Staying connected with your CRM through email marketing can sometimes feel like you're shouting into the void.

Does sending weekly emails to your database actually lead to anything?

Curaytor client Andy Beal had the same question until he landed a new client who said:

"The buyers…indicated the reason they had reached out was due to my consistent touch and communication through email, calls, text, etc."

Whether or not you've received direct feedback like Andy, you know that email marketing works.

You've heard it works from plenty of marketing gurus, real estate thought leaders, and other agents.

You might have even heard stats, "53% of marketers say email has been the most effective channel for early-stage lead generation. (Demand Gen Report, 2021) and "Email marketing is one of the most effective channels for driving conversions, with a 2.8% conversion rate for B2C brands and a 2.4% conversion rate for B2Bs (FirstPageSage, 2023).

You know it helps you stay top-of-mind. You know that it can help you generate more leads. You know that it builds your brand and your reputation.

So you understand WHY email is important. But you might still be wondering HOW to do it effectively.

👉What are the most impactful email campaign types that are working right now?

👉What kind of content should I be including that people will actually read?

👉How can I use email marketing to generate more business? Get more listings?

If these questions resonate with you, you’re in the right place. Here are seven of the most effective real estate email and newsletter ideas for 2024 to help you attract more listings:

Friday Morning Coffee

For 22 years, our client Dean Linnell has sent a weekly newsletter every Friday called Friday Morning Coffee, featuring:

✔ New listings, price reductions, and properties that just sold in the past 7 days

✔ His most recent YouTube videos (listing videos, market updates, buyer/seller tips)

✔ A direct response CTA with his personal cell #

His newsletter consistently gets a 40% open rate and a 19% clickthrough rate. It's a great way to increase brand awareness, and build rapport with potential clients. His secret to success?

"I really feel like this is just down to sheer never ending consistency since starting the weekly format of this newsletter in 2002. We also try to really keep things light with a slightly personal look into my family and the mountain lifestyle. Nothing too image heavy and I try to keep it more text based with just a short paragraph or two then diving into the week's newest listings, solds and price adjustments. Nothing crazy—just plenty of consistency."

Here's an example of what Friday Morning Coffee looks like:

If you're thinking about starting a newsletter, or wondering if the newsletter that you do send out every week or month is actually worth it…trust Dean, he'll tell you: It's absolutely worth it.

It's unsexy work, executed over a long period of time that generates the most meaningful returns.

Direct Response Emails

One of the most effective email strategies is the direct response email. It's typically a 2-3 sentence email that sounds personal and asks a compelling question to elicit a response.

You're probably familiar with Curaytor's Name Your Price direct response campaign that Curaytor developed and popularized—and if you're not 👉 you can check it out here.

After executing a direct response campaign recently, Curaytor client Amy Youngren shared this screenshot:

👆This is how many replies one of her agents from North Group received after sending this email:

A direct response email doesn't always have to be short and sweet.

One of our highest performing emails in 2024 for our clients has been "How much equity did you gain last year?"

Here's what it looks like. 👇

It's a simple, yet incredibly effective email campaign to send to your prospective sellers and past clients.

Follow up with a personalized text to anyone who opens the email for maximum impact.

"I just met with a seller in Pacific Beach…"

A huge opportunity to send a high-impact email campaign could be either right before or right after you go on a listing appointment.

Prior to going on the listing appointment, here's an email you should send:

It's a simple way to add incredible value to both potential buyers and your seller because:

✔ You're able to give away just enough information to potential buyers so they're the first to know about the property

✔ You're able to gather a list of interested buyers before the property is even on the market

✔ You're able to show that list to your seller to help you win the listing appointment, and show that you're committed to going the extra mile at every step

But if you want to send an email after you go on the listing appointment, Curaytor client Jason Cassity is a brilliant example of how to do this well:

We love this campaign angle because it's incredibly valuable, compelling, and an effective way to build your pipeline.

Deal of the Week

If you haven't already added The Deal of the Week strategy to your weekly email marketing, you should start now. 

All you have to do is highlight a single listing every week that you think is one of the best deals on the market—it doesn't even have to be your listing. 

This strategy is simple, repeatable, and highly effective.

Curaytor client Brad McCalllum sent this email and got 20 replies:

Send The Deal of the Week to your database, but don't stop there.

Smart agents are repurposing The Deal of the Week strategy into their Instagram Story Polls, texts, and—like Curaytor client Katie Day—even their Instagram Broadcast Channel:

This is how you can take a winning marketing campaign and maximize the impact.

Listing Promotion Emails

If you only execute one type of email campaign, make it the listing promotion email.

Why?

Because listings have the ability to compound. If you want to turn your listings into more listings, you should be sending out an email campaign at every stage of the listing lifecycle: Coming Soon, Just Listed, Open House, and Just Sold.

Here's an example of a Coming Soon email:

Back in October 2023, we launched /AI—a ChatGPT integration in the Curaytor email platform to help our clients promote their listings at every stage of the listing lifecycle in less than 60 seconds.

Since launching, our clients have sent 3,707 listing promotion emails using /AI.

And they're good emails. Here's an example:

Want to learn more about our AI-infused listing promotion workflows?

Click the button to book a 1:1 demo with our team and get a behind-the-scenes look into how exactly this tech works and what it'd look like for your business.

Book Now

What would you do with an extra $30,000?

One of the best ways to turn your recent sales into more listings is to use a technique we call: Market your marketing.

After you sell a property, craft a story-driven email that highlights the marketing you did to get the property sold.

The more specific you can be, the better.

Check out this email that Geoff Goolsby sent to his database after he sold his client's home. It's the perfect example of a Just Sold email:

✔️Compelling headline

✔️Linking To Social 

✔️Fantastic Storytelling

✔️Demonstrating Unique Value Prop 

✔️Customer Testimonial

✔️CTA To Schedule Call 

✔️Great Use of PS 

Do this every time you sell a property. 🚀

Relevant, data-driven emails about the market

How do you avoid getting ignored in the inbox?

You send highly relevant emails that people will actually care about that answer the question:

What's happening in the market right now and how does this impact me?

Every Friday we send out these types of emails for our clients. The goal is simple:

To help people make sense of the national housing market by providing an accurate analysis with relevant data and expert insight.

Here's an example:

While a national level view of the market can be helpful, you should absolutely provide commentary at the local level. People don't want to just hear the news, they want to know your opinion about it. They want you to make sense of it for them. They want you to persuade them to understand why they should care.

This is how you build a relationship with the people in your database, position yourself as the local expert, and generate more business.

Bottom Line

In 2024, leveraging email and newsletter campaigns can be a game-changer for real estate professionals. 

The seven strategies highlighted—Friday Morning Coffee, Direct Response Emails, I just met with a seller…, Deal of the Week, Listing Promotion Emails, What would you do with an extra $30,000?, and timely, data-driven emails about the market—showcase the power of consistent, valuable, and targeted communication with your audience. 

These methods not only help maintain top-of-mind awareness but also drive engagement, generate leads, and ultimately lead to more listings and sales. We know because it's worked for our clients.

Start implementing these email strategies today to see similar results and attract more listings. 🚀