The Truth About Email Marketing

Services for Real Estate Pros with Happy Grasshopper
  • If you have an email marketing list with over 20,000 names, don't pay any attention to this.
  • If you spend more than 10 hours a week working on your email marketing, don't pay any attention to this.
  • If you employ a full time marketing assistant who is an expert in email marketing, don't pay any attention to this.

If you are hard working, self employed real estate agent who'd like to benefit from simple email marketing that can make a difference in your business.  Read On.

There is a lot of advice about email marketing on the web.  You can find 1,000s of blog posts on when to send, how to write attention grabbing headlines, and how to create perfect calls to action for your email marketing campaigns.

There are dozens of email marketing services that provide beautifully designed templates and tools that will help you A|B Test your messages.

I'm here to tell you none of that matters.

Yup.  I send millions of emails a year, it's practically all I do and I'm saying it.  It doesn't matter.

How could that be true?

Because all of that advice isn't helping you do the one thing that matters most. Actually send an email.


The truth is that if you don't send, your subject line doesn't matter.  If you don't send, your call to action isn't important.  If you don't send, it doesn't matter what you graphics look like.

You are not an email marketer.  You are just someone who wants to use email marketing to get more business.  There is a difference between these 2 things.  That difference is the amount of time you are actually willing to spend to send an email.

It's not complicated.

The more often you touch your sphere the more likely they are to send you referrals.  The more referrals you get.  The more business you'll close this yearEmail is one of the easiest ways to touch your sphere.


Here's the truth about using email marketing in your business:

  1. Sending an email to your sphere (for most REALTORS® this is around 150 to 250 people) at least once a month will result in some new closed business this year.

    The Deeper Truth: This will work even if your email just says, "Just thinking of you. I hope you have a great week."
    (That being said, I hope you try just a tiny bit harder.)

  2. Some people will unsubscribe.

    The Deeper Truth: As long as your unsubscribe rate isn't 100%, your a'ok.  Your reaching more people than you would if you weren't sending anything at all.  Some people will gladly read and respond to your emails, others won't. 

    You've probably unsubscribed from an email campaign this week.  Can you remember which one?  Did you take the time make note never to do business with them again?  Probably Not.  You just clicked unsubscribe and continued on with your day.  Unsubscribe doesn't mean, I'm not going to do business with you.  It just means, hey, I'd rather not be contacted in this way.  No biggie, now you know and can contact them in some other way.

    Jerk Alert: You may get a negative comment about your new marketing program.  Shake it off.  Anyone who feels the need to respond to something you've sent in a negative way is likely not a person you want to do business with.

  3. Not everyone will open your email. 

    The Deeper Truth:  You are looking for engagement.  You are looking for the people who will answer back and say, "Thanks for thinking of me.  I hope you have a great week too."  Nothing else matters.  If they didn't open your email you didn't lose anything.  Well, that is if you followed my advice and you didn't spend half your day worried about your subject line.


So that is the truth.  If you are't contacting your sphere at least once a month to say hello and in some way remind them that you are still in business you are missing out.  Email marketing is hands down the easiest, most cost effective way to do this.


You can even get someone to do it for you.  Check out Happy Grasshopper to learn how.

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We help salespeople write and deliver thoughtful, well-written follow-up that connects them with their prospects and current database in a way that builds a stronger relationship and a deeper trust.  Take our free assessment here to see how we can help you keep in touch with your sphere, convert more leads and grow your team.



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Monique Keith
Ahwatukee, AZ
Ahwatukeenulls Favorite Realtor, Buyers Agent with

Celeste, I have only heard good things about the Happy Grasshopper service. I have been planning on subscribing. I love you point about our short attention spans when it comes to unsubscribing to an email newsletter not hurting our business relationships.  

Sep 13, 2012 10:07 AM #17
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Agent

Hi Celeste~ I've been using the Happy Grasshopper for a few months and I've been happy with the results.  Folks are reaching back out to me and responding to the email.  They aren't calling with business YET, but at least it's opening communication.  I just need to work on adding names and emails to my database!

Sep 13, 2012 11:21 AM #18
Beth Paterson
Reverse Mortgages SIDAC, NMLS #173899 - Saint Paul, MN
CRMP, NMLS #342859

Great post, Celeste!  I figure if people see my name in the box even if they didn't read the post, it's still are reminder that I'm still around and here to help with a reverse mortgage.  Thanks for the tips.

Sep 13, 2012 12:44 PM #19
Ed & Tracy Oliva
West USA Realty - Arizona - Fountain Hills, AZ
The Oliva Team Arizona Agents

Good morning, This is some good Info for all in the business,  keep up the good work and have a great day. E

Sep 27, 2012 08:38 PM #20
Susan Ackerman
RE/MAX Realty Agency - Chambersburg, PA
Associate Broker

Looks like a great program,I am requesting a sample email today.

Sep 27, 2012 09:38 PM #21
Mitch Muller - Charlotte NC Real Estate
ProStead Realty Charlotte, NC CRS CDPE - Charlotte, NC
Certified Residential Specialist

Celeste, do you guys do anything with agent recruiting? Thanks!

Sep 27, 2012 11:39 PM #22
Bill Gillhespy
16 Sunview Blvd - Fort Myers Beach, FL
Fort Myers Beach Realtor, Fort Myers Beach Agent - Homes & Condos

Hi Celeste,  Great thoughts and insights.  Hope you can review some of the email programs available out there.

