Real estate professionals face unique challenges when it comes to staying top of mind with customers, nurturing leads across long sales cycles, and simultaneously managing relationships with buyers and sellers.
Email marketing addresses these challenges by allowing agents and brokers to provide personalized real estate listings, market updates, and timely follow-ups that engage prospects throughout their home buying or selling process.
This post provides a comprehensive comparison of the best email marketing tools for real estate businesses, including detailed feature breakdowns, pricing information, and a structured guide to help you choose the right platform. We compare tools and share how HubSpot has successfully supported companies like this Avison Young, a global real estate advisor with over 5,000 employees, with an increase in CRM adoption from 23% to 90% in four months using its integrated email marketing and platform.
Table of contents
What is Email Marketing for Real Estate?
Real estate email marketing allows agents and brokers to build relationships with potential buyers, sellers, and previous customers through targeted campaigns. Real estate email marketing automates property alerts, market updates, and nurturing sequences that move leads through advanced decision-making processes while maintaining consistent touchpoints that drive referrals and repeat business.
Real Estate Email Marketing Tools Comparison Chart
|
Email marketing tool |
Best for |
Key Features |
Prices |
Average rating |
|
HubSpot |
Full-service real estate marketing with CRM integration |
Drag and drop builder, property listing automation, lead scoring, CRM integration |
Free plan available; Marketing Hub starts at $15/month |
4.4/5 |
|
Mailchimp |
Small agencies that need simple email campaigns |
Template library, basic automation, audience segmentation |
Free for up to 500 contacts; Paid plans start at $13/month |
4.3/5 |
|
Constant contact |
Agents value ease of use and templates |
Real estate-specific templates, list management, event marketing |
Plans start at $12/month |
4.0/5 |
|
ActiveCampaign |
Brokerage operations that require advanced automation |
Complex automation workflows, CRM functions, lead scoring |
Plans start at $29/month |
4.6/5 |
|
BombBomb |
Video focused real estate marketing |
Video email integration, tracking analytics, mobile app |
Plans start at $33/month |
4.5/5 |
Best Email Marketing Software for Real Estate Businesses
Choosing the right email marketing platform can transform the way real estate professionals nurture leads and close deals. The following tools offer features that are particularly valuable for real estate workflows.
HubSpot
HubSpot is best for: Real estate agents and brokerage firms are looking for comprehensive marketing automation with built-in CRM capabilities
Key HubSpot features:
- Smart content and personalization – HubSpot allows real estate professionals to make property recommendations based on customer preferences, budget parameters, and location interests, ensuring each email feels personally curated rather than mass-distributed.
- Automated lead nurturing workflows – The platform automates follow-up sequences for open house visitors, property inquiry responses, and buyer journey stages, allowing agents to maintain consistent contact without manual intervention.
- Integrated CRM and deal tracking – HubSpot connects email campaigns directly to contact records and deal pipelines, giving real estate teams insight into the properties that are generating the most engagement and which customers are most likely to make decisions.
HubSpot Pricing:
Mailchimp
Best suited for: Independent agents and small real estate teams need straightforward email campaigns with minimal setup
Key Mailchimp features:
- Pre-built real estate templates – Mailchimp offers ready-to-use templates for real estate showings, market updates, and open house announcements, reducing design time for busy agents.
- Basic automation sequences – The platform supports simple automated welcome series and follow-up emails for new leads, although the workflows are less sophisticated than enterprise alternatives.
- Audience segmentation tools – Mailchimp allows real estate professionals to segment contacts by location, price range, and property type, allowing for more targeted messaging than one-size-fits-all broadcasts.
Mailchimp Pricing:
- The free plan includes up to 500 contacts and 1,000 monthly email sends
- Essentials: $13/month for 500 contacts with basic automation
- Standard: $20/month for 500 contacts with advanced automation and A/B testing
- Premium: $350/month for 10,000 contacts with advanced segmentation
Constant contact
Best suited for: Real estate professionals value user-friendly interfaces and industry-specific email templates
Important constant contact functions:
- Library of real estate templates – Constant Contact offers dozens of professionally designed templates specifically for real estate listings, market reports and customer newsletters, streamlining campaign creation.
- Event marketing integration – The platform includes integrated tools to promote open houses and customer events, including registration management and automated reminder emails.
- List growth tools – Constant Contact offers signup forms and landing pages that help real estate agents expand their contact database through website integration and social media advertising.
Constant Contact prices:
- Lite: $12/month for 500 contacts with basic email features
- Standard: $35/month for 500 contacts with automation and event marketing
- Premium: $80/month for 500 contacts with advanced features and SEO tools
- 60-day free trial and 30-day money-back guarantee
Find out more about Constant Contact
ActiveCampaign
Best suited for: Growing brokerages require sophisticated automation and detailed lead scoring capabilities
Key ActiveCampaign features:
- Advanced automation workflows – ActiveCampaign enables complex, multi-step nurturing sequences that respond to specific behaviors such as real estate site visits, price range searches, and email interaction patterns.
