When it comes to marketing, realtors typically rely upon techniques such as placing for sale signs in yards, calling potential leads, and listing properties in the local paper or on websites such as Realty Times.

However, have you considered stepping into the digital age by using email marketing?

Wait a minute; isn't email marketing dead? Nothing could be further from the truth!

By the end of the year, there will be more than 3.8 billion email users worldwide who are sending and receiving around 281 billion emails per day! Clearly email isn’t going anywhere, anytime soon.

Besides being used by billions of people, which means you have a large audience to which to promote your realty business, email is an affordable and effective way to acquire customers. According to McKinsey & Company, email is nearly 40x more effective than Facebook and Twitter combined.

Additionally, email gives you a chance to provide content to help buyers and sellers solve problems and reach a goal. For example, you could send an email newsletter to subscribers selling their homes sharing tips on how they can get a sale faster. For buyers, you could keep them updated on the latest houses for sale or trends in the housing market that may influence their purchasing decision.

With that in mind, take a closer look at how realtors can use email marketing, the essential elements needed in emails, and how to create a successful email marketing strategy.

How Realtors Can Use Email Marketing

One of the most effective ways that real estate agents can use email marketing is through something called a drip campaign.

With a drip campaign, you send marketing emails at intervals to the leads you already have in your possession. It’s named after drip irrigation systems because these messages land exactly where and when you want them without much waste.

Drip campaign messages could be daily reminders to new weekly listings to monthly newsletters. The idea is that they’re automated emails that deliver the right info to the right people at the right time.

If you’re new to email marketing, this may be a lot to absorb, so check out precisely how you can use a drip campaign.

Home Buyer Leads

An automated drip campaign can share the latest listings so you can reach anyone looking to buy a new home. A three-month campaign could look something like this:

1. Send a newsletter containing a catchy subject line regarding the latest listings to hit the market. If the subject line is effective, you may even pique the interest of those who aren't actively searching for a new home. Boost traffic by linking to the listings in the newsletter from your website.

2. Keep your followers updated with the latest changes in the housing market, such as mortgage rates and average home values. You could also make note of the most expensive home to hit the market recently. This will give your subscribers a better idea of the current market, while also showcasing that you’re a knowledgeable realtor who monitors the latest news.

3. Share details regarding the community, as well as why people enjoy living in the area. Offer testimonials and information on any current events happening in the community.

4. Offer a resource guide or eBook that contains tips for new homeowners, such as what to look out for when buying a home.

Home Seller Leads

Messages to sellers will be a little different, but here’s what they could look like:

1. 1. Send statistics and information on the homes that have recently been sold in the area.

2. Link to recent blog posts that you’ve written. This shows that you’re an authority in your field, while providing a value proposition. Focus on home-selling tips.

3. Offer case studies and testimonials from your happy customers.

4. Provide a resource guide, such as hacks on how to present a home during an open house.

Past Clients

Considering that 12% of a realtor’s business typically comes from repeat clients, you definitely don’t want to ignore this audience.

Emails to your past clients could come in the form of:

• 1. Market updates, along with any new happenings involving your business

• 2. Homeowner resources such as how to keep energy costs low, how to landscape a yard, or interior design tips

3. Coupons to a local business or promotional codes to websites such as Amazon

Essential Email Elements

Before you hit send, make sure your emails contain the following elements:

1. 1. Credible “From” line: Use your own name to keep your messages from being flagged as spam. More importantly, recipients will recognize whom the email is from and trust that it’s safe to open. For example, if your name is Susan Jones, your email should be from This email address is being protected from spambots. You need JavaScript enabled to view it..

2. Attention-grabbing subject line: Did you know that 47% of email recipients open an email based on the subject line? Create an irresistible subject line that's straightforward, personalized, and intriguing.

3. Valuable content: The message of your emails should provide value, such as information your audience didn’t know before. This can be done through how-tos and advice.

4. Appealing images: People are visual learners, so make sure you include visual content such as high-quality images from recent listings, a fun GIF, or a virtual video tour.

5. Compelling call-to-action: This tells what you want your readers to do next, such as registering for an open house or completing a survey.

6. Mobile first: Real estate agents need to embrace mobile. That means making the emails you send mobile-friendly.

Creating an Email Marketing Strategy

Are you ready to launch your email marketing campaign? Here are a few pointers to get you started:

1. - Find a reputable email marketing solution that allows you to create and manage your campaign.
2. - Determine how often you’ll send your newsletters, whether weekly, biweekly, monthly, or quarterly. Surveys have found that 61 percent of users prefer receiving a promotional email at least once a month, but you should poll your audience to get a better idea.
3. - Segment your audience based on location and needs. For example, if you sell houses in two different cities, then you'd send subscribers listings or resources in the city where they reside since they probably don’t have much interest in what’s available in the other city.

Email marketing isn’t something that real estate agents should ignore. It’s time to embrace email marketing today so you can remain on clients' minds when they need assistance. Even better, you can reap the rewards of customer referrals and word of mouth marketing for years to come.