To stay top of mind in the local market, estate agents need to stay in constant communication with vendors, buyers, and landlords. One of the most effective ways to nurture these relationships is through email marketing, but knowing the right types of emails to send—and when—can make all the difference.
In this blog, we’ll explore the essential types of emails your estate agency should be sending to build trust, nurture leads, and generate more listings. We’ll also show you how you can take full advantage of Spectre Email to engage your audience, every step of their journey.
1. Welcome Emails
A welcome email sets the tone for your relationship with a new lead. When someone signs up for your email list, makes an inquiry, or requests a valuation, sending a personalised welcome email introduces your agency and highlights your services.
Why Send It? First impressions matter. A well-crafted welcome email makes your agency stand out, shows professionalism, and offers immediate value. You can include a brief introduction, your unique selling points, and a clear call to action such as scheduling a consultation or exploring property listings.
Tip: Automate your welcome emails so they’re sent as soon as a lead takes action, ensuring timely engagement. Use Spectre’s personalisation tools to mention the recipient by name and tailor the message to their interests, such as buying or selling a property.
2. Property Alerts
Property alerts are one of the most important types of emails for estate agents. These emails notify potential buyers or landlords about new listings, price changes, or recently sold properties. They are personalised based on the recipient’s preferences, making them highly relevant and engaging.
Why Send It? Buyers and landlords want to stay up to date with the market, and property alerts help them act quickly on potential opportunities.
Tip: Spectre Email syncs directly with your Street.co.uk account, meaning you can pull into our pre-designed property block template any of your current live or sold listings with a click.
3. Market Updates and Newsletters
Keeping your audience informed about the latest property market trends, local pricing changes, or interest rate movements is essential. A well-timed market update or newsletter helps you position your agency as a trusted expert in the field.
Why Send It? Sending regular newsletters with useful market insights keeps your agency top-of-mind. It shows that you’re knowledgeable about the local property market and are willing to share valuable information with your audience, whether they’re ready to buy or sell now or in the future.
Tip: Use Spectre Emails segmentation tools to send different newsletters based on audience interests, such as first-time buyers, investors, or homeowners looking to sell.
4. Follow-Up Emails After Viewings or Valuations
After a property viewing or a valuation, it’s essential to follow up with an email. This can be a thank-you email, a reminder of the next steps, or additional information based on the recipient’s needs.
Why Send It? Follow-up emails show that you’re attentive and dedicated to helping your client move forward with their property journey. These emails help keep the conversation going, providing opportunities for further engagement and addressing any questions the recipient may have.
Tip: One of Spectre Emails key features is automating follow-ups after a valuation. This type of email is essential to keep vendors engaged and remind them of the next steps in the property selling process. For example, sending an automated testimonial email post-valuation to help progress the instruction.
5. Client Testimonials and Success Stories
There’s nothing more powerful than social proof. Sending emails that highlight recent successes or share testimonials from happy clients builds trust with your audience and showcases the results your agency can deliver.
Why Send It? Testimonials and success stories demonstrate credibility. They show that other vendors and buyers have had positive experiences with your agency, which can help persuade new prospects to take the next step.
Tip: Spectre’s automation features also allow you to send emails highlighting client testimonials and case studies. Include a link to a detailed case study or a video testimonial on your website to add more depth and increase engagement.
6. Just Sold Emails
When a property is successfully sold, sending a “Just Sold” email can have a big impact, especially for potential vendors who are monitoring market activity.
Why Send It? These emails highlight your agency’s successes and can motivate other vendors to list their properties. They also demonstrate that properties are selling in the recipient’s area, creating urgency and boosting your credibility.
Tip: Include a call to action encouraging recipients to get a free valuation or contact you if they are thinking about selling their property.
7. Anniversary or “Stay-in-Touch” Emails
It’s important to keep in touch with past clients, as they may need your services again or word-of-mouth refer your agency to others. Sending anniversary emails (e.g., one year after a property sale) or “just checking in” emails helps maintain the relationship long after the deal is closed.
Why Send It? These emails keep your agency top-of-mind for repeat business or referrals. A friendly anniversary email, perhaps combined with a market update or property valuation offer, shows that you care about long-term relationships, not just quick sales. They’re also a subtle way of asking for referrals or feedback, reminding past clients of the positive experience they had with your agency.
Tip: Spectre Email can automate these emails so they’re sent on key dates like purchase anniversaries or even a year after a valuation.
With the right email strategy, your estate agency can stay connected with vendors, buyers, and landlords in meaningful ways. By leveraging Spectre Email, you can ensure that the right emails are sent at the right time, nurturing relationships, and driving results—all without adding extra manual work for your team.
Want to optimise your email marketing strategy? Download our comprehensive guide on Email Marketing for Estate Agents and learn how to make your emails work harder for your agency.
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