Sep 27, 2012 11:53 PM #23
Jennifer Spanbauer Brodoway
Lethbridge Real - Lethbridge, AB
just call jen

Yes, that's a good reminder.  I enjoy the birthday cards I get from my financial advisor.  I hope people like my emails.


Sep 28, 2012 04:35 AM #24
Ginger Harper
Coldwell Banker Sea Coast Advantage - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

Email marketing does work. Everytime I send out Blast.  I pick up business.


Sep 28, 2012 05:32 AM #25
Nakia Brooks
GaRealtyGroup | 2ShortSaleGuys - Braselton, GA
Selling GA, One yard at a time!
I am just thinking that if I have 100% unsubcribe rate then I need to find a new line of business to be in. I am a big fan of the 33 Touch, I am always preaching in our market center to get our Realtors to touch their sphere of influence. I alway get the "I don't have time" excuse. I had two Realtors this morning say that and my fix to that is I gave them a homework assignment. They have to keep a journal all next week. Every hour on the hour they have to journal what they did. At the end of the week we are going to meet again and I am going to have two highlighters. One green and one red. All of the green highlights are income producing activities and red, well we don't even have to go there!!! NO EXCUSES, there are way too many tools out here to not be touching your spheres and making MILLIONS!!!! Reach for the stars!!!!
Sep 28, 2012 11:05 AM #26
Beth Paterson
Reverse Mortgages SIDAC, NMLS #173899 - Saint Paul, MN
CRMP, NMLS #342859

Great points, Celeste!  My goal this weekend is to get caught up on my contact this so I can do a better job of sending the emails  Currently I've been utilizing LinkedIn, Twitter and Facebook to keep my name in front of people.  Thanks for the reminders and encouragement that I needed.

Sep 28, 2012 12:07 PM #27
Happy Grasshopper
Happy Grasshopper - Tampa, FL

Darius - Once a month isn't even close to too much!

Lee - Exactly.

Monique - I hope you decide to give us a try.  Please let us know what you think.

Donna - When you get the notification that it is time to send a new message, spend a few minutes thinking about who you have met in the past 3 weeks and gathering their contact information.  If it is someone you just met, give them a quick call as you are adding them to the system.  The call with the email combined will help you cement in their mind, who you are and what you do.  Happy Sphere Growing!

Beth - You are so right.  Seeing your name is the equilvant to driving past a billboard.

Susan - Let me know what you think and if I can answer any questions for you.

Sep 30, 2012 09:57 PM #28
Happy Grasshopper
Happy Grasshopper - Tampa, FL

Mitch - Yes, we do have a recruiting program.  I will contact you personally about it.

Bill - There are some fantastic tools on the market.  The most important thing to keep in mind is how much time do you have to spend with the tool and given that time constraint will you be able to deploy a consistant program.  Your choice should be based on this and this alone.

Jennifer - Do people reply to your emails?  This is a big inticator of whether or not they are enjoying them.

Ginger - Right on, I doubt the same is true with every Fabebook post.

Nakia - The agents in your market center are lucky to have you.

Beth - How did it go with your contacts?  Did you get things in order?  Did you decide to contact them once you got things organized?  What was the result?

Sep 30, 2012 10:02 PM #29
Nancy Pav
Long & Foster - Ashburn, VA
Nancy Pav, Your "GottaHave" Realtor

Hi Celeste,

I send out Happy Grasshopper emails.  What I like about them is they're fun.  I often get dry, boring emails that I don't bother reading but these are just different enough that most people will open and take a look at.  While not all the people I send them to respond, I usually get one or two people who do comment.

Oct 03, 2012 08:00 AM #30
Donald Reich
Prudential Centennial - New Rochelle, NY

Great post. But you can do so much more with email too. Try accumulating larger email lists, hundreds, thousands! Email marketing is a non-intrusive way of getting your name in front of someone on a monthly basis.... and it works!

Oct 03, 2012 07:41 PM #31
Ed & Tracy Oliva
West USA Realty - Arizona - Fountain Hills, AZ
The Oliva Team Arizona Agents

C:    Again great Info for all in the business, keep up the good work and good luck with your business,  E

Oct 03, 2012 08:14 PM #32
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Hi Celeste, I'm looking forward to seeing my sample email.

Oct 03, 2012 10:40 PM #33
Tanya Van Blake-Coleman
Van Blake-Coleman Realty, St. Thomas/ - St Thomas, VI
Improving the Quality of Your Life

Great info. I need to try it. I could not get the link to come up. Probably my computer. I will try again later.

Oct 04, 2012 10:14 AM #34
Richard and Beth Witt
Long Island Cash Home Buyer - Massapequa, NY
Long Island Cash Home Buyer 516-330-6940
I would love for you to contact me about your recruiting program... Great post...I look forward to hearing from you... Beth
Oct 04, 2012 10:29 AM #35
Andrew Ostrander
Ostrander Real Estate Group - Phoenix, AZ
Ostrander Real Estate Group

Thanks for the great reminder about what I need to being doing better.  I know I communicate with my sphere, but not in the way I could.  Okay, new resolution #287, hahaha, I'll get cracking on this.

Oct 04, 2012 03:37 PM #36
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