How to Re-Engage Cold Real Estate Leads with Email & Retargeting
Learn how to revive old leads and reignite conversations using automated email drips and retargeting ads. Discover the top strategies Realtors® can use to convert cold prospects into warm opportunities in 2025.
Realtors® can warm up cold real estate leads and bring them back into the pipeline using a smart mix of email drip campaigns and targeted retargeting ads.
If you’ve been in real estate for more than a few months, chances are you have a database full of leads who’ve gone cold. They stopped responding to emails, didn’t schedule that buyer consult, or ghosted you after a showing. But don’t delete those contacts just yet—many of them are still valuable. With the right combination of email marketing and retargeting ads, you can re-engage these cold leads and turn them into real conversations, appointments, and clients.
Let’s start building your brand, growing your pipeline, and generating more high-quality leads with the full-service support of AmericasBestMarketing.com.
Why Cold Leads Aren’t Dead Leads
Every real estate lead is on their own timeline. Someone who didn’t respond 6 months ago may have simply been early in the decision-making process. Today, that same person might be preparing to list their home, relocate for work, or re-enter the market with a new lender.
This is why nurturing and re-engagement should be part of every Realtor®’s lead strategy.
Cold leads are:
Already familiar with your brand
Cheaper to convert than new leads
Often just waiting for the right timing
Highly reactivatable with a consistent follow-up plan
Step 1: Segment Your Cold Leads for Better Targeting
Start by organizing your database.
Before launching a re-engagement campaign, sort your contacts by behavior and category. This allows you to send personalized, relevant emails and ads that resonate with their journey.
Segment by:
Buyer vs. seller
Source (e.g., Zillow, open house, Facebook ad)
Last interaction date
Lead magnet or funnel they came through
Whether they clicked, opened, or never responded
This type of segmentation makes your campaigns feel custom—not generic.
Step 2: Build a 5-Email Re-Engagement Drip Campaign
Email marketing is still one of the most effective tools for Realtors®.
The key is to avoid being overly salesy. Focus instead on value, helpful content, and easy ways to reconnect.
Email 1: “Are You Still Thinking About Buying/Selling?”
A friendly check-in with no pressure
Ask if their plans have changed
Include a “Reply if you want to talk” CTA
Email 2: “Here’s What’s Happening in Your Area”
Share recent market stats or trends
Add a free downloadable guide
Include a link to your home search or home value tool
Email 3: “What’s Stopping You?”
Address common objections (rates, timing, uncertainty)
Offer a 15-minute no-pressure consult
Include a calendar booking link
Email 4: “Success Story: How We Helped a Client Just Like You”
Showcase a past client success
Keep it short with a testimonial and a soft CTA
Email 5: “Last Call – Still Interested?”
Add urgency without pressure
Offer one last chance to re-engage
Use a subject line like “Should I close your file?”
Read more strategy tips in our Email Marketing blog.
Step 3: Use Retargeting Ads to Stay Top of Mind
Email + retargeting = unstoppable re-engagement.
Once a cold lead visits your website, clicks a link in your email, or lands on your home valuation page, retargeting ads help keep your brand in front of them everywhere they browse.
Best platforms for real estate retargeting:
Facebook & Instagram
Google Display Network
YouTube pre-roll ads
TikTok (for video-first audiences)
Ad campaign ideas:
“Thinking of Selling? See What Your Home’s Worth”
“Just Sold in Your Neighborhood—See the Price”
“Still Looking for a Home in [City]? New Listings Posted Daily”
“Ready to Move This Spring? Let’s Talk”
Realtors® using retargeting ads alongside email see higher engagement and better click-through rates. Explore setup strategies in our Retargeting landing page.
Step 4: Use Funnels to Capture Re-Engaged Traffic
You need a landing page to turn renewed interest into leads.
When your re-engagement email or retargeting ad does its job, don’t send people to your homepage. Funnel them to a dedicated page that matches the message they responded to.
Funnel page examples:
Seller CTA: “Get Your Home’s Estimated Value Today”
Buyer CTA: “See Every New Listing in [Neighborhood]”
Relocation CTA: “Download the Free [City] Relocation Guide”
Include a short lead capture form and a soft call to action. Then add them to a new nurture sequence based on their updated interest.
Learn how to build these in our Funnels blog.
Step 5: Follow Up Fast and Keep It Human
Automation starts the conversation—personal follow-up closes it.
As soon as someone opens your email, clicks your ad, or fills out a form, reach out quickly and personally. Even a short text or video message can reignite the relationship.
Follow-up options:
Personalized video email
Quick text asking “Still thinking about making a move?”
Direct call with a friendly re-intro
Handwritten note or follow-up postcard
Timeliness is key. Leads are most responsive within 15 minutes of taking action.
Cold Lead Re-Engagement Best Practices
Don’t be pushy. Focus on value, not pressure.
Use their name and location. Personalization improves response rates.
Offer something new. A fresh guide, updated CMA, or bonus resource.
Track everything. Use your CRM to monitor clicks, opens, and conversions.
Don’t give up too soon. 80% of deals require 5–12 touches.
Frequently Asked Questions
Q: How often should I email cold leads?
A: Once a week is a solid starting point for re-engagement. You can decrease frequency after the initial 4–6 email sequence. Make sure each message offers unique value.
Q: What should I say to a lead that ghosted me months ago?
A: Be casual and curious. Try, “Hey, just checking in—has anything changed with your real estate plans?” Avoid guilt or pressure tactics.
Q: Can I use video in my re-engagement emails?
A: Absolutely. Video builds trust and personal connection. Even a 30-second selfie video saying “just wanted to reconnect” can boost responses.
Q: What’s the best retargeting content for cold leads?
A: Market updates, “just sold” ads, and value-based CTAs like free CMAs work best. Match the message to their original interest or funnel.
Q: What CRM tools help with re-engagement?
A: Look for platforms that offer email automation, behavior tracking, segmentation, and drip campaign capabilities. Integrating your CRM with retargeting pixels adds even more power.
There’s no better time to start growing your business than right now. Let’s Get Started Today!
AmericasBestMarketing.com helps Realtors® re-engage cold leads with high-converting email campaigns, retargeting ads, and custom funnel systems. If your database is full of contacts who’ve gone quiet, we’ll help you turn them into clients—without starting from scratch.
