Email marketing · Real estate
Most clients only move every several years. A steady, useful email program keeps your name in front of them and their friends until then.
Monthly local market updates
Drips matched to lead source
Past clients are your best list
Tell us what you need and we’ll get back to you. Or book a free 30-minute call. Or call 954-539-5678.
Email marketing for real estate agents works best as four simple programs running at once: a monthly local market update to everyone, automated follow-up drips for new leads based on where they came from, personal nurturing for past clients (home anniversaries, check-ins, referrals), and short listing or open house alerts for active buyers. Use a platform connected to your CRM, segment by buyer, seller and past client, and judge success by replies, appointments and referrals, not opens.
People buy and sell homes rarely. The agent who stays helpfully present in between is the one they call. Below is how to set up each program, what to write and which mistakes to avoid.
Social posts disappear in a day, and portals send buyers to whoever pays for the lead. Your email list is the audience you own. It holds the three groups that produce most repeat and referral business: past clients, their friends and family, and leads who are not ready yet. Agents who work by referral know that the hard part is not doing a good job; it is being remembered years later when a friend asks for a name. Email is the cheapest way to stay in that conversation.
Start with what you already have, then add from everywhere you meet people:
Tag each contact as buyer, seller, past client, sphere or partner, and note the neighborhood or ZIP code. Those two fields make every later campaign more relevant.
Short and local: median sale price, days on market and inventory for the reader’s area, with one line on what it means for them. Pull numbers from your MLS and cite the period.
Automated sequences that match the lead source: a home value request gets a seller sequence, a saved search gets a buyer sequence. Five to eight emails over several weeks, then move them to the monthly update.
Home purchase anniversaries, a yearly equity estimate, maintenance reminders and an annual thank-you. Personal, plain text, signed by you.
New listings, price changes and open houses for active buyers who asked for them. Fast and short, with photos linking to your site.
Run the market update and past-client touches every month without fail. Drips run automatically once set up. Listing alerts go only to people who requested them.
Want help setting up drips and a market update you can actually keep up with? Book a free 30-minute call. We look at what you have and tell you what we would change first. No obligation. Or call 954-539-5678.
Many brokerages include a CRM with email built in. Use it if it sends reliably, segments well and lets you automate drips. If not, a general email platform connected to your CRM is often better. Compare:
For a side-by-side of popular tools, see our comparison of Klaviyo, Mailchimp and HubSpot.
CAN-SPAM applies to marketing email from agents: accurate sender details, honest subject lines, your postal address, a working unsubscribe link and opt-outs honored within 10 business days. Since 2024, Google requires senders to authenticate their domain and keep spam complaints low, so send from your own domain with SPF and DKIM set up, not a free email address.
Fair housing rules apply to your email content like any other advertising. The Fair Housing Act protects people from discrimination based on race, color, religion, sex, national origin, familial status and disability. Describe the property, not the kind of people who should live there. This is general information; your broker and attorney have the final word.
Planning a year at once makes the program sustainable. A sample for a typical market:
Layer the automated pieces on top: anniversary emails send themselves on each client’s closing date, and lead drips run whenever someone new comes in.
Check monthly. If an email gets opens but no replies, change the call to action. If unsubscribes jump, cut frequency. JLB sets up email marketing on MailChimp, Klaviyo and HubSpot and builds websites with home value and search forms that feed your list.
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The best one is the one connected to your contacts. If your brokerage CRM sends email well, use it. If not, Mailchimp or HubSpot work for most solo agents and small teams. Choose based on CRM integration, automation and cost per contact.
Once a month is a good baseline for a market update or newsletter, plus personal touches such as home anniversaries. More often works only if every email is useful.
US law does not require opt-in for commercial email, but you must follow CAN-SPAM, including an opt-out and postal address. Asking permission at sign-in is better practice and helps deliverability.
Local numbers for the reader’s area, one useful homeowner tip, a few recent listings or sales, and a single clear next step such as requesting a home value estimate.
Yes, fair housing rules apply to real estate advertising in any channel. Avoid language that suggests a preference based on protected characteristics. This is general information; check with your broker or attorney.
