Email Marketing for Real Estate: What to Send, When to Send It
When you're in real estate, timing is everything. Whether you're working with first-time homebuyers, seasoned investors, or curious browsers just dipping their toes in, email marketing lets you reach the right people with the right message at just the right moment.
The key? Understanding the buyer’s journey and tailoring your email content to meet your audience where they are.
Meet Them Where They Are: The Buyer’s Journey
The buyer’s journey is a three-stage process that reflects how people make decisions:
Awareness Stage – They’ve realized they have a need. Maybe they’re tired of renting, want to invest, or need to relocate.
Consideration Stage – They’re weighing options. They’ve started browsing listings, thinking about neighborhoods, or checking mortgage calculators.
Decision Stage – They’re ready to act. They might be choosing an agent, touring properties, or preparing an offer.
Each stage needs a different kind of message. Sending the right email at the right time builds trust and keeps you top of mind when they’re ready to make a move.
Why Buyer Personas Matter
A buyer persona is a detailed profile of your ideal client. You might have:
First-Time Frankie – A young couple browsing starter homes
Investor Irene – Someone hunting for multi-family properties with high ROI
Upsizer Uma – A growing family looking to sell their townhouse and upgrade
Each persona has unique needs, questions, and goals. By understanding them, you can send more personal, helpful content that resonates.
Pro Tip: Create 2–3 key personas and group your email list accordingly. Most email marketing tools let you tag or segment your list to make this easy¹.
What to Send (and When)
Here’s a breakdown of what content fits best at each stage of the journey.
Awareness Stage: Be a Resource
At this point, your readers aren’t ready to buy. They’re researching and learning. Your job is to be helpful, not salesy.
Email Ideas:
“5 Things to Know Before Buying a Home in [Your Area]”
“Is Real Estate a Good Investment in 2025?”
Local market snapshots or neighborhood guides
First-time buyer checklists
Timing: 1–2 emails per month is enough. You want to stay on their radar without overwhelming them².
Consideration Stage: Offer Solutions
Now your leads are actively looking. They may be comparing listings or wondering about mortgage rates.
Email Ideas:
“Featured Listing of the Week”
“How to Compare School Districts When House Hunting”
Explainers on different loan types or financing options
Investment property case studies
Timing: Once a week can work well here. You want to stay visible and provide value with every message³.
Decision Stage: Make It Easy to Choose You
This is the moment of truth. They're deciding who to work with. Your emails should build trust, show your expertise, and invite them to act.
Email Ideas:
Client testimonials and success stories
Behind-the-scenes of how you support buyers or investors
“Let’s Talk!” consultation invites or scheduling links
Time-sensitive listing alerts
Timing: Twice a week may be appropriate for hot leads or during active negotiations. Otherwise, tailor frequency based on their engagement⁴.
Bonus Tips for Stronger Email Results
Use a friendly sender name. Emails from “Ashley at HomeNest Realty” feel more personal than “admin@realestate.com.”
Keep it mobile-friendly. Over 60% of real estate emails are opened on a phone⁵.
Include a clear call to action. Whether it’s “See the latest listings” or “Book a free consult,” let readers know what to do next.
Always segment your list. Sending open-house invites to investors looking for flips? Probably not the best fit. A segmented list makes sure your emails match your audience.
Wrapping Up
Email marketing is one of the best tools real estate pros have to build trust, educate, and connect. When you align your emails with where your leads are in the buying journey, and tailor messages based on buyer personas, you create something much more powerful than a sales pitch. You build relationships.
If you’re ready to set up email journeys that convert browsers into buyers, Anchorelle is here to help. From strategy to design to automation, we’ll work with you to create emails that feel personal, polished, and perfectly timed.