with you benefits them. Make it suitable for the email content type.
To maximize the effectiveness of surveys in real estate email marketing, incorporate short surveys to understand your clients’ needs, identify the sources of your leads, and determine the market’s requirements. This insight will enable you to tailor your content and enhance your services. After that, use email campaigns to send these surveys to different segments of your email list to get feedback that you can use to improve your marketing, plan events, and make future emails more relevant.
To improve your email marketing for real estate business, prepare content and materials with unique insights and tailored touches like market updates and new listings for each target segment in your email list. Write compelling, brief, and action-oriented subject lines to boost open rates. Use segmentation, personalize content, and strong CTAs to meet client needs and buyer/customer journey stages. Improve engagement and conversions by utilizing email analytics to measure performance, discover audience preferences, and adapt your plan.
The 7 P’s of real estate marketing are: Product (property), Price (value), Place (distribution or location), Promotion (marketing efforts), People (real estate professionals), Process (service delivery), and Physical-Evidence (tangible elements). By focusing on all of their services and offerings, this framework enables real estate brokers and agents to develop effective marketing strategies, including email marketing.
The expected average ROI (return on investment) for email marketing is $40 for each $1 spent.
Some essential statistics for real estate email marketing are:
Real estate email marketing stands out with a 42% higher open rate compared to other industries.
Real estate email campaigns have a 3.8% higher click-through rate compared to other marketing channels.
Email marketing in real estate converts 40% more than social media.
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