Email Marketing for Real Estate Agents: A Comprehensive Beginner’s Step-by-Step Guide to Grow Your Business

Focused,African,Business,Man,In,Headphones,Writing,Notes,In,NotebookThere is no question that Real Estate is a saturated market… not necessarily always with inventory, but most certainly with agents and brokers. The competition is steep. Which is why having a great connection with your leads/clients is essential to your business. 

Email marketing is a tool that offers, unlike other forms of communication, a direct and personalized and friendly avenue to engage with clients, enabling you to nurture relationships, showcase your expertise, and ultimately drive business success.

As we delve deeper into the nuances of email marketing for real estate, it becomes clear that this dynamic tool is not just a communication medium but a strategic catalyst for business expansion and client relationship building.

Today you will walk away with a complete step-by-step process of how to get started with your email marketing plan. We will generate ideas of how to engage, go over the tools to help you succeed with a plan you feel confident in. 

Why it’s Important to Start Your Email Marketing Campaigns

Business,Person,Reading,Emails,On,Smartphone,And,Laptop,Computer,ScreenIt’s a big undertaking, and one you could ignore the importance of, but because we want you to succeed in your business. Let’s go over the reasons why you have to stick with it through the learning curve…

One of the key reasons why email marketing is indispensable lies in its unparalleled ability to deliver targeted and relevant content, which you can do through segmented emails (we’ll go over that later).

Personalized communication is crucial in real estate and emails provide the ideal platform to tailor messages based on your client’s preferences and needs, which will also let your clients know that you care about them specifically. 

People do not want to feel like they are just being used for profit, and they shouldn’t be. Through targeted email marketing you are showing up for your clients in a way that reassures them you are working for them and their best interests. 

Ways to ensure you are demonstrating genuine interest in your clients is to send property updates, market insights, or exclusive offers, that resonate with individual clients, which fosters a sense of connection and trust – this is called segmented email marketing.

Experienced agents think long-term, which is another feather in the hat for email marketing. By building and nurturing an email list, you can cultivate a community of engaged clients who are more likely to provide referrals, testimonials, and repeat business. 

As you can see, maintaining an active and responsive email list shows potential for sustained growth and the establishment of your brand that clients can rely on for their real estate needs. 

Now let’s get started with the first step…

Setting Up Your Email Marketing Toolkit

Man,Hand,Phone,With,Contact,Icons,In,ScreenYour first step in getting started are getting your marketing tools in order. You’ll want a solid CRM system, maybe your broker already has one, but good to educate yourself on how to use it fully. 

You’ll also want to have your own design and branding – you may want your own website, which as a sidebar I suggest using for a one stop shop in this regard. They have highly customizable packages specialized for agents, and their customer support team is incredible from what I’ve experienced.

You will also want email marketing software so you can segment, bulk email, and set up automations. If possible, make sure it integrates with your CRM. I recommend as a CRM because they have 250+ integrations and an intricate but easy-to-use system of organizing your client communication.

You’ll want a graphic design site to help keep your emails and newsletters visually engaging and on brand. My go-to is canva to design a quick graphic, plus they have a branding toolkit so you can keep your colors handy. 

Last but not least, I suggest using lead generation sites to help bolster your email lists. Once you get these leads though you’ll want to further decipher them into smaller lists so that you are sure you are keeping your emails relevant to their needs.

Okay, below is a quick list of sites you can explore to see which may work for you. 

Crm,Business,Customer,Crm,Management,Analysis,Service,Concept,Business,TeamCRM Sites

  1. HubSpot:
    1. Features: All-in-one CRM, marketing, sales, and customer service platform.
    2. Benefits: Seamless integration, lead tracking, and personalized communication.
  2. FollowUpBoss:
    1. Features: Comprehensive CRM with automation, analytics, and collaboration tools with your team.
    2. Benefits: Customizable integrations 250+, detailed client organization, and workflow automation.
  3. Salesforce:
    1. Features: Leading CRM platform with robust sales and marketing automation.
    2. Benefits: Scalable, extensive third-party integrations, and advanced analytics to help you get to know your clients

Email Marketing Software

  1. Mailchimp:
    1. Features: User-friendly, automation, and analytics for email campaigns.
    2. Benefits: Free and affordable plans available, easy template design, and marketing automation, most companies will integrate with mailchimp.
  2. Constant Contact:
    1. Features: Email marketing, social media posting, and online advertising.
    2. Benefits: Simple interface, real-time tracking, sms and social media marketing, customizable templates.
  3. Campaign Monitor:
    1. Features: Drag-and-drop builder, personalized content, and analytics.
    2. Benefits: Elegant design options, free image gallery automation workflows, and segmentation.

