A new home means different things to different people:

  • The start of a new chapter
  • The start of a family
  • Your home base
  • Your headquarters

You’re a real estate expert. You help people find their dream homes and there’s nothing better. But it can be hard with so many moving parts to remember, from sending over the right paperwork, to making sure a house is ready to list, to ensuring a house is ready to be moved into. Don’t forget about crossing all the t’s and dotting all the i’s.

ActiveCampaign is here to help with 10 real estate automation recipe templates. With these recipes you can:

  • Onboard potential buyers
  • Prepare sellers to list their home
  • Automate processes like assessments and repairs
  • Share your listings
  • Follow-up with previous buyers and check-in on their lifecycle with their home

In this post, we’ll cover the following automation recipes:

  1. Real Estate: Buyer Onboarding Email Series
  2. Real Estate: Onboarding a New Seller
  3. Real Estate: Home Assessment Email Automation
  4. Real Estate: Repairs Needed
  5. Real Estate: Potential Client Drip Email Series
  6. Real Estate: First Time Homeowner Drip
  7. Real Estate: Home Showing Reminder
  8. Real Estate Open House Automated Follow Up
  9. Real Estate: New Listing RSS
  10. Real Estate: 1 Year Follow Up

1. Real Estate: Buyer Onboarding Email Series

Are you in need of a follow up process for your real estate leads? Are you looking to build relationships with prospective homebuyers and potential real estate clients?

If you’re wondering how to write an email to a potential buyer, build up your real estate pipeline, or schedule next steps with a prospective homebuyer — this automation recipe helps automate the process! This real estate workflow automation is a great way to build your real estate email marketing strategy with contacts looking to buy a house.

With this automation you can send:

  • General real estate introduction emails
  • Additional information to your real estate leads
  • Open house follow up emails
  • New real estate agent introduction letters/emails

Before you import this automation recipe into your ActiveCampaign account, you’ll want to create a “Real Estate Potential Buyer” sales pipeline, or create a “Potential Buyers” email list (if you’re not using the ActiveCampaign CRM).

Here’s how the automation works:

  1. The automation trigger is set for when a contact enters your pipeline for buyers
  2. (Optional) if you’re not using the CRM, the trigger could be set to when a contact subscribes to your “Potential Buyers” email list
  3. The automation sends a “new real estate agent introduction” email, and lets your real estate leads know what they can expect from the process
  4. If you’re using the CRM, the automation adds a “Call” task to each deal in the pipeline. This adds a human touch to the sales process, and keeps your deals organized — ensuring they don’t fall through the cracks
  5. The automation waits for 3 days — feel free to adjust this wait period to reflect your specific process
  6. They automation sends a “Next Steps” email to give your leads information on what comes next and how to move forward in the home buying process
  7. The automation ends

The real estate buyer onboarding email series automation sends 2 messages to your real estate email leads, though you can edit the automation to include additional messages in the drip series.

2. Real Estate: Onboarding a New Seller

How do you help your real estate clients sell a house? What are the things to consider when selling your house? Onboard your clients that are selling their house with this automation recipe!

The “Real Estate: Onboarding a New Seller” automation recipe helps you get your clients up to speed on what to do when selling their house, and helps you to develop your real estate email marketing strategy.

This automation recipe contains a lot of great email ideas for real estate agents working with a client to sell a home.

With this recipe you can send information in the form of:

  • A checklist for selling a house
  • A list of important repairs to make before selling a house
  • A checklist of what the seller can expect from the realtor
  • A checklist of what to do before listing the house
  • A real estate property assessment checklist

Before importing this automation recipe into your ActiveCampaign account:

Here’s how this automation recipe works:

