Mark Lemmons Group

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6 Fail-Proof Real Estate Email Strategies

Have you ever wondered if email marketing is worth your time as a real estate agent? Questioned how to do it effectively? I’ve had the same thoughts throughout my career.

Consider these statistics released on January 7, 2022:

  • 92% of online adults use email
  • 61% of consumers prefer to be contacted by a brand through email
  • 99% of email users check their email every day, some as many as 20 times per day


The data doesn’t lie – and is consistent with my own experience. Even with the rise of social media, email marketing is a highly effective way for real estate agents to turn leads into sales.

Here are my 6 proven email marketing strategies that will help you increase your sales this year.

  1. Know Your Spam Triggers & Data

The first hurdle is to ensure your email ends up in someone’s primary email inbox – not their spam. It is always a good idea to stay informed on spam trigger words and phrases, like this list from HubSpot. Remember that you can and will use some common spam words in your emails – you just want to use them sparingly and in context. 

You also need to know your data when it comes to email. Use an email marketing system that allows you to track open rates, bounce rates, reader engagement, etc. Many CRM’s provide this feature, like the one I use, CRM Grow. Mailchimp and Constant Contact are also great options. Knowing your statistics will help you refine and perfect your email strategy.

  1. Provide Valuable Content

It is essential to provide content that is relevant and valuable to your audience. Since you deal with the wants, needs, and pain points of your clients daily, there is no one better suited to provide quality material to them than you.

Click here to access my free guide to a 30-minute strategy session that will jumpstart sending high-value real estate emails. With 30 minutes of focused effort, you’ll have multiple months worth of content ideas.

  1. Be Consistent

Just like building relationships in person takes regular interaction, building rapport with prospective clients over email takes consistency. This includes being consistent in your frequency and your message.

Frequency: Decide how often you want to send an email and stick to it. Consistency communicates trustworthiness and dependability.

Message: Be consistent in your messaging. People often need to hear something multiple times in order for it to stick. Don’t be afraid to say the same thing in different ways in both emails and on social media platforms.

  1. Use a Good Subject Line

A good email subject line grabs the reader’s attention and prompts them to open your email. Subject lines should strike emotion, offer a benefit, or peak curiosity.

Consider the following examples:

“Protect Yourself From Buying a Money Pit” (benefit)

“Hey Jennifer, Imagine Yourself in this Home by next Christmas…” (emotion) 

“3 Ways to Save on Closing Costs” (curiosity)

Using great subject lines will increase your open rates and engagement. Just be sure your email content delivers on the information in the subject line. No one likes a bait-and-switch.

  1. Include a Strong Call to Action (CTA)

Always include a call to action in your email. This is the ultimate audience-engager and keeps people interacting with you and your content. Your call to action could be:

  • Replying to your email
  • Downloading a free guide you created
  • Clicking a link to a video on your YouTube or Instagram account
  • Clicking to see a new listing

Make sure your call to action is clear and specific. For example, instead of simply saying “click here to watch my latest video,” say, “Watch Me Explain Home Inspections.”

  1. Keep it Conversational

Finally, the best emails are the ones that sound like a conversation. Consider using emojis, humor, memes, and GIFs. Of course, you want to be professional and have a consistent voice for your brand, but people are more likely to read emails that have a casual and friendly tone.

Ready to See Results?

There’s never been a better time to broaden your impact with email marketing as a real estate agent. With so much noise on social media, many people are relying on email for trusted information. The statistics – and my own experience – are proof that email marketing still works.

Follow these 6 tips and I’m confident you’ll start seeing results that will be well worth the investment of your time.

Want to learn more about how to build your real estate business? Check out my top 5 ways to build your brand as an agent.


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