How to Nurture Your Real Estate Leads Through Email Marketing


So you stopped into Publix to grab one of their delicious subs (their cuban subs are my favorite, but you can’t go wrong with the salsalito turkey). It’s 6:30 and all of the check-out lines are five shoppers deep. You get in line and find yourself sandwiched between a mom trying to control her two littles and a young professional having a conversation with someone through his AirPods. Of course, you didn’t realize he was on the phone---thank you, AirPods---and turn around to respond to something he said, only to realize he was, indeed, not talking to you. Upon turning, he notices your bright and shiny nametag that lets the world know you are a real estate professional. Suddenly, he gets off the phone and tells you about his home that he’s thinking of selling. You exchange business cards. The mom in front of you overhears the conversation and mentions her family may be looking to move to a better school district this year. So you exchange cards with her too.

This is just an everyday example of what it’s like being a real estate professional. If you market yourself right, then you never know where you’ll find another lead. One problem real estate agents face is maintaining a front-row spot in their lead’s mind when it is time for that lead to actively seek real estate services.

Here are ways to nurture your leads that aren’t quite ready to use your services through email marketing:

Step 1: Get a CRM

A CRM is a Customer Relationship Management software that stores all of the contact information for your leads so you can stay organized and manage thousands of leads at a time. If you don’t have a CRM already, then you need to get one! We recommend Zoho and Apptivo and they offer free trials to see if their CRM is right for you. Having a CRM is essential to executing the following tips for nurturing real estate leads.

Step Two: Create Newsletters

Having monthly newsletters allows you to continuously remind your leads that they already know a real estate professional that can help them when they will eventually need real estate assistance. Chances are, they aren’t going to seek out fresh blood if they already have someone sending them new listings, market updates and real estate news. By spending a couple of hours a month putting together newsletters, you can turn a lead you met a year ago into a client. MailChimp is easy to use and has tons of email templates. It can even integrate with your CRM!

Step Three: Segment Email Lists

You wouldn’t give the same sales pitch to a buyer that you would give to a seller, right? Well, the same logic applies to your email marketing and your leads. List segmentation is, essentially, breaking down your client lists into smaller, organized lists that you can better market to. Start by segmenting your lists into buyers and sellers, then you can segment those lists by location. For example, make separate lists for your potential buyers in Cobb County and your buyers in Cherokee County. That way, you can send them more personalized emails with content relevant to the area they are interested in living.

The Cook & James marketing team stays on top of the latest real estate marketing technology and trends. Is there a CRM or email marketing software that you use and absolutely love? Let us know by leaving us a comment below or reaching out to us on our social media accounts!