5 Real Estate Email Marketing Trends For 2021 and to Prepare For 2022

Create Bigger Opportunities with Dynamic Real Estate Email Marketing

Real Estate Email Marketing - Exposedagent.com

With the recent epidemic, we’ve learned that plans may alter quickly. Whatever you expect to happen tomorrow may not turn out as you think it will. To stay ahead of the competition, you must regularly monitor the newest trends and the latest projections.

B2C marketers are planning to spend more money this year to grow their businesses. They’ll continue investing in innovative technologies, such as customer relationship management platforms (CRM) that harness the power of email marketing to influence consumers.

But they must use their allocated resources wisely. It can be very expensive to create attractive real estate email marketing campaigns. Fortunately, you don’t necessarily need a huge budget to create a wonderful campaign.  There are things you can do to help your business weather any storm. One of those things is to boost customer loyalty with the right messaging, design, and promotions.

This sudden shift in real estate email marketing has created opportunities for those who were early adopters in established companies. It also provided an opportunity for those who came to the game late, but now have a big market share to grow.

It’s wonderful to know that email engagement has increased by an astonishing 60% year over year, but we must proceed with caution. Whether you are a part of an established ecommerce business, a new startup or just starting out, it’s essential that you maintain an awareness of the most popular topics, and develop your own unique voice to stand out.

Heading into 2022, the best real estate email marketing trends will be things that we’re already familiar with – from plain-text emails to social integration for hyper-personalization with a proven and effective drip campaign.

6 Real Estate Email Marketing Trends for 2022

From my experience as a CRM guru, these are the email marketing trends that I foresee that should be on top of your email marketing game in order to see a boost in engagement and conversions:

1: Include user-generated content

Including user-generated content in your emails can be one of the simplest ways to increase organic traffic and convert more clients. This would include customer reviews, poll results, or photos of your customers with new keys in your emails, and be sure to have a CTA button to direct people to your website. If a company attracts the attention of many users, it’s more likely to be trusted by them. If your users are diverse in terms of what you are listing (buying, selling, renting), this will most definitely boost their chances of becoming a paying customer!

Another benefit of user-generated content is that it’s free. Your messages can be presented and used in your email marketing campaigns. When you make your emails more trustworthy, you give them an opportunity to convert at a higher rate. 

2: Make more of your newsletters

Newsletters for agents are a vital part of real estate email marketing, and they’re a great way to drive traffic and boost your sales. 

Giving a subscriber a little bit of news in a bite size piece of local news, an opinion piece, or a curated industry update is a fantastic way to give your subscriber more value for their time and keep them from being bored. You can rapidly provide information that is compelling, digestible, and relevant by giving short stories and references to trusted sources.

3: Hyper-personalization or Customization for Email Campaigns

The best way to give your customers the feeling that they are more than “just another cog in the machine” is to communicate to them on an individual, not “advertisey” level.  Some personalisation might be necessary. This can be easily automated within a proactive CRM.

All matter of business marketers have come to the conclusion in recent years that one of the best ways to achieve this is through comprehensive personalization via the subject line and within the content.

If you’re using a web form on your landing page or website, the more data you can gather from your users about their needs and wants, the better you can customize the experience.  With more and more information being gathered about you, customers are becoming increasingly conscious of the amount of information collected about them. People naturally expect that they would be able to get more personalized offerings from companies and their websites. They only consent to share their personal information in exchange for more personalized offerings.

Don’t forget the basics when designing a personalized email message. Include the sender’s name, and make sure to add something extra personal like, “Hi, Sarah!” or “Hope you’re having a great weekend! Again, not to be a repeating Rachel but I can’t help myself, a CRM will do all this automatically with a merge field in your system. If you don’t know for sure what this is follow this link for all the info on CRM’s and merge fields. Insert Why CRM blog Link 

The rise of personalized marketing makes the value of personalization grow every day. This is because, in 2021 and 2022, the world is predicted to move to focusing on email marketing hyper-personalisation rather than just personalising elements of campaigns. 

4: Create more interactive emails

As technology improves, so does interactive marketing. Interactivity is the wave of the future, and marketers should get on board now or suffer the consequences later. Incorporating “interactive” marketing into your e-mail campaigns is very easy. 

Graphics and icons: Emojis, Gifs, Memes…they are all here to stay. Make yourself a library that are relevant to your niche, make sure they are upbeat, and I suggest something that makes your customers chuckle. Everyone needs a little laugh and they will remember your because of it. 

Taken Realestate Meme

Buttons that that are colorful, animated and stand out! Yes, it’s true. You can use all different animated effects to help your CTAs (and your site visitors) become more engaged and increase your conversions

Using animations in your real estate email marketing campaigns doesn’t always make sense, and can even harm your results. However, there are times when an animation will increase the response rate of your emails. This is especially true for welcome emails. Make sure you test your emails to see if they load quickly, are easy to read, and do not have any formatting errors. If your email does all these things, you should see an increase in open and click through rates.

Using interactive marketing techniques can help you create a good customer experience that entertains and engages your customers. It can also serve as a personalized greeting card. People who receive it will find it extremely interesting and unique.

5: Show appreciation for customers

One of the best ways to show appreciation for your customers is a simple holiday campaign. You can create holiday videos or email templates to show your clients “the love” all year round. This keeps you “top-of-mind” on their list of someone to work with.

Happy Thanksgiving

And finally…


In 2020 and 2021, we were all challenged a number of ways in our business, but the good news is that 2022 it is set to be filled with new possibilities for companies across the board – especially real estate. As real estate email marketing continues to evolve, there will be more and more trends that emerge, so if you can take advantage of those trends, you will be well ahead of the competition to capture your customers’ attention.

I really hope you found these 6 “email marketing must-read” trends helpful, and don’t forget to check out my other email marketing articles in my blog for more great advice, ideas and tips.

• Contributing Writer: Andrea Hendrix

As always we appreciate comments, likes and follows: EngageMoreCRM.com on FacebookTwitterYouTube and Instagram.

Patti Sampson

Patti Sampson

Having prospected tens of thousands of leads in her top-producing real estate and consulting businesses, Patti is a CRM and Drip Campaign Specialist for Real Estate and Small Businesses. As the Founder/Owner of both EngageMoreCRM.com and ExposedAgent.com for Agents, she is an Agent Helping Agents to efficiently and effectively manage their Real Estate business and databases to convert more leads to sales consistently.

www.EngageMoreCRM.com
www.ExposedAgent.com
Associate Broker - Realtor® in Arizona
Patti@exposedagent.com

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