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Blog Post | Sep 06, 2022

The 5 Emails Every Real Estate Agent Should Be Sending

Topics: Direct Mail, Mailing Services

We've all heard the famous saying about success in real estate: It's all about “location, location, location.” But when it comes to successful marketing campaigns for real estate agents, it's all about “integration, integration, integration”—that is, making sure all your tactics sync up to amplify your message.

Even in the current overheated real estate market, results may not happen overnight. It may take some buyers or sellers months or even years before they're ready to make a move, and email marketing is the perfect way to nurture those relationships. Here are five essential emails to send that will help you build trust and prepare your prospects to take action.
  1. Opt-in confirmations. Yes, this is a basic, automated email that prospects will receive after signing up on your website, but here's why it matters. You want to start out right, establish trust and let email subscribers know what to expect. It's good for you, too since this double opt-in process can improve your email performance. Since your emails will be an important part of cultivating a relationship, take time to think about what information you're giving and asking for on your website's opt-in form.
  2. Personalized welcome email.In a service-based industry like real estate, the little things can make (or break) a great impression. After the opt-in, send a welcome email, personalized with a proper salutation (e.g., starting your email out with a greeting like, “Hi, Mr. Sellers, I'm eager to work with you,” as opposed to, "Dear Buyer, if you're in the market for a new home"). These emails can be automated, but potential clients will notice if you take the extra time to customize them with details that are unique to them. 
  3. New listing/open house announcements with video. Video has always been an important marketing tool – in fact,  having a video in your email can increase open rates by as much as 19% and clickthrough rates by up to 65%. For real estate agents, using video in new listing emails is critical:  73% of sellers say they're more likely to list with an agent that uses video in their marketing. In addition to email, you can also promote these events on your social media channels and even with glossy postcards.
  4. Local guides. In competitive markets, people are buying properties sight unseen – in fact, in  2020, 63% of homebuyers made an offer on a property sight unseen. You can distinguish yourself to out-of-area clients by regularly sending guides or roundups on topics like schools, restaurants or the local real estate scene. These guides are practical and let you get in front of prospective clients more often without coming across as a “hard sell.”
  5. Follow-up/thank you emails. Never miss an opportunity to personally connect with clients and let them know how much you appreciate their business. Buyers and sellers who feel taken care of are more likely to refer you to their friends and family and even spread the love on social media.

Remember, It's All About Integration, Integration, Integration
If this seems like a lot of emails, it's important to remember they're all part of a campaign that will unfold over weeks and months. You'll see the best results from strategically deploying these emails in conjunction with your other printed material, such as signage, fliers, invitations and direct mailers/postcards.

Not sure how all the pieces fit together? Let us help. We work with real estate professionals all over the United States, including those specializing in commercial property. Nobody knows the local market better than you, and we can create the elements (either a single piece or an entire campaign) that can help you reach new clients and sell more.