Want Leads to Respond to Your Real Estate Emails? Try This

Real Estate Technology with Zurple

Having trouble getting real estate leads to respond to your emails or even click back to your website? Well, we’ve got you covered! Constructing a great real estate marketing email can be a task, but we’ve compiled a few strategies (besides the obvious) to help you optimize your content and encourage leads to engage with you. Get the best response and click-thru rates by using these email optimization tips.




Use these tricks to optimize your real estate emails:


1. Establish an objective.

Whenever you’re writing an email to a real estate lead (about anything) there should be a clear point made. It’s important to keep your goal in mind as you’re writing, whether you want your lead to respond or visit your website, and make sure there is a consistent flow.

Pro Tips:

  • If you want a response - ask open ended questions. Asking only yes or no questions doesn’t prompt a lead to reply and truly communicate with you.
  • If you want more website visits - structure your email around a call-to-action. Add a hyperlink or even a button, so your lead knows where to go.


2. More isn't always better.

According to the Statistic Brain Research Institute, a person’s average attention span is only 8.25 seconds. What does this mean for you? You only have about 8 seconds to convince a lead to take the time to read your email and give the desired response. It isn’t encouraging to open an email and see a novel.

Pro Tips:

  • Break up paragraphs into bullet points or add images if you can. The quicker a lead can read your email, the easier it is for you to capture a leads attention.
  • Avoid sending lengthy newsletters too frequently. Sending too many newsletters can increase the chances of your lead unsubscribing or even marking your emails as SPAM.


3. Include a call-to-action.

If the goal of your email is to drive leads to a specific landing page - add a call-to-action. You should make it easy for a lead to access your website or fill out a form. Only including hyperlinks throughout the text can make it difficult for a lead to identify which path they should take.

Pro Tips:

  • Make sure to link to a page that corresponds with the message you’re displaying in your call-to-action.
  • For example:


Interested in how Zurple works? Request a free Zurple demo!


(See what I did there?)


4. Create a killer subject line.

You want your lead to open your email, right? According to Salesforce, “33% of email recipients open email based on subject line alone”. Make sure to use an awesome subject line to create urgency. Of course, make sure that it’s relevant to the valuable content in your email body in order to immediately build trust with your lead.

Pro Tips:

Hubspot notes these subject line tricks for success:

  • Use the words “FREE”, “Sale”, “New” or “Video” to boost open rates.
  • Use all CAPS to highlight a specific word.


5. Make it mobile friendly.

As technology continues to evolve, so has the way we communicate. More and more people rely on their mobile devices to read and respond to emails. If you can - make your emails mobile friendly. Not only will your lead be able to access your email faster, they are also more likely to respond.

Pro Tips:

  • If you’re including an image in your email, make sure it’s on the smaller size. A larger image can take longer to load and you don’t want to lose your leads attention.
  • If a lead is opening and reading emails on their smartphone they probably have at least one social media account. Include social buttons at the footer of your email in order to grow your social reach.


Use these hacks to optimize your emails, encourage responses and convert more real estate leads.

How do you optimize your marketing efforts? Share in the comments below.

Want to Optimize Lead Follow Up Even More? Get the Lead Conversion Playbook.



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Bill Reddington
Re/max Southern Realty - Destin, FL
Destin Florida Real Estate

I like the subject line conversation. Certainly may make the receiver at least glance at the email.

Dec 09, 2015 12:38 PM #14
Joy Bender
Compass - La Jolla, CA
San Diego Partner - The Private Client Network

Recently I've received Best Buy marketing emails with :) and a @ in the subject line. It really caught my eye so I added into some of my auto responders.

Dec 09, 2015 01:32 PM #15
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

Yes, having an attention grabbing subject line, and making sure there is a point to the email are great tips.

Dec 09, 2015 08:02 PM #16
Sham Reddy CRS
H E R Realty, Dayton, OH - Dayton, OH

Thanks for sharing very valuable tips on creating leads!!!

Dec 09, 2015 08:07 PM #17
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

This reminded me of a college course I took on the subject matter thank you

Dec 09, 2015 11:10 PM #18
RealtyTech Inc.
Real Estate Technology and Marketing - Thousand Oaks, CA
Premium Websites/IDX/Marketing for Realtors

Nice post! very useful tips here we use at RealtyTech all the time! Although "FREE" can trigger filters and cause emails to be send to spam.

Dec 10, 2015 01:02 AM #19
Richard Bazinet /MBA, CRS, ABR
West USA Realty - Scottsdale, AZ
Phoenix Scottsdale. Sellers, Buyers & Relocations

Great marketing advice Victoria! All of them. My favorite is always "call to action" in a very subtle way.

Dec 10, 2015 01:43 AM #20
Troy Erickson AZ Realtor (602) 295-6807
Good Company Real Estate www.ChandlerRealEstate.weebly.com - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

Victoria - Thanks for sharing these tips on how to get more leads to respond to emails.

Dec 10, 2015 02:35 AM #21
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Victoria Deubler great tips on how to respond to real estate leads/emails.

One more you can add to this is - respond via video email.

Dec 10, 2015 02:26 PM #22
Richard L. Sanderson
Richard L. Sanderson Consulting - Portland, OR
helping improve local property tax systems

Very informative post. Many of us struggle with effective e-mail marketing. Your item 4, Create a killer subject line, is very important. But won't the use of words like “FREE”, “Sale”, “New” or “Video” trigger spam blockers?

Dec 10, 2015 05:12 PM #23
Chuck Carstensen
RE/MAX Results - Elk River, MN
Minnesota Real Estate Expert

I appreciate this email.  We get a lot of internet leads and working on getting better response.

Dec 11, 2015 07:06 AM #24
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

All 5 points are essential for email marketing. Send a test to yourself and if it does not catch your attention, appear helpful, seem genuine then don't send it. Copywrite is key if you follow Dan Kennedy on this subject...

Dec 11, 2015 07:39 AM #25
Maya Garg * ASP/ASA/ABR/CNE/
Royal Lepage Signature Realty,Mississauga, Ontario - Mississauga, ON
Moving you Forward.... Buyers, Sellers, Investors

Very informative and great post.  Good reminder

Dec 11, 2015 08:14 AM #26
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Victoria, thanks for sharing these great tips on getting our email opened.

It is a constant battle.


Dec 11, 2015 08:47 AM #27
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Valuable informaton.  I've bookmarked to review again.  All 5 points are worth remembering.

Dec 11, 2015 08:59 AM #28
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Thanks for this very helpful list - GOod for all of us to remember as we struggle to get our emails open

Dec 11, 2015 08:40 PM #29
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

So, what's your conversion rate regarding responses to your emails? Is it consistent and how is it measured, by simply responding to an email or securing an appointment or closing a transaction? Finally, how does that compare with the industry's conversion rates? 

Dec 12, 2015 06:48 PM #30
Marilyn O'Donoghue
Long & Foster Avalon - Avalon, NJ

I would like to say I read the whole blog but you lost me after 8.25 seconds . Really great post and the link to the brain research info is MUCH appreciated!

Dec 12, 2015 10:21 PM #31
MaryBeth Mills Muldowney
TradeWinds Realty Group LLC - Braintree, MA
Massachusetts Broker Owner

Terrific list, always give the reader of the email something of value that another agent may not highlight and of course ask a question that they just can't help but get the reader to respond to!

Jan 02, 2016 01:36 PM #32
Liane Thomas -Top Listing Agent
BROKER Allison James Estates & Homes BRE 01885684 - Corona, CA
Bringing you Home!

8 seconds? really? 

Guess we need to keep those emails short short short!

Jan 07, 2016 04:08 AM #33
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