You don’t own Facebook.

You don’t own Google.

You don’t own Zillow.

You might not even own your own website.

If your lead generation is on these, then you are renting your lead generation, not owning it.

A list of emails though? That is something you do own.

Building your CRM database full of past and potential clients who have given you permission to engage with them is a great way to build a disruption-proof business. Facebook can’t change the rules. Zillow can’t stop sending you leads. Google can’t unrank your website. You have the power.

Marketing to your database in an attractive and effective way is key to make the most of the database you’ve built. Email marketing software can help!

The Contenders

Done for You

The following real estate email marketing companies run your email outreach for you.

Do it Yourself

The following real estate marketing software is designed for you or your marketing specialist to set up and integrate your own email campaigns.

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Others

Other email marketing software not included here includes:

• ActiveCampaign
• ConvertKit
• GetResponse
• Robly
• ActivePipe

CRMs and Platforms

Sometimes your CRM can handle a fair amount of email marketing on its own, including mass emails, tracking open rates, and templates.

For example, Curaytor is a real estate platform that specializes in social media and email marketing, and has several appealing tools for building email campaigns, tracking open rate, conversion, etc.

Why use email marketing software when most of these tools are perfectly capable of running a drip campaign?

Email marketing tools are usually more sophisticated, including options to split test emails, use dynamic content, triggers, better automation tools, and higher open rates.

Needless to say, email marketing shouldn’t be the first purchase for a newbie agent. But for something with a sizable client database struggling to keep it engaged or trying to take their game to the next level, email marketing software might make sense.

Newsletters and Home Value Reports

Lastly, this doesn’t include email newsletter tools like Top Producer‘s Market Snapshot.

One favorite tool of mine is Tidings, which takes your Facebook posts and automatically creates an extremely easy newsletter from your feed to blast out to your email list. A great way to kill two birds with one stone!

There are also home value reports like Homebot, Homebeat, and ListReports. These can keep your database engaged by tracking market activity and home equity.

Real Estate Drip Campaigns

Most CRMs come with drip email campaign templates and email marketing tools to stay in touch with past clients and engage new leads.

It’s tough to balance automation with authenticity. Someone who logged into your website might expect to get a series of welcome emails in a campaign, but the person who just reached out to you by phone about a condo might be put off if they’re also getting emails from you about new construction for sale.

I think it is important to automate as little as practical while still maintaining the necessary tempo to stay top-of-mind and convert hotter leads. Email marketing services can help craft targeted messages that best conform to your buyer or seller journey.

These email tools are also useful for niche use cases, as well. Your CRM may handle most of your communications, but you may need a good email marketing tool for a giveaway promotion to allow folks to opt-in. Or perhaps you can use it for your charity event RSVPs and confirmations.

Conclusion

Real estate agents don’t need an email marketing software just after getting their license. Good ole’ Gmail and the CRM will suffice for the time being.

But as you learn to perfect your funnel and grow your database of past clients, you’ll want more and more sophisticated tools to get the most out of your business, and a solid email-marketing tool might be just what’s needed.

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