A Guide for Real Estate Agents to Nurture Potential Leads with Email Marketing

A Guide for Real Estate Agents to Nurture Potential Leads with Email Marketing


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Amandine Liepmann is an expert-vetted, top 1% email marketer on Upwork. Get in touch here

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Email marketing has become an indispensable tool for businesses across various industries. Real estate agents, in particular, can leverage the power of email marketing to nurture potential leads and drive conversions.

Email marketing campaigns from real estate professionals often focus solely on selling homes. Real estate email marketing is a bit more complicated than that. Your email marketing efforts need to include opportunities for potential leads to build trust with you, view you as a leader in the real estate space, and offer valuable content beyond buying and selling.

Customer loyalty is a massive part of how people find, refer, and use real estate agents' services. Your target audience wants to feel you're creating content just for them that resonates with their search for that perfect home.

But how do you digitally create a sense of community in your community?

This blog post will explore how real estate agents can effectively utilize email marketing strategies to build relationships, establish trust, and convert prospects into satisfied, referring clients.

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Step 1: Choose your email service provider

I recommend Mailchimp for beginners because it's easy to navigate and has the highest number of email service provider integrations. It's also more affordable than other email service providers like HubSpot and Klaviyo, making it a great platform to get started with nurturing leads via email.

Click here to sign up for Mailchimp email marketing.

Please note if you sign-up for Mailchimp email marketing using the LISTBURST referral link, we may receive a small percentage kickback.

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Step 2: Building an Engaging Email List

Where can you find high-quality leads that will turn into clients? There are several effective methods real estate agents can employ to expand their email list:

a. Website Opt-in Forms:

Place opt-in forms on your website to capture the contact information of visitors interested in your real estate services.

b. Open House Sign-Up Sheets:

Collect email addresses from open house visitors and use them to grow your list.

c. Social Media Lead Generation:

Leverage social media platforms to encourage interested individuals to sign up for your email newsletters or updates.

d. Opt-in lead generation

An opt-in or lead generation document is something you give away for free in exchange for someone's contact information. Here are some examples of email marketing lead-generation ideas for realtors:

  • A downloadable guide to the home-buying process
  • A free report on neighborhood trends and statistics
  • Interactive content like a quiz to determine what type of homebuyer someone is.
  • A free guide to home maintenance with coupons or offers for local vendors

If you're looking for more lead-nurturing ideas, check out my most recent blog post on how to gain new email subscribers in 2023.

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Step 3: Create a strategy for nurturing email leads:

Nobody likes to sign up for an email newsletter that blasts them with non-stop sales content.

Segmenting your audience is a great way to create opportunities for more in-depth and personalized connections. For example, if someone takes a quiz and finds out they're interested in purchasing a home in the next year, you can tag that contact in Mailchimp to send them specific communications.

  • Additional real estate segments to consider:
  • Retirees
  • First-time homebuyers
  • Investors
  • Existing property owners
  • Commercial/industrial clients

You should also create email campaigns for various stages of the customer journey. For example, you could have an onboarding sequence to welcome new leads to your list and foster relationships with them.

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Step 4: Use an email marketing template to make things easier

The fastest way to send an email, so you're not reinventing the wheel every time, is an email template. An email template is a design you can use repeatedly when you're ready to create and send an email.

There are a few ways you can go about creating an email template for your real estate marketing:

  1. Create one in Mailchimp yourself (the least expensive)
  2. Purchase a pre-made email template for realtors from a professional like me (less expensive)
  3. Hire an experienced email marketer like me to create a custom email template for you (most expensive).

Shameless plug: I created my pre-made email templates for realtors so you can send effective email marketing campaigns in half the time, with half the headaches, at a fraction of the cost. Check out my offerings on the LISTBURST website or view them below. They even come with a tutorial to guide you through the process from me, an expert-certified top 1% email marketer who cares that you succeed.

Rachel Klein Real Estate Email Template for Mailchimp
Barnes Real Estate & Construction Email Template for Mailchimp


Learn more about how the pros use email templates to save time and send more emails - See the blog post


Step 5: Track Your Results and Optimize Customer Data

Analyzing the results of your email campaigns will help you learn more about your target audience, allowing you to optimize future campaigns even further. Here is a list of common email marketing analytics terminology and they're meaning in overall strategy:

Open rate -

The percentage of people who received your email and opened it.

Click-through rate (CTR)-

The number of times an email link was clicked divided by the total amount of emails sent.

Conversion rates -

The percentage of people who completed a desired action after opening an email or clicking a link in the email.

Unsubscribe rate -

Percentage of people who opted out of receiving your emails.

Bounce Rate -

Percentage of emails that were undeliverable due to incorrect address, server down, or another technical issue.

By tracking these metrics, you'll better understand what resonates with your target audience and where you can improve for future campaigns.


Email marketing is a powerful tool for real estate agents to nurture potential leads and convert them into satisfied clients. By building an engaged email list, segmenting your audience, creating compelling content, leveraging automation, personalizing communications, and tracking analytics, you can harness the full potential of email marketing in the real estate industry. Implement these strategies to take your real estate business to the next level.

If you're looking for an email marketing service for Mailchimp, please reach out to Amandine here.