Email Marketing
Kit
High-converting drip campaigns and newsletters to nurture leads on autopilot.
The 3 Rules of Email Conversion
1. The Subject Line is Everything
If they don't open the email, the content doesn't matter. Keep subject lines short, lowercase, and curiosity-driven. (e.g., "quick question about your search", "bad news about interest rates")
2. Plain Text Wins
Heavily designed HTML emails with logos and banners look like corporate spam. Plain text emails look like they came from a friend. Keep it simple.
3. One Single CTA
Don't ask them to read a blog, watch a video, AND reply. Pick one specific action you want them to take per email. (e.g., "Reply YES if you want the list.")
The "New Buyer Lead" 14-Day Drip
Trigger this sequence the moment an internet lead registers on your website or at an open house.
Day 1: The Intro & Value Add
Subject: resources for your home search 🏡
"Hi [Name], thanks for checking out properties on my site. Finding the right home in this market requires a strategy.
I've attached my free Buyer's Guide which breaks down the entire process from pre-approval to getting the keys.
Are you looking to make a move in the next 30 days, or are you just browsing for now?
- [Your Name]"
Day 3: The Pre-Approval Push
Subject: the most important step...
"Hi [Name], the market is moving fast right now.
The biggest mistake I see buyers make is finding their absolute dream home, but losing it to another buyer because they weren't pre-approved yet.
I have a fantastic local lender who can run scenarios for you and get you an answer in 24 hours. Would you like a quick email introduction?"
Day 7: The Check-In / Custom Search
Subject: still looking?
"Hi [Name], just checking in.
I set up a custom VIP search for you based on the homes you were viewing. Let me know if you want to tweak the criteria (price, beds, location).
If you see anything you want to tour this weekend, just reply to this email and I'll get us inside!"
The "Past Client" Nurture (Sphere of Influence)
Send these to people who already know, like, and trust you to stay top of mind for referrals.
The Annual Home Anniversary Email
Subject: Happy Home-iversary! 🎉
"Hi [Name], I can't believe it's been [Number] years since you closed on your home! I hope you are still loving it.
A lot has changed in the market since you bought. Out of curiosity, I ran a quick analysis on your neighborhood, and your home has likely appreciated significantly.
If you're ever curious about its exact current value (even if you aren't selling), just let me know and I'll send over a detailed equity report.
Hope the family is doing well! - [Your Name]"
The "I have a buyer" Email (To Farm/Sphere)
Subject: quick question about your neighborhood
"Hi [Name],
I'm working with a great family who is desperately looking to buy a home in your specific neighborhood, but there is almost zero inventory right now.
Do you happen to know of any neighbors who have mentioned wanting to sell in the next few months?
If so, let me know. I'd love to connect with them and see if we can put a deal together off-market."
The Open House Follow-Up Drip
Converting the Weekend Traffic
Subject: thanks for stopping by! (plus similar homes)
"Hi [Name], thanks for coming by the open house on [Street Name] today. It was great meeting you!
I know that home might not have been the absolute perfect fit. I actually pulled a list of 3 other off-market and coming-soon properties in that exact same neighborhood that match your criteria.
Would you like me to send those over for you to check out?"