The Ultimate Guide to Drip Email Campaigns for Real Estate Agents

Email marketing continues to become increasingly popular daily. Your real estate business benefits from email automation which continues to send emails to potential clients based on events, location, or type of purchase. But, did you know the most effective types of email campaigns for real estate agents include drip campaigns?

Drip email campaigns are highly successful because they allow users to continue seeing valuable content that is helpful for their real estate endeavors. It gives them a reason to click on links in the email content

This guide to real estate drip campaigns for real estate agents will provide information on drip real estate email marketing and tips on implementing these strategies into your business.

What Is a Drip Email Campaign?

A drip campaign is an email marketing strategy that delivers information to the user in a series of emails. The campaign involves a series of real estate emails sent to leads over time. It can relate to different stages in the sales journey, including pre-qualification, nurturing, and lead generation.

These auto-replies get sent to the user based on an event or period. For example, a real estate agent may send a follow-up email asking for feedback after visiting with a client at a house for sale. The user may receive more real estate emails if they do not respond to the first message after a certain period.

Email drip campaigns save time and allow agents to focus on other areas of their business, such as finding new clients. They also help increase traffic through user engagement by giving users valuable information about their needs and interests.

The tool gives companies a chance to communicate with customers directly. It’s a fantastic method to keep your target audience interested in the purchasing or selling process. Automation allows you to create and launch email drip campaigns swiftly and effectively.

What Is a Real Estate Email Drip Campaign?

Email drip campaigns for real estate agents and teams assist the potential buyer or seller in making the right real estate decisions through automated emails. The real estate email marketing software sends out messages at specified intervals.

The drip emails for these campaigns may be based on a single event or more than one event and often contain information about homes in the area. Users receive the email if they are interested in buying, selling, renting, or just browsing properties in the area.

Relevant content at each stage can keep leads interested in following through with their real estate needs. Through a succession of automated messages, drip campaigns allow you to develop relationships with prospects and keep them engaged. The drip campaigns facilitate relationship development and trust-building with your audience for your real estate firm.

Since they send follow-ups based on what the prospect did or did not do, they are excellent for lead nurturing. Your conversion rates may also rise as a result of these communications.

Must-Have Real Estate Email Drip Campaign Templates

Many real estate drip marketing programs have expertly created templates so agents can produce emails fast and effortlessly. Let’s look at various real estate drip campaign templates that work well for any real estate business or agency.

Welcome Email

The welcome email is your first chance to make a good impression on your prospects. It is the first email your contacts receive after joining your email list. Welcome emails usually have the highest open rates. You must thus craft a solid welcome message.

The welcome email enables you to make contact with fresh leads and establishes a pattern for how you will appear in their inbox moving forward. Consider email personalization so the final product has a personal touch by using their first name and referencing information about them, such as the reason for moving, their new neighborhood, and more.

Your welcome email needs to be brief, straightforward, and concise. Keep it simple with a friendly tone and minimalistic design yet filled with helpful content that establishes you as an expert in the local market and helps them find the perfect home.

Thank You Email

When a prospect subscribes to your email newsletter or signs up to receive email updates, send them a “thank you” email within 24 hours.

A thank you message will help nurture the relationship between you and your prospect by giving them a sense of appreciation. It shows that you are interested in them as a person instead of just another lead on your email list. The “thank you” email is crucial in the early stages when establishing trust and helps achieve future success.

Follow-Up Email

Send out follow-up emails regularly to notify subscribers about upcoming occasions, new products, and special deals. The email template may include information on new listings or homes for sale in the area, special offers, and helpful links that expand on your product or service offerings.

The follow-up email is a great way to stay in contact with your leads and keep them updated. The objective is to ensure specific prospects who may have shown interest in particular services or products they like are up to date.


This template is a regular letter sent out once every two weeks to keep readers updated on real estate news. The newsletter is a crucial element of the real estate drip campaign and allows you to communicate directly with your subscribers.

The newsletter shares new information with your clients and keeps your subscribers engaged. You can use it to update them on deals or offer personalized content. It is a great way to ensure current leads are up to date on news and upcoming events in the local market.

It also helps build a good reputation for you as a real estate agent and gives new leads information about the neighborhood.

Single-Listing Promotion Email

Single-listing promotional emails emphasize particular listings without sending out a drip sequence. The message contains information about the listing, area, property, and brief details. It also includes a link to the real estate website to help clients seeking further information. The message should be concise and straightforward as you try to get a prospect’s attention.

