Email and SMS Marketing: Engaging Real Estate Leads on Every Channel

Email and SMS marketing remain two of the most powerful tools for nurturing leads, staying top of mind, and converting prospects into buyers and sellers. By integrating both quick-hit texts and longer-form messages into your overall marketing approach, you can create a seamless, multi-channel experience that drives real results.

The power of email and SMS marketing in real estate

Both email and SMS marketing allow real estate professionals to connect with leads in a direct and personal way. While email provides a space for longer, more detailed content such as market reports, property listings, and newsletters, text message or SMS communication delivers concise, time-sensitive information that prompts immediate action.

By using email and text marketing together, agents can ensure their messages reach leads at the right time and in the right format. For instance, an email campaign may introduce a new listing with high-quality images and a detailed description, while a follow-up SMS is a great way to alert interested buyers to an open house or price reduction.

Best practices for email marketing

A well-crafted email marketing strategy can nurture leads over time and position you as a trusted expert in your market. To maximize engagement, consider the following best practices:

• Segment your audience: Personalization is key. Segmenting your email list based on criteria such as buyer vs. seller leads, location, and past interactions helps ensure that each message is relevant.
• Use compelling subject lines: The subject line often determines whether or not a recipient opens your message, so make it attention-grabbing and relevant to the content inside.
• Provide value in every email: Whether it’s a market update, homebuying tips, or exclusive listings, make sure each message delivers something the recipient wants or needs.
• Optimize for mobile: Most people check email on their phones, so ensure your messages are mobile-friendly with clear formatting and concise content.
• Include strong calls to action: CTAs guide recipients toward the next step, whether it’s scheduling a consultation, viewing a listing, or signing up for a newsletter.

Best practices for SMS marketing

With high open rates and quick response times, SMS marketing can be a game-changer for real estate professionals. However, it’s essential to use this channel strategically to avoid overwhelming your leads. Here’s how:

• Keep it short and actionable: Text messages should be direct and to the point. Use them for time-sensitive updates, such as new listings, open house reminders, or price changes.
• Personalize your messages: Address recipients by name and tailor messages based on their interests or previous interactions.
• Comply with regulations: Always obtain consent before sending text messages, and provide an easy opt-out option.
• Use SMS to complement email: SMS can serve as a reminder or follow-up to an email campaign, increasing the chances of engagement.
• Time messages wisely: Avoid sending texts too early in the morning or late at night. Aim for times when leads are most likely to engage.
• Leverage emojis strategically: Emojis can help make messages feel more friendly and engaging. Use them sparingly to highlight key points, such as 🏡 for a new listing or 📢 for an important announcement.
• Test your messages: Experiment with different wording, message lengths, and CTA placements to see what resonates best with your audience. If you’re using a text messaging service, A/B testing can help refine your approach and improve response rates over time.

Obtain phone numbers the right way

• Leverage lead capture forms: When prospects sign up for listing alerts, market reports, or exclusive real estate insights, include a phone number field with clear opt-in language.
• Use open house sign-ins: Encourage visitors to provide their phone numbers in exchange for updates on new listings or upcoming open houses.
• Incentivize opt-ins: Offer valuable resources, such as a homebuyer’s guide or neighborhood report, in exchange for their contact information and SMS consent.
• Be transparent: Clearly state what kind of messages they’ll receive and how often. Letting leads know they’ll get occasional updates on listings or market trends can build trust.

SMS templates for real estate agents

To help you craft effective text messages, here are five customizable templates you can use:

New listing announcement: 🏡 Just listed! A stunning 3-bed, 2-bath home in {location}. Tap here for photos & details: {link} Text me back for a private tour!

Open house reminder: 📢 Reminder! Our open house at {address} starts at {#} {a.m./p.m.} tomorrow. Don’t miss this chance to see this beautiful home in person! RSVP here: {link}

Price reduction alert: Great news! The price for {address} has just been reduced. View the updated listing here: {link} & let me know if you’re interested!

Follow-up message: Hi {name}, just checking in to see if you had any questions about the property at {address}. Let me know how I can help!

Social proof share: 🏡 Just sold! Another happy homeowner! 🎉 “{short testimonial quote}” – {client name}. Thinking of buying or selling? Let’s make it happen!

Integrating email and SMS marketing for maximum impact

A well-integrated email and SMS marketing strategy ensures that your communication is timely, relevant, and engaging, leveraging the strengths of each channel. The following steps will help you create a seamless lead-nurturing system that moves potential clients through the sales funnel.

