Email Marketing for Real Estate: Top 5 Providers & Real Life Examples in 2024

With 40% open rate,¹ email marketing stands out as an effective tool for real estate agents seeking to expand their reach, enhance engagement, and boost sales.

By utilizing the right email marketing software and techniques, real estate businesses can convert leads into clients and create an active audience.

Whether for keeping clients informed about the latest listings, sharing market insights, or simply staying connected, email marketing for real estate enables agents to have a direct line to both prospective and current clients.

This guide will provide information on the top 5 email marketing tools, tips and recommendations and benefits of utilizing email marketing for real estate with real-life examples.

Top 5 email marketing providers for real estate businesses

The above table lists top email marketing tools for real estate in an alphabetical order. While selecting these tools, we consider below factors:

• B2B user reviews: The number of B2B reviews indicates the company’s visibility and credibility in the business landscape. A strong presence on these platforms usually shows customer satisfaction and high product quality. Therefore, we excluded vendors with less than 500 reviews. 
• The number of employees: We included vendors with at least 40 employees on their LinkedIn profile as the number of employees would indicate the operational capacity of the company.

How to reach out to your real estate market with email marketing?

Effectively reaching out to your local real estate market through email marketing entails several strategic steps that can help maximize engagement:

Build and segment your email lists

With an email marketing service, you can divide your email list into segments based on criteria such as location, type of property your customers are interested in (residential, commercial, etc.), or their stage in the buying or selling process. This would allow you to tailor your communications to meet the specific needs of different groups to make your emails more relevant and engaging.

Email marketing tools can also segment your customer base into hot seller or buyer leads, current customers, previous clients (including buyers and sellers), and renter clients.

Personalize your messages

Email marketing software allows you to utilize user data for your real estate email marketing messages and create user-specific emails that have higher personalization. 

Personalized greetings make each recipient feel valued, increasing the relevance of your email. Using the recipient’s name is a simple strategy, but effective email marketing tools can allow for advanced customization based on the client’s past interactions, such as previous viewings or inquiries.

This level of personalization can help maintain relationships and keep your real estate business top of mind among potential buyers.

Automate your email marketing processes 

Email marketing automation for real estate is an important tool that enables real estate professionals to automatically manage communications with potential buyers, past clients, and new leads, ultimately enhancing their marketing strategies and fostering stronger relationships. Some of the examples of email marketing automation for real estate are: 

Automated welcome emails

As soon as new subscribers join your list, after signing up on your website or at an open house, they can receive an automated welcome email. This initial communication is important for setting the tone of the relationship, providing valuable information about your real estate business, and reassuring clients that they will receive meaningful content.

Figure 1: Welcome email example from Zillow.²

Drip campaigns for lead nurturing

Effective email marketing strategies leverage automated drip campaigns to maintain engagement without constant manual input. Real estate drip campaigns are automated email sequences that send a series of messages based on specific timelines or user actions. 

These automated campaigns may include information on the home buying process, tips for home sellers, or updates about new listings and local market trends.

Figure 2: Drip email example from Compass.³

Automated follow-ups

For real estate professionals, timing is crucial. Automated follow-up emails can be triggered based on specific actions taken by recipients, such as viewing a property online or attending an open house. These follow-ups are an essential part of maintaining relationships with your current clients.

These automated follow up messages can also prompt potential clients to take the next step, such as scheduling a private showing or inquiring about financing.

Real-life example: HubSpot Marketing for RE/MAX Romania

RE/MAX Romania utilized HubSpot to create targeted inbound marketing campaigns that addressed specific buyer pain points. 

These campaigns included various content formats like eBooks, videos, and market studies which are tailored to different stages of the buyer’s journey. By creating campaign-specific landing pages, and strategic calls-to-action, prospects could access valuable content.

This approach not only increased leads but also improved the automation of email campaigns and customer conversions by 24%. The integration of marketing and sales processes on HubSpot’s platform facilitated a consistent and personalized communication strategy which would be crucial for converting leads into customers.⁴

Optimize for mobile devices

With a significant number of emails being opened on mobile devices, it’s essential to ensure that your email design is responsive and that your emails are easy to read on devices of all sizes.

Analyze your email marketing metrics and adjust accordingly

Leveraging analytics tools to track your emails’ performance and analyze key email metrics such as open rates, click-through rates, and conversion rates is an important step in creating successful real estate email marketing messages.

Continually refining your email marketing strategies based on these insights would improve your marketing campaigns’ effectiveness.

Benefits of utilizing email marketing software for real estate 

Leveraging email marketing software for real estate businesses introduces many benefits such as personalized and targeted communication. Here are some of the benefits of integrating email marketing software to your real estate marketing strategies:

Increased engagement with personalized messaging

According to a 2023 report, emails with personalized content have higher open rates and lower bounce rates.⁵ By segmenting your email lists based on various criteria such as location, property type interest, or customers’ stage in the buying process, real estate agents can send more personalized emails. This approach would also ensure that potential clients receive relevant information that meets their specific needs.

Timely updates and notifications

Email marketing enables real estate agents to send timely and automated updates about new listings, open houses, or changes in the market. Time sensitive updates and notifications would keep potential buyers and sellers informed and can encourage immediate action.

Real-life example: Zoho Campaigns for The Virmani Group (TVG)

The Virmani Group (TVG), a multifaceted management and real estate business in Dubai, integrated Zoho Campaigns into their operations to enhance their email marketing strategies. 