Real estate agents can concentrate their emails on a specific property by using a single listing email template to highlight the property’s attributes and the best action for any interested buyers.

The template performs effectively for segmented lead lists containing active home shoppers, and it works exceptionally well if your leads search for properties that match specified criteria. It demonstrates to potential clients that you are engaged in the industry and conscious of their requirements.

Multiple Listing Promotion Email

This email is perfect for the situation if you’re selling several properties. It is excellent for simultaneously showcasing all of your listings in the email body.

It should include brief details like price, square footage, and address so your leads can easily compare the properties. The template should also contain links to detailed information on the specific property. These emails work well for purchasers interested in purchasing a home or piece of property but do not give any particular specifications.

Email Alerts of New Listings for Sale and Open Houses

A key component of your real estate listing marketing strategy should be emailing potential buyers about your future open houses. This template lets you email notifications of new homes listed for sale in the person’s high-rise or area to inform your audience of local events. Ensure you send the information to your seller leads at least a few days before the open house.

This template incorporates a few eye-catching listing photographs and a primary header with information. You can also email notifications for open houses at nearby properties similar to your prospect’s property, allowing the customer to view the improvements or remodels their neighbors are making.

You could also phrase your open house email as a personalized invitation to raise engagement and make leads feel unique. The most effective strategy is sending open house emails to shoppers currently exploring properties and seeking comparable properties. Configure these alerts in the IDX rather than the CRM or email software.

Top Tips for Effective Real Estate Drip Campaigns

The real estate drip campaign is an automated campaign requiring much personal attention and effort. You can nurture your leads by sending periodic messages and keeping them engaged with the local market.

Here are guidelines to help you develop and enhance your real estate email drip campaigns.

Learn as Much as You Can About Your Ideal Clients

If you still need to know what type of person you’re targeting, how will you know how to send the right message? Knowing your ideal clients can help determine your overall email strategy, including:

  • Which messages to send in a potential email campaign
  • What content will your clients appreciate
  • How to provide value

Consider starting a different or more tailored drip campaign each time you receive a response depending on the data you learn from that interaction. This information helps you develop marketing campaigns and personalized emails that are more likely to produce better results.

By identifying your ideal clients and their interests, you can personalize your marketing and grow a relationship with them. Knowing your ideal client’s needs will help you devise the most effective marketing strategy they will appreciate.

Be Consistent

Consistency is crucial in this campaign as you are trying to build a long-term relationship with your leads. For instance, if you send out an email every week, that is what you should do for the entirety of the campaign.

This consistency is also crucial for branding as it helps create a positive reputation for you as an agent. It also helps build trust, which is vital to develop successful relationships with new clients and prospects in the future.

Keep your message professional, and you will gain the trust of your subscribers. Your subscribers will value the fact that they can rely on the content you offer in your emails and from your real estate site.

While being consistent, be cautious not to overwhelm your subscribers with too many real estate drip emails. Being spammy will make them less likely to open future messages from you, as they will get frustrated over time.

Keep Your Emails Brief but Straight to the Point

It is not a time to be lengthy or overly elaborate in your email messages. Your subscribers are busy and likely reading through several other emails as well. You don’t want your new clients getting frustrated and leaving at the first sign of a sales pitch in your emails.

You build rapport with your leads by using email newsletters that are easy to read and straightforward to navigate. Avoid sending long messages or an overly elaborate topic if you’re just trying to keep in touch with them or provide an update on available listings.

Be straightforward and give them the information they need when they open your email messages. Keep things short and sweet so the leads can easily digest the data in your email.

Be confident that you have their attention before introducing them to a complex topic or subject. You will see a decrease in unsubscribes due to being overburdened with too much information in this email campaign.

Write Emails That Resonate With Your Audience

Depending on your audience and the different types of real estate prospects, there are several ways to write your emails. Your email messages should be adapted to appeal to the different types of customers you’re targeting. Tailored emails that match your target market’s needs and interests will help you achieve your goals.

For example, send a straightforward message for first-time home buyers and include information about how they can search for homes or upcoming listings that match their needs. However, if you’re writing for a group of people who want more information about market trends or which neighborhood would best fit their goals, then provide them with that information.

Ensure you give the right content in your email messages based on what the potential client base wants to read.

Make Your Headlines Count

Your headline is the first thing your subscribers will see when your email arrives in their inbox. Not only does it need to be catchy and exciting, but it must also inform them of the content that awaits them after they open the message.

A good headline will make your leads curious enough to read what you have to say. The headline should tell them immediately what they will get from reading this message. You might have a vital topic you want to discuss with them, but your audience will likely only pay attention if the headline is catchy.

