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Best Email Service For Real Estate Agents

Are you a real estate agent who should be using realtor.com? If you want to stay ahead of your competition, it’s important to make sure you’re using the right tools to do so. To help, we’ve put together a list of the best email service providers for realtors. But first, let’s take a look at what makes an email service provider (ESP) ideal for realtors.

Real estate professionals are always on the go, emailing and scheduling appointments all day long. Having a reliable, fast and accurate way of keeping records of important details (name, property location, etc.) is key to being productive. That’s where email marketing automation comes in. A good email service for real estate agents supports integration with Google Calendar and Gmail, works with several types of lists, provides strong support for short code campaigns, send responsive HTML emails, is cost-effective and much more.

What We Look For in Email Marketing Services for Real Estate Agents

To help you succeed as a real estate agent, you need a marketing service suited to your needs. All of the services I’ve recommended will give you the following features that compliment the real estate industry:

  • Professional templates: Eye-catching templates designed for property listings, newsletters, or information sharing will speed things up when creating an email campaign.
  • High-res images: A great real estate marketing service should support high-resolution pictures so you can show off properties with stunning photos.
  • Mobile-responsive emails: Since many of your clients will be viewing your emails on their phone, it’s an absolute must for a marketing service to support mobile-responsive emails.
  • Email list segmentation: The ability to separate clients by location, emails they’ve opened, and links they’ve clicked will help you to send targeted messages related to your clients’ interests.
  • Email personalization: Including a recipient’s name or location in your emails will help make your messages, referrals, and follow-up emails more memorable.
  • Automations: A good automation workflow should allow you to set up related messages that are sent automatically when people click links, open specific emails, or visit your website.
  • Comprehensive analytics: Insightful analytics help you learn valuable information from statistics, such as who’s responding to which strategies and where you need to up your game.

The Importance of Email Marketing to Realtors

Instead of waiting for potential clients in your area to find you when they’re ready, you can use email marketing to cultivate a list of people who aren’t ready to buy right now but will buy in the future. And, when they need a realtor, you’ll be someone they already know and trust.

The significance of email marketing to realtors includes:

  1. Email gives you more control 

Email marketing gives you more leverage than other digital marketing channels, such as social media or digital advertising. When you post on Instagram or Facebook, for example, you can predict who will see your content and when they will see it. You can’t be certain, though.

On the other hand, your emails will be sent to your email list at a predetermined time. Thus, no perplexing algorithm will prevent your content from being seen.

  1. Email feels intimate

Email is a one-to-one communication medium. It establishes a link. Your emails can also be personalized to read like a personal letter from you. Cold leads will easily become warm leads thanks to the closeness Irom an email relationship.

  1. Every demographic uses email

Since all demographics use email, you won’t have to worry about meeting your perfect clients online if you use email. If you cater to a specific category of home buyers or sellers, or you represent the whole community, email marketing will help you succeed.

  1. You can segment your audience

One of the few marketing tools that allow you to segment your audience and send different content to each segment is email. Email segmenting means you can target different types of subscribers with content that’s useful for them.

  1. You can educate potential buyers

Homebuyers spend an average of three weeks searching for a new home before approaching a real estate agent. You establish yourself as a trustworthy expert by using email marketing to inform these buyers about the home buying process from the beginning. If these leads are unable to locate a home on their own, they will seek the assistance of a realtor. They won’t have to go any farther than their inbox, most likely.

 ActiveCampaign – The Most Advanced Features

With plans starting at $15 per month for 500 contacts ($9 per month if paid annually), ActiveCampaign is a bit pricier than other services – but it’s my top pick for email marketing because it knocks every feature out of the park (don’t take my word for it, read, and watch, my colleague’s ActiveCampaign review). Not only does it offer the essential features you need for real estate email marketing, it also provides extensive options that give you greater flexibility and control.

For example, its automation workflow is straightforward to use and highly comprehensive. By setting your own triggers for automated messages, you can easily send follow-up emails to people who visit specific property listings – or you could advertise houses (say, in Arizona) to contacts who clicked related links.

