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3 Essential Marketing Emails that Real Estate Agents Can Send Today

May 14 2024

email laptopReal estate's busy season is here — when's the last time you reached out to your database? While it's a best practice to stay in touch year-round, it's extra crucial to contact those in your sphere during the spring and summer selling season.

Not sure what to say? Stephanie Alfonso and Matthew Montoya of Constant Contact have your back. In a recent webinar, they shared a wealth of outreach tips, including three specific examples of emails you can send to your database.

In this article, we'll take a closer look at each of these emails. We'll also offer examples of the components that your message should consider, including subject line, call-to-action, desired business result, and send frequency.

Ready? Let's dive in…

1. Homeowner Tips

Homeowners spend an average of 10 years in their home, according to the 2024 NAR Home Buyers and Sellers Generational Trends report. That means that they're only ready to receive sales-focused messages once every decade. So what should you send those contacts who are not ready to transact in the near future?

Enter the Homeowner Tips email. These friendly messages aim to offer homeowners something of value — in this case, advice on maintaining what's likely their biggest financial asset. You can write these yourself, hire a writer or service to create these, or tap into ChatGPT or a similar AI to help you get started.

Subject line: This is an easy one — you can use the title of whatever your tip-focused article is about for the subject line. That could be anything from "3 Tips to Get Your Yard Ready for Spring" to "Appliance Care 101: How to Extend the Lifespan of Your Household Appliances," for example.

Call-to-action: This email can be a great way to drive traffic to your website. Post the full article to your blog and include an excerpt in your email with a call-to-action like, "Read more tips here," or "Learn more about maintaining your home."

Business result: What do you want this email to accomplish for your business? Here are three results to keep in mind while crafting your message: Staying connected to clients, driving traffic to your website, reaching new clients when your email is shared or forwarded.

Send frequency: Once a quarter.

2. Share Your Listings

Have a new listing? Share it with your sphere. Here's the break down:

Subject line: New properties now available!

Call-to-action: See more details / Take a video tour / Schedule a viewing now / Share this listing with family and friends

Business result: Increase sales or interest in a property. Get new prospects via email sharing.

Send frequency: As needed as determined by your market.

3. Request Referrals

Let's close out with some good news: 90% of recent buyers and 87% of recent sellers would recommend their real estate agents, according to NAR. Despite these encouraging numbers, many agents feel uncomfortable asking for a referral.

You shouldn't let discomfort get in the way, however, because consumers are already primed to give reviews and referrals. "Anytime we get out of an Uber, what's the first thing that we're asked to do? Give that five star rating. Give that review. We're used to it," says Alfonso.

She recommends keeping a template that asks for referrals or testimonials ready to go in your email system. "Being able to shoot that out, automate that out, just makes it so easy. The power of referrals powers our business."

Here's what to keep in mind when drafting this email:

Subject line: We'd appreciate your referral!

Call-to-action: Refer a friend, family member, or colleague / Leave a rating or review on [platform of choice]

Business result: Acquire quality leads. Connect with other agents. Boost revenue.

Send frequency: Once a quarter to your general database. Immediately after closing to specific clients.

Building a Better Email

The above is just a fraction of the great advice we received in our webinar. Watch the full recording for more tips on everything from building an effective email to leveraging AI to help write your message.

Want an easy way to build and send these emails to your database? RE Technology readers can try Constant Contact FREE for 60 days, no credit card required.