11 min read · January 31, 2023

Turn your inbox into lead-generating machine. Email Marketing Guide for Real Estate Agents

a real estate agent holding his computer and looking at email marketing tools

Relationships are everything in real estate, even after the final transaction has been concluded (after all, 40% of buyers locate an agent through recommendations from previous clients)! By using email marketing, you can nurture your customers so they return to you for future purchases and/or recommend you to their friends.

Also, email marketing is crucial for real estate agents looking to generate leads and close more deals. Not only is it cost-effective and easy to use, but it also allows agents to target specific audiences and track the success of their campaigns. 

In this article, we’ll explore the various email marketing techniques, tips, and software available to real estate agents and the reasons why they should be using this powerful marketing tool.

Benefits of email marketing for realtors

While the rise of social media and messaging apps has led to an increase in alternative forms of communication, email marketing remains an effective way for businesses to reach and engage with their customers. Here are some of the main perks of email marketing in the real estate industry:

Benefit Description
Engaging Create engaging content that educates and informs potential buyers and sellers, building trust and relationships.
Targeted and Personalization Target specific segments of your audience with personalized messaging that can be tailored to specific segments of the audience.
Measurable Easily track and measure campaigns, allowing for adjustments to be made for maximum results.
Automation Automate lead nurturing campaigns, saving time and ensuring consistent follow-up.
Cost-effective Reach a large number of leads and clients cost-effectively.
Encourage referrals Encourage past clients to refer friends and family, increasing business opportunities.
Saving time Eliminate the need to manually follow up with leads by automating email campaigns.
New lead generation Generate new leads by promoting listings, open houses, and other marketing materials.


Engaging Content That Builds Trust

For real estate agents looking to build relationships with potential buyers and sellers, email marketing is a crucial tool. Agents can increase their chances of closing a deal by generating valuable content that informs and educates their audience. Whether it’s a blog post on the perks of home ownership or a newsletter showcasing recent listings, email marketing enables agents to establish themselves as industry specialists and build connections with their audience.

Here are a few ideas to choose from:

  • Create a newsletter that offers information on local developments in real estate as well as guidance for homeowners and potential buyers. Send it frequently by email to your clients and prospects.
  • Hold online open houses for your listed properties, and inform your clients and potential customers via email invitations.
  • Offer webinars or e-books on subjects like home staging, the advantages of homeownership, and the home-buying process. Send an email to your customers and potential customers promoting the resource and including a download or registration link.
  • Partner with local businesses to offer discounts or special promotions to your clients and contacts, and send an email to your list to promote the partnership.
  • Create a referral program for your clients and contacts and send them an email explaining the program and how they can participate.
    a real estate agent looking at a computer

Engaging content is essential for email marketing campaigns because it not only convinces potential clients to choose YOU over another agent but it also keeps current clients interested enough to keep returning and referring business to you.

Another significant feature of email marketing that works best is targeting specific audience segments and sending personalized messages. The real estate market is becoming increasingly competitive and crowded, so it is essential to differentiate yourself to attract and retain clients. Just make sure to use a real estate CRM to manage and organize your list!

Automate your message.

Also, email marketing can be a real lifesaver for real estate agents looking to streamline their follow-up game. With automated campaigns, you can set up personalized messages to be sent to leads at the right moment, keeping you top-of-mind without lifting a finger. Plus, you can keep tabs on all your leads in one place, making it easy to follow up with them at the ideal time. In short, email marketing not only helps you generate leads but also helps you to keep your follow-up game on point.

As a real estate professional, staying organized and on top of your client communications is crucial for success. Our latest article delves into the benefits of implementing a Real Estate CRM system, including the ability to manage and organize your emailing list effectively. Don’t miss out on valuable insights and strategies for streamlining your business and increasing sales. Click here to read now.

computer screen with opened Gmail

Measurable Results

Unlike traditional marketing methods like billboards and print ads, email marketing allows agents to track their results and measure the ROI. Using any email marketing software, agents can track key metrics such as open rates, click-through rates, and conversions, which is essential to understand their campaigns’ effectiveness and making data-driven decisions. For instance:

  • Open rates indicate how many people have opened the email and can provide insight into the subject line and the sender’s reputation. A high open rate suggests that the subject line was adequate and the recipient was interested in the content. In contrast, a low open rate may indicate that the subject line was not compelling or the recipient did not recognize the sender.
  • Click-through rates measure the number of people who click on a link within the email and provide insight into the relevance and value of the content. A high click-through rate suggests that the content was relevant and valuable to the recipient, while a low click-through rate may indicate that the content was not suitable or invalid.
  • Conversions refer to the number of people who took a desired action, such as filling out a contact form, scheduling a showing, or making a purchase. By tracking conversions, agents can see the actual results of their campaigns and determine which strategies are most effective at generating leads and closing deals.

Therefore, tracking open rates, click-through rates, and conversions enables real estate agents to understand the effectiveness of their email campaigns, identify areas for improvement and optimize their strategy to generate more leads and close more deals.

Encourage referrals and generate new leads.

Email marketing is a secret weapon for real estate agents looking to grow their businesses. It’s the perfect tool for encouraging referrals from past clients. Imagine sending a personalized email to your past clients, asking them to refer their friends and family to you, and offering them a reward or incentive for any leads that turn into a sale. Not only will this help you gain new business, but it will also show your past clients that you value their support.

