Marketing with an Effective Real Estate Drip Follow-up Email Campaign

What Makes an Effective Real Estate Drip Email Campaign?

Real Estate Drip Emails Raining Down on Prospect
Real Estate Drip Email Done Wrong. ©canstockphoto

First, let's talk about what will assure that your real estate drip email campaign will not be effective: primarily, it's drowning your prospect in emails of little or no interest to them, and too frequently emailing them.

What Kinds of Emails Do You Send?

I'm definitely not a fan of those pre-designed real estate drip email campaigns you can buy or that come with your website template. Some are OK, particularly if they have some creative writers, but you'll need to read every email and think about how it would be to receive it as a buyer or seller, and how easy it would be to hit that "unsubscribe" link.

Your prospect, especially early in their research on the Web, may be receiving emails from more than one agent. So, if you're sending them the same tired old "How to Make Your Kitchen Smell Great for Showings" email, they're getting one just like it from somebody else ... and they really aren't interested in either. Somebody is going to hit the trash bin, maybe both agents.

In this step-by-step series, I'll show you exactly how I word my emails and point the recipient to content or pages on my website that will be of value to them. They'll appreciate receiving them, and they'll stay on my list. How Often Do You Send Them?

Should you be sending an email every day for a while, or only one a week, or every month? This will be somewhat dependent upon the current speed of your market and the type of market and properties you represent. If it's a fast market, you may want to keep your emails at the beginning of your real estate drip email campaign closer together. Slower markets let you spread them out a bit.

That said, the frequency of emails will drop off as you move farther into your campaign. Very successful long term real estate drip email campaigns frequently only send out one every three months or so after the first few. I do that, but in a different and non-automated or non-drip way that I'll show you in this series.

Go to the next step to see the first email I send and why, as well as how many days after the prospect's entry into my email list.

Real Estate Drip Email #1 - 2 Days After List Entry

First email in real estate drip email campaign for buyers.
First email in real estate drip email campaign for buyers. ©Jim Kimmons

I'm writing this instructional for a real estate drip email campaign for buyers. It should be very similar for sellers, just changing the content of the emails a bit and pointing them to areas of the site of importance to sellers.

Also, remember that they have received one email prior to this, the auto-responder. Most of my prospects come from forms they filled out on my site to get a special statistical or market report, or my eBook about the local market. So, they received one email to deliver that document or a link to it, as well as to thank them. That first email is immediate, and this one goes out two days later.

There are two things that I accomplish with this email:

  • Tell them what's going to happen - in the first paragraph, you can see that I tell them this is the first of four emails they'll receive. The reason I know this is important is that my unsubscribe rate after the first email dropped by more than half when I put this sentence in. They know right away that they aren't going to get a huge number of emails in a short time.
  • Give them a link to valuable information - this image is only the first two paragraphs of the email. The third paragraph gives them links to the area map and area descriptive pages mentioned in paragraph 2. Because we cover an area larger than just our county, people get confused about all of the area names used in the MLS.

I have a high click-through percentage on the links in these emails. And, as mentioned, my rate of unsubscribes dropped significantly when I added the statement of how many emails I would be sending. However, when we get to the fourth email, you'll see that I'm actually going to be emailing them forever, but it's introduced in a way that keeps them on my list.

In the next step I introduce another place on my site of value to visitors.

Real Estate Drip Email Campaign - Email #2, 5 Days After List Entry

Real Estate Drip Email Campaign Email #2
Real Estate Drip Email Campaign Email #2. ©Jim Kimmons

The first email in my real estate drip email campaign introduced the prospect to the MLS area maps and descriptive information. This second email lets them know that they can quit doing manual searches and receive automated email alerts with new listings and price changes for listings that match their property criteria. They know the areas now, and can use that information to tailor their searches.

Almost every buyer I end up taking to closing spent some time in this automated email listing alert system. They tend to set up a search when they're really getting serious, which is precisely when I want automatic listing alerts from me to be hitting their inbox on a daily basis.

Real Estate Drip Email Campaign - Email #3, 8 Days After List Entry

Real Estate Drip Email #3
Real Estate Drip Email #3. ©Jim Kimmons

Because a significant number of prospects aren't yet ready for the automated listing reports, I take them back to my IDX search page and show them how to get a lot more detail on each listing that isn't displayed in the IDX results.

They will return to the site over-and-over, and they can request expanded listing reports. They are manually created by me and emailed to them, which gives me a chance to comment on the listings as well. It's all designed to present myself as a market expert and offer my market expertise on a regular basis.

Real Estate Drip Email Campaign - Email #4, 12 Days After List Entry

Real Estate Drip Email #4
Real Estate Drip Email #4. ©Jim Kimmons

The last automated email, and remember I told them they'd receive four of them, thanks them for sticking with me, and it tells them that they're still important and on my follow-up list for quarterly sold property statistics reports.

In the boxed portion of this partial email image, you see that I tell them about future statistics emails. I have a very low unsubscribe rate, as their continued interest in the market, as well as knowing that they'll only get four emails a year help to keep them interested enough to stay on the list.

The Long Term Follow-up

Just after each calendar quarter ends, I go into my Paragon MLS system and generate a sold property statistics report by type of property, residential, land and commercial. It takes about 10 minutes to print it to a PDF file and upload it to my site.

Then I go to my email list and send out a blast email to the entire list. I give them a link to the report, as well as some commentary on the previous quarter and the numbers in the report. My unsubscribe rate is very low, and in most cases when they give a reason they say that they are no longer interested or have purchased a vacation home in another market.

That's my real estate drip email system, and it's been a great lead nurturing program for years now.