Learn how you can create effective email campaigns with valuable content, engaging subject lines, mobile-friendly designs and clear calls-to-action to boost engagement and conversions.

Email marketing is one of the most powerful tools for real estate agents to nurture leads, build relationships and drive conversions. With the right strategy, you can deliver content that resonates with buyers, sellers and investors. 

Here’s how you can craft effective email campaigns that grab attention and drive results:

Provide valuable content to engage your audience

It can be challenging to stand out amongst a sea of emails in your audience’s inbox, so it’s important that you provide real value to them with your content. If your emails are overly promotional or too generic, you risk losing credibility or being ignored. You want your audience to look forward to the messages you send them. Here are a few content ideas to include:

• Market updates: Share local market trends, including average home prices, inventory levels and time-on-market stats. Example:
  “Home prices in [Your City] have risen by 5% in the last quarter. Find out how this affects your home’s value.”
• Exclusive listings: Showcase off-market or newly listed properties to give your subscribers a sense of exclusivity. Include high-quality images, a short property description and a link to schedule a showing.
• Seasonal tips for buyers and sellers: Offer practical advice like staging tips for winter or how to prepare a home for spring buyers. Example: “5 Ways to Boost Your Home’s Curb Appeal This Spring – Without Breaking the Bank!”
• Community insights: Highlight local events, new businesses or neighbourhood profiles to establish yourself as a community expert. Try something like: “Explore the Top 3 Family-Friendly Neighbourhoods in [Your City].”
• Success stories: Share testimonials or case studies about clients you’ve helped. Use these to build trust and showcase your expertise.

If you’re looking for content ideas, Royal LePage^®’s consumer-facing blog is consistently updated with market stats, home improvement tips, featured listings and more that you can share with your clients.

Best practices for high-performing emails

Writing effective emails isn’t only about providing valuable content; it’s also about how you present it. Follow these best practices to make sure your emails stand out:

Catchy subject lines
Your subject line is your first impression, so make it impossible to ignore. Consider the length of the subject line – make sure it’s not too long so it doesn’t cut off in their inbox preview. You may also consider adding personalization to the subject line to capture attention.

Examples:
“Your Monthly Market Snapshot: What’s New in [Your City].”
“Just Listed: Stunning Family Home in [Neighbourhood Name].”
“Check out the latest housing market statistics, [Your Name].”

Mobile-friendly design
Considering the majority of emails are opened on mobile devices, it’s important to optimize your content for small screens.

• Use responsive design so emails adjust to any screen size.
• Keep text concise and readable, with clear headings and bullet points.
• Include large, tappable buttons for links and calls-to-action.

Clear Calls-to-Action (CTAs)
Every email should have a purpose. Make sure your CTA is clear and actionable. Think about what you want your readers to do after viewing your email.

Examples:
“Click here to schedule a showing.”
“Download our free guide to selling your home.”

Your CTA should also be highly visible within your email. Consider including it more than once if your email is longer in length, and opt for brightly coloured, bolded links or buttons.

Engage with personalization
Use merge tags to include the recipient’s name or specific details, such as their neighbourhood. Personalized emails increase engagement and build rapport.

Example:
“Hi [First Name], check out these exclusive listings in [Neighbourhood].”

Choose the right email marketing platform

Using the right tools can simplify and even automate your email campaigns and help you achieve better results. 

Platforms like FloDesk offer stunning email designs, while Mailchimp provides scalability and analytics. For video-based emails, consider BombBomb to create a personal touch. 

How to boost open and click-through rates

Getting your audience to engage with your content is no small feat. Even the best content won’t succeed if your emails go unopened or unclicked. Use these tips to improve performance:

Segment your audience
Send targeted emails based on the type of subscriber, such as buyers, sellers or investors. This keeps your content relevant to recipients and helps you tailor and personalize your message to your audience

You can also get more granular with your segmentation and email content. Consider tailoring your content to your audience demographic. For example, a younger audience might appreciate short videos and minimal text, where an older demographic might appreciate more text-based content. This can also be applied to the type of buyer or seller you are targeting. A first-time buyer may be interested in more affordable property listings, or information about purchasing their first home, where move-up buyers may want to see properties in coveted neighbourhoods.

A/B Testing
A/B testing is a great way to compare how aspects of your email are performing. In many email marketing platforms, you have the ability to send different versions of your emails to see what content performs better. Experiment with subject lines, CTAs or designs to see what resonates most with your audience.

Send at the right time
Analyze your audience’s behaviour to determine the optimal time for sending emails. You may also want to adjust the time you send an email based on its content. For example, if you’re sending market stats or new featured listings, you may want to do so in the morning on weekdays, whereas more casual reading content – like blog posts – could be sent during the evening and on weekends. 

Include a ‘conclusion’ section
Many readers skip to the end of an email. A quick postscript with a secondary CTA or a teaser can boost engagement.
“Ready to make your move? Let’s chat.”

An effective email campaign can set you apart in the competitive real estate market. With thoughtful planning and consistent execution, your emails can become a cornerstone of your marketing strategy, helping you build relationships and close more deals. Your future clients are waiting in your inbox.