What real estate email campaigns should agents send?

The 6 essential real estate email campaigns generate 70-80% of an agent's repeat and referral business according to NAR research. Yet most agents either don't send them at all or struggle to maintain consistency. Here's exactly what campaigns you need, what each email should contain, and how to launch them without writing a single word.

The 6 Essential Real Estate Email Campaigns

1. New Buyer Lead Nurture (10 emails / 60 days)

Purpose: Convert online leads and open house visitors into active buyers

Email sequence:

• Email 1 (Day 0): Thank you + intro to your services
• Email 2 (Day 3): Pre-approval importance + lender recommendation
• Email 3 (Day 7): Market overview for their target area
• Email 4 (Day 10): Common buyer mistakes to avoid
• Email 5 (Day 14): Home search checklist + what to prioritize
• Email 6 (Day 21): Neighborhood spotlight + local insights
• Email 7 (Day 28): Inspection and closing process explained
• Email 8 (Day 35): Testimonial from past buyer client
• Email 9 (Day 45): Market update + new listings that match criteria
• Email 10 (Day 60): Final check-in + invitation to reconnect

Why it works: 80% of leads aren't ready to buy for 3-6 months. This sequence stays top-of-mind without being pushy.

2. Past Client Stay-in-Touch (6 emails / 8 months)

Purpose: Generate repeat business and referrals from closed clients

Email sequence:

• Email 1 (Month 1): 30-day check-in after closing
• Email 2 (Month 2): Home maintenance tips for the season
• Email 3 (Month 4): Market update + current home value
• Email 4 (Month 5): Referral request + incentive offer
• Email 5 (Month 7): Anniversary of home purchase
• Email 6 (Month 8): Holiday greeting + year-end market recap

Why it works: 70% of past clients would use the same agent again, but only 25% actually do—because agents lose touch.

3. New Seller Lead Nurture (8 emails / 45 days)

Purpose: Convert home valuation requests into listing appointments

Email sequence:

• Email 1 (Day 0): Home value estimate + how you calculated it
• Email 2 (Day 3): Preparing your home for sale (quick wins)
• Email 3 (Day 7): Common seller mistakes that cost money
• Email 4 (Day 10): Timeline for selling in current market
• Email 5 (Day 14): Pricing strategy and recent comparables
• Email 6 (Day 21): What makes your home stand out to buyers
• Email 7 (Day 30): Market update + invitation for listing appointment
• Email 8 (Day 45): Final check-in + still interested in selling?

Why it works: Sellers take 2-6 months to decide. Consistent follow-up means you're top-of-mind when they're ready.

4. Sphere of Influence (6 emails / 6 months)

Purpose: Stay connected with friends, family, and past acquaintances who may refer business

Email sequence:

• Email 1 (Month 1): Personal update + market insights
• Email 2 (Month 2): Helpful local resource (new restaurant, event)
• Email 3 (Month 3): Real estate tip they might not know
• Email 4 (Month 4): Client success story (anonymized)
• Email 5 (Month 5): Market update + asking for referrals naturally
• Email 6 (Month 6): Seasonal greeting + home maintenance tip

Why it works: Your sphere already knows and trusts you. Regular touchpoints keep real estate top-of-mind.

5. Open House Follow-Up (5 emails / 21 days)

Purpose: Convert open house visitors into buyer clients

Email sequence:

• Email 1 (Same day): Thank you for visiting + property details
• Email 2 (Day 2): Similar properties they might like
• Email 3 (Day 5): Market insights for the neighborhood
• Email 4 (Day 10): Pre-approval reminder + buyer's guide
• Email 5 (Day 21): Final check-in + still searching?

Why it works: Only 2-5% of open house visitors buy that specific home, but 60% are actively shopping.

6. Holiday Greetings (4 emails / year)

Purpose: Maintain annual touchpoints with your entire database

Email sequence:

• Email 1 (Spring): Spring cleaning tips + market update
• Email 2 (Summer): Summer activities + home improvement ideas
• Email 3 (Fall): Fall maintenance checklist + market recap
• Email 4 (Winter): Holiday greeting + year-end review

Why it works: Simple, non-salesy touchpoints that keep you memorable without overwhelming your database.

Email Campaign Statistics for Real Estate

Key insight: Agents who send consistent email campaigns close 3x more deals than those who don't.

What Makes Email Campaigns Convert

Do This:

• Personalize with first names (merge tags increase opens by 26%)
• Provide genuine value (market data, tips, resources)
• Keep emails short (150-250 words performs best)
• Include one clear call-to-action per email
• Use reply detection to pause when contacts respond

Avoid This:

• ❌ Sending more than 2 emails per week (causes unsubscribes)
• ❌ "Just checking in" emails (provide value instead)
• ❌ Generic templates that feel mass-produced
• ❌ Ignoring replies (reply detection is critical)
• ❌ Selling in every email (80% value, 20% ask)

Ready to Launch Your Email Campaigns?

AgentSequence provides all 6 essential campaigns pre-built and ready to launch in 2 minutes. Each campaign includes:

• 100% pre-written email content (zero writing required)
• Optimized subject lines with dual options for A/B testing
• Reply detection that pauses campaigns when contacts respond
• Merge tag personalization (first name, property details)

Start Free Trial → Free tier: 50 contacts, 1 campaign, $0/month forever.