In real estate marketing, getting buyers to show up in person - whether at an open house or an apartment tour - is one of the most challenging things to do. 

One proven way to boost these in-person engagements is through targeted email campaigns. A thought-through email campaign can make a huge difference in communicating your offer and convincing leads to visit the property. 

By leveraging automated, personalized email outreach, real estate developers and their sales teams can nurture leads, drive more foot traffic to properties, and ultimately sell faster.

Boosting open house and showing attendance with Email

Having people come to open houses or do in-person visits is one of the most reliable ways to move prospects closer to signing. Well-planned email marketing can increase the number of those visits, especially when you pair strategy with real estate automations that deliver the right message at the right time.

Whether the goal is to schedule an open house visit, a private tour, a consultation at your sales offic (or a virtual call even), the right email can prompt leads to take that next step. For example, one customer using VAUNT sent emails to 142 contacts and, within 48 hours, saw:

• 5 clicks to the project page
• 3 viewing requests
• 1 confirmed reservation

Start with your CRM. A clean, well-structured database lets you segment leads by lifecycle stage (new inquiry, nurtured lead, hot prospect), property interests (e.g., apartments vs. townhomes), budget, and location. 

Segmentation and personalization aren’t just “nice to have”- they’re proven levers: marketers report up to 760% higher revenue from segmented campaigns, and personalized subject lines can lift opens by 50%. 

Lean into personalization beyond a first name. Reference the specific unit type or community a lead viewed, recommend similar apartments, and dynamically insert the nearest sales office address or the on-site agent’s name. 

Then design a campaign sequence, not a one-off blast. For an open house or model-home tour, map a short, branded cadence over 1-2 weeks.

Make every email action-oriented. Clear, singular CTAs (e.g., “Schedule a Showing,” “Book a 15-minute meeting” or “View the property in 2D”) outperform generic links. The most effective real estate emails drive action – be clear about what you want people to do next and make it as simple as possible for them to take that step.

Pair the primary CTA with a secondary, lower-friction option (“Reply with questions”) to convert prospects who aren’t ready to pick a time yet. This structure increases click-throughs and moves more leads from inbox to calendar.

The role of automations

Modern real estate CRM platforms integrate email automation, helping agents send timely, personalized follow-ups that fill their calendars with showings and meetings. 

Research shows that contacting a lead quickly can dramatically improve your chances of connecting. In fact, companies that respond to new inquiries within the first hour are up to 7x more likely to book a viewing, while a follow-up that comes too late can cause 30% of potential buyers to go to a competitor.

This underscores the value of automation in email follow-ups: you can configure your system to instantly send a welcome email or meeting offer as soon as a prospect expresses interest (for example, by registering on your website or clicking on a listing). 

Prompt, automated emails ensure every hot lead gets immediate attention, which can greatly increase your meeting booking rate. By tracking metrics like email open rates, click-throughs on your scheduling links, and the number of meetings set, your team can refine its approach and focus on what works.

Make your work easier with integrated tools

Managing these email campaigns manually can be time-consuming – that’s where real estate automation tools come in. Modern sales platforms like VAUNT streamline the process by integrating customer relationship management (CRM) with email marketing and follow-up workflows. 

With VAUNT’s integrated email campaign features and automations, your team can send tailored email campaigns directly from the app with just a few clicks. 

You can design beautiful, branded emails (no coding or design skills needed) and set up triggers so that, for example, if a lead goes silent for a week after a showing, an automatic follow-up email is sent offering additional info or a chance to schedule another visit. 

These kinds of automated sales interactions and follow-ups ensure you never let a potential deal slip through the cracks. Realtors and development sales teams can focus on personal interactions while the system handles the routine check-ins and reminders in the background.

Automation also extends to multi-channel touchpoints: you can send both email and SMS campaigns as part of your workflow, so an interested buyer might get an email invite and a text reminder, all coordinated for maximum effect.

Conclusion: more showings, more sales

Leveraging email campaigns with automation is a smart strategy for driving more in-person showings and client meetings. By creating engaging, personalized email sequences, and using clear CTAs to prompt actions like RSVPing to an open house or scheduling a tour, real estate marketers can turn email interest into real-world opportunities. 

Email marketing might be a classic tool, but it remains a powerhouse for real estate marketing, especially when combined with modern automation. By adopting a platform like VAUNT that unites CRM, inventory management, and automated email campaigns, developers and their sales teams can ensure no opportunity is missed. 

The result? More showings, more meetings on the calendar, and ultimately more sold homes, all achieved with less manual effort and a more professional touch. With the right email campaign strategy in place, you’ll not only bring more people through the door but also keep them engaged and moving toward a sale long after the first email is sent.

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