How to Send Emails that Convert Real Estate Leads

Sending emails is an easy way to stay in contact with leads. However, an agent shouldn’t blindly send emails and hope to get replies and lead conversions. There are specific ways real estate agents can improve the emails they send. Overall, when an agent sends out emails, they should prioritize the content that will increase their:

  • open rate
  • reply rate
  • lead conversion rate

In order to accomplish this, agents should:

  • Send Emails Consistently
  • Know what each lead wants
  • Send Tailored Scripts
  • Keep Everything Organized

Send Emails Consistently

Real estate agents should strive to keep in contact with leads. This is where a drip campaign can come in handy. Using a drip campaign allows an agent to send regular updates at a set time.

Email drip campaigns are useful, but if they aren’t carefully curated they can become spammy to leads. We have all been there and the unsubscribe button. These types of drip campaigns lead to decreased open and reply rates. This is why sending appropriate emails is critical.

Drip emails should only be sent once or twice a week at most and should only include information that is valuable and entertaining for leads. This happens when agents send each lead tailored emails that give them exactly what they want.

Know What Each Lead Wants

Every lead is different and may have different needs. Someone looking to downsize will have different needs than a business professional looking to move quickly for a new job. There are plenty of templates and scripts an agent can use (and change accordingly) to make their emails stand out. Many real estate CRMs come with built-in scripts as well as the ability to save customized templates, too.

How Can You Find out What Leads Want?

In order for curated templates to be effective, real estate agents need to know about what their leads are looking for. Leads looking to purchase a rental property will have different needs than leads looking for a family home in the suburbs. Likewise, leads that want to buy in the next three months will have different needs than someone who is currently browsing for a move next year.

Thankfully, real estate CRMs like Buying Buddy capture leads and know their home search history. Agents can easily see if a lead is looking in a particular neighborhood, how many bedrooms they are looking for, and what their needs are. Sending curated scripts and listings is super simple when an agent knows all of these details.

Overall, this will free up an agent’s time so he or she isn’t spending all their time changing small details in every email. And it will also quicken conversion rates as agents can target their leads with listings and messages that are targeted and relevant. While other real estate agents are just trying to gauge what a lead wants, agents who use curated content will already be taking them to showings.

Take Care To Only Send Relevant Content:

Creating emails containing only what a lead wants will make an agent seem more in tune with a lead’s needs. After an agent has all relevant information about a lead, all content sent out to them should be about them. Sending just any content to every lead an agent has will guarantee he or she will get blacklisted.

Overall, if an agent doesn’t take the time to show they are paying attention to a leads specific needs, the lead will go cold or go elsewhere for their sale. Sending tailored listings and specific neighborhood information are the best way to increase reply and open rates.

Customize Emails And Make Them Feel Authentic:

Another key to effective email campaigns is ensuring leads open emails in the first place. To do this, agents should try to make emails personal. A lead will know if they are getting some bland, by the numbers email template that every other lead receives. Sometimes tweaking the subject line can turn around open rates for an entire campaign.

Starting out with a subject line that pops and gets their attention helps. From there, an agent should let them know he or she is there to help and knows a lot about the property (or properties) they are interested in.

An agent should also send tailored listings, address the lead by name, giving the lead some pointers on how to buy or sell.

Keep Leads Organized

It is easy for an agent to become overwhelmed. Because of this, it is important for an agent to organize and streamline everything they do.  

An agent should create groups of content for leads who are buying (or selling) sooner rather than later, by demographic, and by price point. Leads should also be organized by location or type of home they are buying or selling.

Using The Right Tools For The Job:

None of these email building tips will be possible if an agent does not take the time to find the best tools for the job. Using the right software can give an agent’s emails that personal touch and free up time to improve their communication with new and existing leads.

This means, when shopping around, an agent should look for products that primarily help with organization and automation. CRM’s are the best way to do this. They can capture the data leads input when they visit an agent’s site.

Further, the best CRMs not only saves templates, offers drip campaigns, and manages all communications, but also is intelligent and tells the agent what leads want and sends leads the information they actually want like tailored listings.

How to Send Better Emails That Convert Leads

Emails are a great opportunity to engage leads and get conversions. Knowing what leads want, sending tailored scripts and content, and keep leads organized is the best way to increase open rates, response rates, and ultimately conversion rates.


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