A real estate drip campaign delivers scheduled emails―and sometimes text messages―to a lead. They are called drip campaigns because they are sent at regular intervals, but can also be triggered when leads take specific actions, such as clicking a link or replying. Over time, these messages build trust and increase sales.
If you are ready to start nurturing leads with real estate drip campaigns, there are a few steps you need to take before you send your first email.
1. Choose an Email Marketing Provider
As a first step, sign up with a real estate email marketing company to help you organize contacts, create email lists, and provide email templates. Then, you can start creating segmented lead lists and choose which types of emails to write, track, and send.
Real estate drip campaign providers vary in price, features, templates, and subscription levels. However, they should be affordable, easy to use, and offer enough customization so you can create emails that fit your brand and campaign needs. To help you choose the best one, we’ve highlighted four industry leaders below.
Here are four top real estate email drip marketing platforms:
- Constant Contact: Start with a free 60-day trial with hundreds of templates. Plans start at $20 per month for up to 500 contacts, and there is a 15% discount for annual plans.
- LionDesk: This is one of the few providers that allows you to include emails with video, starting at $25 per month. Start with a 30-day free trial.
- Real Geeks: This tool offers email marketing, SMS marketing, websites, and lead generation through Facebook and Google ads. Prices start at $249 per month.
- Mailchimp: This service offers a forever free plan that includes up to 2,000 contacts and 12,000 emails per month.
2. Create a Real Estate Drip Campaign Strategy
Just like any type of marketing campaign, you need to plan it out according to your client’s journey. If you are trying to push every lead to buy a house immediately, you aren’t paying attention to their real needs. Instead, you want to send emails that resonate with your leads when they’re in various stages of their individual journey.
Here are just a few ways to effectively map out your real estate drip campaign:
- Segmentation: Separate the leads on your email list (previous buyers, previous sellers, leads from specific sources, and so on) so you can send them emails with correct information.
- Timing: Carefully choose how often to send emails to each segment of your email list. For example, a daily email can become annoying, especially to someone who isn’t ready to buy a new home.
- Event-based triggers: Focus on event-based triggers, such as if someone visited your website, filled out a form, or clicked on a link in a previous email. These are prime times to trigger an email to be sent to a lead.
3. Design & Schedule Your Email Campaign
Don’t send the same email to your leads every few weeks. Not only will it annoy your potential client, it is also a quick way to get your account flagged as spam. Instead, provide value for them and build trust by utilizing multiple types of emails that are customized to help move them through the buyer’s journey.
That said, while the emails within a real estate marketing campaign have different types of content, they should all have some basic elements in common. These are five elements of an effective email:
- Subject line: The subject line is the first thing that a buyer sees in their inbox—and if it’s weak, it could be the only thing. A strong subject line piques the interest of your leads by being relevant, unique, and interesting.
- Email body: The body of the email is where the majority of your content will be. Write interesting and unique information to give the reader a reason to continue reading and connect with you.
- Email images: Images give your audience a visual representation of the information in the email. This is ideal for readers who are skimming content and want to get a sense of what the email is about. In particular, images are the best way to showcase the best features of real estate properties.
- Call to action (CTA): A CTA asks the reader to take some kind of action, such as clicking or subscribing, so they can move forward in the buying cycle. Strong CTAs are clear, actionable, and often create a sense of urgency for the reader.
- Social icons: Social icons allow readers to connect with agents on Facebook, Twitter, Instagram, and LinkedIn. While you can always send an email to an agent, social media gives them a way to engage with you on the platforms they are most comfortable with.
You can also save time by using a branded template to create each email in your campaign. On most email platforms, you can use an online editor to drag-and-drop text boxes and fields for different content types. Be sure to change the background and images so they reflect your brand. Once your emails are created, schedule your drip sequence using the platform’s drip campaign scheduler or use the tool to set up specific triggers.
Pro tip: It is important to ensure your emails are shown as live in your email marketing software. This ensures that every time you get a lead’s contact information, they will receive the emails from your drip campaign automatically. As your emails are sent, you’ll be able to track engagement with your emails. As leads read and respond to your emails, you’ll be gaining more trust and reliability and increasing your chances of gaining new clients.
Real Estate Drip Campaign Template Examples
The majority of real estate drip marketing services offer a number of professionally designed templates which agents can use to create drip campaign emails quickly and easily. Here are a few examples of different types of real estate drip campaign templates that can be effective, along with information about when and how to use them:
The welcome email template allows you, as the agent, to connect with new leads with a short message, your headshot, contact details, and social media channels. This is the first message your leads will see, so it’s important to make it brief, captivating, and informative.
Introduction emails also tend to have the highest open rates, which means they’re the biggest opportunity to establish yourself in potential clients’ inboxes. In my copywriting experience, successful welcome emails aren’t focused on you—even if you’re describing all the ways you want to help them. Instead, give value so readers are excited to open your other emails.
Single Real Estate Listing Promotion Template
The single listing promotion template allows agents to share one particular property quickly, highlight its features, and close with contact details for more information. This is best for segmented lead lists who are looking for properties with certain specifications, such as features or locations. It provides value by automatically sending a potential property, shows them that you are aware of their needs, and are always looking for ways to help them.
