Using Social Media to Support Your Email Marketing Strategy

Why social and email work best together

Social media is fast and public. Email is private and personal. When you link them, you reach more people and you build stronger trust. Social media brings attention. Email turns that attention into appointments and listings.

• Social grows your list with people who already know your name.

• Email keeps those people warm with helpful updates and clear next steps.

• Together you get more buyers at opens and more sellers asking for appraisals.

Set clear goals before you post

Decide what you want people to do after they see your post. This keeps your content simple and focused.

• Grow your email list with a useful freebie such as a suburb report.

• Book appraisals by inviting owners to reply to an email.

• Drive open home numbers by sharing your inspection timetable and reminders.

• Nurture long term leads with education that helps them make good choices.

Write one sentence that guides all activity. Example. I will use Instagram to add 100 new local emails in six weeks, then send a weekly suburb update to book three appraisals.

Build your email list from social media

Make it easy and fast for people to join your list. Offer value that solves a real problem today.

• Lead magnet ideas

  • Quarterly suburb price report in simple language

  • Seven day home sale plan for busy families

  • Renovation ideas that add value under five thousand dollars

  • Buyer inspection checklist with space to score each room

• Simple capture points

  • Link in bio that goes straight to a short form

  • Instagram and Facebook lead forms with three fields. First name, email, suburb

  • Story sticker that says Send me the report and a DM auto reply that collects email

  • QR code at opens and auctions that takes visitors to your sign up page

• Make the promise clear

  • Tell people exactly what they will receive and how often

  • Example caption. Want the Redlynch price report. Comment Report and I will send it to you. Weekly email. Unsubscribe any time

Turn every email into social content

You already do the hard work to write a great email. Reuse it across your platforms so more people see it.

• Break your email into five short posts. One tip per post

• Turn key points into a three page carousel

• Read one section as a 30 second video

• Share one chart as a story with a question sticker. Want the full report. Join my email list

• Use the same call to action each time. Get the full update by email

Use social proof to lift email sign ups

People trust people. Show proof that your email is useful and kind.

• Screenshot a happy reply to last week’s email and blur names

• Share a short video from a buyer who found their home through your weekly alerts

• Post a before and after from a vendor who followed your prep checklist

• Add these proof points inside your email too. A small quote near the close works well

Link your CRM, email tool and social accounts

Tools should talk to each other so you do not copy and paste all day.

• Set a rule. When a new lead fills a social form, add to CRM and to the email list

• Tag each contact by source. Instagram, Facebook, LinkedIn, Open Home

• Use tags to send the right email to the right person

• Connect your email platform with your website so forms flow straight in

Tip. Use simple automation first. New subscriber gets a welcome email within five minutes. Day three share your best three property tips. Day seven invite a free price update.

Retargeting and custom audiences, explained simply

Retargeting means showing ads to people who already know you. It reminds them to take the next step. Custom audiences let you upload a clean list of emails to show helpful ads.

• Create a custom audience from your email list inside your ad platform

• Show them gentle reminders such as New listings this week or Book a free price update

• Build a lookalike audience from that list to reach more local people like your best clients

• Always get consent to use data for marketing and give a clear way to opt out

Content ideas that move people from social to email

Here are simple post types that encourage sign ups without feeling pushy.

• Local data snack. One clear number from this week. Example. Median days on market in Wynnum is now 28. Get the full weekly wrap by email

• Story quiz. True or false about a common selling myth. Invite people to join the list for the full explanation

• Behind the scenes. Show your photo day checklist. Offer the complete vendor prep guide by email

• Countdown. Three days until our weekend opens. Join the list to get inspection times first

• Giveaway with value. Free ten minute price range chat for the first ten email subscribers this week

Turn social engagement into email conversations

Use two step messages that feel human.

• When someone comments Report or Times, reply in public. Thanks. I will DM you the link

• In the DM send a friendly note. I can email the full report. What is the best email to use

• As soon as they reply, send the promised item and tag the contact in your CRM

• Add them to a short welcome series

A simple weekly calendar that joins social and email

Keep it light. Keep it repeatable.

• Monday. Share a data snack post. Invite sign ups

• Tuesday. Email your weekly update. Market, listings, community news, clear call to action

• Wednesday. Turn one email section into a short video. Invite sign ups

• Thursday. Post a client story that links to your lead magnet

• Friday. Share open times. Add a QR code version for print and stories

• Saturday. Film quick clips from opens for your Tuesday email

• Sunday. Plan next week in thirty minutes using notes from the week

Tracking that proves what works

Good tracking is simple. Use UTM links so you know which post grew your list or booked the appraisal.