- Predictive lead scoring – The platform assigns points to contacts based on engagement and behavior, helping real estate teams prioritize buyers and sellers with high purchase intent for immediate follow-up.
- Conditional content blocks – ActiveCampaign displays different property listings in the same email based on recipient preferences, creating personalized experiences without creating multiple campaign versions.
ActiveCampaign Pricing:
- Lite: $29/month for 1,000 contacts with basic automation
- Plus: $49/month for 1,000 contacts with CRM and advanced automation
- Professional: $149/month for 2,500 contacts with predictive shipping
- Enterprise: Individual pricing with dedicated support
Learn more about ActiveCampaign
BombBomb
Best suited for: Real estate agents use videos to build personal connections and present properties
Key BombBomb Features:
- Easy video email creation – BombBomb allows agents to record and send personalized video messages directly to email, creating personal connections not possible with text-only emails.
- Video tracking analysis – The platform notifies agents when recipients view their videos and tracks engagement metrics, enabling timely follow-up when prospects show interest.
- Mobile recording app – BombBomb offers a mobile application that allows real estate professionals to record and send video emails from real estate locations, providing authentic on-site perspectives.
BombBomb Prizes:
- Core: $36/month (billed annually)
- Core + Copilot: $56/month (billed annually)
- Company: Individual prices
Benefits of Email Marketing Software for Real Estate
Email marketing software solves key challenges real estate professionals face every day:
- Automated lead nurturing – Real estate email platforms maintain consistent contact with prospects over longer buying and selling periods, ensuring agents stay top of mind without the need for manual follow-up with each lead.
- Personalized property matching – Modern email marketing tools deliver customized property recommendations based on customer preferences, search behavior and budget parameters, increasing relevance and engagement compared to generic listing blasts. Email marketing has an average conversion rate of 1.4% in the real estate sector, surpassing many other digital channels.
- Scalable customer communication – Email automation allows individual agents and small teams to communicate with hundreds or thousands of contacts simultaneously, providing rich brokerage capabilities without proportional staffing increases. eXp Realty uses HubSpot to communicate with more than 90,000 agents at 24 locations worldwide via a single, unified platform.
- Performance tracking and optimization – Real estate email platforms provide detailed analytics on open rates, click-through rates, and real estate interest patterns, allowing agents to refine their messages based on data rather than guesswork.
- Relationship cultivation on a large scale – Automated birthday messages, home anniversary notes, and market update newsletters keep previous clients in the loop for future referrals and repeat business without overwhelming agents’ schedules.
7 Important Features for Real Estate Email Marketing Software
When evaluating email marketing platforms for real estate businesses, prioritize the following features:
- CRM integration – Seamless connection between email campaigns and contact databases ensures agents can track communication history, property interests and transaction stages without having to switch between multiple systems.
- Real estate listing automation – Tools that automatically generate and distribute emails with new listings save significant time and ensure timely market updates reach interested buyers.
- Behavioral segmentation – Advanced segmentation based on property type interests, price range, location preferences and interaction patterns enables highly targeted messaging that resonates with specific buyer or seller profiles.
- Mobile responsive templates – Since over 60% of emails are opened on mobile devices, real estate email templates must display property photos and details accurately on all screen sizes. 73% of home buyers use mobile devices to search for propertieswhich makes mobile optimization essential.
- A/B testing features – Testing different subject lines, property descriptions, and call-to-action buttons helps real estate professionals optimize campaign performance based on actual recipient behavior.
- Lead scoring and prioritization – Platforms that assign engagement scores help agents identify and prioritize hot leads who are actively searching for and engaging with content versus passive contacts.
- Automated drip campaigns – Pre-built nurturing sequences for buyer journeys, seller timelines, and previous customer engagements ensure consistent communication without the need for manual campaign launches.
How to Choose a Real Estate Email Marketing Tool (Step by Step)
Follow this structured process to choose the email marketing platform that best suits your real estate business:
Step 1: Map your current workflows.
Document how you currently manage customer communications, real estate marketing, and lead follow-up processes. Identify pain points such as manual follow-up tasks, difficulty tracking customer ownership interests, or time-consuming campaign creation that an email platform should solve.
Step 2: Identify must-have features.
Determine which features are non-negotiable for your business model. Individual agents may value ease of use and templates, while growing brokerages often require CRM integration, team collaboration tools, and advanced automation features.
Step 3: Compare usability and team suitability.
Evaluate platform interfaces to ensure your team can use the tools effectively without extensive training. Request demos or free trials to test campaign creation, automation setup, and reporting interfaces before committing.
Step 4: Check costs at scale.
Calculate total costs as your contact database grows. Some platforms offer attractive starting prices but become more expensive as contact volumes increase, while others offer better value for growing businesses.
Step 5: Choose a flexible platform – like HubSpot.
Choose a platform that grows with your business and integrates with other tools in your marketing stack. HubSpot provides real estate companies with email marketing, CRM, landing pages, and analytics in a unified platform, eliminating the need to connect multiple separate tools. Real estate companylike for example Havenpark communities, Closed 6,000 deals and reduced time to close by 51% Use of HubSpot’s integrated platform between 2019 and 2021.