But email marketing isn’t just for past clients; it’s also an effective way to nurture leads and turn them into clients. You can demonstrate your expertise and build trust with potential clients by sending valuable content, such as market updates and property listings. You can even get creative and send them virtual tours or open houses. As you keep in touch with them, you’ll be top-of-mind when they’re ready to purchase. So, don’t be afraid to get creative and think outside the box regarding email marketing.

But the real magic of email marketing lies in its ability to track and measure results, allowing agents to optimize their strategies and generate even more leads. Not to mention, it’s a cost-effective way to encourage referrals and develop new business.

Now that we’ve explored the benefits of email marketing for real estate agents, it’s time to dive deeper into the various email marketing software providers and partners that can help agents take their campaigns to the next level. Pinnacle Realty Advisors has partnered with some of the best email marketing providers in the industry, and we’ll be taking a closer look at their features and features.


GetResponse is a comprehensive email marketing software offering a range of features to help real estate agents capture online leads and engage offline leads. With GetResponse, agents can add signup forms for visitors to receive new listings, create landing pages with in-depth information about real estate listings, and use list management tools for follow-up campaigns that turn leads into engaged prospects.

GetResponse also offers tools that allow agents to engage offline leads. Agents can use a mobile tablet to register in-person contacts at open houses, display QR scan codes to give house shoppers more information, and auto-assign leads to email campaigns introducing the agent and their real estate listings.

In addition, GetResponse provides detailed information for agents to use in their marketing campaigns. Agents can create landing pages with images of interiors, videos of exteriors, and unlimited text, create drip campaigns with information about home inspections, financing, and closings, and email a video walk-through of a prestigious home they’re marketing to protect the seller’s privacy. GetResponse is an excellent option for real estate agents looking for powerful and versatile email marketing software.

The platform also offers a 30-day free trial, allowing agents to test the features and see how they can benefit their business before committing to a subscription. GetResponse provides various plans to suit different needs, including a flexible pay-as-you-go plan and a comprehensive enterprise solution.


MailChimp offers many features to help real estate agents create and send effective email campaigns. One of the most notable is their easy-to-use drag-and-drop email builder, which allows users to quickly and easily create professional-looking emails without any coding experience. Additionally, MailChimp offers a variety of customizable templates and design options, making it easy for real estate agents to create emails that match their brand and aesthetic.

Another critical feature of MailChimp is its powerful segmentation and automation capabilities. With MailChimp, real estate agents can segment their email lists based on various criteria, such as location, past purchase history, and more. This allows them to send highly targeted and relevant emails to their audience, increasing the likelihood of those emails being opened and acted upon. MailChimp’s automation tools also allow real estate agents to set up triggered emails, such as welcome messages or abandoned cart reminders, which can help boost engagement and conversions.

But MailChimp’s capabilities continue beyond there. The platform also offers robust reporting and analytics tools, which allow real estate agents to track the performance of their email campaigns and make data-driven decisions about how to improve them. Additionally, MailChimp’s integrations with other popular tools, such as Google Analytics and Salesforce, make it easy for real estate agents to connect their email campaigns with other aspects of their business.

However, one potential con of using MailChimp is that it can be expensive for businesses that must send a high volume of emails. The cost of the service increases as the number of subscribers on the email list grows. At a certain point, it may be more cost-effective for real estate agents to consider alternative email marketing solutions. Therefore, you must evaluate their email marketing needs and budget before committing to a particular platform.

Constant Contact

Constant Contact is a valuable tool for real estate agents looking to enhance their marketing strategies. As small business owners, real estate agents often have limited resources and time, and they need a marketing platform that is easy to use and cost-effective. Constant Contact offers precisely that. It’s simple to navigate and understand, meaning real estate agents can quickly get started with creating and sending out marketing campaigns. At the same time, its affordable pricing makes it a risk-free investment for real estate agents, who can try it out without breaking the bank.

The platform’s extensive range of features is also highly beneficial for real estate agents. You can create and send out email newsletters, promotional offers, and event invitations and track their campaigns’ performance. These features allow real estate agents to keep their clients and prospects engaged and continuously improve their marketing efforts. The availability of helpful customer service via live chat and phone is also a huge plus, as real estate agents can quickly get answers to any questions and support when needed.

However, there is a drawback to Constant Contact in that it does not offer a free plan, which means that real estate agents will have to invest in the service rather than try it out for free first. Additionally, the A/B testing function is limited to email subject lines only, which can be a limiting factor for those who want to test other elements of their marketing campaigns. Despite these drawbacks, Constant Contact remains a strong choice for real estate agents looking for an affordable and user-friendly marketing platform.

Before we let you go!

If you’re looking for effective email marketing software, look at PinnacleHQ. By signing up with real estate brokerage Pinnacle Realty Advisors, you’ll have access to PinnacleHQ, a platform that offers a wide range of email marketing solutions from top providers. Plus, you’ll benefit from the company’s BaaS (Brokerage-as-a-service) model, which provides agents with all the support and resources they need to succeed.

With PinnacleHQ, you’ll be able to keep 100% of your commissions and receive world-class customer and operational support. Additionally, the platform not only features the best email marketing tools in the market but also provides other valuable resources and offers to simplify your life as a real estate professional. Take advantage of the chance to take your real estate business to the next level with Pinnacle Realty Advisors!