Real Estate Email Marketing: Best Practices for 2024

If you're in the real estate game, you'd be remiss not to tap into one of the most potent marketing tools available: email marketing.

Email provides a direct line to your audience, delivering info they crave, need, or find valuable.

In this blog, we'll delve into crafting a stellar email marketing campaign from scratch. These strategies are the secret sauce of the top 5% of realtors, yielding impressive results.

Are your real estate emails falling flat? It's time for a refresher on the fundamentals.

So, what exactly is real estate email marketing?

Amidst a plethora of marketing options — from social media blitzes to traditional postcards — email stands out. Its return on investment (ROI) is staggering, a whopping 4200%, meaning $42 back for every dollar spent.

No wonder, in a survey by TheClose, over 66% of realtors aimed to up their email game and customer relationship management (CRM) in 2021.

What's on the horizon for real estate agents in 2021? According to TheClose's survey:

While social media remains popular, email marketing wins on efficiency. Smartly crafted, personalized drip campaigns can effortlessly nurture leads into clients.

Realtors are exploring innovative avenues like hyper-local videos and targeted ads on social media. Pairing these with advanced email marketing techniques like list segmentation yields double the benefits.

At its core, real estate email marketing is about fostering communication with leads and past clients, ultimately driving sales. For insights on mastering email marketing for realtors in 2023 — from building brand authority to attracting more business — read on.

But first, let's decode some email marketing jargon:

• Open Rate: The proportion of recipients who opened your email. Boost this with catchy subject lines, strong branding, and strategic timing. The average open rate hovers around 22.02%.
• Click-Through Rate: The percentage of recipients who clicked a link in your email. Incorporating videos and social sharing buttons can hike this up according to GetResponse Study. On average, it's about 2.13%.
• Spam Rate: The fraction of recipients flagging your email as spam. Ideally, keep this below 0.03%.
• Conversion Rate: The number of recipients who took action due to your email. This measures the shift from leads to prospects or opportunities.
• Email Nurture Campaign: A series of emails aimed at building trust and guiding leads forward.
• Click-to-Open Rate: Reflects actual engagement by measuring the percentage of openers who also clicked a link or CTA.
• Double Opt-In: Requires subscribers to confirm their subscription via email.
• Bounce Rate: The percentage of emails that couldn't be delivered.
• Email Deliverability: Measures the likelihood of your emails landing in the recipient's inbox.
• Unsubscribe Rate: The proportion of recipients who unsubscribe after receiving your email. Aim to keep this under 0.5%.

For deeper insights into measuring email campaign effectiveness, dive into our guide on email marketing metrics.

How to do Real Estate Email Marketing?

Know Your Niche and Audience

With nearly 2 million real estate agents in the US, standing out is key. Leverage your unique experiences to carve your niche. Identify your audience, highlight your unique selling points, and define your area of expertise. Tailor your content to resonate with them, establishing authority while addressing their needs. 🏡

Craft a Customer Journey Map 

Put yourself in your prospect's shoes. What do they want to hear from you? Dive into your customers' journeys through interviews. Ask questions like how they discovered you and what content attracted them. Understanding your ideal buyer's needs guides your content creation. For instance, a first-time homebuyer might crave info on mortgage types and assistance programs. 📈

Map Out Drip Campaigns for Each Journey

Generic emails won't cut it. Drip campaigns tailored to specific segments see a whopping 119% increase in click-through rates. Merge relevance with automation for stellar conversions. Drip campaigns are like a series of emails on autopilot, targeting specific customer segments. Say goodbye to manual emailing madness! 🚀

Want to dive deeper? Learn how to set up automated drip email sequences with GetResponse Marketing Automation. Your real estate email game is about to level up!

Read more related content:

1. Email marketing tips for small business

2. 6 highly effective landing pages that’ll get you real estate leads

3. Mailchimp Vs GetResponse: full Comprison

What type of emails do you send to real estate clients?