Make Your Emails Conversational

Use a casual tone when writing your drip emails. Avoid making your emails sound more formal, as it will only put them off and make them less likely to open future messages from you.

Also, be sure to keep the content conversational and in the present tense so that it sounds like something that a friend would say. People hate receiving marketing messages that display like a robot is reading them, so do your best to make them more appealing to read.

People will feel more welcome reading your messages if they see that you are speaking to them personally. The personal nature of this conversation is likely to encourage them to click on links and check out new information.

Only use jargon or technical terms if you need to. It is not a time to be fancy, so keep your language straightforward. The conversational tone of the email should also reflect your website content. Keep this consistent with the rest of your content so that it’s easy for your leads to find all the information they may need about you and the services you offer.

Make Your Emails Personal

Even though you’re using a drip email marketing campaign to promote your real estate business, you don’t want to make it seem like an automated email. You need to personalize each message that you send as much as possible, make them sound like there’s a real person behind them. Personalization will help your subscribers feel like they are part of a more extensive community, not just another random contact you have.

Personalization means genuinely treating every subscriber so that they trust you and continue to enjoy receiving your messages. You can make this happen by tailoring each email message to subscribers and clarifying that you wrote it specifically for them.

Include relevant images, links, and videos. You want to make the email messages more interactive to help your leads become more invested in what you’re trying to say.

Be Mindful of User Experience

Always consider how clients experience your communication with them. Your real estate email marketing campaigns should consider your clients’ entire customer journey from start to finish.

Contacts Should Be Segmented Based on Their Needs

If you don’t segment your seller leads and their needs, it will be difficult for you to connect with them meaningfully. Market segmentation can help you determine the best communication strategy for each lead.

It also allows them to tell you how they would like to interact with your real estate firm during the customer journey. Getting this information from each lead will let you formulate targeted messages based on their specific needs and requirements.

Segmentation will also provide accurate stats about those who did and didn’t respond well to past email campaigns, allowing you to use the information to formulate email campaigns in the future.

Ensure Your Emails Are Aligned With Your Prospects’ Goals

Your prospects will likely use your content for a specific reason. For example, a person looking for a home in an area will have different needs than someone looking to buy a second home in another region.

Make sure each real estate drip email campaign happens at the right time and aligns with your prospects’ specific goals. Don’t send an email just because you are trying to fill some space in your schedule. Ensure you are sending a message relevant to your prospects’ needs at this particular time.

If you get too pushy or have a lousy first interaction, then your potential clients might feel like they’re being attacked and will opt out of receiving future messages from you. Ensure they stay on board and continue to open and act upon all of the email messages you send them over time.

Think of One Person When Writing Your Drip Emails

Remember that you are talking to individual subscribers, so think about what you would say if you were talking to just one person. You want to make your emails more personal and one-to-one than a mass market.

Don’t focus on how many subscribers might see your content. Instead, focus on the person on the other end of the computer screen. Make it clear that they are receiving a message specifically for them.

Personalizing your drip marketing emails will increase the odds that they will read the content and take action. It will allow you to establish trust with them through consistent communication. The strategy also ensures your messages stay on topic.

A Simple Design Can Go a Long Way

A simple design that’s easy on the eyes can ensure your message gets through. Stay moderate with the design, as a complex email design could slow down the loading speed of your email.

It’s also important to include clear call-to-action buttons so subscribers can take action on your offering. They will know what they should do next if they see it clearly in the design.

Be sure that your email design is aligned with the rest of your website to make it easy for your subscribers to connect with the brand and become more familiar with you and your services.

Make sure your email structure is easy to read and understand, as it’s the message that truly counts in emails. It ensures they will appreciate your content and increase their chances of taking action on what you’re trying to say in each message.

Sprinkle Customer Testimonials and Reviews in Your Emails

Nowadays, people are more likely to trust recommendations from other customers or people they know.

Some people love hearing what others say about the service or product they bought and recommend it to others without knowing that it’s good for them. Include customer testimonials in your emails, so they understand what you offer precisely.

Customer testimonials and online reviews are great marketing tools that you can use to show people how your business has helped others. You can also include a quote from them in the email or a link that takes users to your website reviews.

Reviews and testimonials show prospects that others have succeeded with the same real estate inquiry or need. They erase doubts of whether or not they will be able to benefit from what you offer, as it provides evidence of past results.

Give, Give, Give, Get

Ensure your emails have valuable content that your subscribers will see as helpful. If you do this enough in every email, your subscribers will begin to appreciate what you are saying and come around to buying from you and using your services.