How to Create Email Marketing Campaigns for Real Estate
1. Define your campaign goal.
Set clear goals for each campaign—whether it’s driving open house attendance, promoting new listings, nurturing long-term buyer relationships, or collecting seller leads—before drafting content or selecting recipients.
2. Segment your target group strategically.
Divide your contact database into meaningful groups based on factors such as buyer or seller status, price range interests, neighborhood preferences, and stage in the transaction process to ensure relevant messaging.
3. Design mobile-friendly templates.
Create email templates that beautifully showcase real estate images on smartphones and tablets, with clear calls to action that are easy to tap and text that remains readable even without zooming.
4. Personalize real estate recommendations.
Leverage available data on customer preferences, previous property viewings and stated interests to make property selections that feel hand-picked rather than mass-produced, increasing engagement and response rates.
5. Automate follow-up sequences.
Create automated workflows that send timely follow-up messages after open houses, property inquiries, or listing alerts, maintaining momentum without requiring manual sends with every interaction.
6. Test and refine your approach.
Continually test subject lines, send times, content formats, and calls to action, and use performance data to optimize future campaigns for higher open rates and conversions.
Frequently asked questions
What is the best email marketing tool for real estate?
HubSpot stands out as the best email marketing tool for real estate businesses because it combines email automation with CRM features, lead scoring, and real estate listing management in a single platform. Real estate professionals using HubSpot benefit from integrated tools that track every customer interaction from initial email contact to transaction completion, eliminating data silos between marketing and sales activities.
What features should I look for in real estate email marketing tools?
Real estate email marketing tools should include CRM integration for customer relationship tracking, automated real estate listing distribution, behavioral segmentation for targeted messaging, mobile-responsive templates, lead scoring to prioritize hot prospects, and drip campaign features for long-term nurturing. Advanced platforms also offer A/B testing, video email integration, and detailed analytics that show which properties are generating the most interest.
Is HubSpot good for real estate?
HubSpot is great for real estate companies of all sizes. The platform provides real estate agents and brokers with email marketing, contact management, deal pipeline tracking, and reporting tools that work seamlessly together. HubSpot’s free tier provides enough functionality for individual agents to get started, while its paid tiers are scalable to support large brokerages with complex automation needs. Avison Young increased CRM adoption from 23% to 90% in four months uses HubSpot and now tracks 95% of North American sales on the platform. Havenpark Communities reduced time to close by 51% and closed 6,000 deals between 2019 and 2021 using HubSpot’s integrated marketing and sales workflows.
How much does email marketing software for real estate cost?
Real estate email marketing software ranges from free plans suitable for new agents to enterprise solutions that cost several thousand dollars per month. Entry-level options like HubSpot’s free plan, Mailchimp’s free tier (up to 500 contacts), and Constant Contact ($12/month) are aimed at individual agents and small teams. Mid-range solutions like ActiveCampaign ($29-$149/month) and BombBomb ($36-$56/month) offer advanced automation. Growing brokerages should plan on a monthly budget of $50 to $500 depending on contact volume and feature needs.
Can Email Marketing Help Real Estate Agents Generate More Leads?
Email marketing generates real estate leads through consistent prospect nurturing, automated real estate alerts that keep agents top of mind, and strategic content that positions agents as market experts. Real estate professionals who use email marketing nurture relationships with previous clients that become referral sources, re-engage cold leads through targeted campaigns, and convert website visitors into qualified prospects through email capture and follow-up sequences. TenantBase achieved 3X year-over-year revenue growth Leveraging HubSpot’s email marketing and CRM features.
Meet HubSpot, the leading email marketing software for real estate companies
HubSpot offers real estate professionals comprehensive email marketing tools that seamlessly integrate with contact management, business tracking, and analytics features. The platform allows agents and brokers to scale their marketing efforts without sacrificing personalization or relationship quality.
Key HubSpot features for real estate:
- Unified CRM and email platform – HubSpot eliminates the need to sync data between separate email and contact management systems, giving real estate teams complete visibility into every customer interaction, real estate interest, and deal stage.
- Automating intelligent real estate recommendations – The platform delivers personalized real estate offers based on customer behavior and preferences, ensuring each email feels curated rather than generic.
- Lead scoring and pipeline management – HubSpot assigns engagement scores to contacts and tracks their progress through customizable deal pipelines. This allows real estate teams to prioritize prospects with high purchase intent and predict deals.
Avison Young increased CRM adoption from 23% to 90% in four months by implementing HubSpot’s CRM platform, consolidating four separate CRMs and tracking 95% of North American sales. Havenpark Communities closed 6,000 dealsHubSpot increased deal volume by 100% and reduced time to close by 51% between 2019 and 2021. Real estate companies using HubSpot improve lead response times through automated workflows that trigger instant follow-ups when prospects interact with real estate listings or submit inquiry forms.
Ready to see how HubSpot can transform your real estate marketing? Get started with HubSpot today or Discover HubSpot for real estate.