Get the contacts you already have
to call you again

Frequently asked questions about email marketing

• What is real estate email marketing?

  It means writing regularly to your agency's contacts (buyers, property owners, investors) with what interests each of them: a newsletter about your market, an alert when a matching house comes in or an email to pick up the conversation again. The goal is not that they open, but that they reply and request a viewing. If you would rather set it up yourself, you have our step-by-step guide (in Spanish).

• Does it work if my contact base is small or messy?

  Yes, and that is the most common case. Contacts are usually scattered across the management software, email, the portals and the odd spreadsheet. The first step is to bring them together, remove duplicates and separate them by what they are looking for. With a small but well-organised base you can already start.

• What details do you need for each contact?

  Just enough to write to them about what interests them: whether they are buying, selling or investing, in which area, with what budget, what type of home they are looking for, which language they prefer to be written to in and whether they agreed to receive your emails. With that you can already build useful lists. Whatever is missing is filled in gradually, with what each contact replies and what your team notes down after each call.

• What about data protection and consent?

  Before sending anything we review with you where each contact came from and whether they agreed to receive your communications. Anyone who did not agree receives no commercial emails. Every email carries a way to unsubscribe and the unsubscribe is honoured. Legal questions about your specific case should be checked with your adviser or your data protection officer.

• How often do you send?

  The newsletter about your market, once a month is usually enough. New-house alerts go out when one comes in that matches what someone is looking for. We would rather write less and be read than fill your clients' inboxes.

• What should a luxury agency's newsletter contain?

  What your client cannot find on a portal: what is selling in your area and at what price, the house of the month and a useful guide for anyone buying or selling, told with your brand and your tone. And always an easy way to reply or request a viewing, because that is where the calls come from. What it does not contain is filler: if one month there is nothing to tell, we tell less.

• Mailings to the whole base or automatic emails?

  Both, each for its own purpose. The newsletter goes to everyone, separated by list: buyers, property owners, investors and overseas clients. Automatic emails go out on their own when something happens: a house comes in that matches what a buyer asked for, or a contact has not replied for months. What we do not do is send the same house to the whole base.

• Who writes the emails?

  We do, with your information: your new listings, what is selling in your area and the way you talk to clients. You review them before they go out, especially at the start, until the tone is yours.

• Does it work for property owners and for overseas clients?

  Yes. The owner wants to know what prices are being achieved on their street, and when they decide to sell they will remember who was telling them. The international buyer is written to in their language and with what they need to know to buy in Spain.

• Won't my emails end up in the spam folder?

  It depends above all on who you write to and how. Sending from your domain is set up properly, we write only to people expecting your emails and we clean out addresses that no longer exist. Nobody can guarantee the inbox; what can be done is everything that favours it.

• How do I know whether email marketing is working?

  Once a month we tell you who replied, who requested a viewing and which deals came out of it, with names. We look at the open rates ourselves to improve the emails; with you, we talk about clients.

• Can email marketing be contracted on its own?

  It can be contracted alone, but where it performs best is alongside ads and SEO: they bring in new contacts and email keeps them close until they buy. It is one piece of our solutions for winning property owners and international clients. With the report from your website check you will know whether it makes sense to start here.