Toggle Menu

Let us help you elevate your brand.

Central Maryland Driving Directions

20140 Scholar Drive
Suite 316
Hagerstown, MD 21742
United States

How Email Marketing Can Help Your Real Estate Business

Competition is always fierce in the commercial real estate world, making a successful commercial real estate marketing strategy essential for success in this dog-eat-dog industry. Client relationships remain crucial to success. Forms of marketing like social media, SEO, and ads remain lovely tools, but it's vital to remember email marketing. This marketing tool can help you see the growth you need in your real estate business. It can be used to build relationships, as a method of communication, to establish trust, and much more.

Client Relationships

Maintaining client relationships is essential, and this is one of the best commercial real estate marketing tools. You show clients you care when you take the time to send them emails and update web copy. Professional agents can send clients regular updates, such as new listings and property recommendations. The personal touch of emails is a beautiful way to build and maintain relationships with clients. Companies with massive email lists can utilize tools to create various client lists to ensure all email content is relevant.

More Personalization

Commercial real estate email campaigns can be more personalized than sending a mass, generic email to hundreds of people. You can look at a client's preferences to send them listings they may be interested in. Many businesses break large target audiences down into smaller populations based on demographics or previous properties they were interested in to ensure they send relevant content. This touch of customization increases engagement. It further nurtures relationships with leads, which is necessary for growth.

Website Updates

Emails are a great way to increase website traffic, which can lead to a conversion. Commercial real estate marketing strategies involve a little bit of everything. Agents can send emails informing people about the website's latest blog posts or news updates. Professionals often offer various resources to help people, such as free e-books or other resources they can download. Sending out emails is an efficient way to get information out. It can also help you determine what parts of your site clients are most interested in.

Email Newsletters

Email newsletters are a valuable tool often used in commercial real estate marketing plans. These newsletters deliver information like website updates, excellent industry news, and what's happening with your business. For example, they can feature a new agent joining the team. These are great ways to update clients without bombarding them with emails daily. Marketing firms typically send these out regularly to keep in touch with clients.

Show Properties

Emails provide agents with more of an opportunity to showcase particular properties. Real estate websites often have shorter descriptions. However, you can make your email long enough to ensure everything is covered in detail. Commercial real estate marketing emails can also include videos, links to a 3-D tour, or gorgeous photographs. Using a single email to showcase a property is ideal for a client list of individuals searching for commercial real estate properties in the area. It instantly notifies them that something new is available and gives them all the details.

Track Engagement

Email campaigns provide an easy way to track engagement. Commercial real estate marketing companies can link your website with tools like Google Analytics to determine how much traffic comes from emails. This helps you learn what entices your customers to click on your website or open an email. Tracking engagement helps fine-tune marketing efforts to ensure you see more success over time.

Testing Engagement

As you track engagement trends, you'll realize what works and what doesn't. Being able to track when customers open emails allows businesses to try different things, like additional text in the subject line, to determine what's practical. Testing can also help determine what clients are interested in, such as reading trends or viewing new properties. It'll show you what leads to clicks, which can help you decide which type of content leads to conversions.

Building User Trust

Brand identities are an effective way to boost your authority on any given topic. Commercial real estate marketing methods focus on delivering outstanding content and showing real estate agents and businesses what they are discussing. Consistently providing accurate market insights is one way that emails do this. Establishing authority and building trust are essential to turning clicks into conversions.

Time Sensitive

Marketing companies often advise only putting time-sensitive information on websites if you have a specific section for news. Websites full of old information appear outdated, which can lead to losing trust. Email marketing campaigns are a great way to deliver time-sensitive information, like the latest news, while maintaining credibility. Commercial real estate marketing firms are packed with valuable knowledge like this to help you build trust.

Drip Campaigns

These are campaigns that involve sending out scheduled emails to specific clients. The emails can lead them through the entire process of finding and purchasing a property. For example, the first email can showcase properties. A follow-up email can explain the process of buying the property. Subsequent messages will lead them through the entire process. Commercial real estate marketing firms utilize this process to nurture leads through sales quickly.


Educational content is another way commercial real estate marketing via email campaigns can give your business the boost it needs. Website visitors will feel compelled to subscribe so they have exclusive access to tips from a real estate agent, like increasing property value or finding the ideal property to meet their needs. This email content establishes authority, builds trust, and encourages leads to come to you when they're ready to work with a real estate company. Commercial real estate marketing often focuses on education in various aspects of marketing to establish a relationship with leads.

Faster Method

Everyone wants things to be fast-paced in today's world. Calling individual leads can take time and effort. Agents with hundreds of leads will need help to keep up with them all. That's why many commercial real estate marketing teams are encouraging emails. This method of communication is faster, letting you streamline every ounce of communication. You can work directly with clients, provide relevant information, and inform everyone about the latest listing the second they hit the market. You won't have to worry about missing a call again.

Special Offers

Businesses that want to increase immediate engagement can do so via mass email campaigns that reveal limited-time offers. We often see these offers from retail businesses, but there's room for real estate companies to do this. For example, a particular property may offer a special with zero deposit. Banks may be offering low interest rates. There are move-in specials. Remember to include price drops in your emails. Please pay close attention to these specials and always include them to increase engagement.

Commercial real estate marketing involves utilizing several tactics. Email marketing campaigns often need to be more utilized, but they have a fantastic potential for success. Simply tracking what encourages engagement can help commercial real estate marketing companies determine what they need to do to transform leads into conversions. Building an email list can be one of your most successful endeavors. According to Milwhale, email is almost 40 times better at acquiring customers than Facebook and Twitter. Check out the rest of our site for more amazing information from High Rock today.

Pieter Bickford

by Pieter Bickford, Marketing Executive

As a HighRock Marketing Executive, Pieter works with our clients to identify solutions, enhance their brand, and align their business goals with a comprehensive marketing strategy. With a rich background in journalism, and close ties to community organizations, Pieter enjoys working with customers to tell a story that captures the essence of their brand. From his days in journalism to now, Pieter is inspired by interesting stories and exceeding client expectations. His favorite part of his job is getting to know the motivations of the people behind the brand.

Pieter’s involvement in the community is deep, having worked with a number of nonprofits throughout the years and currently serving on the Washington County Board of Education. He lives in Hagerstown, MD with his wife, Stephanie.

Work with us

Make it happen.
Do you have an exciting idea, challenge, or opportunity? Let’s talk.