Introduction

Are you a realtor frustrated with email marketing? Perhaps you’ve tried sending email after email, only to be met with silence. Or maybe you’ve given up on emails entirely, convinced they don’t work. But here’s the truth: email marketing is one of the most effective tools in your arsenal, capable of delivering a 40x return on investment when done correctly.

In this guide, we’ll uncover how to turn your email strategy into a conversion powerhouse, focusing on the techniques and strategies used by Agent Moves to ensure emails are seen, opened, and engaged with by your audience.

Watch this training for all the details!

The Untapped Potential of Email Marketing

Email isn’t just a communication tool—it’s an owned asset that no social media algorithm can take away from you. It’s also cost-effective, requiring no advertising spend to reach your audience. With proper implementation, email marketing can account for 20% of your revenue, seamlessly complementing other marketing channels like SMS and social media.

Why Most Emails Fail to Deliver

The reasons many email campaigns fail boil down to these common issues:

• Poor Deliverability: Emails never make it to the recipient’s inbox.

• Lack of Engagement: Messages fail to resonate, leading to low open rates.

• Ineffective Integration: Email is often treated as a standalone strategy, rather than part of an omnichannel approach.

Agent Moves addresses these challenges head-on with a holistic email marketing approach that prioritizes deliverability, personalization, and integration with other marketing efforts.

Understanding Deliverability: Getting Emails into the Inbox

To achieve high email ROI, your messages must reach the inbox, not the spam folder. Here are the key factors to ensure deliverability:

1. Avoiding Domain Mismatch.  When your “from” email doesn’t match the domain it’s sent from, email providers mark it as suspicious. Agent Moves ensures all emails come from a personalized domain, such as reply.yourname.com, maintaining consistency and trust.

2. Setting Up DNS Records. Technical configurations like DMARC, SPF, and DKIM records validate your domain and enhance email security. These settings can make the difference between inbox placement and being flagged as spam.

3. Sending to Valid Email Addresses. Sending emails to fake or inactive addresses damages your sender reputation. Agent Moves verifies and validates every email address to maintain a clean list and high deliverability rates.

4. Avoiding Trigger Words. Certain words like “free” or “home” can flag your email as promotional or spam. Instead, focus on conversational and personalized language to improve inbox placement.

5. Personalization. Emails with personalized subject lines and content significantly outperform generic messages. Using the recipient’s name or referencing their interests builds rapport and drives engagement.

Engaging Content That Converts

Creating compelling email content involves positioning yourself as the go-to real estate expert while showing you care about your clients.

Types of Content to Share

• Market Updates: Share insights on local market trends and data.

• Local Events: Showcase your knowledge of the community by highlighting events and activities.

• Seasonal Tips: Offer advice for homeowners, like preparing their home for winter or boosting curb appeal in spring.

• Personalized Messages: Celebrate birthdays, anniversaries, or milestones to strengthen relationships.

Consistency is Key

Agent Moves recommends a bi-weekly schedule:

• 1st of the Month: Local events and community insights.

• 15th of the Month: Market updates with embedded videos.

These consistent touchpoints keep you top of mind with your audience

Metrics That Matter

To gauge the success of your email campaigns, monitor these key metrics:

• Deliverability Rate: Aim for 100%.

• Open Rate: Over 60% for warm audiences; 40%+ for cold emails is excellent.

• Click Rate: Reflects the engagement and interest level of your audience.

By focusing on these benchmarks, Agent Moves achieves stellar results, ensuring every email contributes to building trust and generating leads.

Cold Email Strategies for Realtors

Cold emailing can be intimidating, but with the right approach, it’s an effective way to generate leads. Agent Moves uses a 12-week nurture campaign for cold leads, blending educational content with SMS follow-ups to maximize engagement.

Key elements of cold email success include:

• Sharing actionable homeowner tips.

• Highlighting your expertise in increasing property values.

• Maintaining a conversational tone that avoids hard selling.

The Power of Omnichannel Marketing

Email marketing doesn’t exist in a vacuum. Combining email with other channels like SMS, social media, and direct mail amplifies its impact. This integrated strategy ensures your messaging is consistent and reinforces your brand at every touchpoint.

Conclusion

Email marketing is far from dead—it’s an essential tool for nurturing leads, building relationships, and driving sales. By focusing on deliverability, personalization, and engaging content, realtors can transform email into a cornerstone of their marketing strategy.

With Agent Moves, all the technical and strategic heavy lifting is done for you, leaving you free to focus on what you do best: connecting with clients and closing deals.

FAQs

Q1: Why is email marketing important for realtors?

Email marketing helps realtors nurture leads, build relationships, and stay top-of-mind with their audience. It’s cost-effective and delivers a high ROI.

Q2: What is email deliverability, and why does it matter?

Deliverability refers to the ability of an email to reach the recipient’s inbox. High deliverability ensures your messages are seen and engaged with.

Q3: How often should realtors send emails?

Realtors should aim for a bi-weekly schedule, balancing frequency with value to avoid overwhelming their audience.

Q4: What types of emails work best for realtors?

Market updates, local events, seasonal tips, and personalized messages resonate well with real estate audiences.

Q5: How can personalization improve email engagement?

Using the recipient’s name, referencing their location, or tailoring content to their interests makes emails feel more relevant and increases open rates.

Q6: What’s the role of Agent Moves in email marketing?

Agent Moves handles everything from email setup and content creation to technical configurations, ensuring maximum deliverability and engagement for realtors.