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Email Campaigns
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This is a simple, "right hook" email that you can send out to your database today.
Here's why it works:
1. It's specific.
2. It piques curiosity.
3. It's actually helpful.
Don't wait for permission to be useful.
Be proactive in providing value.
👉Below you'll find a Canva link that you can customize to fit your brand, download as PDF, and send to anyone who responds. 🚀
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S/O to Jeremy Davis from Palm Agent.
If you haven't downloaded their app, they have a killer feature that allows you to calculate the holding cost based on the sales price.
If a home is on the market for 30 days, 60 days, 90 days, 120 days—how much does it actually cost the consumer to have their property sit on the market?
Let's say, for example, that a $725,000 home is on the market for 90 days. The holding costs could be upwards of $19,000-20,000.
Most sellers wouldn't know that. In their mind, what's the big deal if it's 7 days or 45 days?
It matters because it could literally cost them thousands of dollars in equity they've earned.
This campaign is a great opportunity for you to communicate why your ability to sell a home quickly actually matters to the consumer.
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One of the challenges that comes with real estate marketing is finding thousands of different ways to ask the consumer: "Are you considering selling soon?"
For this campaign, we're using the "What's holding you back" angle to get potential sellers to raise their hand.
Here's why it works:
1. The email opens with a relevant hook about how more sellers are entering the market.
Pro-tip: Localize the inventory data for your market.
2. Including "Out of curiosity" softens the ask.
3. Multiple choice makes it easy to answer.
4. It includes a compelling p.s. with a relevant CTA for a home value report.
Put it to work.👇
S/O to Jason Cassity for executing a brilliant Coming Soon strategy specifically for new construction.
Here's why this campaign works:
1. An "Early Access" angle that provides information to the consumer that they won't find online.
2. He includes a map of where the homes are located in the email.
3. He ends with a casual CTA and offer to schedule a pre-market showing.
Try it out. ⬇️
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One of the smartest ways you can use your email marketing tool is to cross-promote your social media posts.
This is one of my favorite strategies implemented by Ray Ellen.
Here's how it works:
1. Find a notable listing in the MLS (or Off-Market).
2. Write a brief post about it on social media with a CTA to DM you if they're interested.
3. Send an email blast to your database LINKING to your social post.
This is something you could do SEVERAL times a month to generate inbound opportunities.
Ask Ray. It works.
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When you have a Coming Soon listing and you hit the 24 hours before it goes live, send this email.
Here's why it works so well:
1. It creates urgency. The goal of the subject line, "Exclusivity ends in 24 hours" is to get as many people to open the email as possible.
2. It piques curiosity. Share some info, but not all the info. Share one photo (the "money shot") but not all the photos.
3. It has a strong CTA. Don't drive them to a website. Get them to call.
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This is rarely talked about in the real estate marketing world but one of the best ways to attract high-quality seller leads is by doing high-quality marketing of your current listings.
Prior to the home going on the market, this is the first email you should send.
It's a simple way to add incredible value to both potential buyers and your seller. ⬇️
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In his book Viral Loop, Adam L. Penenberg profiles the rise of Hotmail, and tells the story of how it happened.
To help spread the word about Hotmail, they added this line...
"p.s. I Love You. Get a free email at Hotmail.com"
That small hook at the end of the message created a hockey stick growth for them.
So here's the zen learning…
The people in your database may not be buying today but they know someone who is.
More importantly, they can introduce you to a new prospect with the right hook.
The next time you have a listing to promote, try this email below.
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Every time you complete a CMA, it's an opportunity to start more conversations.
Take your most marketable CMA and turn it into an email campaign to generate seller leads every week.
The process goes like this:
1. Do 5-10 CMAs per week.
2. Highlight the most notable one.
3. Send out this email.
4. Start more conversations.
This is how you generate high-quality leads without paying a profit-crushing referral fee.
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One of the best ways to turn your recent sales into more listings is to use a technique we call: Market your marketing.
35,234 people saw this on Facebook is an irresistible hook.
This is more than just a success story, it's proof that you're great at your job.
By highlighting a specific marketing metric, you demonstrate your ability to get their home in front of more prospective buyers—something sellers value a lot.
So the next time you sell a home:
Take a single WOW metric from your advertising or marketing campaigns.
Send this email.
Then, record a video and share it on social media.
Then, mail a letter to nearby neighbors.
Rinse and repeat.
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The thought "selling is a bad idea" has crossed the mind of nearly every seller at some point.
Rather than resorting to the usual "now is a good time to sell" pitch often used by Realtors, let's tackle the issue directly.
Selling your home is painful.
It's emotional.
It can be overwhelming.
And it costs $$$.
Even when it's easy, it's not.