Wondering what kinds of emails to send to your real estate clients? Here's a breakdown to help you stay connected and build relationships:

1. Client Testimonial Requests: If you've provided excellent service, ask past clients for testimonials. Their positive feedback can boost your credibility.

2. Referral Requests: Encourage previous clients to refer friends and family who may need your services. Personal recommendations carry weight!

3. Social Media Contest Invitations: Engage clients with fun contests on social media. Consider teaming up with local businesses to amp up the excitement.

4. Local Events Newsletters: Keep clients in the loop about interesting events and news in your area. It shows you're plugged into the community.

5. New Listings Updates: Share exciting new listings with past clients. You never know, they might have someone in mind who's looking for a new home.

6. Event Announcements: Hosting an event or presentation? Invite past clients to join in. It's a great way to reconnect and network.

7. Company Updates: Share company news that highlights your brand's growth and achievements. Keep the focus on how it benefits them.

8. Holiday, Anniversary, and Birthday Emails: Show you care by sending well wishes on special occasions like birthdays and anniversaries. It's a thoughtful touch that strengthens your bond.

Keep your clients engaged and connected with these email ideas. Need some inspiration? Check out these holiday email campaigns to get your creative juices flowing!

Check out these holiday email campaigns for inspiration.

What types of emails should you send to your real estate leads?

Wondering how to keep your real estate leads engaged through emails? Here's the lowdown:

1. Welcome Emails: Start strong with a warm welcome. These emails boast an impressive open rate of 86% and a click-through rate of 24.69%. Consider crafting a series to kick off your relationship on the right foot.

   

2. Educational/Nurture Series: Guide your leads through the journey with valuable insights. Offer resources like ebooks, market advice, and home maintenance tips to keep them engaged and informed.

3. Social Media Contest Invitations: Stir up excitement and interaction by inviting leads to join in on social media contests. Partnering with local businesses can amplify the buzz.

4. Local Events Newsletters: Keep your leads connected to the community by sharing updates on local events and happenings. It showcases your expertise and fosters a sense of belonging.

5. New Listings Updates: Keep your leads in the loop about exciting new listings. They're eager to see what you have to offer.

6. Open House and Event Announcements: Don't forget to invite your leads to upcoming open houses and events. It's a great way to keep them engaged and informed about what's happening in the market.

7. Client Testimonials and Reviews: Share success stories and glowing reviews to build trust and credibility. It might just be the nudge some leads need to take the next step.

8. Holiday Greetings: Show your leads some love during the holidays. It's a perfect opportunity to stay top of mind without being intrusive.

Remember, you can mix and match these email types to create engaging campaigns. And if you're looking to streamline the process, consider using tools like GetResponse to set up automated drip campaigns. Keeping your leads engaged has never been easier!

Should I use a template or write each email from scratch?

Using email templates can save you a lot of time and effort, making them a smart choice for many situations. Writing each email from scratch is usually inefficient. However, you shouldn't rely solely on templates. For example, clients awaiting updates on a home sale care more about the information than the email's design.

There are many effective email templates available online, both text-based and visually designed. These can serve as a great starting point. Check out this swipe file for some welcome email ideas.

Platforms like GetResponse offer a variety of top-notch real estate email marketing templates. Customize these templates to match your brand voice, service type, and colors for the best results. If needed, you can also hire experts to assist with email design and copywriting.

Examples of newsletter templates available in GetResponse Email Creator.

Why Aren't People Reading or Engaging with My Real Estate Emails?

If you're noticing low engagement with your real estate emails, you're not alone. The average click-through rate for real estate emails is 2.42%, with an open rate of 28.37%, an unsubscribe rate of 0.16%, and a spam rate of 0.06%. Even expert email marketers often struggle with low click-through rates.

So why is the click-through rate so important? It's a key measure of email engagement. According to a survey by Ascend2, 73% of marketers use click-through rates to gauge the success of their email campaigns. Here are some common reasons your real estate emails might be underperforming:

1. Your Emails Aren't Optimized for Mobile: Over 60% of emails are opened on mobile devices. Emails optimized for mobile see a 15% higher click-through rate compared to those that aren't.