1. Build workflows that combine email and SMS

Set up a consistent follow-up process to guide leads from initial inquiry to conversion. While automation can streamline these efforts, you can still implement them effectively with manual follow-ups.

• New lead nurture sequence: When a lead subscribes or inquires, send a welcome email introducing yourself and your services. If they don’t respond, follow up with a quick text or phone call to check in and offer assistance. If you don’t have the tools to automate this process, set reminders to follow up within a day or two so no lead falls through the cracks.
• Property search alerts: If a lead expresses interest in a certain type of property, send them an email or personal message with relevant listings and market insights. A few days later, reach out via text or call to see if any properties caught their eye and offer to schedule a tour. If you use a CRM, you can set a reminder to follow up, but even a simple spreadsheet or notes app can help track interested buyers.
• Post-tour follow-ups: After a showing, send a recap via email highlighting key details. If they don’t respond, follow up the next day with a call or text to ask about their thoughts and answer any questions. A structured approach — whether automated or manual — helps keep clients engaged and moving forward.

2. Use messages to drive event attendance and engagement

When hosting an open house, seminar, or webinar, a combination of email and SMS ensures higher engagement.

1. Initial invitation: Send a detailed email that includes event information, benefits of attending, and a call to action to RSVP.
2. Reminder campaign: A week before the event, send a reminder email with logistics and highlights. The day before, reinforce attendance with a short SMS, such as, “Excited to see you at our open house tomorrow! Let me know if you have any questions.”
3. Post-event follow-up: After the event, send a thank-you email with additional resources. Follow that up with a text message offering a personal consultation or next steps.

3. Design follow-up sequences that convert leads

Prompt follow-ups can make the difference between a lost opportunity and a signed contract. Here are the basic components of an effective sequence:

1. Inquiry response: When a lead reaches out about a property, send a personalized email with more details, similar listings, and a call to action to schedule a consultation.
2. Engagement booster: A day later, send a brief SMS, such as, “Hi {first name}, just checking if you had any questions about the property I emailed you. Let me know if you’d like to book a tour!”
3. Re-engagement: If there’s no response after a week, send a follow-up email with a market update or an exclusive offer, followed by a text checking their interest level.

4. Create long-term drip campaigns for ongoing engagement

A well-crafted drip campaign keeps leads engaged over time, increasing the chances they’ll work with you when ready.

• Monthly market insights: Email subscribers helpful content such as market trends, homebuying tips, and success stories.
• Exclusive property alerts: When a new listing matches a lead’s criteria, email the details and follow up with a text, such as, “A home just listed that I think you’ll love! Check your email for details and let me know if you want a private tour.”
• Seasonal check-ins: Every few months, send a friendly, value-driven SMS, such as, “Thinking about buying or selling this fall? Let’s chat about the best timing for you!”

Tools to help agents manage email and SMS campaigns

Real estate agents can use a variety of tools to integrate and manage their email and SMS marketing efforts, ensuring consistent lead nurturing and efficient communication. Here are the key types of platforms to consider.

CRM with built-in email and SMS marketing

Customer relationship management systems designed for real estate often include email and SMS automation features. These platforms help agents manage leads, track engagement, and automate follow-up sequences. A CRM with integrated marketing tools allows agents to send targeted messages based on lead behavior, schedule automated drip campaigns, and streamline communication across multiple channels.

Email and SMS marketing automation platforms

These tools allow agents to create and schedule email and SMS sequences, ensuring timely follow-ups without the need for manual effort. Features like list segmentation help target specific groups based on interests, behavior, or location, while automated follow-ups ensure leads receive relevant messages at key moments, such as after an inquiry or open house.

Many platforms also offer two-way messaging, allowing agents to engage in real-time conversations while tracking responses within their CRM. Additionally, performance tracking tools provide insights into open rates, click-through rates, and response times, helping agents refine their approach for better engagement. Whether focusing on email, SMS, or a combination of both, these automation tools streamline outreach efforts, making communication more efficient and personalized.

Integration and workflow automation tools

For agents using multiple systems, integration tools help connect different platforms, enabling automated workflows between email marketing, SMS messaging, and CRM strategies. These tools can trigger actions based on lead behavior, such as sending a follow-up text when a prospect opens an email, ensuring timely and efficient communication.

Real estate email and SMS marketing + Luxury Presence

By integrating a strategic mix of email and text marketing with a high-performing website, you can engage leads more effectively and drive stronger conversions. Your website serves as the foundation of your digital marketing efforts, providing valuable content, lead capture forms, and property listings that give prospects a reason to engage with your emails and texts. Contact us today to learn how Luxury Presence can help you attract, engage, and convert more leads.