Email marketing is one of the highest-ROI tools available to real estate professionals, yet it’s also one of the most underused. According to Litmus’ 2023 State of Email report, email marketing generates an average return of $36 for every $1 spent. That’s not a typo. It is, in fact, a 3,600% return. So why do so many agents still treat email marketing like an afterthought?
The problem isn’t that agents don’t use email. It’s that most only send one-off blasts: a new listing here, an open house there, maybe a holiday greeting every once in a while. These sporadic sends lack structure, strategy, and most importantly… follow-through.
Email marketing works best when it’s consistent, relevant, and relationship-driven. Instead of just broadcasting information, think of your email strategy as a way to build trust, stay top-of-mind, and nurture relationships, all at scale.
Here are five simple but powerful email campaigns every real estate professional should have in place:
1. New Listing Alerts
Buyers are most active in their search in the first 90 days, and that’s when your emails matter most. Instead of sending listings manually, set up an automated new listing campaign tailored to your client’s preferences (budget, neighbourhood, must-have features).
Why it works: According to the National Association of REALTORS® (NAR), 43% of buyers look online as their first step, and all home buyers use the internet to search for a home. If you’re not meeting them in their inbox the moment a match hits the market, someone else will.
Be sure to include high-quality images, brief property highlights, and a clear call-to-action (“Want a tour? Let’s schedule something this week.”) Make it easy for them to take the next step.
2. Open House Follow-Ups
How many times have you hosted an open house and never heard from the attendees again? A structured follow-up email sequence can change that. Send a thank you email the same day, followed by a second email 48 hours later with similar properties or a personalized check-in.
Why it works: Reports show that 79% of open house leads are never followed up with. That’s a massive missed opportunity. A quick, thoughtful email makes you memorable, and shows that you’re proactive rather than pushy.
Include a quick survey link or ask what they’re looking for to maximize your outreach. The more engagement you get, the better you can tailor your future communications.
3. Client Testimonial Series
Trust is everything in real estate. Instead of telling prospective clients how great you are, show them what others have to say. Create a short series of testimonial emails featuring reach quotes from past clients, short stories about successful deals, and even video snippets if you have them.
Why it works: In 2023, BrightLocal found that 49% of consumers trust online reviews as much as personal recommendations. Sharing authentic client stories humanizes your brand and builds social proof in a non-salesy way.
Try focusing each email on one client’s story, what challenges they faced, and how you helped solve it. This turns testimonials into relatable narratives that resonate.
4. Monthly Market Updates
This is one of the most powerful (and underused) campaigns in real estate. By sending a concise, data-driven monthly market update, you position yourself as the go-to expert — not just in real estate, but in your entire community. Share more than just stats: highlight local events, spotlight small businesses, or mention school updates and neighbourhood developments.
Why it works: Approximately half of home sellers use the same real estate agent they previously worked with to buy their home. Consistent updates help you stay on their radar, even if they’re not ready to make a move yet.
Include stats like average days on market, list-to-sale ratios, or neighbourhood trends. And don’t stop at data, be HYPERLOCAL. The more you can establish yourself as a trusted, community-focused expert, the more you’ll build like, know, and trust. These are the core ingredients to long-term referrals and client loyalty.
5. Referral Request Campaign
Referrals are the backbone of a strong real estate career, and yet many agents forget to ask for them. A referral request campaign doesn’t have to be awkward. With the right tone and timing, it can feel natural, helpful, and professional.
Why it works: According to NAR, 66% of sellers found their agent through a referral or previous connection. The key is to ask at the right time — usually after a successful closing or a positive interaction.
Try sending a short email about 2-4 weeks post-closing thanking them again and mentioning, “If you know anyone thinking about buying or selling, I’d love to help them the same way I helped you.”
Focus on Strategy Over Spontaneity
Great email marketing in real estate isn’t about sending more, it’s about sending smarter. Each of these five campaigns is simple to set up, easy to automate, and delivers value at the right state of the client journey. Best of all, they keep you top-of-mind long after the initial handshake.
If your current strategy is just blasting out listings or seasonal greetings, it’s time to take things to the next level. With a little structure, your inbox can become your most powerful lead nurturing tool.
Start with just one campaign, then build from there. Your future closings will thank you.
Stephanie Alfonso, Senior Director of Vertical Innovation at Constant Contact, is a seasoned speaker and thought leader in real estate marketing, known for her dynamic energy and ability to drive action.
To learn more, visit CONSTANT CONTACT
