What to Send Your Real Estate Email List When You Don’t Have Anything to Say
What I used to ask myself over and over as a real estate agent was this:
“What am I supposed to say to my email list when I don’t have anything to say?”
And I know I wasn’t alone in that question.
In fact, I think this is exactly where a lot of real estate marketing quietly falls apart and it is not because agents don’t care, but because this question turns into a big blank space… and that blank space represents missed opportunity.
What’s funny is that the answer to my question was sitting right in my inbox the whole time.
I started paying attention to the emails I actually stopped to read. The ones that held my attention long enough for me to scroll, not skim. And when I looked closer, there was a clear pattern.
The emails I read weren’t flashy.
They weren’t overly designed.
They weren’t trying to sell me something every two seconds.
They came from creators and brands that felt genuine. They shared a story — sometimes personal, sometimes a recent win, sometimes just something interesting they’d noticed in their business. The design was clean. The message was simple. There wasn’t a lot of content, but there was unique value.
And it hit me: this is probably exactly how my clients want to hear from me too.
So I made an intentional shift. I started writing more real-life content into my emails. I gave myself permission to feel less restricted in what I could talk about (because no, we do not always need to talk about the real estate market). And almost immediately, I started getting more positive feedback from my clients than I ever had before.
That’s why I wanted to share on this top… this is for the real estate agent who’s sitting there thinking:
What the heck do I say to my email list?
Even when you’re telling yourself:
“I don’t have any new listings.”
“There’s no big market shift.”
“I don’t have a clever hook.”
Please hear me when I say this:
You don’t need something big or exciting to send a good email.
Here are a few of my favorite ways to stay connected with my real estate email list even when it feels like there’s “nothing to say.”
1. Share one small thing you’re noticing in the market
This doesn’t need to be a full market update. In fact, it shouldn’t be.
One simple observation is more than enough.
Something like:
Buyers feeling a little more patient
Homes sitting slightly longer
Sellers needing to be more flexible
A shift in what’s getting multiple offers (and what’s not)
Think about what you’d say if a client casually asked you,
“So… what are you seeing out there lately?”
That answer, when written the same way you’d say it in person is a perfectly good email.
2. Answer one question clients are probably already wondering about
Even when people aren’t actively buying or selling, they’re still paying attention.
Questions like:
“Is it smarter to wait right now?”
“Are prices actually dropping, or just leveling out?”
“What matters most if I plan to sell later this year?”
Pick one question. Answer it honestly. Keep it short.
I also love pulling questions that I’ve actually been asked in real life and sharing that context in the email:
“This came up in a conversation earlier this week…”
You don’t need to predict the future just offer clarity, and show that “no client, you are not the only one wondering about this right now, you are not alone on this journey.” These emails build trust because they show you understand what people are already thinking, even when they haven’t asked yet.
3. Share a practical tip (nothing fancy)
This is one of the easiest emails to write and I believe it is one of the most appreciated.
Think:
a small seller prep tip
something buyers tend to overlook
a homeowner reminder
a mindset shift that reduces stress
Examples:
“One thing sellers often skip before photos”
“What buyers actually notice first during showings”
“An easy way to keep your home feeling show-ready without overdoing it”
These emails don’t need a call-to-action. Their value is the message and the showing up.
4. Share something you’ve explained more than once lately
If you’ve had the same conversation multiple times in the last week or two, it’s email-worthy.
You’re already doing the work, just showcase it in your writing. It’s like repurposing real life content!
This could be:
explaining how offers are structured
why pricing matters more than timing
what actually impacts negotiations
how timelines realistically play out
If clients keep asking about it, your email list will appreciate hearing it too.
5. Send a calm check-in (with a real-life story)
“Just checking in” emails feel awkward because they don’t give the reader anything to hold onto.
The fix is simple: pair the check-in with something real.
One insight you had recently — and the story behind it.
One thought that popped up while you were driving, showing homes, or scrolling the MLS with your coffee.
Then take that thought and gently tie it back to your ideal client, wherever they are in their real estate journey.
That’s it.
The goal isn’t to start a conversation…it’s to stay connected in a way that feels natural, thoughtful, and respectful.
Let’s sum this up
When you feel like you have nothing to say, remember this:
You don’t need news.
You don’t need perfect timing.
You don’t need a big announcement.
You just need one helpful thought, shared honestly.
That’s how email marketing stays consistent without becoming overwhelming.
That’s how you stay top-of-mind without being “always on.”
And that’s how your emails start to feel like a relationship and not a marketing tactic.
If writing emails still feels heavier than it should, I’ve created ready-to-use real estate email templates built around this exact approach — conversational, clear, and genuinely helpful. They’re designed to take the pressure off and give you a solid starting point for those moments when you don’t know what to say.
