How to Use Automated Email Sequences to Nurture Leads

Automated email sequences help you stay in touch with people without typing every message by hand. They keep your brand in front of buyers, sellers, landlords, and investors while you work on listings and appraisals. When set up well, they turn cold interest into warm meetings and signed agreements. This guide shows you how to plan, write, and run simple email journeys that fit the way people make property decisions in Australia.

What an Automated Email Sequence Is

An automated email sequence is a set of emails sent in a planned order after a trigger. The trigger could be a form fill, an open home check in, a download, or an appraisal request. The sequence runs on its own and stops or changes when the lead takes action.

Key points
• A trigger starts the sequence
• Each email has a purpose and a time delay
• Rules decide what happens next
• You can personalise with name, suburb, price range, and timing

Why Sequences Matter in Local Property Work

• Fast response builds trust. A clear email in the first five minutes can stop the lead from calling your rival
• People move at different speeds. Automation lets you support both fast and slow movers
• Education wins. Useful tips reduce fear and confusion, which leads to more meetings
• Consistency lifts results. Every lead gets the best version of your process every time

Set Your Foundation First

Before you write a single email, set up the basics so you can scale with confidence.

• Clean data. Capture first name, email, phone, suburb, buyer or seller intent, price band, and timeline
• Clear consent. Use forms that ask for permission. Always include an unsubscribe link
• Simple segments. Start with four groups Buyers, Sellers, Investors, Landlords
• One source of truth. Sync your website forms, portals, and open home check ins into your CRM
• Friendly branding. Use a clean template with your logo, headshot, and contact details

The Core Sequences Every Office Should Have

New Subscriber Welcome

Trigger
• Newsletter sign up or market report download

Purpose
• Set expectations and show value fast

Flow

1. Immediate Thank you and what to expect. One helpful resource

2. Day 2 Your local promise. How you help in their suburb

3. Day 5 Pick your path. Ask Are you buying, selling, investing, or renting

4. Day 10 Social proof. Two short case studies with outcomes

5. Day 15 Next step. Invite a no pressure call or property plan

Buyer Journey

Trigger
• Portal enquiry or website property view

Purpose
• Help buyers move from browsing to ready

Flow

1. Immediate Fast facts on the property and how to inspect

2. Day 2 Suburb guide with recent sales and time on market

3. Day 5 Finance basics. Simple steps to loan readiness

4. Day 8 Offer path. How to make a strong offer

5. Day 12 Missed out It happens. See three similar homes

6. Day 20 Check in. What changed in your brief

Seller Nurture to Listing

Trigger
• CMA request, instant appraisal tool, or download of a selling guide

Purpose
• Build trust, reduce risk, book an in person meeting

Flow

1. Immediate Thank you plus your simple selling timeline

2. Day 2 Pricing models explained with plain language

3. Day 5 Marketing plan with examples and costs

4. Day 8 Case study with days on market and premium achieved

5. Day 12 Fees and value. What you get and why it works

6. Day 15 Book your strategy session. Calendar link or reply to this email

Open Home Follow Up

Trigger
• Checked in at an open home

Purpose
• Keep momentum while interest is high

Flow

1. Same day Thank you, contract docs, and next inspection times

2. Next day Honest feedback request with three quick clicks

3. Day 3 Similar properties and off market options

4. Day 7 Are you still active Yes or no buttons to split the list

Appraisal Request Fast Track

Trigger
• Online appraisal form

Purpose
• Convert interest into a booked meeting

Flow

1. Immediate Confirm details and propose two time options

2. Two hours later If no reply, send a direct calendar link

3. Next morning Short video explaining what you will cover

4. After meeting Automated thank you and summary of next steps

Landlord Management Leads

Trigger
• Enquiry from a rent appraisal or investor content

Purpose
• Show service level and reduce worry about vacancy and risk

Flow

1. Immediate How we protect income and reduce vacancy

2. Day 3 Leasing plan with timelines and photos checklist

3. Day 7 Fee menu with inclusions and a simple calculator

4. Day 10 Case study with days to lease and tenant quality

5. Day 14 Book a management chat

Cold Lead Re Engagement

Trigger
• No opens or clicks for 90 days

Purpose
• Clean your list and revive sleeping contacts

Flow

1. Are you still looking Three buttons Buying, Selling, Not right now

2. If no response in 7 days Final check Keep receiving market updates

3. If still no response Sunset. Move to a low frequency list

Timing and Pacing A Simple 90 Day Plan

• Days 0 to 7 Quick touches. Short, helpful, frequent
• Days 8 to 30 Education. One message every three to four days
• Days 31 to 60 Trust building. One message a week
• Days 61 to 90 Light check ins. One message every two weeks