2. Too Many CTAs (Call to Actions): Bombarding recipients with multiple CTAs can overwhelm them. The paradox of choice suggests that too many options lead to inaction. Instead, use a single, strategically placed CTA to guide your readers.

3. Lack of an Email Preheader: The preheader is the summary text that follows your subject line. It's especially important on mobile devices. Including a preheader can boost your open rate by up to 3% and your click-through rate by at least 1%.

4. Boring Subject Lines: Your subject line is crucial for grabbing attention. Personalized subject lines can significantly improve open and click-through rates. In fact, personalization can boost click-through rates by as much as 139%.

5. Not Using High-Quality, Relevant Images: Emails with at least one image have nearly 6% higher open rates compared to text-only emails. Make sure your images are relevant and high quality to capture and maintain interest.

By addressing these common issues, you can improve engagement with your real estate emails and see better results from your campaigns.

4. Choose Templates that Align with Your Brand

When it comes to marketing emails, a clean and cohesive design can significantly boost your click-through rates. Your brand should be recognizable across all touchpoints, including email. Consistency in design elements like color and images reinforces your brand identity and builds trust with your audience.

Why Color Matters?

Color psychology plays a crucial role in marketing. According to the study "Impact of Color on Marketing," up to 90% of snap judgments about products are based on color alone. For instance, if your landing page uses a beige-yellow theme but your emails lack this color, it can create an inconsistency that might confuse prospects.

Best Practices for Email Design:

1. Create an Interesting Color Scheme: Use complementary colors to make your emails visually appealing. Tools like Coolers and Canva’s color palette generator can help you define your color scheme.

2. Choose Font Pairings that Work Well Together: Select fonts that complement each other, using one for headlines and another for body text. For inspiration, check out these 36 perfect font pairings.

3. Keep Templates Simple but Aesthetically Pleasing: If you use header images, limit it to one attractive image per email to avoid overwhelming your audience.

4. Find Inspiration: Look for email design ideas on sites like Reallygoodemails, EmailLove, Dribble, and GetResponse.

Here is our review of GetResponse

Customization is Key: Platforms like GetResponse offer an email customizer that allows you to create templates aligned with your brand. 

By following these tips, you can design visually appealing emails that align with your brand and enhance your marketing efforts.

5. Connect Your CRM

Seamlessly syncing contacts between your real estate email marketing software and CRM (Customer Relationship Management) system is essential for streamlining your workflow and maximizing efficiency.

If you're using GetResponse, you're in luck! They offer pre-built integrations with leading CRMs like Zoho, SugarCRM, Zendesk, and Helpscout customer service tool.

But what if you need to integrate a tool like Hubspot that doesn't have a direct in-app integration? Don't worry, you can still make it happen with third-party integration software such as Zapier or Piesync.

Here's how:

1. Create a Zapier Account: Get started by setting up an account on Zapier.
2. Navigate to Integrations: Head to the integrations section within Zapier.
3. Connect GetResponse and Hubspot: Choose GetResponse as the trigger app (e.g., when sending a lead from GetResponse to Hubspot).
4. Choose Actions in Hubspot: Define the actions you want to take in Hubspot.
5. Copy and Paste API Key: Link both apps by copying and pasting an API key from GetResponse.

By following these steps, you can seamlessly integrate your email marketing software with your CRM system, ensuring smooth data flow and enhanced productivity.

How to Run an Email Campaign to Facebook Leads

Ensuring the success of your email marketing campaign requires continually updating your list with new leads. Facebook advertising provides an excellent opportunity for this.

With GetResponse, you can effortlessly connect your Facebook page or account directly. This integration enables you to update your list with Facebook leads in real-time and even send newsletters directly to your timeline. 

Additionally, you can run Facebook ads directly from the GetResponse platform.

