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How To Manage a Drip Campaign For Real Estate Brands

How To Manage a Drip Campaign For Real Estate Brands

Creating a brand identity for buyers and sellers is crucial in establishing an excellent real estate brand. 

There are a lot of means of successfully crafting a well-appreciated and trendy brand identity – one of them is utilising drip campaigns. But what are they?

Drip campaigns involve automated marketing emails that send emails to specific people who have signed up for them. It’s said that many Realtors across the country have now adapted to using drip campaigns in their processes to quickly identify their businesses with many clients and be at the top of their game.  

Drip campaign management entails the utilisation of numerous companion tools like customer relationship management (CRM) programs, leads utility tools, and others. 

Some companies have even gotten the best CRM for real estate to boost their drip campaigns. 

Besides keeping track of clients’ needs, different real estate software packages work together to keep track of sales, which is essential in determining where to invest in drip campaigns.  

As an entrepreneur with a real estate brand yourself, drip campaigns can help you communicate essential and up-to-date real estate-related information with your clients. 

Well-crafted drip campaigns can help you develop a good marketing relationship with your clients. 

Are you looking for helpful insight into managing your real estate brand’s drip campaigns? Continue reading below to learn more. 

1 – Know Your Target 

Real Estate Marketing Target Audience

The first step towards a successful drip campaign is knowing your target audience. You must choose among different real estate market segments, including buyers, sellers, active clients, passive clients, fellow real estate agents, and other industry professionals. 

It’s best to remember that each market segment population needs to be addressed differently. 

After segmenting, catering to each group’s needs will be much easier. Expert marketers believe that targeted drip campaigns lead to a successful real estate brand.  

2 – Understand Your Drip Campaign 

Once you’ve cornered down your different segments, it’s time to carefully make the content in your emails relevant and valuable to each targeted audience group. 

First-time clients won’t be treated as active clients. In most cases, newbie customers' emails should have the following: a welcome note, company information to help them get to know your real estate brand better, personal details from the recipient, and real estate offerings available.

Additionally, asking for feedback will help the client feel valued. Conversely, your customers’ opinions will help you know where to relay improvements to add quality to your content and supersede their expectations of you.

Meanwhile, there’s a different method of communicating with previous real estate leads, investors, and others.

3 – Personalise And Customise Drip Campaign Content

Personalised Drip Campaign Email Marketing

Trust is built by having a tight-knit relationship. How do you develop everlasting trust in the real estate world? You’ll need to be approachable and personal to different stakeholders.

For instance, you might list people you address in a given audience segment. While sending a marketing email in your drip campaign, you must identify each recipient by name. 

It’s said that this will make the communication line between you and your patrons more personal. Further, this will help them feel at ease with you and identify your real estate brand – the first step in forging a lasting relationship in a fast-changing industry like real estate. 

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4 – Deliver Appropriate Content And Attention-grabbing Subject Line

After ensuring content personalisation, it’s advised to have an eye-capturing subject line to seal the deal. Avoid confusion and be clear to the reader about your interests in the subject line before they open your email. 

For instance, if you happen to send out a drip campaign email titled ‘How To Get To Own A Property In 6 Months,’ make sure that its contents and graphics detail how its readers can achieve such a feat. 

The email subject will tickle your recipients’ curiosity, leading them to click on the message to read its content. 

Make their effort and time worthwhile by making them feel satisfied after going through a marketing email’s contents, for they can get what they expect. 

5 – Include A Conspicuous Call-To-Action Button

Real Estate Marketing Campaign Cta

Don’t forget to put a call-to-action button or section to your emails’ content. It’s recommended that a call-to-action be incorporated as seamlessly as possible to make the email not sound too sales-y. 

Try to use a friendly yet persuasive and firm tone in your writing. 

6 – Follow Proper Timing

It’s said that the real estate business has a much different market margin compared to other products or services in the overall economy. 

Do you know when the peak season is for people to buy properties? Understanding essential questions like those above will help you identify when to fire up your drip campaign and send emails at the right time to impact your business positively. 

Another tip you can follow is to use automated tools that keep track of your leads’ activities, interests, and the like. It is pivotal to send the appropriate email containing valuable information related to what they’re looking for. 

7 – Go Above And Beyond With Your Clients.

Real Estate Drip Campaigns Example

Responsive customer support helps establish a successful real estate brand. 

Drip campaigns can aid you in your quest to give above-and-beyond services to your client base. Convince your target market segment that they can expect more from you besides the helpful information you include in your emails. 

Case in point, if you send out a drip campaign email to a potential homebuyer after they’ve viewed a listing online, invite them for a property viewing schedule. It gives your work more value and creates more authenticity.

For instance, by utilising property management software, you can automate drip campaign emails to prospective homebuyers following their online listing views. Extend invitations for property viewings through scheduled appointments, adding substantial value to your efforts and fostering authenticity in your interactions.

As stated in the email content, your eagerness to lend a hand can astonish your recipient, leading to them forming a favourable opinion of your real estate brand. 

8 – Schedule How Frequently you Should send Out emails

The frequency of emails should be what works best for your real estate business. Plus, it should help keep your customers up-to-date with branding and real estate developments. 

Work with a content calendar or follow a detailed protocol involving dealing with clientele behaviour. 

9 – Explore Different Drip Campaign Management Tools

Email Marketing Tools For A Drip Campaign

Lastly, you’ll need to comb through different drip campaign solutions providers to find out which program or product best suits your drip campaign plans. 

Various software offerings provide features and toolkits to make drip campaign management effective and hassle-free. 

Test out each option you’ll stumble upon to see how your target audience feels about them. Positive customer feedback can indicate that a drip campaign package effectively meets their needs. 


Drip campaigns are among the most useful marketing tactics for realtors like you to tap into to ramp up real estate branding. 

If executed properly, drip campaigns can make clients and other real estate stakeholders feel connected and invested in your brand – forging a foundation of trust amidst a volatile and fast-changing industry. 

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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