Real estate drip campaigns are a powerful email marketing tool for Realtors® to nurture leads, build relationships, and ultimately close more deals.
Just like the name suggests, this type of marketing allows you to “drip” a series of emails, one at a time, to a particular segment of your contact list. Drip emails help you stay top-of-mind and motivate recipients to take the next step — whether that’s calling you for information, scheduling an in-person meeting, or even committing to an exclusive agreement.
We’ll walk you through several best practices for creating effective drip email campaigns that convert prospects into clients. We’ll also show you an example campaign so you can see what it looks like in action.
A drip email campaign is an automated email marketing strategy that uses predefined rules to create and send messages to leads at specific intervals. For real estate agents, these campaigns are designed to:
The ultimate objective of a drip campaign is to transform cold leads into warm prospects — and, eventually, into actual clients. By delivering targeted, relevant content over time, you can build trust and credibility with your audience and demonstrate your market knowledge.
Crucially, you also stay visible during a prospect’s decision-making process — increasing the likelihood of being the agent they choose when they’re ready to buy or sell.
Let’s cover best practices for drip campaigns next.
Different leads have different needs, which is why your real estate drip campaigns have to begin with careful segmentation. You can segment your email list in a number of ways, such as:
Example segments could include:
It’s really easy for people to ignore generic emails — which defeats the purpose. If you want to capture attention and increase engagement and conversion, personalization is your friend. Make sure to:
When a real estate drip campaign is well-planned, it follows a logical progression that moves recipients through the initial stages of the sales funnel. It can look something like this:
Initial Contact Stage
Nurturing Stage
Conversion Stage
Schedule a demo to see the pre-built drip campaigns in the Fello platform →
Drip email marketing in real estate should always offer something meaningful to the recipients — without being overtly salesy. You can do this by positioning yourself as a trusted advisor and local market expert, providing information such as:
Branded emails with a clean, user-friendly design increase your professionalism and help you make a good first impression with leads. To optimize your email design and formatting:
Sending the right emails at the right time and with the right frequency goes a long way toward increasing the open and click-through rates of your real estate drip campaigns. Try this:
Another big component of drip campaigns for Realtors® involves automated emails that trigger when a lead takes a specific action. For example, you can automate emails in response to:
These are just ideas. Consider what your next step would be for any of those actions, and see how email can help communicate that.
If you’re unsure how your real estate drip campaigns are performing, you won’t know how to refine your strategy and make them work better for you. Continuous improvement requires performance data, so make sure to:
Email marketing is constrained by certain regulations and standards. To ensure your real estate drip campaigns are in compliance:
Utilize robust email marketing platforms that offer automation, segmentation, and advanced tracking capabilities and can integrate with your customer relationship management (CRM) system or lead generation tool. Consider your entire business needs when deciding on an email platform. Do you need digital marketing? Or perhaps a CRM, too? Popular email platforms include:
Or, you can save significant time and effort with Fello’s pre-built, tested, and optimized email drip campaigns you can turn on to engage and nurture your contacts. These pre-built campaigns include a sequence of emails that can run for a month or as long as needed, and feature dynamic, AI-powered, performance-based content for home sellers, such as:
Schedule a demo to see the pre-built drip campaigns in the Fello platform →
As with any form of email marketing, drip campaigns can work for or against you. To avoid annoying your prospects and impacting your campaign’s success, make sure you’re not:
To illustrate how a real estate drip campaign works in practice, here’s an example of a six-email sequence targeting first-time home buyers:
As you generate and nurture leads, ensure that real estate drip campaigns are a central part of your strategy. By implementing these best practices, you’ll create relevant, personalized message sequences that build trust with your audience, provide ongoing value, demonstrate your expertise, and help you close more deals.
Far more than just sending emails, successful drip campaigns build solid connections with prospective buyers and sellers that can help drive growth in your real estate business.
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Ready to transform your seller lead nurturing strategy? Schedule a demo to see how Fello’s tools can help uncover more seller leads, get more listing appointments, and close more deals.
Already a Fello user? These best practices can work for you too. Schedule a call with your CSM to get help setting up audience segments and using the pre-built drip emails, or email success@hifello.com.