eCards: Nurture relationships without being a pest

Email can be among the most effective marketing channels available to real estate companies and their agents. It’s 40 times more effective at actually acquiring new customers than Facebook and Twitter combined.

Email can be among the most effective marketing channels available to real estate companies and their agents. According to a McKinsey & Company article, email is 40 times more effective at actually acquiring new customers than Facebook and Twitter combined.

Did you know:

  • There are three times more email accounts than Facebook & Twitter accounts combined?
  • Organic reach on Facebook (people who actually see your posts in their Newsfeed) is only 6%?
  • Open rates for email marketing messages are generally in the 20-30% range?
  • Your message is five times more likely to be seen through email than Facebook?
  • Click through rates from email are typically in the 3% range, while click-through rates on Tweets are generally in the 5% range?

We’re not saying email should be your only marketing channel, just a very important one to include. Social media has a significant advantage over email—it can go viral. Your exposure isn’t restricted to your own network of followers. When someone shares your post, their followers will see it too. That means far more exposure than you’d get through email.


Sure, you want to close transactions… but building relationships is how you get there. Earning the trust and confidence of both existing and potential clients spills over into repeat business and more importantly, valuable referrals. Successful agents know how to nurture relationships throughout the entire process—from prospecting, to the sale itself and beyond. But how do you nurture relationships without being a pest?

That’s where eCards play a crucial role. They can be compelling, informative and just plain fun. Done right, they’re even welcomed by recipients. It’s important to create content worth reading. Here are just a few ideas:

Home improvement tips: A monthly eCard that offers helpful information for homeowners.

Monthly recipes: Everyone loves a good recipe and eCards are the perfect delivery tool.

Remember a birthday or anniversary: A simple Happy Birthday or Happy Anniversary eCard can add a very personal touch.

Celebrate a holiday: Sending an Independence Day, Thanksgiving or other holiday eCard keeps you top-of-mind in an unobtrusive way.

Updates: This keeps your clients informed during the buying/selling process, builds trust and elevates your position as a knowledgeable ally.

Notice that these ideas avoid “selling.” To stand out among the avalanche of email that hits the average inbox, you need to rise above the hard sell. Just be you. Use your imagination. eCards are an extremely easy and inexpensive way to generate and build rewarding (and, oh yes, profitable) relationships.


Property eCards are a perfect solution for informing potential sellers and buyers of your listings. Not every recipient is ready to buy or sell, but you certainly can keep them apprised of what’s going on in their neighborhood or area… and that you’re an active participant in that equation.

New listing. An enticing listing eCard will highlight photos and provide key information about your listing to potential buyers.

Just Sold. These let people know of your successes and keep you top-of-mind when they are ready to buy or sell.

Open House. No better way to announce a showing in the neighborhood. It gives them a brief overview of the property and lets them know where and when to go take a look.

Market activity. A single eCard can highlight activity in your area. Include recent listings, just sold properties, price changes, etc.


An important aspect of marketing is building one’s personal brand—the process of keeping in touch and building relationships as a foundation for future business. It establishes an agent’s unique identity to ensure a positive, credible reputation. Using eCards is a great way to help maintain a top-of-mind position with your potential target market.

Not only are eCards a useful tool to highlight your knowledge, professionalism and experience, they’re a great way to establish you as the expert in your field. By providing information about such things as market trends, local activity or neighborhood news, you become a useful resource for all things real estate.