  1. The automation is triggered when a contact enters the “Real Estate – Seller” CRM pipeline
  2. The automation sends a “thank you email” to your clients for listing their house with you
  3. The automation waits 1 day
  4. The automation sends an informational email about what to expect from you in the process. This email should include a link to a form asking for more information on where they are in the home-selling process (Note: You can add in additional emails with more information on the various aspects of assessing, repairing, listing, and selling a house OR links in the initial email)
  5. The email waits up to 2 days or until your client clicks a link in the informational email
  6. The automation waits an additional 20 minutes because there are multiple actions an email recipient can take
  7. The automation checks the seller’s answers to see if they need a home assessment
  8. If yes, the automation enters the contact into the “Real Estate: Home Assessment Email Automation” recipe and moves them to the next action
  9. If no, the contact moves to the next automation action
  10. The automation then checks the seller’s answers to see if they need to make home renovations before listing their house
  11. If yes, the automation enters the contact into the “Real Estate: Repairs Needed” recipe and moves them to the next action
  12. If no, the contact moves to the next automation action
  13. The automation waits 1 day
  14. The automation sends an email with information on moving forward in the process
  15. The automation ends.

NOTE: you can change the automation to what makes sense for you if you’re not using the Home Assessment, or Repairs Needed automation. These steps can be removed, or altered to enter a contact into another automation you’re using.

The email sent on Step #4 should contain a link to a form or questionnaire that asks your clients to provide information about their situation and needs.

3. Real Estate: Home Assessment Email Automation

Do you have real estate leads that want to sell their home, but have no idea what it’s currently worth? Are you looking for an automated way to follow up with contacts who want to sell their homes?

This automation recipe helps to automate the entire process from when a potential real estate client requests a home assessment, to when you follow up with their home assessment results.

With the Real Estate Home Assessment automation you can:

  • Generate real estate leads through a form submission
  • Build a pipeline for potential real estate clients
  • Develop your email marketing strategies
  • Keep your leads organized through the home assessment process
  • Complete a home assessment in a timely manner
  • Begin to build a relationship with potential real estate clients

Before importing this automation to your ActiveCampaign account you’ll have to:

  1. Create a form for potential clients to request a home assessment
  2. Create a pipeline for your leads to enter once they submit the form
  3. Add stages to your pipeline to move your contacts through the process

Here’s how the automation works:

  1. The automation is triggered when a contact submits a form requesting a home assessment (Note: you can also trigger this automation using the “Real Estate: Seller Onboarding” recipe if you’re using it!)
  2. The automation checks to see if a deal exists for that contact in your Home Assessment pipeline
  3. If a deal exists, the automation adds a task to call the contact
  4. If a deal does NOT exist, the automation creates a deal for the contact, and adds a task to call the contact about the home assessment
  5. The automation waits 8 days (Note: you can edit this wait step to reflect any amount of time you’d like for your process)
  6. The automation sends the “Assessment Results” email to the contact
  7. The automation ends

This automation recipe for realtors is the perfect way to stay organized and in contact with homeowners throughout the home assessment process.

4. Real Estate: Repairs Needed

Do you contact home sellers about any repairs needed before listing the house for sale? What are the important repairs to make before selling a house? Who is responsible for home repairs before listing a house for sale?

This automation recipe makes it easy to email your real estate clients that are selling their house. Use this recipe to talk about how the homeowner wants to handle the situation and to learn about any home improvements needed before listing the house for sale.

Before importing this automation recipe into your ActiveCampaign account:

  • Create a seller pipeline in the ActiveCampaign CRM
  • Add a “Home Repairs Needed” pipeline stage to the seller pipeline
  • Add a “Ready to List” pipeline stage to the seller pipeline

Here’s how the automation recipe works:

  1. The automation is triggered when a contact’s deal is moved to the “Home Repairs Needed” pipeline stage of your seller pipeline
  2. (Optional) This automation could also be triggered by a contact’s responses to the checklist email in the “Real Estate: Seller Onboarding” automation recipe
  3. The automation sends an email that should go over the details of the home repairs needed and who is to be responsible for the home renovations (Buyer, Seller, Combination)
  4. The automation sends a notification to your team to encourage them to reach out to the seller and discuss the home repair options in more detail with the seller.
  5. The automation adds a “Call” task to the seller’s deal in the Seller Pipeline for tracking and organizational purposes
  6. The automation waits for 4 days (Note: you can change the length of the wait step to your liking)
  7. The automation checks the seller’s preference and response to see if the seller is responsible for the needed home repairs (Note: we use a custom field in this example to determine who is handling the repairs, and you can adjust this to reflect your processes and preferences)
  8. If the seller is responsible, the automation waits until a “Repairs Done” tag is applied to the contact (Note: we use a tag in this example but you can use another form of segmentation, or manually move the deal to the next stage)
  9. Once the “Repairs Done” tag is applied, the automation moves the deal to the “Ready to List” pipeline stage and ends the automation
  10. If the seller is NOT responsible for the repairs needed, the automation moves the deal to the “Ready to List” pipeline stage and ends the automation

