15 Creative Real Estate Emails to Send

Email marketing is one of the most effective - and cost-effective - tools available to real estate professionals. In fact, 87% say it is one of their top free distribution channels, and 59% say it is their biggest source of ROI. Real estate has one of the highest email open rates of any industry; this is great news. Leverage the interest and power of strategic real estate email marketing. How? Start with these creative tips!

Real Estate Email Marketing: 15 Creative Ideas 

We understand: it can be difficult to create compelling real estate content consistently. It can be difficult crafting eye-catching subject lines that yield those open rates. And it can be difficult to get people to complete a desired call to action (CTA). But we also know that targeted and creative real estate emails do have an impact on your audience. If you’re stuck for ideas… Well, that won’t be a problem after you peruse our list of ideas.

1. Neighborhood Expertise. You are the expert in your area; after all, this is why prospective and current clients turn to you. They need a guide through the complex real estate process - and through the neighborhood! Share your expertise by sending informative emails that provide value. Highlight deals and specials from local businesses (it is great to form these partnerships and alliances with other professionals) or local events that are coming up. You will position yourself as the expert in the area, as well as a trusted resource who cares about more than trying to hit them over the head with a sales pitch.
2. How-To. Along the same lines of the previous idea, don’t be afraid to share your knowledge with potential and current clients. Remember, everyone is at a different stage of their journey. Regardless of whether they’re considering buying/selling or chomping at the bit to do so, provide value through your content. Offer helpful how-tos on staging, cleaning and organizing, mortgage rates, budget calculating, and other areas within your expertise.
3. Insurance Help. Insurance can be one of the most confusing aspects of buying a home - or of life in general as your circumstances change. Help your prospective and current clients navigate the complexities. More helpful information… Are you seeing a trend here?
4. Tips and Tricks. Again, not everyone is at the same stage in their home buying or selling process. Meet them where they are. Segmented email campaigns, or those that are sent to specific audiences, are remarkably effective. For folks who are in their homes, keep your name at the forefront of their mind by offering useful tips and tricks. How to find the right contractor. Home updates that give you the best bang for your buck. Decorating 101. All of these are relevant and add value.
5. Open House Follow-Up. Don’t let leads linger on the vine, as it were. After an open house, take the opportunity to reconnect. Messaging along the lines of “It was great to meet you at ‘x address’ on ‘y date’. I hope you got a good feel for the home and neighborhood. Here are more properties that may fit your needs….I’d be happy to schedule a viewing this week” creates a connection and shows you understand what they are looking for.
6. Under Contract. It happens; the home a client had their heart set on is under contract. Send them an email acknowledging this and offering a few more listings that match their criteria. Their dream home is still out there, and you’ll ensure they find it!
   
   

7. Expired Listing (if listing agent). This can be disappointing and frustrating; but don’t give up hope. Any number of factors plays into expired listings. Reinforce the message that you are the expert who can help. You know the home inside and out; you know them; and you have an action plan for achieving their goals.
8. Expired Listing (if not listing agent). If you’re not the listing agent, this is a great opportunity. Acknowledge that they have a lot going on, and that they may feel frustrated. Then be the solution: “I have several ideas on positioning your property to sell.”
9. New Listings. Searching for the right home can be a stressful, emotional process. Let prospects and clients know that you are on their side - every step of the way. Email them with listings that meet their criteria. This is not only helpful, it underscores the message that you are on top of this, you know what they want, and you can deliver.
10. Disengaged. This, too, can be frustrating! When people are exhibiting low levels of interest, don’t let them go cold. You can, for example, mention that interest rates in their desired area have dropped (use data) and that they are well-positioned to buy. Make it easy for them to take action by providing a link to a meeting tool.
11. Relationship Nurturing. Don’t neglect the clients you have! They are an invaluable resource in terms of repeat business, referrals, and word of mouth. Keep in contact via email. This is a great opportunity to share your thought leadership and provide them with relevant, useful information. Send links to a few applicable blogs/articles that you have created and/or curated.
12. Testimonial. A happy client is worth their weight in gold! Consumers trust their peers more than brands, at least at first. Leverage this by highlighting client testimonials. Share a story with them.
13. Cold Call. No one really likes cold calling - or cold email, as the case may be. But it is important to make contact with several people each day to grow your business and client base. Try: “Is it time for a change? Now is a great time to buy/sell because X, Y, and Z (again, use data, like interest rates, demand, etc.). Here’s how I can help….”
14. Don’t Forget Sellers. We’ve been focusing on home buyers quite heavily, but don’t forget those who want to sell their homes as well. Today, for example, many markets are facing a shortage of homes for sale. If someone has been on the fence about selling, you may be able to encourage them into action.
15. Thank You. Always remember to express gratitude for your clients and prospects. A simple “thank you for attending our recent open house” or “we’re so glad you chose us to find your forever home” goes a long way.

Get started! Real estate email marketing is critical in helping you achieve your brand-building goals and continue to grow your business. Homes & Land is another great real estate marketing tool that shines a spotlight on you and your listings. Much of the home buying/selling process takes place online today; reach your prospects and clients where they are. Learn more here.