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The crucial role of email campaigns for estate agents

In a rapidly evolving property sector, digital marketing has become an indispensable tool for estate agents seeking to establish lasting connections with potential clients.


Richard Combellack, Chief Product Officer at, underscores the significance of digital marketing elements such as email marketing campaigns in the estate agency sector, shedding light on their pivotal role in nurturing leads, maintaining client relationships, and delivering impressive returns on investment.


Building lasting relationships through email marketing

Estate agents are increasingly recognising the value of long-tail marketing strategies, with email campaigns emerging as a cornerstone in their efforts. Combellack emphasises that these campaigns play a crucial role in establishing touch points with potential clients over time, resulting in lasting relationships and positive outcomes.


“Email marketing is not just about sending messages; it’s about building relationships. In the property sector, where trust and communication are paramount, email campaigns act as a bridge, allowing agents to stay top-of-mind with clients and nurture leads effectively,” says Combellack.


He notes that when executed effectively, email marketing offers one of the highest returns on investment for estate agents. It serves as a direct and personalised communication channel, allowing agents to connect with clients in a meaningful way.


Combellack offers a few essential tips for estate agents looking to enhance their email marketing efforts:


Compelling content

First and foremost is creating high-quality, engaging, and targeted content that captures the attention of potential clients. A great example of this is a newsletter that provides valuable information, showcases property highlights, and offers trends or insights into the local property market. The newsletter can also include testimonials or success stories from satisfied clients to build trust and credibility. Showcasing positive experiences can help to demonstrate your expertise and the value you provide.


A key element of creating compelling content is an enticing concise subject line that encourages recipients to open the email. Avoid using all caps or spammy language that might trigger spam filters.

Use high-quality images and visually appealing designs to make your emails more engaging.


Segment your email list

Not all email campaigns will be relevant to everyone, so divide your email list based on factors like location, buyer/seller status, preferences, or previous interactions. Leverage dynamic filtering and preferencing to tailor messages to the specific needs and preferences of each individual within your client database.


Targeted emails are more likely to resonate with recipients and result in higher engagement.


Personalise the emails

Use the recipient’s name in the email subject and greeting to make the message feel more personal. Again, ensure the content is relevant to them ensuring that it is tailored to match the recipient’s preferences or past interactions.


Clear Call-to-Action (CTA)

Clearly define the next steps you want recipients to take, whether it’s scheduling a viewing, contacting you, or exploring listings on your website.


Make your CTA buttons stand out with compelling copy and contrasting colours.


Mobile Optimisation

Many users check their email on their smartphones, so ensure that emails are mobile-friendly and display in the right manner.

Test your emails across different devices and email clients to ensure a consistent and user-friendly experience.


Regularly update your email list

Regularly clean and update your email list to remove inactive or bounced email addresses.


Encourage subscribers to update their preferences to ensure they receive content relevant to their interests.


Use automation wisely

Implement automated email campaigns triggered by specific actions, such as website visits or form submissions. Drip campaigns can nurture leads over time, providing a series of valuable information.


Compliance with regulations

Ensure that your email marketing complies with relevant data protection and privacy regulations, such as GDPR. Include an unsubscribe option and respect users’ preferences.


A/B Testing

Experiment with different elements in your emails, such as subject lines, content, and CTAs, using A/B testing to determine what resonates best with your audience.


“Long-tail digital marketing elements such as email marketing campaigns can be used strategically to nurture leads over time and guide potential clients through the decision-making process. By implementing the above tips, estate can create more effective and personalised email marketing campaigns that resonate with their target audience, ultimately leading to increased engagement and conversions,” Combellack concludes.