Tip Keep each email to one clear idea and one clear action

Writing Emails That Feel Human and Local

• Use short sentences and friendly words
• Put the most important point in the first line
• Add local proof like a street name, a school zone, or a cafe
• Use one action per email such as reply to book a time
• Always sign off with your name and a direct phone number

Subject line ideas
• Your guide to selling in Paddington
• Three new homes under your budget
• Ready to lease in two weeks Here is our plan
• Do you still want weekly updates

Triggers and Personalisation That Make a Difference

Smart triggers
• Viewed a property twice
• Clicked pricing but did not book
• Downloaded landlord guide
• Attended two open homes in the same suburb

Personalisation ideas
• First name and suburb
• Price band and property type
• Buyer stage browsing, inspecting, making offers
• Seller stage early research, ready to list this month

Lead Scoring and Hand Over

A simple score helps your team know when to call.

• Open an email 1 point
• Click a link 3 points
• Book an inspection 7 points
• Reply to an email 10 points
• Request an appraisal 15 points

Set a hand over rule. For example, at 15 points the record moves to a call list. At 25 points a senior agent follows up within the hour.

Measure What Matters

Watch these numbers each week and make small changes.

• Deliverability Percentage that lands in the inbox
• Open rate Subject line strength
• Click rate Message value and clarity
• Response rate Replies and booked calls
• Time to meeting Days from first touch to appointment
• Conversion rate Meetings to signed agreements

If open rates are low, test new subject lines. If click rates are low, tighten the call to action. If time to meeting is long, add one early invite email.

Seven Plug and Play Email Outlines

Use these short outlines to draft messages quickly.

1. Value first
   • Problem You want the best price with less stress
   • Promise Here is a simple plan we use
   • Proof One result from a local sale
   • Action Reply with your address for a free plan

2. Local market update
   • Headline What changed in your suburb this month
   • Three points Sales volume, median price, days on market
   • What it means For owners, for buyers
   • Action Ask for the full report

3. Property match for buyers
   • We found three homes that match your brief
   • One line on each bed, bath, suburb, price guide
   • Link to book inspections
   • Action Tell me which one you want to see first

4. Marketing spotlight for sellers
   • One photo example
   • What we did Copy, video, social, portals
   • Result Views, enquiries, buyers through
   • Action Would you like this plan for your home

5. Finance friendly guide
   • Why pre approval matters
   • Steps to get started
   • Two common mistakes to avoid
   • Action Ask for our lender checklist

6. Landlord risk reducer
   • Top three risks vacancy, arrears, damage
   • How we prevent them screening, routine checks, rapid repair
   • Result Fewer days vacant and better tenants
   • Action Book a rent review

7. Re engagement
   • Short line We do not want to crowd your inbox
   • Choose your path Buyer, seller, investor, not for me
   • One click buttons
   • Action Update my preferences

Compliance and Trust

Keep things safe and professional.

• Always identify your business name and contact details
• Always include an unsubscribe link that works
• Only email people who have given permission or a clear business relationship
• Store data securely and only for the purpose stated
• Respect a request to stop contact right away

Simple Setup Checklist

Use this list to launch in a single week.

• Pick your platform CRM or email tool that integrates with your website and portals
• Build four segments Buyers, Sellers, Investors, Landlords
• Create seven core emails for each sequence using the outlines above
• Set triggers for forms, appraisal tools, and open home check ins
• Add personal fields name, suburb, price band, stage
• Test each path with a dummy contact
• Turn it on and watch the first week of results
• Improve one element each week subject, call to action, or timing

Advanced Ideas When You Are Ready

• Branching paths If a buyer clicks apartments in Chermside, send an apartment series for that suburb
• Behaviour tags Add tags like downsizer, first home buyer, upgrader, or investor
• Dynamic blocks Show different homes inside the same email based on price band
• SMS nudge Use one well timed text to confirm an appointment
• Video snippets Record a 30 second market tip and add it near the top

Bringing It All Together

Automated email sequences let you be present at every step while saving time. Start simple with a welcome series and one sequence for each lead type. Write short emails with one clear action. Use triggers and personalisation to keep messages relevant. Score actions so your team knows when to call. Measure weekly and keep improving. With a steady system like this, more leads will move from hello to let us list with you.

Author:  Ken Hobson