Email,Inbox,Electronic,Communication,Graphics,ConceptGraphic Design Sites

  1. Canva:
    1. Features: Easy-to-use design tool with templates for various marketing materials.
    2. Benefits: Quick design creation, collaborative features, and customization options.
  2. VistaCreate:
    1. Features: Graphic design tool with a library of templates and stock images.
    2. Benefits: User-friendly interface, animation options, and design customization.
  3. Adobe Spark:
    1. Features: Design tool with templates for web pages, social posts, and videos, incorporates AI
    2. Benefits: Professional-grade design options, collaboration features, and branding tools, it is a bit advanced, but intuitive.

Lead Generation Sites

  1. Zurple:
    1. Features: Lead generation and management for real estate professionals.
    2. Benefits: Predictive analytics, lead scoring, and automated follow-ups.
  2. Zillow Premier Agent:
    1. Features: Advertising platform for real estate agents on Zillow, premier site for listing houses that is well known.
    2. Benefits: Increased visibility, targeted advertising, and lead generation with leads finding you.
  3. Conversion Monster:
    1. Features: Lead generation platform with personal branding to nurture leads and CRM integration.
    2. Benefits: branded scripting, automated follow-up, and lead nurturing.

These tools offer a robust foundation for you to really get a head start on your marketing campaigns with streamlined support so you can operate most efficiently to help you focus on the clients you already have actively in pocket.   

3 Elements to Consider for  Designing Your Email Marketing Campaigns

Hand,Of,Businessman,Using,Smartphone,For,Email,With,Notification,Alert,Establishing brand identity is much more than just logos and color schemes; it’s about conveying a consistent narrative that resonates with your audience and sets  you apart from other agents in your target market. 

There are some pivotal elements that contribute to shaping a compelling real estate brand to help you navigate your path towards authenticity and recognition… which leads to clients feeling familiar and a sense of reliability.

After familiarity is created, they trust and know what they are getting when they reach out to you. You accomplish this with:

  • Consistent Visual Identity: Your brand’s visual identity is your first impression. Congruity in design elements such as logos, color schemes, and imagery across your email campaigns establishes a cohesive and recognizable brand. 
    • Ensure that your emails reflect the same aesthetic appeal as your other marketing materials, creating a seamless experience.
  • Compelling Storytelling: Beyond visuals, your voice, tone, and the way you share your relative content establishes your personability in your brand. Craft compelling stories that highlight your unique selling ability, successes, and the value you bring to clients. 
    • Humanize your brand with personal anecdotes. This creates a connection beyond client/agent transactions that’s relatable. Your email campaigns could make an impact that resonates emotionally with your clients. 
  • Audience-Centric Content: Understanding your target audience is pivotal in designing effective email campaigns. Once you understand your brand and who your target audience is, tailor your content to address the specific needs, preferences of your clients. 
    • Every email should add value to your client’s experience that is relevant specifically to them (insightful market updates, showcasing new listings, educational resources). 
    • By consistently delivering content that aligns with your brand and their needs, reinforces your expertise and trust with your clients.

Audience Building & Segmentation

Email,Marketing,Concept,,Person,Reading,E-mail,On,Smartphone,,Receive,NewThis part is the number one most important factor of email marketing campaigns, in my opinion. If you spend money and time building a client list, and skip this step… you’ve wasted your time and money. 

To comply with marketing laws, you must adhere to consent laws. Clients must give permission to opt-in to your email campaigns. They must also be provided the option to unsubscribe. 

If you oversaturate the same audience list with irrelevant information, or send too many emails… they will and should unsubscribe. You stand to ruin your reputation and can cause long-term damage to your brand as you will come across disingenuous, which is off-putting, especially in real estate. 

To avoid this:

  1. Create Audience Lists: Follow Up Boss is an excellent tool for this. 
    1. By budget
    2. Clients you can ask for a referral
    3. Priority clients
    4. Clients looking for rental/investment properties
    5. By style (craftsman, condo, townhouse,etc.)
    6. Neighborhood
    7. Waterfront preferences
  2. Develop a System of Scheduling: email marketing is systematic. 
    1. Create a timeline for quarterly updates
    2. Ask for referrals once every six months 
    3. Follow up system for new clients
    4. Reminder notifications
    5. When to email new properties for priority clients

Now that you have created these steps you can better ensure you are emailing only relevant information that adds value to your clients. This will ultimately increase your open rates and click rates (engagement), which leads to more conversion.  

Ways to Engage Your Audience in Your Email Marketing

Women,Hand,Using,Smartphone,Typing,,Chatting,Conversation,Working,Home,InYou want your clients to interact with your emails, and feel comfortable reaching out/responding to you when you send out your emails. Incorporating a call to action into your email campaigns is a great way to not only get to know your clients better, but grow your business. 

There are some tried and true ways to help bolster engagement beyond just asking to set up a call. 

