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Email open rate nearly tripled. 4.2% reply rate on a database that previously generated near-zero responses.
14% → 38%
Email open rate
Near zero → 4.2%
Reply rate
8 distinct audiences
Segments
A 12-agent team was sending a monthly market update email to 1,800 contacts. It covered general market conditions — median prices, days on market, inventory levels. It looked professional, went out consistently, and got a 14% open rate. The problem: someone looking for a 3-bedroom in the suburbs got the same email as someone who'd inquired about a downtown condo two years ago.
We built a segmentation and personalization system on top of their CRM. Contacts are tagged by property type, price range, neighborhood preference, and engagement stage (active buyer, past client, cold lead). The monthly update pulls market stats relevant to each segment from MLS data — median prices for their specific criteria, new listings matching their profile, price changes in their target neighborhoods. Each email is generated fresh for that segment.
Open rate jumped from 14% to 38% after the first two personalized campaigns. Reply rate went from near-zero to 4.2%. The team attributed two listings and one buyer referral directly to contacts who responded to their personalized update within 60 days of the campaign.
Timeline: 3 weeks
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