What real estate email campaigns should agents send?

Most agents don't need dozens of real estate email campaigns. They need one for each kind of person in their database, each with its own pace. Here are the six that cover almost everyone, and what each one should do.

1. New buyer leads

Goal: turn an online inquiry into a conversation.

Reply by hand first. Then follow up in the first days with a nudge ("did you have questions about that listing?"), a note on getting pre-approved, and a market update for the area they asked about. After the first week, slow to weekly and then every few weeks.

Why it works: most buyers aren't ready on day one. A steady, low-pressure run keeps you in mind until they are.

2. New seller leads

Goal: turn a home value request into a listing appointment.

Start with the value conversation, then move through preparing the house, pricing and what the process looks like. Sellers often take months to decide, so stay present without pushing.

3. Past clients

Goal: earn repeat business and referrals.

This is the campaign agents skip and shouldn't. A check-in after closing, seasonal home tips, a market update, a home anniversary note and an occasional, honest referral ask. Space it out over many months.

4. Sphere of influence

Goal: stay on the radar of friends, family, neighbors and people who know you.

Keep it personal and light: a local recommendation, a useful tip, a market note. Ask for referrals rarely and naturally.

5. Open house visitors

Goal: turn sign-ins into buyer conversations.

Thank them the same day with the property details, follow up with similar homes, and check in a few times over the next few weeks. Most visitors are shopping, just not for that house.

6. Seasonal touches

Goal: keep your whole database warm with low effort.

A few notes a year tied to the season or a holiday. Short, friendly, and not a sales pitch.

What makes any campaign work

Use the person's name and what they asked about. Generic mail gets deleted.
Give them something. A tip, a number, a local fact. Skip the "just checking in."
Keep it short. A few sentences beats a newsletter.
One ask per email. A reply, a call or a showing, not all three.
Stop on reply. The moment someone answers, the sequence should end and you should take over.
Don't flood. More than a couple of emails a week gets you unsubscribed.

Email isn't the only way in

Some leads answer a text faster than an email, and some respond to a printed letter or a handwritten card. Keystone runs each sequence across email, text, call prompts, letters and cards. Letters and cards wait for your approval, and you see the exact piece and its cost before anything prints or ships.

Getting them running without writing

Every sequence in Keystone comes written. Import a spreadsheet, pick a sequence for each group, and your Today list shows every message due, drafted with the person's details filled in. You edit or send as is. When someone replies, their sequence pauses and the reply moves to the top.

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