In-depth analytics allow you to examine and learn from your campaign’s stats. ActiveCampaign’s reports track purchases, visitors to your site, open rates, and more. These stats tell you what’s working and what isn’t, so you’ll know which emails are really resonating with your clients.

Reports in ActiveCampaign.
The reports you get with ActiveCampaign are impressively broad and insightful.

You can further target your marketing by segmenting your mailing list using tags you define yourself. This is great for real estate because it means you can organize your contacts by location, family size, budget, renters, buyers, and more.

How does this help hook customers? Well, it lets you send clients listings they’re more likely to be interested in. For example, you could advertise rental apartments in California to people on your list who are part of a small household and looking to rent. You could then send a different email about houses in the same area to those with larger households who are looking to buy.

Features

  • Mobile-responsive emails. By default, all emails built in the editor work on mobile. This is essential because many people access their email on their phones.
  • 125+ stylish templates. You’ll find templates for product listings, blog posts, announcements, and more. All of them can showcase high-res images and full-blown backgrounds.
  • Email personalization. Clients’ names and locations can be added to the content of your emails to make them feel more personal.
  • Robust automation. Set up automated messages with an expansive list of trigger recipes, including custom variables set by you.
  • Mailing list segmentation. Organize your contacts using custom tags. This means you could, for example, set up two sublists of renters and buyers, then further segment those two lists by location, allowing you to send targeted emails to the subscribers who will most likely be interested.
Starting price$15 per month for 500 contacts
Free plan?No, only a 14-day free trial
Supports high resolution images?Yes, each image can be up to 10MB
E-commerce tracking?Yes, purchases are reported
Support channels24/7 email. Live chat available Monday-Thursday from 8 am to 11 pm CST and Friday 8 am to 6 pm CST

GetResponse – Great Value for What You Get

GetResponse is generously priced for the number of contacts on its plans, with its Basic plan starting at $0 per month for up to 1,000 contacts (there’s also a free plan for up to 500 contacts). That’s pretty low compared to other services with comparable features and contacts. That makes GetResponse a great choice for real estate agents with smaller mailing lists.

However, you have to pay for the Plus plan to get automation workflows. And the Plus plan starts at $19.00 per month for 1,000 contacts, which is a lot pricier than other services that give you automation for cheaper (or even free).

If you decide to go with the Plus plan, automations are slick and easy to use. You first define a trigger based on a contact’s behavior, then automatically send a message when that trigger is met. It’s a great feature…even if the price is very high.

GetResponse automation workflow.
GetResponse has an expansive, easy-to-use automation workflow.

That said, the Basic plan does include autoresponders, which may still cover what you need. You can set up autoresponders to send follow-up emails, welcome new subscribers, and promote property listings.

GetResponse could be stronger when it comes to analytics and reporting, the only thing that it needs to improve on as you’ll see in our GetResponse review. Reports cover email open rates and which clients contacts use, but those kinds of statistics won’t help you very much with real estate. They won’t tell you which emails buyers have opened or the links they’ve clicked.

Features

  • Email chat. Add a chat button to your email, which allows contacts to initiate a live chat directly from the email. Great if you want to be on hand to answer quick questions about properties.
  • Autoresponders. Set up timed messages to send to subscribers. This allows you to set up a longer campaign without having to individually send each message.
  • Webinar hosting. Nurture client relationships by hosting online events to share buyer information, real estate tips, or even hold digital open houses.
  • Conversion funnels. Software that combines product catalogues, ad campaigns, and e-commerce to streamline your email marketing service with the business side of things. It’s a nice option if you’re looking for a service that will also handle your sales and help drive customers to your site.
Starting price$0 per month
Free plan?Free plan available, for up to 500 contacts
Supports high resolution images?Yes, each image can be up to 50MB
E-commerce tracking?Yes, you can enable tracking when visitors go to your site
Support channels24/7 email and live chat

 MailChimp

One of the oldest, most well-known, and most beginner-friendly email marketing platforms ever, MailChimp has long been a favorite for anyone looking to get into email marketing, and not just in the real estate sector. Known for its clean, intuitive, and easy to understand interface, its reliability when it comes to automation, and advanced reporting and analytics features, MailChimp is a solid choice. However, this platform can be limited when it comes to trying to build automation workflows that feature more complexity or if you’re looking for robust A/B testing.