For a step-by-step guide on how to leverage this feature, check out the video below:

6. Segment Your Audience Based on Customer Journey or Archetypes

Sending irrelevant emails is a surefire way to lose subscribers. To keep your audience engaged, segment your email list based on their stage in the buying cycle or specific characteristics. Whether it's first-time buyers, sellers, or investors, tailor your content to their needs and preferences.

Consider segmenting based on:

• Buying Cycle Stage: First-time buyers shouldn't receive tips on home staging. Segment your list to deliver relevant information at the right time.
• Location, Action, or Demographics: Customize your emails based on where subscribers are located, their past actions, or demographic details.

People crave personalized, targeted content. When your emails miss the mark, subscribers are more likely to disengage. In fact, segmentation can significantly boost your campaign's success. According to Hubspot, marketers who used segmented campaigns saw up to a 760% increase in revenue in 2020.

Best Time to Send Emails to Potential Customers

Timing matters when it comes to email engagement. GetResponse's research reveals that Monday and Tuesday are the optimal days for sending emails, with the highest click-through rates. Avoid Sundays, which tend to yield lower engagement. Additionally, peak click-through rates occur between 6 am and 11 am, with spikes at 6 am and 3 pm. Learn more what is the best time to send email.

How Often Should You Send Emails?

Maintaining a balance between staying top-of-mind and avoiding high unsubscribe rates is crucial. Sending too many emails can overwhelm subscribers and lead to disengagement. Research suggests that sending one campaign per week strikes the right balance, resulting in the highest average open and click-through rates. In fact, nearly half of GetResponse's customers adopt this approach to email frequency.

7. Start Building a Targeted List

Why build a list when you can just buy one? Buying lists often means dealing with unqualified leads, bad data that can hurt your email deliverability, and fierce competition from other real estate agents. Instead, experts recommend building your own email list because it's a piece of marketing real estate that you own.

Creative Ways to Build a Targeted List:

1. Add a Link in Your Email Signature: Include a link to your landing page in your email signature to encourage sign-ups.
2. Collect Emails at Open Houses: Pass around a sign-up form at your open houses to gather email addresses.
3. Run Custom Facebook Ads: Use Facebook's look-alike audience feature to run ads targeted at people similar to your existing subscribers, driving traffic to your landing page.
4. Use Pop-Up Forms on Your Website: Implement a pop-up form that appears before visitors leave your site, encouraging them to sign up.
5. Create Facebook Page Announcements: Post announcements on your Facebook page to drive sign-ups.

For each of these methods to be effective, you need to offer significant value to entice people to join your list. Follow this guide to learn how to build an email list from scratch and start engaging with potential clients more effectively.

Follow this guide to learn how to build an email list from scratch.

Should You Buy an Email Marketing List?

There are numerous providers offering real estate email lists, and while not all are bad, sending emails to a random list is a gamble. It might work, but more often than not, it leads to high bounce rates or unsubscribes, risking your email domain getting blacklisted. Buying a list for cold calls or direct mail might be more effective than for email marketing. However, if you have a solid nurture sequence, budget for testing, and can tolerate some trial and error, you might consider experimenting with a purchased list.

How GDPR Affects Real Estate Email Marketers

Buying email lists could also be legally problematic due to the EU's General Data Protection Regulation (GDPR), which came into effect in May 2018. GDPR has stringent rules on obtaining consent for email marketing and retargeting through cookies. Compliance with GDPR requires practices like double opt-in for email lists. Currently, only 5.51% of real estate emails use double opt-in, compared to 94.49% using single opt-in.

Bring Your Automated Real Estate Email Campaign to Life

The shift to digital processes in real estate has been accelerated by the COVID-19 pandemic. Despite the median age of real estate agents being 55, many have embraced new technologies such as drones, virtual staging, and podcasting. Real estate content marketing is on the rise, with numerous real estate clubs on platforms like Clubhouse.

Yet, real estate email marketing still offers the highest ROI among marketing efforts. If you haven’t started nurturing leads through an automated email campaign, now is the time to get started with tools like GetResponse.

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