Matching the right property with an interested investor isn’t the end of the brokerage experience for commercial real estate agents. As you work on developing a mutually beneficial relationship with your clients, an email drip campaign can be an effective tool for educating your clients about who you are, the current market conditions, and the services you offer. Clients want to trust their agents and feel confident that their needs are being met.

An email drip campaign is marketing lingo for a series of emails that move progressively through the sales funnel. When done effectively, these should move from the initial introduction to a final sale. The emails are sent on a schedule–the “drip” process–that builds confidence and earns trust from recipients over time.

As with any email campaign, take advantage of email verification software that can confirm your clients are getting to know you by ensuring your message gets delivered. The following is a basic framework for starting an email drip campaign, which can be customized to suit your ideas.

Gather Email Addresses

Email marketing success rates go up when you target recipients that have opted to receive your information. People who have voluntarily provided you with their contact information immediately become soft leads. They already want to know more, and you can cultivate that interest to a higher level.

Whenever you interact with a potential client, you should make it a habit to solicit their email address. If you or your agency have a website, provide a simple way for someone to give you their address.

Your contact page, for instance, can ask for nothing more than an email address and include options to send a direct message. Webpage calls-to-action can also heighten interest, using a pop-up that opens your contact page or featuring a prominent button to click. Furthermore, when you’re holding an open house, provide a specific space for email addresses on your sign-in sheets.

A successful, yet subtle, technique to earn connections is to offer a nicely-designed report, which you will gladly send to the email address provided. The report can be an overview of local neighborhoods, a real estate market report, or an easy how-to-search-for-a-property reference guide. You can decide what you think is valuable, on-brand content.

The Introduction Email

Your first email should be short and to the point. Keep it about you and your services. Introduce who you are, what experience you have, and the value your services provide. Thank them for making first contact, and perhaps provide a link to an interesting article about the local market.

Set Expectations

Send your next email within a few days to explain your communication process. Let people know how often you will send emails. Think about including a general summary of the great content you provide, and make offers to meet or talk on the phone to discuss more details.

This email should be more about value to your client than you. Focus on your services and your interest in the potential client. Perhaps solicit some quick data on what client is interested in, including the types of properties, price range, and areas of interest.

Provide Valuable Content

Once you’ve provided your introductions and expectations, you should initiate your regularly scheduled content emails. You can use a variety of formats, or even a mix of them, to keep your current and future clients informed.

Some ideas for content include sending out a monthly newsletter that summarizes recent market activity. You could also include a link to blog content that features your unique perspective on some aspect of the local market. Continue to entice those interested in your territory with events calendars, retail or restaurant highlights, or investment opportunities.

Check-In Status

Some recipients continue to receive your emails but don’t actively respond. You can send a more tailored email reminding them of the value you offer, but you don’t have to take a hard sell approach. In fact, that path can be a turn-off.

Try sending different content to prompt a response, like a brief survey on a topic of interest or an invite to a local event you plan to attend. You can also specifically asked what subjects your recipients want to hear more about.

Keep Learning and Building

Email campaigns can go on for as long as you like. As you become more comfortable with the form of contact, you will find yourself understanding how to refine your content to your audience. Remember to keep the focus on your client’s needs and desires, your expertise, and interesting topics related to your area.


Thank you to Taktical Digital for the Guest Article!