  • Interactive Content and Polls: Surveys are a great way to get to know your clients, but you want to make sure it’s clear you are doing this to help them. You want to make sure you are getting them information that they want.
    • You can pose questions related to their preferences in property features, neighborhood amenities, or even gather feedback on recent market trends. 
  • Exclusive Virtual Events: This is really taking it up a notch. People who open your emails get the exclusive chance to learn directly from you for FREE trends in the market that you are noticing. Or, you could take them on private tours of new listings to get their feedback without them having to get in a car. That’s service! 
    • By offering exclusive access to valuable content, you are encouraging them to continue to open your emails, and trust that you are tirelessly working to bring them the most up-to-date information.
  • Personalized Property Alerts: This is where your audience lists come in handy. Utilize segmentation to send targeted emails featuring new listings or price reductions that align with each subscriber’s specific criteria. 
  • Testimonials: I really appreciate being asked for a testimonial, and your clients will too. If you have done your job well enough to establish a trusted relationship with your clients, even if you weren’t able to find their home for myriad reasons, encourage/ask your clients to share their experiences and success stories with your services. 
  • Limited-Time Offers and Promotions: Create a sense of urgency/FOMO and excitement by incorporating limited-time offers or promotions exclusively for your email subscribers. This could include special discounts on your services, promotional events, or early access to new listings. 
    • Clearly communicate the time-sensitive nature of these offers to drive immediate engagement and action from your audience.

Data analysis is key in the success of your email campaigns (make sure the email marketing system you use provides in depth analytics). Track your open rates, click-through rates, and conversions. This data provides insights into the effectiveness of your engagement strategies, which you can adjust and optimize for greater success in your future campaigns.  


African,Teen,Girl,Wearing,Headphones,Study,With,Internet,Chat,SkypeNow for the content itself… Let’s review. 

  • You’ve got your toolkit
    • CRM
    • Design & Branding sites
    • Email Marketing Platform
    • Lead Gen
  • You’ve got your unique, branded voice and style
  • You’ve created your audience lists
  • You have generated ideas for how to engage your clients

Ready to write an email? 

Template #1

Here’s a template you could send to 20-1,000 people at the same time all looking for LakeFront Properties, but know that when you write it… you are writing as if you are talking to one person. 

Set Up Your Audience to Investment Properties:

Hey [insert name], 

It’s been a while since we connected, I hope you’re doing well! I’m reaching out because a new lake front property just came on the market, and it’s gorgeous. I don’t think it will be on the market for long. 

I remembered you were looking for an investment property, and thought this would be a perfect match for what you may be looking for. Check out the link here, and let me know what you think. I loved it because it has great market value, and the area according to my research is set to increase by [insert links, data] so could prove to be a profitable property, quickly. 

I noticed the landscaping needs a bit of an upgrade, so that’s something we could work out I’m sure. I can set up a virtual tour for you if you’d like to schedule something in the next couple of days. 

Look forward to hearing your thoughts. 


[insert name]


Side,View,Shot,Of,A,Man's,Hands,Using,Smart,PhoneTemplate #2

If you recently hosted an open house, and had a huge turn out you’ll need to follow up with everyone who stopped by for a tour. Hopefully, you had a guest sign-in list so you can build a new audience for this specific property. 

Hi [insert name],

Thank you so much for stopping by our Open House at [insert property name or address] yesterday. I had a great time connecting with you, and being able to show off this property. 

I wanted to follow up to see if you had any questions about the property that I didn’t get a chance to answer yesterday. If you are interested, I am going to be by the property a little later today to oversee a new lighting feature being installed up the walkway if you’d like to meet for another tour. 

All feedback is welcome! I truly value your opinion and want to help find you the perfect space to call home. 

Hope this finds you well. 


[insert name]


person-holding-black-smartphoneTemplate #3

Did you recently work with clients that you were able to find their dream home? In about 6 months time you’ll want to follow up, not only for a check (which you should have done at the 3 month mark), but to ask for referrals. 

Hi [insert name],

You’re at the 6 month mark in your new home! It’s a big milestone in my book. How are you settling in? Hopefully you’re getting adjusted in the new neighborhood. I heard there’s a strawberry festival coming up soon!

I want you to know that I truly enjoyed working with you, and it was a huge honor to help you and your family find your dream home. I am grateful that you trusted me throughout this process. If you know of anyone who is also looking to either purchase or sell their home, I would be so grateful if you kept me in mind for the connection. 

Please feel free to reach out anytime, always happy to help. 

Talk soon. 


[insert name]

In Summary

Email marketing is the tool that will save you time, money, and headaches in your business growth. In my opinion, if you follow these guidelines and create a strategic plan that suits your brand and market to help your clients find their next property, your business will grow exponentially. 

It does take time and you will get better at it. So, it’s best to get started now. Little by little your lists will grow and so will your business. 

Chris Heller Headshot

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 2/14/2024