5. Real Estate: Potential Client Drip Email Series

Are you looking for a way to stay in contact with potential real estate clients? Do you need a way to nurture potential real estate clients with email marketing?

The potential client drip automation recipe is the perfect way to send more information to real estate leads and encourage them to set up an appointment to discuss buying a home with you!

This email automation helps you:

  • Build up your real estate pipeline
  • Stay in front of potential real estate client
  • Find the qualified real estate leads in your email list
  • Develop your email marketing strategy
  • Encourage prospective home buyers to set up an appointment with you

Before importing this automation recipe into your ActiveCampaign account:

  • Build out a date-based custom contact field for “Appointment Date”
  • Create an ActiveCampaign form for real estate leads to book an appointment, or set up an integration with your scheduling tool
  • Create an automation that is triggered when a contact books an appointment and syncs to the “Appointment Date” custom contact field you created

Here’s how the automation recipe works:

  1. The automation is triggered when a contact subscribes to a list or is added to a list of “Potential clients” (Note: you can change the automation trigger if you denote potential clients in a different way.)
  2. The automation sends an introduction email for new contacts or a follow-up email (Note: you can change the initial email depending on the automation trigger you use)
  3. The automation waits 1 day (Note: you can change the length of any wait step)
  4. The automation sends the second email encouraging your real estate leads to book an appointment with you
  5. The automation waits until the contact schedules an appointment. (Note: In this example, we use the tag “Appointment Scheduled” as the marker. You can set this condition to however you track appointments being scheduled. The Calendly integration or Acuity Scheduling integration are alternatives)
  6. The automation then waits until “Appointment Date” is the current date
  7. The automation sends an automated appointment reminder email
  8. The automation ends

(NOTE) If you do not wish to integrate a scheduling application or create an “Appointment Date custom field sync” automation, you can alter the wait steps to a set amount of time rather than a conditional wait step. In this case, the third email in the automation would be best sent as a reminder to book an appointment.

6. Real Estate: First Time Homeowner Drip

How do you qualify a first time home buyer in real estate? How can you create an automated real estate follow up system that segments your real estate leads by timeline?

The real estate first time homeowner drip automation helps you to solve these problems.

For first time home buyers, the process can be intimidating. This recipe uses automation to send real estate introduction emails, first time home buyer tips, and helps you build relationships with potential home buyers.

With this automation you can:

  • Get your leads to fill out a real estate buyer questionnaire form
  • Get more qualified real estate leads
  • Segment first time home buyers by their timeline to purchase
  • Create a real estate follow up system
  • Provide information to your real estate leads through automated emails
  • Organize your qualified leads and set follow up tasks for them

Before importing this automation recipe into your ActiveCampaign account, you’ll want to create an ActiveCampaign form that asks potential homeowners qualifying questions. You’ll also want to create an ActiveCampaign pipeline for qualified real estate leads.

Here’s how the automation works:

  1. The automation is triggered when a first time home buyer submits a form indicating their interest in buying a home
  2. (Optional) You can create an additional or separate automation trigger to denote first time buyers. This could be subscribing to a list, scheduling a call, or registering to attend an open house
  3. The automation sends an email with first time buyer tips in an email we’ve named, “Do’s and Don’ts of First Time Buying”
  4. The automation checks the contact’s form submission to see if their home purchasing timeline is in the next 3 months. (Note: you can edit this If/Else condition for timeline length, or another qualifying condition)
  5. If their home buying timeline is in the next 0-3 months, the automation creates a deal in your ActiveCampaign pipeline for that contact. The automation adds a “Call” task to the deal and the automation ends.
  6. If their home buying timeline is longer than 3 months away, the automation waits for 1 day
  7. The automation sends a “Thought Leadership on Home Owning” email to the contact with additional information on becoming a homeowner
  8. The automation waits for 1 day
  9. The automation sends an email of current listings titled, “Current Examples of Homes for Sale”
  10. The automation ends

The first time homeowner drip automation recipe allows you to build a relationship with potential home buyers and potential clients by creating a more personalized home buying journey based on their timeline.