They will be more likely to buy from and recommend you when they realize that you care about them instead of just asking for more business. Sending relevant emails might be the best way for a business owner to develop trust with their subscribers over time and eventually get them onto their mailing lists.

Giving your leads something of value they want in exchange for their email address is a great way to build a relationship with them. Provide value first to make them feel like you are helping them find valuable information they can use immediately. Don’t be pushy with the content. Let your audience know what you want from them once they opt-in.

The primary purpose of these emails should be to help your subscribers succeed rather than just get more leads or sales.

Be Cautious of Anti-Spam Laws

The CAN-SPAM Act is a law that allows the American public to trust the messages they receive through their electronic mailboxes. ISPs are supposed to enforce this act, which helps prevent spammers from getting your email address from your ISP. It also creates laws regarding what you can do when sending out emails.

If you don’t follow these laws, you could risk blocking your emails, and ISPs will not allow them through. You should know the rules surrounding spam and how the law applies to your business.

With new anti-spam laws for drip marketing, sticking to email guidelines is more important than ever. Sending too frequent emails will send out the wrong message and can be perceived as spam.

To avoid this, set a schedule to ensure you deliver your messages at the right time and only when you know they will be relevant. A well-planned drip email campaign should make them less likely to see you as a spammer and should lead them to want more information in the future.

Set Up Listing Alerts and Open House Alerts for Clients NOT Actively Buying

Email alerts are a great way to stay connected with your subscribers. You can re-engage them and show them that you are always thinking about ways to help them and keep them up-to-date on everything in real estate.

Set up an open house alert for people who last interacted with you a while ago. Make sure to let them know you are still interested in helping them.

People are curious about their surroundings. You may inform them of their neighbors’ home improvements, such as new bathrooms or kitchens, by setting them up with a weekly email alert for open houses nearby. You can also notify them of enjoyable local activities they can enjoy if they are out for a stroll.

Although research has shown that homeowners are more interested in what their neighbors are trying to sell their homes for than agents are, comparative market analyses (CMAs) are still popular among agents.

Since they aren’t actively looking to purchase or deal, setting up a monthly new listing alert for properties similar to theirs gives them this information without being spammy.

CMAs and listings from the IDX on your website increase your referrals. The reason is that it alerts your existing clients, who already trust you, and if they post a listing or open house, it directs them to your website rather than a large portal.

FAQs Drip Email Campaigns for Real Estate Agents

Here are frequently asked questions regarding drip email campaigns for real estate agents.

What is a drip in real estate?

A drip is a way of promoting your real estate agency in which you send a series of emails to subscribers over time. Instead of bombarding them with sales pitches, you add value and build trust by showing them how to take advantage of the suggestions, information, and advice you give.

What should a drip campaign include?

A drip campaign should contain information that is relevant to your subscribers and that they will find helpful. It is a good idea to have a mix of brief articles and marketing materials you can send over time.

What is a drip campaign?

A drip campaign allows you to send emails to subscribers over a while. It gives them a chance to get to know you and what you have to offer before they do business with you.

How do you run a successful drip campaign?

The first step in establishing a drip campaign is to build credibility and trust amongst your subscribers. Next, you need to provide them with information that is useful or interesting to them. Don’t be pushy or spammy in your campaign.

How do you do drip marketing?

Drip marketing promotes your products or services to your customers through consistent messages over a long period. You give information about your products and encourage prospects to purchase a series of emails.

Where can I find real estate marketers to help me with my website?

You can find real estate agents that help increase the number of subscribers in your marketing campaign through certified agencies and service providers.

Where can I find examples of great real estate websites?

You can find examples of live real estate websites online.

Wrapping Up

Real estate drip campaigns are effective marketing techniques for agents. They allow you to continue sending relevant content to your subscribers over time, giving them more reasons to stay interested in your offer.

Run a successful campaign by offering valuable content through emails that give your subscribers helpful advice.

Author Details
Entrepreneurial marketing leader that’s built and run organizations from start-up to over $500M annual revenue. He brings a unique combination of storytelling and innovation to the team, having led marketing for many brands. Kurt’s a regular conference speaker and workshop leader around modern marketing tactics that actually drive sales. In addition, he has been asked to coach and advise thousands of leaders, from startup founders to the President of the United States.

Share This:



Join Our Support Team For A Live Demo

Join our support team for a live demo on the leading wordpress plugin for real estate websites.

Get Your Copy Now

Recent Posts