Marketing
What is email marketing?
Email marketing in real estate is the use of a permission-based list to maintain contact with past clients, prospects and a local audience through market updates, new listings and useful guidance.
Email remains disproportionately effective because the list is owned rather than rented. A social platform can change what your audience sees; a mailing list cannot be reorganised away from you.
What works is what a recipient would miss if it stopped: genuine local market movement, properties that match a stated requirement, and rule or rate changes that affect their situation. Undifferentiated newsletters train people to ignore you, which costs more than not sending.
Deliverability is a technical dependency most agents ignore until it fails. SPF, DKIM and DMARC records on the sending domain determine whether the mail arrives at all.
Listlio automates parts of this for real estate agents.
Generate email campaignsRelated terms
A drip campaign is a pre-written sequence of messages released on a schedule after a trigger, such as a new enquiry or an attended viewing, so that follow-up continues without anyone having to remember it.
Lead nurturing is the sustained, low-pressure contact an agent maintains with prospects who are not ready to transact yet, so that the agent is the one they call when they become ready.
Geographic farming is the practice of concentrating marketing on one defined neighbourhood over a long period, with the aim of becoming the agent residents think of first when they decide to sell.
A referral is a client introduced by someone who already trusts the agent — a past client, a colleague, or an agent in another market — and typically converts at a far higher rate than any other lead source.