6 Tips on Crafting the Perfect Real Estate Marketing Email

Rachel Lee

Rachel Lee About The Author

May 22, 2017

6 Ways to Craft a Perfect Real Estate Marketing Email

When you’re sending out a marketing email, review this checklist to make sure you’re following these 6 best practices.

  1. Create a good Subject line

With the way people view email now (quickly, on mobile, in between other tasks) using a good subject line is more important than ever. Make sure your subject line is an accurate preview of what your email is about. If these are not aligned, people are likely to close out of your email as soon as they realize they’ve been misled. Make sure your subject line is:

  • straightforward
  • an accurate representation of what’s inside your email
  • compelling
  • actionable
  • not too frilly (keep the special characters to a minimum)
  • around 50 words


  1. Practice content hierarchy

The average person spends about 15 seconds reading an email, so not only do your most important messages need to stand out – they should be located at the top of your email to ensure they get viewed.

When sending an email, ask yourself, which part of this email is most important for your readers to see? Is it the new listings you’ve just acquired, or is it a networking event hosted by your brokerage? This can be a tough decision, but ultimately, you should put what’s most important to you at the top of your email.


  1. Use your space wisely to elicit emotion

These emails should be concise. Once again, the average person will only be looking at it for 15 seconds. To grab your readers’ attention, you need to use compelling copy and imagery.

Use actionable language in your headlines and body. And, use only the best, professional photo of the property you’re showing and make sure all other images are visually stimulating (and high resolution). Signing up for a site that provides free or inexpensive stock imagery (like libreshot) can be a great idea if you’re sending out a lot of marketing emails. You want to make sure these images and copy speak to your readers so they’ll continue reading.


  1. Including good imagery does not mean overloading your email with imagery

Having stated the above, studies show that people are much more likely to respond to visual imagery than anything else. This makes sense, since 90% of all information transmitted through the brain is visual. The takeaway when it comes to imagery in email? Quality over quantity. If your email contains tons of images, with no text, it could end up in a Spam filter. Instead, provide a good balance of a few, good quality images, and compelling textto go with them.


    1. Example of good marketing emailUse different fonts and font sizes

In order to optimize your deliverability and make sure your emails make it into inboxes, you need to include some copy. But, you need to make sure your text stands out. The best way to do this (aside from writing great copy, of course) is to distinguish different pieces of copy by differentiating them. You can use different fonts, font sizes, and even colors.

Be careful, though. You don’t want your email ending up too chaotic. For the average marketing email, we recommend 1-2 different fonts, 2-3 different font sizes, and 1-3 colors (depending on what your color palette is in your brand standards). And of course, using web-safe fonts will make it more likely that what you see, is exactly what your readers are seeing.


  1. Include clear CTAs!

So, your reader sees your amazing subject line and opens your email. The crispy clear photo of your newest listing draws them in, and they scroll down and see that this house is indeed for sale, and you’ve provided some interesting details on the house that let them know it’s right along the lines of what they’re looking for. Now what?

The flow of your email must lead to a very clear Call to Action. If it does not, all the hard work you put into that beautiful email was a waste. If it takes your reader longer than 2 seconds to figure out what to do next, you’ve probably already lost them to the next email that’s hit their inbox. Bottom line? Make it easy for your reader to move onto the next step!

Log into your rezora account and send an email using these tips!