There's an adage in marketing, a small admission is how you gain large acceptance.
So let's address the pain head-on.
This campaign can also be used for a direct mail letter and a short-form video on social media.
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This is a strategy we call "Land & Expand."
It's a technique to bridge the gap between marketing and sales. Which means, you'll send a marketing email to a targeted list with a targeted message. Then follow-up with a text:
Hi [First Name],
Hope you’re well my friend. I just sent you an email.
Let me know if you fall into bucket #1, #2 or #3 🙏
Chances are they'll get the text before they see your email. So you'll start the conversation via text, prompt them to check their email, and hopefully respond to your text to continue the conversation.
The goal of this strategy is to get a good sense of where your past clients fall in their seller journey as you think about your sales pipeline.
Are they 6-12 months out from selling?
2-4 years from now?
Maybe more?
As you get more information and more context about their plans, add those notes to your CRM and start to be helpful right now to help them achieve whatever it is they want to achieve this year.
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You probably have potential sellers in your database who are curious about whether they'd benefit more from renting or selling.
So, why not speak directly to this particular prospect and offer them a Rent vs Sell Analysis?
You might be surprised with the responses you get.
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We all know that reviews matter.
But if we're honest, most of us might miss the opportunity to capture the story and the sentiment from a happy client after the transaction.
This is an email you can send to your past clients immediately after you help them complete the transaction.
The best part?
It actually includes five questions to make it easier for them to leave a review.
Be sure to include the link to where they can write the review, right in the email.
If you do success stories with your past clients, you can also use these questions in your interviews.
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This is something that isn't talked about enough—how much the seller will actually walk away with after the sale.
Use this script to provide incredible value to potential sellers.
Pro-Tip: PalmAgent ONE is a fantastic app to help you with Net Sheets estimates.
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This is a situational script that has CRUSHED.
You can uncover buyer and seller leads simply by asking permission.
Should I contact you if…[insert scenario]
...rates drop below 6%?
...a home near your property sells?
...they do a price reduction on 123 Main Street?
That's it.
Most sellers assume they need to spend thousands fixing up their home before they can sell. But here’s the truth: They might not need to.
This email is so effective because it challenges that assumption with real results. If you recently worked with a client who had an outdated home, needed big-ticket repairs, and believed a traditional sale wasn’t worth the hassle, this is your chance to shift their perspective. Instead of pouring money into renovations or taking a lowball offer from an iBuyer, they leaned on your network of buyers. The result? A sale that netted them significantly more than an instant offer.
The key takeaway: Selling as-is isn’t a last resort—it’s a strategy. And when sellers have the right expert in their corner, they don’t have to choose between convenience and maximizing their profit.
One of the biggest misconceptions sellers have? That listing with an agent means weeks of expensive repairs, dealing with contractors, and endless headaches. Companies like Opendoor have capitalized on that fear, selling the promise of certainty, convenience, and speed. And guess what? It’s worked—over 30,000 homes bought in just two years.
But here’s the truth: Many of these sellers are leaving real money on the table. They might not need to renovate to sell. They might just need access to the right buyer.
This email is so effective because it challenges the seller’s assumptions. Most believe they have to fix up their home to attract buyers, but is there a different story? Not every buyer is looking for perfect—many prioritize location, potential, and value. And with your extensive network of buyers, you can connect sellers with the right match, without forcing them into costly renovations.
Pro tip: Strengthen this email by adding a local stat on buyer demand. Show sellers that homes—even ones that need work—are still moving fast in your market. The more relevant the data, the more powerful your message.
Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their online estimate or above ask—it’s a prime opportunity to send an email like this.
When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times.
This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action.
Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.
Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their online estimate or above ask—it’s a prime opportunity to send an email like this.
When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times.
This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action.
Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.
Your clients look to you for real market insights—not headlines, not hearsay.
Right now, you have a chance to control the narrative and provide clarity in a time of uncertainty.
In some markets, buyer activity is picking up, and well-priced homes are moving. Use this email to guide homeowners toward an informed decision.
Send it as-is or make it even stronger by adding local data—like the number of buyer appointments you’ve scheduled—to reinforce your point.
Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their Zestimate or getting multiple offers—it’s a prime opportunity to send an email like this.
When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times.
This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action.
Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.
Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their Zestimate or above ask—it’s a prime opportunity to send an email like this.
When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times.
This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action.
Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.
Your clients look to you for real market insights—not headlines, not hearsay.
Right now, you have a chance to control the narrative and provide clarity in a time of uncertainty.
In some markets, buyer activity is picking up, and well-priced homes are moving—even with rates around 7%.
Use this email to guide homeowners toward an informed decision.
Send it as-is or make it even stronger by adding local data—like the number of buyer appointments you’ve scheduled—to reinforce your point.
