How to Combine Email and Social Media for Maximum Reach

Email and social media work best when they work together. Email is your direct line into the inbox. Social media is your public stage where people can discover you. When you join them, you reach more people more often, and you guide them from first look to booked appraisal. This guide shows a simple way to plan, create, share and measure joined up campaigns that win real property leads.

Why this mix works

• Email gives reliable delivery to people who already know you.

• Social media builds new audiences and keeps you front of mind in the suburb.

• Repeating one clear message across both channels raises recall, trust and action.

• People need many gentle touches before they enquire. This mix gives those touches.

Step 1: Pick one clear goal for the next 30 days

Choose one goal and keep everything pointed at it.

• Book more listing appraisals.

• Drive more open home attendance.

• Grow your email list with a useful download.

• Promote one hero listing to qualified buyers.

Write your goal in one line. Example: Book 12 listing appraisals in September.

Step 2: Make a simple content plan that serves the goal

Create one calendar for four weeks. Plan two emails and eight to twelve social posts that all support the same message.

• Week 1: Awareness. Tell people what you have and why it matters.

• Week 2: Interest. Share proof and benefits.

• Week 3: Decision. Give clear next steps and easy ways to act.

• Week 4: Action. Use reminders, last chance notes and social proof.

Tip: Keep a steady rhythm. Two to three social posts each week is enough if the message is clear and repeated.

Step 3: Grow your list from social media

Turn followers into subscribers so you can reach them in the inbox.

• Pin a post with your free offer. Example: Free suburb price guide, free seller checklist, free buyers inspection list.

• Add your email sign up link to your profile and link in bio.

• Use Stories with a question sticker. Offer to send the resource by email and collect details with permission.

• Run a simple form ad that offers one helpful download in exchange for first name, email and suburb.

• Host a short live video on local market trends. Share a sign up link in the comments.

Always get consent. Always give an easy unsubscribe in emails.

Step 4: Use your email list to boost social media

Help your email audience keep seeing you on social.

• Place clear social buttons in every email footer.

• Invite readers to follow your Instagram and Facebook for daily suburb updates.

• Add one call to action in emails that asks readers to share the post of the week with a neighbour.

• Create a private Facebook group for locals. Invite new subscribers to join as a welcome gift.

Step 5: Pair each email with a matching social post

Think in pairs. One email, one or two posts that carry the same headline, image and call to action.

• Email subject: Your free Spring Selling Guide is ready.
  Social caption: Spring selling made simple. Grab the free guide today.

• Email subject: Just Listed in Fairfield. Four bed home near parks.
  Social caption: New to market in Fairfield. Four beds, two baths, two car. See photos and book the first look.

Using the same core message helps people recognise it faster.

Step 6: Automate wisely

Automation saves time and makes follow up smooth.

• Welcome series. When someone joins your list, send two or three emails that introduce you, share a useful download, and ask one simple question such as What suburb are you looking in.

• Open home follow up. After every open, send a same day thank you email with the brochure, the contract link if allowed, and a reply button to request a private viewing.

• Vendor nurture. Send a monthly market update to property owners with new sales, days on market and a soft offer to update their price range.

• Event reminders. For auctions or webinars, schedule one reminder the day before and one one hour before.

Step 7: Track simple numbers and learn from them

Pick a few numbers you can check each week.

• List growth. Subscribers added.

• Email open rate. Aim for 35 percent or better with strong subjects.

• Email click rate. Aim for 3 to 5 percent or better with one clear button.

• Social reach. People who saw the post.

• Social saves and shares. Signs of value.

• Leads. Appraisals booked, buyer enquiries, private viewings.

If a post or email wins attention, reuse and expand it. If something misses, change the headline or the first image and try again.

Five ready to use campaign playbooks

Playbook 1: Just Listed spotlight

• Goal: Drive inspections and enquiries.

• Email 1: Launch with best three photos, short features, viewing times, and a button to register.

• Post 1: Short video walk through. Caption invites to the first open.

• Post 2: Carousel of five photos. Caption highlights lifestyle benefits.

• Email 2: Midweek reminder with a one minute agent video and map to the open.

• Post 3: Stories with a poll. Are you coming on Saturday.

Playbook 2: Open home weekend driver

• Goal: Fill this weekend’s opens.

• Email: List all weekend opens by day, time and address. Add one button per property.

• Post 1: Friday morning reel that shows the line up.

• Post 2: Saturday morning Story for last call with countdown stickers.

Playbook 3: Suburb price update

• Goal: Grow seller leads and list growth.