7. Real Estate: Home Showing Reminder

Have you ever had a real estate prospect miss a house showing? Are you interested in how to get more showings on your house? Send automatic email and text reminders for a house showing with this automation recipe.

When you show a house, it helps to have someone to show it to. The “Real Estate: Home Showing Reminder” automation recipe helps with getting potential home buyers to actually show up to their scheduled house showing. This recipe uses email as well as SMS or text message reminders to notify your potential buyers on more than 1 channel.

Sending reminders is good realtor etiquette, as well as house showing etiquette.

This automation recipe gives you an opportunity to answer some common questions and provide information to your prospective home buyers. Along with an appointment reminder, you can send home buying tips like:

  • What to look for when viewing a house for the first time
  • What to bring when viewing a house
  • What to expect from a home viewing
  • What to look for when buying a new house
  • Questions to ask when touring a house
  • A house viewing checklist

Before importing this automation recipe into your ActiveCampaign account:

Here’s how the automation works:

  1. The automation is triggered the day before the “House Showing Date” custom contact field information. (If your contact’s house showing date is May 15th, the automation begins May 14th.)
  2. The automation sends an initial reminder email with an example subject line, “We’re Excited for the Showing Tomorrow”
  3. The automation waits until the “House Showing Date” is the current date, and the current time is 7AM America/Chicago (Note: you can edit the time to reflect your current timezone and preferred time of delivery)
  4. The automation sends an SMS message to your prospect reminding them of their upcoming appointment
  5. The automation sends a second reminder email with additional information (Note: in our example email the subject line is “What to Expect Today and Where We’ll be Going” but you can edit this email to include any information you’d like to send before the showing)
  6. The automation waits 1 day
  7. The automation checks to see if the contact has been added to the CRM pipeline stage “Put In Paperwork”
  8. If yes, the automation ends
  9. If no, the automation sends an email inviting the prospect to a showing of a different home
  10. The automation ends

NOTE: If you’re not using the ActiveCampaign CRM, you can edit automation step #7 to check the contact’s custom field for “Put in Paperwork” rather than the pipeline stage.

8. Real Estate Open House Automated Follow Up

Are you wondering how to convert more open house leads? Do you need an open house follow up plan?

Send automated follow up emails to your real estate open house attendees with this automation recipe! Open house thank you notes are a great way to stay in touch after the fact, and give you an opportunity to send creative real estate emails to your qualified potential home buyers. This automation recipe is a great addition to your checklist when preparing for an open house.

Bring an iPad or laptop to your open house with an online form for your attendees to register. Once they submit the online form, they will be added to your email subscriber list as a qualified lead and entered into the open house follow up email automation.

This automation recipe lets you:

  • Send a “thank you for attending our open house” email to all open house attendees
  • Expand your real estate email marketing strategy
  • Take advantage of real estate email automation
  • Notify qualified real estate leads of upcoming open houses

Before importing this automation recipe into your ActiveCampaign account:

Here’s how the automation recipe works:

  1. The automation is triggered when a new contact submits your form
  2. The automation waits 1 day to send a follow up email the day after the open house (Note: you can change the wait step to any length of time)
  3. The automation sends a “Thank you for attending the open house” automated email, this should be a simple thank you email and a chance to encourage the attendees to fill out paperwork on the house if they’re interested.
  4. The automation waits 1 day (Note: you can change the wait step to any length of time)
  5. The automation checks each contact to see if they have a deal in the “Submitted Paperwork” stage of your ActiveCampaign pipeline, OR
  6. (If you’re using the custom contact field option) the automation checks if the “Submitted Paperwork” custom field value = “Yes”
  7. If Yes, the automation ends.
  8. If No, the automation sends an email with the upcoming open houses schedule
  9. The automation ends

The If/Else condition works to encourage contacts who have not submitted paperwork on a house to attend future open houses. You can include additional information that you want prospective real estate clients to know.

