9 Emails Real Estate Agents Should Be Sending

In a previous post, Emails Stats You Can Work and Live With, we examined the amount of time we and our customers spend checking, reading, and responding to email. When it comes to email marketing, 60% of those surveyed prefer to receive offers through email as opposed to direct mail and social media.

The 2019 Email Usage study conducted by Adobe also provided insight into what users disliked about email:

• 38% say they receive emails from brands too often
• 25% say the marketers’ data about them is incorrect
• 24% found the content poorly written or too wordy
• 21% are urged to buy a product they had already purchased
• 33% say recommendations don’t match their interests
• 19% say their name is misspelled
• 19% received expired offers
• 15% the offer was not appropriate to the season or location
• 15% received promotions for items already purchased

Keeping these particulars in mind, here are 9 real estate emails you should be sending.

1. Introductory email

You only get one chance to introduce yourself, so make the most of it. Create a concise email focused on your experience and local knowledge. Highlight a recent sale and if possible, include a brief customer testimonial.

Call to action: “But, enough about me. I’d like to meet with you in person and learn more about your particular needs.”

Include: Links to your website, social media, current listings, blog, and newsletter sign up.

2. Follow up email

Send one email each week for the next three weeks. If possible, include an invite to an open house or other event which may be of interest, such as a first-time homebuyer seminar.

Call to action: Ask again for a chance to meet in person and stress the importance of meeting with multiple real estate agents prior to making a final choice.

Include: Links to your website, social media, current listings, blog and newsletter sign up.

3. Under contract email

Send a brief thank you email to your new client with a bulleted list of next steps.

Include: Links to your website, social media, current listings, blog and newsletter sign up.

4. New listing email

Keep clients in the loop by featuring new listings as they become available.

Call to action: “Contact me directly to set up an appointment to view this property. Homes in our area are moving quickly so act now.”

Include: Links to your website, social media, current listings, blog, and newsletter sign up.

5. Send a survey email

If you haven’t asked for a referral by the time you close on a property, this is your chance. Remind your client of the important role referrals play in growing your business.

Call to action: Ask three to five questions at most and end with: “Would you recommend my services to a family member or friend?”

Include: Links to your website, social media, and newsletter and/or drip campaign sign up.

6. Birthday, anniversary, and holiday emails

A nice way to stay top of mind with clients is to acknowledge their birthday and the anniversary of their closing. Many real estate agents send holiday emails. I suggest sending only one at Thanksgiving.

Call to action: “If you know of a friend or family member who’s looking to make a move, please ask them to contact me. I assure you that they’ll enjoy the same high-quality service you experienced.”

Include: Links to your website, social media, and newsletter and/or drip campaign sign up.

7. Email drip campaign

Staying in touch with past clients can lead to referrals and repeat sales. Providing informative content for new homeowners on a regular basis is a great way to maintain that connection without being too intrusive. Drip emails should go out once per quarter and include relevant information in the form of a brief introduction along with a link to a full article on your website. Drip campaigns can last up to three years or more. Be sure the client has the option to unsubscribe.

Call to action: Ask for referrals as a postscript.

Include: Links to your website, social media, blog, and newsletter sign up.

8. Event invitation emails

Open house events, seminars, local charity events, a party at your brokerage — these are all great ways to meet potential clients and future referral partners.

Call to action: “Join us for this special event.”

Include: Links to your website, social media, blog, and newsletter sign up.

Follow up: Send an email after to everyone invited. Thank those who participated and tell those who were unable to attend what they missed. Include the same links as above.

9. Newsletter and/or blog emails

Your newsletter and blog should address a wide range of issues important to new, existing, and post closed clients. These are your vehicles for demonstrating your expertise and sharing your community and real estate market knowledge.

Call to action: “Sign up to receive valuable information and news you can use.”

Include: Links to your website, social media, current listings, blog, and newsletter sign up.