• Email: Clear headline. Your suburb price update for August. Share median price, recent sales, and days on market in plain English. Button to get a free price update for your home.

• Post 1: Simple graphic with median price and change since last month.

• Post 2: Short video that explains what the numbers mean for owners.

Playbook 4: Seller guide lead magnet

• Goal: Build your email list.

• Post 1: Offer the free Seller Mistakes to Avoid guide. Link to sign up.

• Email 1: Deliver the guide. Ask what month they plan to sell.

• Email 2: Share a case study of a recent sale with three lessons.

• Post 2: Share a quote image from the guide. Invite people to download.

Playbook 5: Price change or new campaign phase

• Goal: Reset interest.

• Email: Straight headline. New price for 12 Park Lane. Share the new range and next viewing time.

• Post: Before and after graphic that shows the revised price and the best new images.

A simple weekly rhythm you can keep

• Monday: Post a market tip or recent sale lesson.

• Tuesday: Send your main email for the week. Include one strong call to action.

• Wednesday: Post a behind the scenes clip such as staging, copywriting, or negotiation prep.

• Friday: Post weekend opens or a suburb spotlight.

• Sunday: Post a quick win story from the week such as a buyer match or a happy seller review.

Keep each item short and helpful. Repeat the goal each time.

Subject lines and captions you can copy

• Email subjects

  • Free Spring Selling Guide inside

  • Your suburb price update for this month

  • Just Listed in your street area

  • Final inspection times this weekend

  • Ready for an updated price on your home

• Social captions

  • Selling this Spring. Get the free step by step guide today.

  • Fresh numbers for your suburb. See the update and what it means for owners.

  • New to market. Four bed home near schools and parks. Tap to see more and book a viewing.

  • Final call for Saturday opens. Which one will you visit.

  • Thinking of selling in the next six months. Reply price to get your free price update.

Creative formats that lift reach

• Short reels of thirty to sixty seconds with captions for silent viewers.

• Carousels with five tiles. Tile one is the headline, tiles two to four are value, tile five is the call to action.

• Stories with polls and question stickers. Use answers to shape your next email.

• Lives where you answer three common questions in five minutes. Save the replay and email the link.

Turn one post into many assets

• One video can become a reel, a Story, a YouTube Short, a blog paragraph and an email tip.

• One market chart can become a post, a Story, a letterbox flyer and a slide in a vendor meeting.

• One seller quote can become a graphic, an email opener and the headline for a listing presentation page.

Local partner sharing to multiply reach

• Ask a mortgage broker, conveyancer, or stylist to share your post of the week.

• Offer to feature them in your next email in return.

• Create one shared giveaway such as a cafe voucher pack for locals who join your list.

Compliance and good manners

• Get clear permission before adding anyone to your list.

• Include an easy unsubscribe in every email.

• Keep private data safe and only collect what you need.

• Do not spam. Send helpful messages at a steady pace.

Quick checklist before you send

• One clear goal for this month.

• One calendar that shows both emails and posts.

• One strong headline and image used across both.

• One call to action that matches the goal.

• One way to track clicks and replies.

• One small improvement made each week based on results.

Troubleshooting common problems

• Low email opens. Test a shorter subject, send at a different time, and keep your list fresh by removing old hard bounces.

• Few clicks. Use one button only. Make the benefit clear. Place it near the top as well as the end.

• Low social reach. Use video or carousels, add location tags, and post when your audience is usually active.

• No enquiries. Add proof such as recent sales, buyer demand notes, or a simple guarantee such as a fast call back within one hour.

• Running out of ideas. Ask your list. What is the one thing you want to know about selling this month. Use the answers in your next posts and emails.

A ready to use 30 day plan

Week 1

• Email: Free guide or market update.

• Posts: Reel plus carousel that repeats the same promise.

• Goal: Grow list and start conversations.

Week 2

• Email: Case study with three lessons and a soft call to book a price update.

• Posts: Stories with question stickers. Share one answer in a post.

• Goal: Build interest and trust.

Week 3

• Email: Clear offer. Book your Spring price update.

• Posts: Short video with the same offer and a reminder Story.

• Goal: Drive bookings.

Week 4

• Email: Last chance or spots filling note with a calendar link.

• Posts: Client quote graphic and a final call.

• Goal: Close the loop and gather results.

Combining email and social is about one message, many touches, and simple steps each week. Choose a clear goal. Plan matching emails and posts. Invite people to join your list from social. Invite subscribers to follow you on social. Track a few numbers and improve one thing at a time. Do this for three months and you will see more opens, more views and more booked appraisals from the same amount of work.

Author – Ken Hobson