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Email Campaigns
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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.
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This exact email landed Jason Cassity an $800,000 listing appointment. Don't overthink it…
Send this to your database today. ⬇️
This is a simple, yet incredibly effective email campaign to send to your prospective sellers and past clients.
Pro-tip: Follow-up with a personalized text to anyone who opens.
You don't want to sleep on this one. ⬇️
You’ve likely seen the news.
The Fed cut rates.
You’ve probably been thinking how do I communicate this update in a way that’s informative and helpful to my audience without coming across as pushy or aggressive.
Don’t worry, I’ve got you covered.
I wrote this bonus campaign for you to use because the timing matters.
Let’s get this sent out to your database ASAP.
Note; the PS is a soft-CTA that you can personalize with your own success story.
Conversations = Appointments.
Appointments = Listings.
Anytime there is a newsworthy event, there’s an opportunity to provide value and get people in your database to raise their hand.
When I read on CNBC that we hit another equity all-time high, I knew it was the perfect opportunity to start a conversation with folks in our database who might be considering selling.
Keeping your database informed about what’s happening in the market is mission-critical if you want to build trust.
Last week, we heard the news that interest rates hit another 52-week low.
This is the type of good news we have to be sharing with our database.
Email marketing is the highest ROI marketing channel but you can’t just sell all the time. Instead, you have to figure out ways to keep your audience informed and engaged – all while building trust.
So this email is designed to be the ANTI-Buy NOW email. The reality is, consumers are facing historic affordability challenges.
Say that.
It builds trust and confidence with the consumer.
No more date the rate and marry the house nonsense.
In order to build trust and confidence with the consumer, you have to consistently deliver value. Part of our job as professional real estate agents is to keep the consumer informed on important updates.
So when Jerome Powell announces that a rate cut is imminent, it’s the perfect opportunity to engage our database with value.
One of the most effective ways to generate high-quality seller leads is through targeted, personalized outreach—like the email you’re about to send to your database. When you share real success stories, such as a client’s home value increasing by $27,500 in just eight months, you’re doing more than just marketing—you’re offering tangible proof of the value you can bring.
Be sure to personalize this message with a real-world example of a CMA you completed for a client.
This is a seller activation email designed to provide facts over fear.
In today’s world, consumers are constantly bombarded with news about the real estate market. As professionals, it’s our job to provide you with information that doesn’t induce fear but rather gives you the confidence to make informed decisions.
This might be the best news we’ve gotten all year –
Interest rates have fallen to a 52-week low.
This is the perfect opportunity to re-engage your database and identify high-intent leads.
This is a seller activation email designed to help provide relevant information to prospective sellers and at the same time, establish your unique value proposition.
We recommend sending this email to your database and then building a call list of anyone who opens up the email because the subject line is a signal that they are interested in selling.
Staying connected with your sphere of influence (SOI) is crucial in today’s market. The best way to do that is to keep them up to date with relevant information that impacts them.
This campaign is designed to educated them and spark a conversation around selling their home.
This market analysis email is based on a highly successful Instagram video that garnered 600,000 views! By sending this detailed breakdown of property values and growth trends in key neighborhoods to your database, you can engage your database with easy-to-digest local market trends.
The P.S. is also irresistible :)
In today's dynamic real estate market, keeping your clients informed is crucial for maintaining strong relationships and positioning yourself as their go-to advisor. By regularly sharing timely and relevant market insights, you can ensure you stay top of mind with your clients. This proactive approach not only demonstrates your expertise but also helps you generate high-quality inbound leads, as clients will appreciate the value you provide and are more likely to reach out when they're ready to make real estate decisions.
Consistent communication is key to building trust and staying top-of-mind with your client.
This email campaign is designed to provide your clients with timely insights.
One quick pro-tip: When you send this email, you can track (within your CRM) who is opening the email. This is the PERFECT call list for your sales team.
When you bring value-based email marketing together with outbound sales, it’s magic.
Staying connected with your sphere of influence (SOI) and keeping them informed about the latest market trends is a powerful strategy in real estate. By regularly updating your contacts on current events and market conditions, you not only provide valuable insights but also position yourself as a trusted advisor. This approach leads to more repeat and referral business, as satisfied clients are more likely to recommend you to their friends and family.
In this email, I want to address a pressing issue many homeowners face today—the rising costs of insurance and taxes—and offer my expertise to help you navigate these challenges.
This email leverages a success story from a recent CMA (Comparative Market Analysis) to generate high-intent seller leads. By highlighting a client's significant equity gain, the email emphasizes the timeliness and relevance of the information, creating curiosity and urgency for potential sellers to learn their home's current value. The approach is designed to attract homeowners who might be contemplating selling by offering a complimentary professional home value report and an estimate of their net proceeds after selling.