How to Create a Real Estate Drip Email Campaign
To create a real estate drip campaign: choose one audience (buyers/sellers/past clients), define a single goal, map 6-10 emails over 30-60 days, use a real estate platform with pre-built templates, set pause rules for replies, and review metrics monthly.
To create a real estate drip email campaign, start by choosing one audience, define a single goal, map 6-10 emails over 30-60 days, and use a real estate-focused platform with pre-built templates.
The Quick Answer
At a Glance
Step 1: Choose one audience (buyer, seller, or past clients)
Step 2: Define a single goal (book consultation, get listing)
Step 3: Map 6-10 emails over 30-60 days
Step 4: Use templates or write content with merge tags
Step 5: Set reply detection to pause campaigns automatically
Step 6: Review open/reply rates monthly
Step 1: Choose One Audience
Don't try to build one campaign for everyone. Pick ONE:
| Audience | Goal | Campaign Type |
|---|---|---|
| New buyer leads | Book buyer consultation | Buyer Nurture (10 emails/60 days) |
| New seller leads | Win listing appointment | Seller Nurture (8 emails/45 days) |
| Past clients | Generate referrals | Stay-in-Touch (6 emails/6 months) |
| Open house attendees | Convert to active buyer | Open House Follow-Up (5 emails/21 days) |
| Sphere of influence | Stay top-of-mind | SOI Nurture (6 emails/6 months) |
Pro tip: Start with ONE campaign. Add others after you see results.
Step 2: Define a Single Goal
Every campaign needs one primary outcome:
| Campaign | Primary Goal | Success Metric |
|---|---|---|
| Buyer Nurture | Book buyer consultation | Consultations scheduled |
| Seller Nurture | Win listing appointment | Listing appointments booked |
| Past Client | Get referral | Referrals received |
| Open House | Schedule private showing | Showings scheduled |
Mistake to avoid: Campaigns that "inform" without asking for action. Every sequence should lead somewhere.
Step 3: Map Your Email Sequence
Buyer Nurture Example (10 Emails / 60 Days)
| Day | Subject Line | Purpose | |
|---|---|---|---|
| 1 | 0 | "Thanks for your inquiry" | Welcome, set expectations |
| 2 | 2 | "What to know about [area]" | Provide value |
| 3 | 5 | "3 homes you might like" | Share listings |
| 4 | 10 | "Pre-approval: why it matters" | Educate |
| 5 | 14 | "Quick question for you" | Prompt response |
| 6 | 21 | "What buyers are asking me" | Social proof |
| 7 | 30 | "Market update for [area]" | Timely content |
| 8 | 40 | "Still looking?" | Re-engage |
| 9 | 50 | "Thinking of you" | Personal touch |
| 10 | 60 | "Let's reconnect" | Final CTA |
Step 4: Write Email Content
Content Guidelines
Keep it short:
- 100-200 words per email
- 1-2 links maximum
- One clear call-to-action
Use merge tags:
- {{first_name}} — Contact's first name
- {{agent_name}} — Your name
- {{area}} — Preferred neighborhood
- {{property_type}} — Single-family, condo, etc.
Sound human:
- Write like you're emailing one person
- Use contractions ("I'm" not "I am")
- Avoid marketing jargon
Example Email (Day 5)
Subject: 3 homes in {{area}} you might like
Hi {{first_name}},
I put together a few listings that match what you mentioned:
- [123 Main St] - 3bd/2ba, updated kitchen, $425k
- [456 Oak Ave] - 4bd/3ba, big backyard, $510k
- [789 Elm Rd] - 2bd/2ba, walkable to downtown, $385k
Want to see any of these in person? I have time Thursday or Friday afternoon.
— {{agent_name}}
Step 5: Set Up Automation Rules
Trigger: When to Start
- New lead signup → Start immediately
- Open house attendance → Start same day
- Past client anniversary → Start 30 days before
Pause Rules: When to Stop
- Reply detected: Pause immediately (critical!)
- Unsubscribe: Remove from campaign
- Bounce: Mark as invalid
Reply detection is essential. Without it, you'll email people who've already responded—a reputation killer.
Step 6: Use the Right Platform
Option A: Build From Scratch (Mailchimp, ActiveCampaign)
- Time: 6-12 hours per campaign
- Skill required: High
- Reply detection: Limited/expensive
Option B: Real Estate Platform (AgentSequence)
- Time: 10-20 minutes
- Skill required: Low
- Reply detection: Built-in
AgentSequence comes with 12 pre-built campaigns ready to activate. You can customize or use as-is.
Step 7: Launch and Monitor
Weekly Check
- Review any replies (respond personally!)
- Check for bounces (clean your list)
Monthly Review
| Metric | Target | Action if Below |
|---|---|---|
| Open rate | >25% | Improve subject lines |
| Click rate | >3% | Strengthen CTAs |
| Reply rate | >2% | Add more "question" emails |
| Unsubscribe rate | <1% | Reduce frequency |
Common Mistakes to Avoid
Watch Out For These Pitfalls
- Too many emails too fast: Space them out (every 3-5 days)
- No reply detection: Looks robotic and incompetent
- Generic content: Use merge tags for personalization
- Weak subject lines: Test question-based subjects
- No clear CTA: Every email needs an ask
Ready to Create Your First Drip Campaign?
AgentSequence provides 12 pre-built real estate email campaigns with reply detection built in.
Start Your Free Trial → Launch your first drip campaign in under 20 minutes.
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