 Constant Contact – best for small businesses

Constant Contact is ideal for sharing vibrant photos and descriptions of your property listings to generate more leads. If you want to create visually appealing emails, it is the best service provider. Their email builder is simple to use, and their embed forms are simple to use. With a few clicks on this service provider, you can even purge contacts who aren’t involved or don’t open emails. 

The segmentation and tagging tools are useful for realtors. Brokers, realtors may use it to categorize contacts based on their interest in a property or the budget they quoted. Constant Contact can also be used to draw social media shares to your addresses.

Constant Contact has been a leader in small business email marketing since its inception. They were the first to make this technology available to small business owners at a reasonable cost. Their website is jam-packed with valuable resources aimed solely at small business owners. This, paired with an easy-to-use dashboard, provides Realtors with a good picture of their email marketing’s effectiveness.

You can find real estate-specific themes on Constant Contact. And there is also the “Create Campaign” section that has useful tools. For example, you can collect survey data from the campaign screen, create open house events, expand your Facebook page, and more. These tools can be extremely beneficial when attempting to increase the amount of traffic to your real estate website.

 Mailify – best for free storage

Mailify is an open email marketing software solution that was featured in Inman, a popular magazine for realtors. If you’re just getting started with email marketing for real estate, Abilify will help you every step of the way on Mailify. 

Mailify is a one-of-a-kind marketing service for realtors that provides personalized templates and features. From editing email templates and adding photos to new listings or open house events, time-consuming tasks become easier with this software. Free storage is the greatest benefit for real estate marketing. This site allows you to upload and use thousands of property photos at no extra cost.

Benchmark – The Best Service for Beginners and A Great Free Plan

While Benchmark lacks the standout features offered by the likes of ActiveCampaign and GetResponse it’s one of the easiest services to pick up (just read up on our Benchmark review). That makes it a great choice for beginners or those looking for something simple.

The biggest downside to using Benchmark is the extra charge it applies for image hosting. You have to pay an additional $5 per month once you exceed 10MB on free plans or 10GB on paid plans, which is very easy to do if you upload a lot of high-res images of properties!

On the other hand, Benchmark does offer a free plan, which includes 200+ templates and a lite version of its premium plans’ automation feature. Most importantly, you’re able to set up follow-up emails to nurture leads.

For example, if a contact opens an email about a 2-bedroom house in Colorado, you can arrange for a message to automatically send in three days’ time about similar listings. Tailoring your content to what your subscribers are looking for helps them stay engaged and think of your listings first.

On the downside, Benchmark’s simplicity, ease of use, and low cost come at the price of pretty underwhelming reporting. Its analytics will only give you basic email stats, such as open rates and links clicked.

This means you’ll miss out on e-commerce tracking and learning about how contacts behave on your website, which is really the information you need to up your real estate marketing game.

Features

  • Real estate templates. 200+ free templates to choose from – including a template designed specifically for real estate, which is a nice plus.
  • Polls and surveys. Build questionnaires to send to your customers. You can learn common trends, such as differences between buyers and renters, and adjust your marketing strategy accordingly.
  • Free automation. Even with the free plan, you get basic automations to set up time-based campaigns.
  • A/B testing. You’re able to set up 2-3 tests for the following types: subject line, campaign vs. campaign, multiple variables, or delivery time. You can then examine which strategy secures the most clicks and opens.
Starting price$15.00 per month
Free plan?Free plan available, but with lighter features
Supports high resolution images?Yes, but you have to pay for image hosting exceeding 10GB on paid plans.
E-commerce tracking?No
Support channels24/7 email. 24/7 live chat for paid plans. 24/7 phone support, as well as a sales number available Monday-Friday from 7am to 4pm PT.

Conclusion

As a professional Realtor, you have over 8 different needs when it comes to email. That’s right — 8 needs. Your clients need you to stay in touch with them but they don’t want to be spammed. So that means, you can’t just pick any email marketing service and be done with it.

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