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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.
This is a simple spin-off of the original Name Your Price email - the same psychology, just delivered with a softer, more conversational entry point. Smart agents have already proven this strategy works in email and in direct mail, and the logic is straightforward: when a tactic consistently pulls, you double down on it.
Want us to automate the Deal of the Week for you every week? Try out AI Mode.
The Deal of the Week strategy needs to be added to your weekly marketing SOPs. It's simple, repeatable, and highly effective.
Use the template we provided below to send out your Deal of the Week, use this free tool to write the email and send it yourself, or get AI Mode to automate the entire process for you.
Not sure which listing to feature?
- Filter for new listings (within the last 7 days)
- Focus on your target price point
- Stay in your ideal neighborhood or farm area
That should give you a pool of 50–70 listings.
From there, zero in on the one with the highest saves or views—that’s your deal of the week.
Real momentum happens when you stop waiting for perfect market conditions and start meeting people where their worries already are. And right now, borrowers are second-guessing everything - from their rates to their monthly payments to whether their loan still makes sense at all.
This is your cue to step in with clarity, not pressure. When you position yourself as the agent who connects clients to real answers - not sales pitches - you elevate trust faster than any market update ever could. People don’t want noise. They want someone who knows who to turn to and why.
That’s exactly why this campaign exists: to help you open that door, introduce your go-to loan officer, and guide your clients toward confident next steps with zero friction. Here’s how to put it into play.
This message positions you as the trusted advisor who helps homeowners make sense of what’s happening — not just another agent pushing for a listing. It’s empathetic, data-driven, and designed to spark conversations with people who may have been thinking about selling but hit pause.
Just personalize the closing line and send it to your past clients, sphere, or homeowners in your farm. It’s an easy, high-trust touchpoint that can turn into your next listing opportunity.
This message positions you as the trusted advisor who helps homeowners make sense of what’s happening — not just another agent pushing for a listing. It’s empathetic, data-driven, and designed to spark conversations with people who may have been thinking about selling but hit pause.
Just personalize the closing line and send it to your past clients, sphere, or homeowners in your farm. It’s an easy, high-trust touchpoint that can turn into your next listing opportunity.
Most agents wait for homeowners to think about selling before they talk about home value. Big mistake.
Lower rates are back in the news, activity is ticking up, and homeowners in your database might be wondering what it means for their home.
This campaign removes the biggest objection right out of the gate (“but I’m not selling”) and makes it easy for homeowners to say yes to a simple, valuable update.
Home equity emails have always been top performers - but paired with today’s lower-rate momentum, they become even more powerful.
Use this campaign to reengage your database, deepen trust, and create new listing opportunities.
Most agents wait for homeowners to think about selling before they talk about home value. Big mistake.
Lower rates are back in the news, activity is ticking up, and homeowners in your database might be wondering what it means for their home.
This campaign removes the biggest objection right out of the gate (“but I’m not selling”) and makes it easy for homeowners to say yes to a simple, valuable update.
Home equity emails have always been top performers - but paired with today’s lower-rate momentum, they become even more powerful.
Use this campaign to reengage your database, deepen trust, and create new listing opportunities.
The real test in today’s market isn’t how fast you can land a deal...it’s how well you can hold it together once it’s on paper.
Inspections, financing, shifting buyer confidence… there are a hundred little moments where a deal can wobble. And that’s exactly where experience shows up.
This campaign leans into that truth. It spotlights the underrated (but absolutely essential) skill sellers are looking for right now: an agent who can keep the deal steady, calm the chaos, and see it through to closing.
We're using a technique in the subject line that we call "qualifying through copy." If they open the email, it signals some level of interest.
Follow up tomorrow with everyone who opens this email and send them this text.
Redfin just reported that 15% of home sales were canceled last month. That’s one in six. They crumbled during inspection negotiations, paperwork errors, and poor communication between parties.
That’s the real test right now: not how fast you can land a contract, but how well you can protect it once it’s signed.
This campaign leans into that truth. It spotlights the underrated (but absolutely essential) skill that sellers want in an agent right now: the ability to keep a deal together.
We're using a technique in the subject line that we call "qualifying through copy." If they open the email, it signals some level of interest.
Follow up tomorrow with everyone who opens this email and send them this text.
Right now, homes are sitting longer. Buyers see “60 days on market” and assume something’s off.
This campaign helps you reset that narrative. It gives buyers a smarter lens - one that separates true red flags from real opportunities.
Use this email to shift perception, build trust, and position yourself as the calm, data-driven guide every buyer needs (especially now).
Follow up tomorrow with everyone who opens this email and send them this text.
Nearly 1 in 5 listings took a price cut last month, according to Realtor.com.
That shift gives us the perfect opening for a direct response email with something timely and relevant.
Normally, you might spend hours digging through MLS data to spot those price drops and flag the best buys. But we’re doing something counterintuitive here:
Don’t do the work upfront. Instead, frame it as an invitation: I'm going to review all the recent price reductions. Once I've got my list, do you want me to send it to you right away?
If people respond, then you do the work. It’s efficient, intentional, and it taps the endowment effect, which is that subtle pull that makes people want what already feels like it’s theirs.
Anyone who opens this email? Follow up with them tomorrow with this 1:1 text.
A lot of buyers are waiting for prices to drop before making a move. The subject line teases the two questions they need to ask themselves.
If they open the email, you know there’s a strong chance they’re serious enough to be wrestling with the decision, not just browsing listings for fun.
Most agents wouldn’t tell you this… disarms the reader, setting you apart as the advisor who tells the truth. Then the P.S. drives urgency with a clear next step to anyone who wants to know their options.
Follow up tomorrow with everyone who opens this email and send them this text.
Rates don’t have to fall far to shake things up.
If the 30-year fixed dropped to 6%, NAR’s chief economist says it would make homeownership possible for 5.5 million more households. About 10% of those people would likely buy within the next year. That’s 550,000 buyers suddenly in the game.
And that kind of shift would push home sales up by 13%.
Here’s why this campaign matters for you: it’s built to qualify through copy. If someone clicks into an email like this, they’re curious about rates, about timing, about opportunity. In other words, they’re already paying close attention. The P.S. gives sellers a gentle way to raise their hand too.
Everyone who opens this email? Follow-up with this text tomorrow.
Rates that start with a “3” carry more weight than most people realize.
That’s the story we’re telling with this campaign. CREA’s chief economist is already pointing to a shift: sales are climbing, five months in a row, and buyers see sub-4% as a return to “normal.”
Here’s why this campaign matters for you: it’s built to qualify through copy. If someone clicks into an email asking what happens when mortgages fall into the 3s, they’re telling you they’re tuned in. They’re curious about timing, opportunity, and the market’s next move. The P.S. then gives sellers a gentle way to raise their hand, keeping the door open for listing conversations too.
Everyone who opens this email? Send them this follow-up text tomorrow.
It’s post–Labour Day, and like clockwork, new listings are flooding the market.
That changes the game.
This week, we’re focusing on purely education: a value-based email with no hard pitch and a soft CTA in the P.S.
The subject line does the qualifying for you. If they open it, chances are they’re already thinking of selling. That’s a lead. Add them to your call list.
Your job here is to guide. Use this as a moment to share your expert ideas. Show them how you would approach the sale if it were your home: how you'd study the comps, price it smart, build momentum before it hits the market, and tailor the marketing to the right buyer.
This is how you become the obvious choice before they even raise their hand.