My team sends three emails a week to 55,000+ people in our database.
And here’s the thing: once we committed to this system, our open rates increased by 13% and we started seeing more opportunities than ever. People started expecting value from us instead of hearing from us whenever we had something to promote.
Each email we send has a specific job:
- One drives action.
- One builds trust and keeps the list healthy.
- One positions us as the go-to source for what’s happening in the market while opening the door to vendor partnerships and co-marketing opportunities.
So today, I’m breaking down the exact three-email cadence we use, how to implement it without burning out your list, and what consistency unlocks on the other side.
The System: Three Emails a Week
I didn’t invent all of this. What I did was build a full weekly cadence around it for my team.
Here’s an overview of how the week breaks down for my team:
- Tuesday: The “Deal of the Week” email from Sharran Srivatsaa. Strong CTA. This is the email your database acts on.
- Thursday: Value only. No CTA. Pure information. This is the email that keeps your list healthy and trains your audience to open what you send.
- Saturday: Open houses. Every open house in the market that weekend (not just your own listings). Strong CTA.
One note: This system is a lot easier to execute than most agents think. Two of the three emails in this cadence come directly from BAMx and require little to no customization. You don’t have to start from scratch every week. Just plug into a consistent system and tailor it to your market.
Email #1: Deal of the Week
Sharran Srivatsaa gets full credit for this one. I borrowed it, built it into my weekly cadence, and I’m not giving it back.
Sharran’s “Deal of the Week” email works because it’s simple, consistent, and built to start conversations.
Each week, send a short text-only email featuring one property with a few quick details, the price, and a CTA to reply for more information (but without including links, photos, or the address). That missing information creates curiosity and drives replies.
This is the email that drives action. The one your database clicks on, responds to, and forwards to a friend who’s been thinking about buying.
To make this even easier, you can access Sharran’s full Deal of the Week System and Custom GPT in BAMx, so all you have to do is plug in the property you want to highlight each week.
Email #2: Value Only
This is the most important email in the cadence and the one agents are most likely to get wrong.
Every Thursday, my database gets an email with pure information. Market data, something relevant to what’s happening right now, insight they can actually use.
No ask at the end. No call to action. No “reply to this email if you’re thinking about buying or selling.” Nothing.
The entire job of this email is list health. You’re training 55,000+ people to open what you send because they know something worth reading is on the other side of it. Do that enough times and watch what happens to your open rates.
For this email, we use the email template from the Weekly BAMx Content Drop. All we have to do is make some quick customizations for our market and upload to send. Quick, easy, and when we started with this email, our open rates increased from about 17% to 30%, which is above average for the real estate industry.
Email #3: Every Open House in the Market
Agents hear this one and think they already know what I’m going to say.
Every Saturday, my database gets an email with open houses. Not just our team’s open houses. Every open house happening in the market that weekend. Every one of them.
Think about what that does for your positioning. You’re not just an agent promoting your own listings. You’re the person your database goes to when they want to know what’s happening in the market this weekend.
This email has a strong CTA, and it’s also the email that sets up the vendor play I’ll get to in a minute. Here’s what goes into it:
- Every open house in your market that weekend, not just your own listings
- A strong call to action
- Organic mentions of local vendors near relevant open house locations, with a link out to them
That last bullet is where this email stops being just a database touch and starts being a business development tool.
The Vendor Play
Once you have a real cadence running and you know your numbers, you have an audience. And an audience is something you can walk into a conversation with a vendor partner and actually negotiate with.
Here’s how I think about it. I’ve got 55,000+ people on my list. I know my open rates. I know my engagement numbers. And when I go to a local vendor and tell them I can put them in front of that audience organically, inside an email their customers are already opening every week, that’s a different conversation than asking for a referral.
The way you integrate vendors into this system is through the Saturday open house email.
Mention a vendor by name near a relevant open house location and link out to them. It reads like helpful context for the reader. And in return, you negotiate a list swap or a co-marketing arrangement that grows your reach.
A few things to keep in mind before you go down this road:
- This is a 90-day to one-year play. Build the cadence first before you approach anyone.
- The integration has to be organic. If it reads like an ad, you’ve already lost.
- You need real numbers to negotiate with. Open rates, list size, engagement data.
- The goal is a list swap or co-marketing deal that puts you in front of their audience, too.
Your email list built the right way stops being a nurture tool and starts being something you can use to grow your business in ways most agents haven’t even considered.
How to Start Without Burning Your List
If you haven’t been emailing your database consistently, do not launch all three of these at once.
I know that’s not what you want to hear when you’re fired up about a new system. But if your list has been sitting cold for six months or a year and you suddenly hit them with three emails a week, you’re going to spike unsubscribes and hurt your deliverability.
And once you’ve damaged your sender reputation, it takes time to rebuild it.
Pick one of the three emails and get consistent with it. Run it every single week until it’s not something you have to think about anymore.
Then add the second. Then the third.
Most agents never get to all three because they try to do everything at once, then get overwhelmed, and go back to emailing twice a year. At that rate, you’re basically starting over every time you hit send.
Start with one. Build the habit. Then build the system.
The BAMx Connection
Running three emails a week to 55,000+ people is not something you can sustain if you’re building every email from scratch. You need a content infrastructure behind it, or the cadence breaks down the moment your week gets busy. Which it will.
My team runs the Tuesday Deal of the Week and the Thursday value email using BAMx content every single week. The value email in particular is where we’ve seen the biggest impact on list health and engagement.
If you’re already a BAMx member, you have what you need to start this system. If you’re not, that’s where I’d start before anything else. Start a free 7-day trial at any level to get instant access.