If you want to attract serious buyers, your messaging needs to be clear, direct, and laser-focused on their goals. Think of this campaign as Part I of the Magic Buyer Strategy, which answers the critical question: How do you find serious buyers?
If you sell a significant percentage of homes off-market, be sure to include that data point in the email.
This campaign’s goal is to get serious buyers to raise their hand by showing them you have access to opportunities they can’t find on their own.
To build credibility, include a recent buyer testimonial in the P.S. This reinforces your results and shows prospects the value of working with you.
If you want to attract serious buyers, your messaging needs to be clear, direct, and laser-focused on their goals. Think of this campaign as Part I of the Magic Buyer Strategy, which answers the critical question: How do you find serious buyers? The key is to highlight what most buyers don’t know—like the fact that 1.2 million U.S. home sales in 2024 happened off-market, roughly 24% of all transactions.
Pro tip: if you sell a significant percentage of homes off-market, replace the national stat with your own for even greater impact.
This campaign’s goal is to get serious buyers to raise their hand by showing them you have access to opportunities they can’t find on their own.
To build credibility, include a recent buyer testimonial in the P.S. This reinforces your results and shows prospects the value of working with you.
If you’re working with qualified buyers but struggling to find the right homes, you’re not stuck—you’re set up for a Magic Buyer strategy.
This approach doesn’t just help your buyers; it sparks conversations, builds relationships, and uncovers off-market opportunities.
Tiffany Vasquez put this strategy into action, sending out 88 Magic Buyer Letters. Here’s what happened:
- 15 responses
- 10 interested parties
- 6 tours completed
- 5 potential listings
Her secret? Specificity and a personal touch. Sellers connect with real people, not just data points. Share meaningful details (without getting too personal)—your buyers’ budget, preferred location, or even a note about why they’re drawn to that specific neighborhood. These small touches make your message authentic and memorable.
Think of this email campaign as your Magic Buyer “Roundup”—a chance to represent multiple buyers at once while positioning yourself as the agent who goes the extra mile.
As you adapt it to your audience, make sure to:
- Highlight who your buyers are and what they’re looking for.
- Include your personal cell number.
- Use a direct response CTA in the P.S. to drive action.
If you want to grab attention and convert curiosity into action, this campaign is your blueprint.
It’s built around three powerful marketing tactics designed to engage and persuade: Small Agreements, Objection Handling, and the Power of a Client Case Study.
By inviting homeowners to take a simple, no-pressure step—like texting for a free home value report—it lowers barriers, builds trust, and encourages incremental commitment.
At the same time, it proactively addresses a common objection: “I don’t want to sell my home,” reframing the conversation to focus on clarity and future possibilities.
Including a real client success story—selling a home for $25,000 over Zestimate—adds credibility and proves your expertise, making your offer even more compelling.
Together, these strategies create a message that inspires action and helps you win your next listing.
Pro-Tip: Add your client’s testimonial in the P.S. to build even more credibility and trust.
Your listing marketing isn’t just about selling a home—it’s the best form of advertising you can do for your future sellers.
But too many agents see listing marketing as a task to check off, missing the bigger opportunity. Future sellers are watching closely.
They notice the creativity, care, and thought you put into promoting your clients’ listings and think, "I want that for my home."
I challenge you to think differently about every aspect of your listing marketing.
Make it an irresistible showcase of your expertise, so every seller in your market says, "That’s the agent I need."
“If you are considering buying, it is time to get busy.” Those are the words of Ted Rechtshaffen, President of TriDelta Financial, in a recent Financial Post article. His perspective highlights a key opportunity: today’s market conditions may offer buyers significant advantages that won’t last.
This email pulls data from The Canadian Real Estate Association (CREA) to explain why 2025 could be the year to make a move—and that’s where you come in.
As their trusted advisor, your expertise can guide them through every step of the process, from understanding the market to securing their dream home. This campaign emphasizes how your role is vital in helping buyers navigate the market and succeed this spring.
Is spring housing demand already starting?
According to HousingWire lead analyst Logan Mohtashami, the answer is yes.
In a recent article and interview with Yahoo Finance, Mohtashami highlighted a 2.2% rise in U.S. pending home sales in November—a strong signal that buyers are beginning to adapt to current market conditions and act earlier than usual.
While the traditional spring market may still feel a few months away, this trend underscores how critical it is for buyers to prepare now. Being ready with financing, pre-approval, and a solid strategy ensures they can act quickly when the perfect home comes along—and that’s where you come in.
As their trusted advisor, your expertise can guide them through every step of the process, from understanding the market to securing their dream home. This campaign emphasizes how your role is vital in helping buyers navigate the market and succeed this spring.