Email marketing is one of the most powerful yet underutilized tools in real estate. In fact, in the past two weeks, I’ve had 1-on-1 calls with over 25 agents, all of whom admitted that email (and follow up in general) is one of the weakest parts of their business.
Some are sending email newsletters once per month.
Some have some of their pipeline on an automated drip campaign.
But very few are regularly emailing their database, sphere or new leads.
Despite the thousands of statistics that highlight how effective email marketing can be, thousands (if not hundreds of thousands) of agents are consistently ignoring this tool to generate leads, build relationships, and convert clients. Statistics show that only a very small fraction of agents regularly communicate with their database via email.
But don’t worry—this doesn’t mean you need perfectly designed newsletters or endless hours crafting the “perfect” email. What matters most is being consistent, keeping it simple, and focusing on genuine, engaging communication.
Before we dive in, a quick disclaimer: in today’s society, attention spans are shorter than ever (in fact, most of you probably won’t even read this whole blog post without getting distracted!). In general, people don’t want to read a long email—keep it short and sweet so that the total read time will be no more than three minutes tops. I personally like to keep mine as close to a one-minute read as possible.
So today, let’s fix that! Here are three unlikely emails you should be sending to build trust, generate leads, and stand out from the crowd in 2025. Plus, at the end, I’ll share a few other pro tips that will instantly make your emails more impactful!
Email #1: The Personal Update Email
Most people think every email from a Realtor should be about real estate—but that’s far from true. In fact, I like to make the majority of emails more personal and local-centric with just a splash of real estate. A personal update email allows you to connect on a deeper, more authentic level with your audience.
What to Include:
- Life Updates: Share a recent trip, hobby, or family milestone. For example, “Last weekend, I tackled my first 5k—it was harder than I thought, but so worth it!”
- Gratitude: Acknowledge your clients or community with a heartfelt message like, “I’m so thankful to live and work in [City]—it’s truly a special place.”
- Engaging Questions: Invite your audience to respond with something like, “What’s something exciting you’ve been up to lately?”
Why It Works: People are much more likely to open what seems like a personal email, vs. a perfectly curated newsletter (those are good too, but these are important to mix in from time to time). By sharing personal updates, you build rapport and strengthen your relationships.
Email #2: The Gratitude + Local Gems Email
Community matters in real estate, and this email showcases your local expertise, highlights some of your personal interests, and adds value to your network!
What to Include:
- Gratitude: Start with a simple “thank you” to your audience for their support, referrals, or presence in your life.
- Local Recommendations: Highlight your favorite spots in town—coffee shops, hiking trails, restaurants, or local events. For example, “I can’t stop raving about the new bakery on Main Street—their croissants are life-changing!”
- Engagement Prompt: Ask readers to share their favorite spots or recommendations.
Why It Works: This email positions you as a local expert and trusted resource. It’s not just about real estate—it’s about creating a deeper connection with your audience and showcasing your value beyond transactions.
📌 PRO TIP: Include a photo of yourself at one of these local places to humanize the email! This would also be a great email to include your lead magnet – like a local guide to your city!
Email #3: The Market Insight Email (With a Twist)
While market updates are common, this version includes a twist that makes it more engaging and actionable. Instead of just sharing stats, provide context and make the information relevant to your audience’s goals.
What to Include:
- A Simple Market Stat: Highlight one key data point, like “The average home price in [City] has increased by 5% over the past six months.”
- Why It Matters: Explain how this information impacts buyers or sellers.
- Clear Call-to-Action: Use a closing line like, “If you plan to buy a home in the next 6–12 months, here’s what this means for you…” or “If you plan to sell your home soon, let’s discuss how this data impacts your property value.”
Why It Works: This email positions you as an expert while keeping the content actionable and relevant. Readers walk away with both knowledge and a clear next step.
📌 PRO TIP: Close Every Email with Impact
A strong closing line can make or break your email. To ensure your readers take action, always include a line that ties the content back to their goals. For example:
- “If you plan to buy a home in the next 6–12 months, here’s what this means for you…”
- “If you’re thinking about selling, let’s chat about how this data applies to your home.”
⭐️ Golden Nugget: This is probably the MOST important piece of this entire article! I like to add those closing lines (or a version of them) every. single. time. I send anything real estate-related! This helps to establish you as an expert – and reminds them that you can be of service to them! I’d encourage you to also include a link to your calendar where readers can book a consultation call with you when and if they are ready to make a move!
Remember, as with any of your marketing efforts in 2025: Consistency is Key.
The secret to successful email marketing isn’t all about flashy designs or perfectly crafted campaigns — it’s consistency. Your database needs to hear from you regularly, for a long, long time.
By incorporating these three email ideas into your strategy, you’ll build stronger connections, demonstrate your expertise, and ultimately grow your business!
Start small, stay consistent, and watch the results follow.
If you want access to some more email templates, social scripts and golden nuggets to help you grow your real estate business, come join our FREE Realtor Community: The Neighborhood on Skool!
📌 PRO TIP: If you’re sending these automatically (like through your CRM), make sure to set up tracking to see when and if your contact has opened them. If you’re sending them manually you can use a tool like MailSuite to track the activity on your emails for free. Whenever I see that one of my prospects has opened the email and read it, that is a great time to pick up the phone and give them a call!