• Add UTM tags to all social links that point to your forms

  • utm_source. Instagram or Facebook

  • utm_medium. bio or story or ad

  • utm_campaign. suburb_report_q4 or opens_week_12

• Check three things each week

  • New subscribers by source

  • Email reply rate and appointment requests

  • Click rate on your main call to action

• Try one small A B test at a time

  • Subject line. Question versus statement

  • Button text. Get your price versus Free price update

  • Send time. Morning versus afternoon

Keep privacy and consent front of mind

Respect builds trust and protects your brand.

• Ask for clear consent when collecting emails

• State what people will receive and how often

• Include an easy unsubscribe in every email

• Store data safely and only use it for the purpose you shared

• Remove contacts who do not engage after a fair period and send one last re engagement email before you do

Welcome series that turns followers into clients

Your first emails set the tone. Keep them helpful and short.

• Email 1. Deliver the promised item within five minutes. Thank them. Ask one small question such as Which suburb are you most interested in

• Email 2. Share three quick market truths for your area. Invite replies

• Email 3. Offer a simple tool such as a price guide worksheet. Invite a free ten minute value check call

• Email 4. Client story. Before and after. One lesson learned. Invite questions

• Email 5. Clear next step. Book a price update, join VIP buyer alerts, or ask for renovation advice

Convert email readers back to social for reach

Your email audience can boost your social posts when you need extra reach.

• Add two share prompts per month. Save this for your next open or Share this with a friend who is house hunting

• Include a link to one social post that needs early engagement such as a new listing video

• Invite replies with a gentle ask. If this helped, hit reply and tell me which topic you want next

Copy and caption templates you can use today

Feel free to copy and paste, then add your suburb name and details.

• Bio line. Get my weekly suburb price report and open times by email. Join here

• Story sticker text. Want the full report. Tap here and I will send it

• Post caption. New Wynnum listings and price shifts in three minutes. Comment Report and I will send you the full email

• Direct message. Thanks for your interest. I can send the full guide by email. What is the best email to use

• Email subject ideas

  • Your weekly Redlynch price wrap and new listings

  • Three buyer tips for this weekend’s opens

  • Thinking of selling in spring. Read this first

• Email call to action buttons

  • Get my price update

  • Join VIP buyer alerts

  • Send me the suburb report

A simple landing page that converts

Your sign up page should be fast and clean. One screen. One choice.

• Headline. Weekly Suburb Report for South Perth

• Subhead. Prices, days on market, new listings, and open times in your inbox each Tuesday

• Three dot points with clear value

• Short form with first name, email, suburb

• Privacy note and unsubscribe reminder

• Thank you page that gives the promised download and invites one next step such as Book a quick price chat

One hour set up checklist

Follow this path to get your system up and running in one sitting.

1. Choose your lead magnet and write a short promise statement

2. Create a simple landing page and a short form

3. Connect your form to your email tool and your CRM

4. Write the five part welcome series using the outline above

5. Add UTM links to your bio and buttons

6. Create three social posts and one story to promote the lead magnet

7. Print a QR code for opens and your office window

8. Set a weekly calendar reminder for your email send and social posts

9. Test the whole path using your own email

10. Launch and review results after seven days

Common mistakes to avoid

You do not need to be perfect. Just avoid these traps.

• Too many links in one post or email

• Asking for too much information at sign up

• Sending emails without a clear next step

• Posting often but never inviting people to join the list

• Forgetting to reply to comments and DMs the same day

Advanced ideas when you are ready

Add these when the basics feel smooth.

• Create a VIP buyer email list with instant alerts for new listings

• Run a monthly social live session that recaps your email highlights

• Build suburb segments so each group gets hyper local updates

• Use quizzes to tag interests. First home buyer, upgrading family, downsizer

• Try a small retargeting ad to your email list for key campaigns such as spring launch

Social media fills the top of your funnel with locals who recognise your face and voice. Email gives them steady help and a private way to ask for advice. When you join the two, you spend less on ads, you waste less time on cold leads, and you build a clear pathway from first like to signed agency agreement. Start simple today. One lead magnet. One landing page. One weekly email. Three posts that invite people to join. Then improve one small thing each week.

Author Ken Hobson
ken@agentslibrary.com.au