Multiple Real Estate Listings Template
The multiple listings template allows the agent to present several properties that might appeal to a buyer. It should feature streamlined information such as price, number of bedrooms and bathrooms, square footage, and address, thereby allowing your leads to easily compare them.
These emails are most effective for buyers who want to buy a home or property but don’t have a long list of requirements or aren’t sure what to look for. It helps them get familiar with different types of homes while keeping you top of mind. In addition, always be sure to include your agent contact information to allow leads to reach out with questions.
Real Estate Event Template
The event template is created for agents and brokers who offer virtual or in-person classes, seminars, or social events to those in their community. This is an ideal way to introduce interested leads in the buying and selling process and give them more interactive instruction on how to work with an agent.
When you send an email with the purpose of getting readers to take an action, be careful not to distract them and lose potential conversions. While you can keep the footer in your email template if it’s part of your branding, the best way to maximize conversions is to simplify the email and focus on one call to action. In an event email, your call to action (CTA) is a registration button that allows leads to sign up directly from the email.
Real Estate Open House Template
The open house template is designed to show leads pictures of a property they can tour. RSVP buttons are often included, as well as extensive details about the property and pictures of the interior and exterior of the home. These emails are often framed as exclusive invitations to make leads feel special and increase interest. Open house emails are most effective when sent to buyers who are actively viewing properties and looking for a similar home.
Educational Real Estate Template
This template is best for sharing information in small, digestible bullets or numbered lists. This type of email is designed to touch base with the buyer without overwhelming them with information. Give your leads small pieces of information such as market sales trends or home inventory in their area.
Reduced Price Real Estate Listing Template
The reduced price listing template is designed to reach out to leads and let them know about a drop in price for a listing they’ve shown interest in. The header is clear and simple—a statement about price reduction—with added invitations to reach out about purchasing. Reduced price emails generally feature urgent language as a way to get leads to take advantage of an excellent value for their money.
Real Estate Referral Template
The referral email template helps you reach out to current or past customers to ask for names of people in their personal and professional networks who might need help buying or selling a home. For agents with a list of happy customers, this type of email template can generate leads quite effectively.
7 Real Estate Drip Campaign Tips
You can spend a lot of time and money trying to create a real estate drip campaign to engage leads. Try following these seven tips to create a successful email marketing campaign:
- Include engaging videos: Some readers prefer watching a video or listening to audio over reading text, so providing them with options can increase engagement.
- Use their name: Subject lines with first names consistently get higher open rates. Most email marketing platforms allow you to include a tag that will automatically generate their first name, so use this feature strategically.
- Send targeted emails: A Klaviyo study found that highly segmented emails get approximately 2x more opens and clicks than unsegmented emails. Creating different email sequences for different audiences could be the most effective marketing decision you make.
- Include incentives for engagement: Some realty professionals have found success from leaving surprise incentives in their email sequences. For example, at the bottom of your email, offer a $5 gift card. It will motivate readers to open all your emails.
- Use emojis: Studies show that emojis can increase open rate when used effectively. You can also use emojis consistently to increase your brand awareness.
- Set clear objectives: Don’t send an email just to check a box off of your list. Each email you send should have a purpose and a specific desired outcome, such as getting subscribers to download a resource, click a link, follow you on social media, or reply.
- Experiment and test: Even when you think you know what readers will respond to, you should still test it out. Use A/B tests to try out several versions of an important email to discover what gets the most results.
Frequently Asked Questions (FAQs)
Is text or SMS a part of drip campaigns for real estate?
Some real estate drip campaign providers, such as Real Geeks, include SMS text marketing features. Email can get lost or sent to spam folders, which is why SMS marketing can be a great alternative option and a powerful way to stay connected to buyers. Be careful how you use it, however, because if you send them too frequently, it may push recipients to block you.
Can I use a real estate script for drip campaigns?
A real estate script for internet leads is the basic tenet of marketing communication that agents can customize with their own information. Essentially, it is a roadmap for what the agent should say to connect with the lead. These scripts can be used in the body of drip marketing emails but should always be personalized to ensure maximum reader engagement.
Do I need a CRM for real estate drip campaigns?
A customer relationship manager (CRM) helps agents manage leads, including those targeted with a drip campaign, through the sales cycle. While it is possible to keep up with leads through a spreadsheet or other type of database management, a CRM can give you clearer tracking and more robust analytics to maximize the effectiveness of your communication with buyers and sellers. Read more about the best CRMs for real estate.
Real estate drip campaigns help you stay connected to potential clients through automated emails or text messages until they are ready to purchase or sell a property. These emails are often spaced out by a few days and follow a logical pattern. Common drip campaigns include an introduction email, a notice of an event or new properties, real estate event emails, and referral emails.
Agents can spend hours trying to set up and deploy drip marketing emails to keep buyers engaged. Fortunately, Constant Contact makes it easy with a drag-and-drop editor, intuitive interface, real estate-specific templates, and a simple automated email setup feature. Learn more about Constant Contact’s 60-day trial and try out the features today.