Previously relying on manual methods, TVG’s adoption of Zoho allowed them to deliver automated and personalized updates to the right audience. This integration resulted in an increase in lead generation and client engagement, with higher success in converting leads to loyal clients through efficient email marketing campaigns. 

TVG continues to focus on leveraging Zoho Campaigns’ email marketing technology to maximize value and maintain close relationships with their clients​.⁶

Increased reputation with higher email deliverability

Reliable email delivery can boost real estate businesses’ reputation and effectiveness in a competitive market by ensuring that their marketing messages and property listings are delivered to potential and existing clients’ inboxes.

Email marketing software allows real estate businesses to increase their email deliverability by managing sender reputations, cleaning up email lists, ensuring compliance with anti-spam laws, implementing email authentication standards like SPF, DKIM, and DMARC, and optimizing email content. 

Real-life example: Sendgrid for VivaReal

VivaReal, a real estate business in São Paulo, Brazil, improved its business by switching its email services to Twilio SendGrid. Previously, they faced challenges with their in-house email system, including low delivery rates and high maintenance costs.

After transitioning to SendGrid, VivaReal saw an increase in email deliverability from 60% to between 88% and 90%. This change helped them to reach clients and enhance agent satisfaction, ultimately supporting their growth and operational efficiency.⁷

Real-life example: SendGrid for Commissions Inc. (CINC)

Commissions Inc. (CINC), a technology solution for real estate brokers and agents, experienced improvements in their email program by partnering with SendGrid. 

Initially struggling with email deliverability, especially with Gmail where they only achieved a 40% inbox placement rate, CINC engaged SendGrid’s Expert Services to optimize their email strategies. This collaboration led to an increase in their Gmail inbox placement rates up to 97-99%.

By adopting SendGrid’s email marketing tools, CINC also managed to reduce their spam reports and decreased the time spent on email-related development, reflecting a more streamlined and effective approach to their email campaigns. 

This partnership not only enhanced their operational efficiency but also allowed them to focus more on their core business operations and less on the technical complexities of email management​.⁸

Integrating with other marketing channels

Multichannel integration with other marketing channels, such as social media marketing, SMS marketing, and landing pages, enables real estate agents to create cross-channel marketing campaigns. This approach can increase the chances of reaching out to their potential buyers and keeping in touch with their current customers. 

Check out our article on email marketing benefits for more information.

What are the key elements of email marketing for real estate businesses?

Real estate professionals can develop successful email marketing strategies that not only to reach but also resonate with their target market by integrating below elements into their email marketing strategies:

Subject lines

Successful subject lines often include urgency, personalization, or intrigue, such as “Find Your Dream Home Today!” or “Exclusive Property Just Listed in Your Area!” 

Using an email marketing software allows real estate agents to test and optimize these subject lines to ensure they stand out and don’t trigger spam filters.

Engaging email content

An effective email marketing strategy involves using content that resonates with your audience’s current needs. This could include updates on the real estate market, new listings, success stories from satisfied clients, or helpful tips about the home buying process.

Visuals for emails

Visuals, such as images, video tours, and infographics, can improve the effectiveness of your real estate marketing emails by helping potential clients visualize the properties, which can be influential in moving them further along the sales funnel.

Call to Action (CTA)

A clear and compelling call to action in your email is crucial for driving recipients to take the next step, whether for contacting your real estate agency for more details, signing up for an open house, or visiting a landing page to view more property listings.

Your CTA should be easy to find and simple to understand by using action-oriented language like “Schedule a viewing now” or “Learn more about homes in your area.”

Using targeted email campaigns that align the CTA with the interests of specific segments of your audience can make your CTAs even more effective.

Further reading

• eCommerce Email Marketing in 2024: Guide & Top 5 Providers
• Email Marketing Benchmarks: Key Insights & Statistics in 2024
• 20 Email Marketing Case Studies in 2024
• Top 7 Applications of Generative AI for Email Marketing in 2024
• Top 10 Applications of AI in Email Marketing in 2024
• Top 10 AI Email Marketing Tools in 2024
• Email Marketing Pricing in 2024: Comparison of Top 15 Providers
• Top 8 Free Email Marketing Software in 2024
• Top 10 Email Marketing Platforms in ’24 Based on ~50k Reviews
• Top 10 Email Marketing Benefits in 2024
• Top 10 Email Marketing Best Practices in 2024
• Top 7 Email Marketing CRM Tools in ’24 Based on 30k Reviews

External Links

• 1. “Email Marketing Benchmarks and Stats by Industry for 2024“. MailerLite. Retrieved May 7, 2024
• 2. “Zillow“. Zillow. Retrieved May 7, 2024
• 3. “9 Drip Email Campaign Examples [Learn How to Create Them]“. Automizy. Retrieved May 7, 2024
• 4. “RE/MAX Romania Increased Leads by 114% with HubSpot“. HubSpot. Retrieved May 7, 2024
• 5. “2023 Email Marketing Benchmarks by GetResponse“. GetResponse. Retrieved May 7, 2024
• 6. “Zoho Campaigns Case Study – TVG“. Zoho Campaigns. Retrieved May 7, 2024
• 7. “Online real estate portal VivaReal increases delivery rate by 50% with Twilio SendGrid“. Twilio. Retrieved May 7, 2024
• 8. “CINC accelerates deliverability with SendGrid’s Expert Partnership“. Twilio. Retrieved May 7, 2024