9. Real Estate: New Listing RSS

How do you notify your real estate leads when you have a new listing? How can you send automatic listing updates to prospective home buyers?

The real estate: new listing RSS automation recipe sends new listings to contacts in your buyer pipeline via the blog RSS automation trigger. When you add a new listing to your blog or website, this automation recipe pulls it into an automated email and sends it to the qualified real estate leads in your potential buyer pipeline.

What is RSS?

RSS stands for Really Simple Syndication and is a system for distributing content from an online publisher to internet users. In this case, the online publisher is your own blog, and the internet users are your email subscribers and potential real estate clients.

This automation recipe lets you:

  • Notify your leads when you create new listings on your blog
  • Send personalized home listings to your real estate prospects
  • Keep your qualified real estate leads updated on the latest listings
  • Align your website messaging with your email marketing strategy
  • Segment your list of potential home buyers
  • Stay at the top of your real estate prospects’ email inboxes

Before you import this automation recipe into your ActiveCampaign account:

Here’s how the automation recipe works:

  1. The automation is triggered by an update to your RSS feed — adding a new listing (Note: you can customize the automation start trigger by setting the frequency in which the automation checks your RSS feed, as well as the number of new blog items required to trigger the automation)
  2. The automation is segmented to include only contacts that have active deals in your buyer pipeline — these are your qualified real estate leads who are actively looking to buy
  3. The automation sends an automated update email with the new listing to notify your prospective clients
  4. The automation waits up to 2 days for your contacts to open the email and click any link within it
  5. After 2 days the automation checks to to see if your contacts have opened the new real estate listings email
  6. If a contact has NOT opened the email, the automation ends
  7. If a contact HAS opened the email, the automation checks to see if the contact clicked any links within the email
  8. If they contact has NOT clicked a link, a “Warm Lead” tag is applied to the contact and the automation ends
  9. If they contact HAS clicked a link, a “Hot Lead” tag is applied to the contact
  10. The automation notifies the deal owner once a “Hot Lead” tag is applied, and the automation ends

Based on their email engagement, the automation segments your contacts to indicate a warm lead and a hot lead.

Segmenting your list in this way helps you to:

  • Further personalize your messaging
  • Stay up to date on the engagement levels of your real estate leads
  • Send more targeted messaging to your most engaged contacts
  • Align your sales efforts with email marketing data

10. Real Estate: 1 Year Follow Up

Are you looking for a way to automatically follow up with your real estate leads after a 1 year lease? Email your homebuyers or renters with an automated client follow up system, reaching out 1 year from the day your contact moved in.

This automation recipe is a great way to develop your real estate email marketing strategy. With this automation you can:

  • Touch base with your client and see if they’re satisfied
  • Build a real estate follow up process
  • Reach out to your existing clients for real estate referrals
  • Say thank you and keep a close relationship with your clients

Before you import this automation, you’ll need to build a condition into your ActiveCampaign to track when a client moves into a house or apartment. You can do this with

Here’s how the automation works:

  1. The automation is triggered when a contact’s deal stage changes to indicate a move-in or purchase in your real estate sales pipeline
  2. (Optional) The automation is triggered when a contact’s “Move-In Date” date-based custom field changes to include the day they moved in
  3. The automation waits 1 year from the day their pipeline stage changed, or 1 year from the date-based custom field date
  4. The automation sends an automated follow up email congratulating them on their home buying anniversary or move-in day
  5. The automation ends.

This automation is great if you:

  • Are looking for new real estate email ideas
  • Want to stay in touch with past real estate clients through email
  • Need additional real estate drip campaigns

Never let an opportunity to re-sign a client fall through the cracks, and use their anniversary as an opportunity to reach out and get contact referrals!