How to Make Real Estate Emails Work for You in 2025

If you’re still thinking email is dead, think again. According to Greg Harrelson, one of our coaches at Real Geeks and head of Harrelson Group, email marketing is about to have a serious comeback in 2025.

But here’s the catch: if you’re just spamming the same boring messages that every agent in your market is sending, you might as well be shouting into the void.

In our latest mastermind call, Greg broke down how to make real estate emails actually work, so you get more responses, more conversations, and more deals.

Let's break down his advice. 

Remember, if you want to learn from Greg 1-on-1, you can join his private coaching community for Real Geeks users at RGMastery.com for less than $200 a month.

Why Email is More Important Than Ever in 2025

“There’s a lot of concern right now in the industry around TCPA, around do-not-call laws,” Greg tells us.

And he’s right. Cold calling is becoming trickier with new regulations and increased enforcement. 

“One of the things that is not being discussed enough is email marketing. My prediction? We’re going to see a heavy movement towards email in real estate.”

But there's a problem: most agents aren't great at email.

The Biggest Email Mistakes Real Estate Agents Make

Let's start simple. This is what Greg believes you should NOT do when it comes to real estate emails:

1. Sending generic, mass emails – “If you’re blasting the same newsletter to your entire database, you’re wasting your time.”

2. Writing long-winded messages – “Nobody is reading your three-paragraph market update. They see a wall of text and hit delete.”

3. Only emailing when you need something – “If the only time you email your database is to ask if they’re ready to buy or sell, they’re tuning you out.”

How to Make Your Emails Work (According to Greg)

So how do you actually get responses and start conversations? Here are Greg's  best tips:

1. Keep It Short and Conversational

“Your emails should feel like a text message to a friend,” Greg tells us. Instead of writing a formal, overly professional email, make it casual and to the point.

Example of a bad email:

Subject: 2025 Market Update!

Dear Homeowner,
The local real estate market has seen a 3.2% increase in home values this year, and interest rates remain competitive at 5.5%. If you're thinking about buying or selling, I would love to assist you. Let me know if you have any questions.

Example of a better email:

Subject: Quick question

Hey John,
Have you thought about selling this year? A few homes in your area sold for more than asking price. If you’re curious, I can send you the numbers. Let me know!

2. Personalization is Everything

“People can tell when an email is a copy-paste job,” Greg tells us. Instead of sending the same generic email to everyone, use details specific to them:

✔ Mention their neighborhood
✔ Reference a past conversation
✔ Acknowledge their stage in the buying/selling process

Example:

Hey Sarah,
I remember you mentioned last year that you might sell once your youngest finished school. Just wanted to check in—are you still considering it? I can run an updated home value report if you’re interested. Let me know!

3. Subject Lines That Get Opened

Greg stressed that the subject line is everything. If your email doesn’t get opened, it doesn’t matter how great the content is.

Some of his go-to high open-rate subject lines:

— “Quick question” (Greg’s favorite)

— “Saw this and thought of you”

— “Thinking about selling?”

— “Here’s what your neighbor’s home sold for”

Workflows & Automations: Streamlining Your Follow-Up Process

Incorporating workflows and automations into your email strategy can significantly enhance your efficiency and ensure consistent communication with your leads. Greg emphasizes the importance of setting up automated systems to manage your outreach effectively.

Key Steps to Implementing Workflows:

1. Define Your Objectives: Determine what you aim to achieve with your email campaigns, whether it's nurturing new leads, re-engaging past clients, or promoting new listings.

2. Segment Your Audience: Categorize your contacts based on factors like buying readiness, property interests, or past interactions to tailor your messages appropriately. You can do this easily in Real Geeks with Advanced Search Filters.

3. Create Personalized Content: Develop email templates that address the specific needs and interests of each segment, ensuring your communication feels relevant and personal.

4. Set Up Automated Triggers: Use your CRM to establish triggers based on user behaviors, such as signing up on your website or viewing specific properties, to initiate the appropriate email sequence.

5. Monitor and Adjust: Regularly review the performance of your workflows, making necessary adjustments to improve open rates and engagement.

By leveraging workflows and automations, you can maintain a consistent presence in your leads' inboxes without the need for manual intervention, allowing you to focus on more personalized interactions when they matter most.

Crafting Effective Email Newsletters

Email newsletters remain a powerful tool for staying top-of-mind with your audience. Greg advises that a well-crafted newsletter can help you gain "mindshare," ensuring that when a client thinks of real estate, they think of you.

Tips for Creating Impactful Newsletters:

1. Be Consistent: Decide on a regular schedule for your newsletters, whether it's weekly, bi-weekly, or monthly, and stick to it.

2. Provide Value: Share content that your audience will find useful, such as market insights, home maintenance tips, or community news.

4. Showcase Your Expertise: Highlight your recent successes, such as sold properties or client testimonials, to build credibility.

5. Include Clear Calls to Action: Encourage your readers to engage with you, whether it's contacting you for a consultation, visiting your website, or following you on social media.

6. Keep It Concise: Respect your readers' time by keeping your newsletters succinct and to the point.

The Stats Back It Up

If you’re still skeptical about email marketing, check out these email marketing statistics:

— 77% of real estate leads prefer to be contacted by email over other methods (NAR 2024).

— Emails with personalized subject lines are 26% more likely to be opened (Campaign Monitor 2025).

— Real estate emails with a call-to-action (“Want me to send you the details?”) get 2x more responses (HubSpot 2025).

Don’t Overcomplicate It

At the end of the day, Greg’s advice is simple:

— Send more emails (but make them short and valuable)

— Make them personal (no mass-blasting generic newsletters)

— Use casual subject lines (ditch the corporate tone)

“Most agents aren’t using email right, which means there’s a huge opportunity if you do,” Greg tells us.

Want to learn more? Join Greg’s private coaching community for Real Geeks users at RGMastery.com. You’ll get direct coaching, scripts, and email templates that are already working for top agents in 2025.