In real estate, personalised email marketing can significantly boost engagement and help build meaningful client relationships. Buyers and sellers each have unique needs, and tailoring email content based on client preferences, location, and buying stage allows agents to stand out. Personalisation creates a sense of connection, helping you remain top-of-mind as clients navigate the property market.

This guide will explore the benefits of personalisation, strategies for segmenting your audience, and ideas for customising both direct and bulk emails to increase engagement.

Why Personalisation Matters in Real Estate Emails

Personalised emails are far more effective than generic messages, especially in real estate, where clients want to feel understood. By showing you’re in tune with their needs, preferences, and goals, you can build trust and strengthen your reputation as a knowledgeable agent. Benefits include:

• Higher Open and Click-Through Rates: Personalised emails are more likely to be opened and clicked on because they feel relevant and valuable.

• Stronger Client Relationships: Customised content helps create a lasting bond, keeping clients engaged throughout their buying or selling journey.

• Improved Conversion Rates: When emails speak directly to a client’s needs and desires, they’re more likely to take action, whether that’s scheduling a viewing, requesting more information, or even making an offer.

1. Segmenting Your Audience for Personalised Campaigns

Segmenting your email list is the first step in personalising effectively. When you group clients based on specific criteria, you can create emails that better address their current situation. Common segments include:

• Buying vs. Selling: Buyers and sellers have different priorities. Buyers may appreciate updates on new listings or tips for securing financing, while sellers benefit from market insights or home staging advice.

• Geographic Location: Localised information, like neighbourhood insights or community events, is more engaging for clients focused on specific areas.

• Stage in the Buying Process: For leads in the early stages, educational content is key. For those ready to act, sending property listings or open house invitations is more appropriate.

• Demographics: If possible, consider age or family status. For instance, younger buyers may be interested in trendy apartments, while families may need information on schools and spacious properties.

2. Direct Email Personalisation

Direct email personalisation is about crafting one-on-one emails with detailed, specific content for a particular client. This approach is ideal for high-priority leads or clients who are nearing a decision point, as it gives you an opportunity to address their unique concerns.

Direct Personalisation Tips:

• Use the Client’s Name and Details: Addressing clients by name creates an instant connection. Reference any previous conversations or information they’ve shared, like budget, preferred locations, or property types.

• Customise Property Recommendations: Send properties that align with their specific criteria. Include a personal note explaining why each listing might be a good fit based on their stated preferences.

• Follow-Up with Tailored Content: If a client has shown interest in a property type (e.g., beachfront homes or city apartments), provide similar listings or updates on market conditions in that category.

Example Direct Email:

• Subject Line: “Alex, Here’s a New Listing That Matches Your Preferences!”

• Body: “Hi Alex, I remember you were interested in properties with large outdoor spaces and proximity to public transport. This new listing in Smithville seems like a perfect match. Let me know if you’d like to schedule a viewing or if you have any questions about the area!”

Why It Works: Personalised direct emails show clients that you remember and value their preferences, making it more likely they’ll trust you with their real estate journey.

3. Bulk Email Personalisation

Bulk emails allow you to reach a larger audience while still delivering content that feels personalised. By automating and customising bulk emails to different segments, you can scale your efforts without losing the personal touch.

Bulk Personalisation Tips:

• Personalised Subject Lines: Use merge tags to include the recipient’s name or location in the subject line. For example, “John, See the Latest Properties in Downtown Melbourne” has a more personal feel than a generic headline.

• Dynamic Content Blocks: Many email platforms allow you to create emails with variable content. For example, buyers receive new listings, while sellers see market insights or tips on increasing home value.

• Customised Recommendations Based on Location: For clients interested in specific neighbourhoods, send property updates or information on recent area developments.

• Targeted Follow-Up Sequences: Create sequences based on client behaviour, like clicking on a property link or opening an email. A client who frequently checks out city apartments could receive a series of emails on new listings and city market trends.

Example Bulk Email:

• Subject Line: “Discover New Opportunities in Your Favourite Suburbs, Sarah!”

• Body: “Hi Sarah, We’ve added a few new properties in [Favourite Suburb] that might interest you. We’re also hosting an open house in the area this weekend—drop by to explore the neighbourhood and see if it’s the right fit for you.”

Why It Works: Bulk emails can reach large groups with relevant content by leveraging personalisation, making it easier to drive engagement without sacrificing quality.

4. Content Ideas for Personalised Real Estate Emails

Here are some content ideas to make your emails more valuable and personalised for each client segment:

• Local Market Reports: Tailor reports by area, giving buyers and sellers a clearer view of trends that impact their specific market.

• Property Milestone Updates: Send updates when a property has new photos, experiences a price drop, or is close to selling. This type of information is particularly valuable for clients who have expressed interest in certain listings.

• Educational Content: For early-stage leads, provide guides on financing, the buying process, or tips for first-time home buyers.

• Neighbourhood Spotlights: Share information on local amenities, schools, and lifestyle features. Clients often appreciate information about the community as much as the property itself.

• Event Invitations: Invite clients to upcoming open houses, networking events, or local market Q&As. These types of events are engaging and can build a sense of community.

5. Leveraging Automation for Consistent Personalisation

Automation tools make it easier to send timely, personalised emails to large groups of clients. Consider using workflows that automatically deliver content based on a lead’s actions. For example:

• Triggered Emails: Send an email when a client views a property on your website or signs up for a newsletter. This email can include related listings or information based on their behaviour.

• Drip Campaigns: For leads at different stages, set up drip campaigns that send educational content, market insights, or listing updates over time, maintaining consistent engagement.

• Re-engagement Emails: If a lead hasn’t interacted in a while, send a friendly email inviting them to update their preferences or browse new listings.

Why It Works: Automation ensures that personalised emails are sent at just the right moment, keeping leads engaged without requiring constant manual intervention.

Conclusion

Personalising real estate emails is one of the most effective ways to keep clients engaged and moving toward a sale. By segmenting your audience and tailoring emails to client needs, you can create a powerful, customised experience that builds trust, fosters relationships, and increases the likelihood of conversions. Whether you’re crafting direct, one-on-one emails or sending personalised bulk campaigns, keeping your clients’ preferences, location, and buying stage in mind will help you achieve lasting results in your real estate business.