Mastering Real Estate Emails: Proven Tips to Engage & Convert Clients

An agent meets with a prospect at a wooden office table as a result of writing and sending real estate email to clients

Email marketing is an indispensable asset for real estate professionals seeking to cultivate meaningful relationships, foster client loyalty, and line up future business opportunities. But what sets truly impactful emails apart?

In this article, you’ll discover actionable tips to create emails that go beyond the ordinary, combining value-packed content with strategies designed to convert leads into loyal clients. Whether you’re showcasing your expertise, nurturing your audience, or driving engagement, these techniques and customizable templates will help your emails stand out.

1. Understand your audience’s needs

Before drafting any email, take time to define and understand your audience. Are they first-time homebuyers, seasoned investors, or sellers preparing to list their property? Tailoring your messaging to their unique needs ensures relevance and increases the likelihood of engagement.

Example: First-time buyer email

Subject Line: Your journey to homeownership starts here

Body:

Hi {first name},

Buying your first home is an exciting milestone, but it can also feel overwhelming. I’m here to guide you every step of the way. From understanding your budget to finding the perfect neighborhood, I’ve got you covered.

Ready to take the next step? Let’s schedule a time to discuss your goals and how I can help you achieve them. Reply to this email with a time that would be good for you, or click here {link to scheduling tool} to select a slot on my calendar.

Best regards,
{your name}
{your contact information}

2. Focus on clarity and simplicity

Your emails should be easy to read and have a clear purpose. Avoid overly complex language and industry jargon. Instead, use concise sentences and break up text into digestible sections.

Example: Listing alert email

Subject Line: New properties in your favorite neighborhood

Body:

Hi {first name},

I’ve found some new listings that match your preferences in {neighborhood}. These homes won’t stay on the market for long, so please let me know right away if you’d like to schedule a tour.

  • {link to listing}
  • {link to listing}
  • {link to listing}

If these don’t quite hit the mark, let me know and I’ll refine my search.

Best regards,
{your name}
{your contact information}

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Our free e-book offers customizable resources and tips to keep your database engaged, move leads through the funnel, and close deals effectively.

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A graph of a click-through rate going up next to a small inset photo of a real estate agent filling out an email template

3. Add a personal touch

Personalization is key to building trust and rapport. Use the recipient’s name, reference previous interactions, and address their specific needs or concerns. Including personal touches can make your emails stand out.

Example: Anniversary email

Subject Line: Happy one-year home anniversary!

Body:

Hi {first name},

Can you believe it’s been a year since you moved into your home? I still remember how excited you were about {home or neighborhood feature}. How’s it working out?

I hope it’s been everything you envisioned and more. If you ever have questions about the market or are curious about the value of your property, I’m here to help.

Wishing you many more happy years in your home!

Best regards,
{your full name}
{your contact information}

4. Include a clear call to action

Every email should have a clear and actionable next step. Whether it’s scheduling a meeting, browsing listings, or downloading a market report, make it easy for leads to engage with you.

Example: Market update email

Subject Line: Your {month} market update: What to expect

Body:

Hi {first name},

The real estate market is always evolving, and staying informed is key to making the best decisions. Here are the highlights for {city/region} this month:

  • Average home price: ${#}
  • Inventory levels: {#} homes on the market
  • Average time on market: {#} days

Curious how these trends impact your real estate goals? Let’s connect to discuss how I can help you navigate this market.

Schedule a meeting at your convenience here {link to scheduling tool} or respond to this email with a good date and time for you.

Looking forward to hearing from you,
{your name}
{your contact information}

Get the most out of your emails through analysis and iteration

Once you’ve crafted your clear, personalized emails, make sure they are optimized for success. With a significant percentage of emails being opened on mobile devices, it’s vital that your emails are mobile-friendly. Use responsive design, concise subject lines, and easy-to-tap links or buttons.

Experimentation is key to refining your email marketing strategy and understanding what drives engagement. Start by using A/B testing to try out different subject lines and identify which types of wording, tone, or length capture your audience’s attention. For example, you can compare an aspirational subject line like “Your dream home awaits” with a more curiosity-driven option like “You won’t believe this listing!” to see which garners higher open and click-through rates.

Next, try varying your email formats. Experiment with plain text emails versus visually rich designs that include images, videos, or interactive elements. You can also play around with email length and content organization. For instance, one email might include a single featured property with detailed descriptions, while another might showcase a grid of multiple listings. Observe which layout leads to higher engagement.

Calls to action (CTAs) are another critical area for testing. Try different styles and placements of CTAs, such as a bold button reading “View Listings” at the top of the email versus a more subtle link within your body copy. You can also test wording, comparing phrases like “Schedule a Tour Today” with “Get Started on Your Home Search.”

Use analytics tools to track key performance metrics such as open rates, click-through rates, and conversions. Different data points provide valuable insights into what’s working and what isn’t. For example, if a specific subject line significantly boosts open rates but the click-through rate remains low, you might need to refine the email content or CTA placement.

Regularly adjust your strategy based on these insights. Over time, patterns will emerge, helping you optimize your emails for maximum impact. By incorporating A/B testing and ongoing analysis, you can continuously improve your email marketing performance and better connect with your audience.

Email marketing + Luxury Presence

Sending real estate email to clients is a powerful way for agents to build their businesses. By understanding your audience, maintaining clarity, adding personal touches, and optimizing for engagement, you can create emails that convert.

Looking to elevate your email strategy and overall digital presence? Luxury Presence provides industry-leading tools and expertise to help real estate agents craft compelling emails, build beautiful websites, and generate impactful results. Let us help you take your business to the next level.

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Learn how we can help take your real estate business to the next level. Schedule a time to speak with one of our branding experts today.

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