An authentic approach for real estate agents to get repeat clients and referrals
Stay top of mind with past clients without market updates, generic newsletters, or AI templates
See how storytelling can start personal conversations in emails and keep relationships warm
Being a Real Estate Agent is a Tough Business
After spending countless hours closing a sale, the client relationship doesn’t end there. You still need to nurture the connection while you close new sales.
Staying in front of past clients is arguably the easiest way to grow your business. But that comes with all sorts of challenges. You may have internal barriers like…
- I don’t know how to be personal without coming off creepy
- I don’t know what to say, so “checking in” feels pointless
- I don’t want to bother people and be that annoying realtor
- I don’t want to sound like I’m begging for business
Photo by Kevin Grieve on Unsplash
Then there’s the most obvious barrier. Nothing beats personal contact, home-baked pies, and all-star pool parties, but they take time, and it’s easy to go silent when you’re working new deals. As much as you want to…
Keeping up a regular schedule year over year is a tough job. And there’s nothing worse than leaving repeat clients and referrals on the table for another agent to swoop in and scoop up.
But what if you could stay top of mind with communication that’s engaging, genuine, and consistent, even when you’re busy?
The Key to Consistent Communication Your Clients Will Actually Enjoy
Email is one of the easiest ways to stay connected to past clients. Like calls and texts, emails are 1:1 personal communication, with the benefit of reaching all your clients at once. And unlike direct mail…
Email is affordable, so you can reach your clients way more than once or twice per year. Plus, you can both save time and stay consistent by scheduling your emails in advance. But I want to address something.
There’s a saying that “people don’t want more emails.” The truth is, people don’t want more boring, useless, generic emails. And they definitely don’t want to read messages that sound like they’re coming from a bot.
It’s like checking your mailbox and receiving junk mail. Of course we don’t want more of it, but if we received a personal letter from a friend, we would be excited to read it.
So the problem isn’t too many emails…
The problem is vague market updates, salesy check-ins, and real estate newsletters that scream, “I am an agent, and I want to sell you something.” These types of emails probably make you cringe…
But you don’t need a real estate reason to reach out to past clients.
You need a personal reason.
But you don’t need a real estate reason to reach out to past clients. You need a personal reason.
You might be thinking life updates, local events, or the best farmers markets, but what makes it interesting? What sets it apart from an email that could’ve been sent by any real estate agent?
If you were talking to someone in person, you wouldn’t just list off information…
You would tell them a story.
Stories are one of our oldest forms of communication, and they capture our attention for a reason. Before written language, humans used oral storytelling to pass on vital information, like how to avoid danger and where to hunt for food. It’s how we survived. Now, according to science…
We are more likely to remember a fact when it’s embedded in a story than when we’re given the facts alone. Our brains are wired for story. But you can’t just tell stories about you…
The key to storytelling emails is connecting your life experiences to what matters to your clients. You want them to see themselves in your stories, find common ground, and connect with you personally. You want to be relatable.
That’s what makes you unforgettable…
That’s what turns bland information into valuable insight, and that’s what makes your clients look forward to hearing from you.
From Customer Service Manager to
Email Marketing Copywriter
Hey, I’m Chadras. I’m a copywriter and marketing strategist who specializes in personal emails for real estate agents. Before I became a copywriter, I spent 7 years at Live Baltimore helping thousands navigate neighborhoods, homeownership, relocation, and more.
In my role, I learned the ins and outs of real estate from the customers’ perspective. Customers build many relationships on their homeownership journey, but the one with their agent is the most up-close and personal. Your clients trust you to hold their fears and desires and guide them through one of the biggest decisions of their lives.
That interpersonal connection makes it easy to bond over life experiences and share common interests. I can’t help but be inspired by all the stories you can share in emails.
Emails are my favorite because they’re intimate. A well-written marketing email feels like the sender is talking only to you, and that’s what makes it the perfect place to get personal.
A Repeat & Referral Email Strategy That Gives You Peace of Mind & Keeps Your Clients Engaged
A Repeat & Referral Email Strategy That Gives You Peace of Mind & Keeps Your Clients Engaged
Whether it’s an experience, observation, perspective, or commentary…
Story-driven emails give your clients something to respond to, talk about, remember, or share. It’s not about perfectly formatted pre-made layouts with pretty visuals…
It’s about plain-written text that grabs their attention, pulls them into a story, and gives them a reason to read your email.
It’s about sharing valuable information that benefits them and encourages them to ask questions and send referrals.
It’s about reinforcing the trust, authority, and connection you built during the home sale so you can lock in future sales.
Starting personal conversations in emails keeps the relationship warm and eliminates feeling guilty when you’re too busy to stay consistent. When you don’t have time to make calls, deliver treats, or throw a client appreciation event…
Your emails will still be working for you in the background while you focus on closing new deals.
A repeat & referral email strategy gives you peace of mind and helps you stay top of mind throughout the whole year.
And there’s more…
You can take your storytelling emails beyond the inbox. They can work for you as in-person conversation-starters, and you can repurpose them for social media content. It’s the gift that keeps on giving.
Storytelling emails are for you if:
Storytelling emails
are for you if:
- You want to build lifelong loyalty and nurture a personal connection beyond the home sale.
- You like to be social, learn more about your clients, and share information that helps them.
- You want to have meaningful interactions without feeling awkward, pushy, or desperate.
- You have topics to share, but you don’t know how to turn them into an email your clients will read.
- You want to stand out, stay relevant, and be seen as a go-to advisor for homeownership.
- You are already a storyteller who shares stories in everyday conversations or on social media.
- You want to build lifelong loyalty and nurture a personal connection beyond the home sale.
- You like to be social, learn more about your clients, and share information that helps them.
- You want to have meaningful interactions without feeling awkward, pushy, or desperate.
- You have topics to share, but you don’t know how to turn them into an email your clients will read.
- You want to stand out, stay relevant, and be seen as a go-to advisor for homeownership.
- You are already a storyteller who shares stories in everyday conversations or on social media.
What You Get When You Work With Me
- A collaborative partner who can use your stories and personality to create an email strategy
- Done-for-you emails delivered upfront to ensure consistent communication for a full year
- Conversational messages that sound like you, speak to your values, and support your goals
- Organic opportunities to engage, ask and answer questions, and get referrals from past clients
- A strategic copywriter who knows how to prime your audience and plant seeds for future sales
What You Get When You Work With Me
- A collaborative partner who can use your stories and personality to create an email strategy
- Done-for-you emails written and delivered upfront to ensure consistent communication for a full year
- Conversational messages that sound like you, speak to your values, and support your goals
- Organic opportunities to engage, ask and answer questions, and get referrals from past clients
- A strategic copywriter who knows how to prime your audience and plant seeds for future sales
Don’t Let Your Clients Forget Why They Trusted You With One of The Biggest Decisions of Their Lives
In 2025, the National Association of REALTORS® reported that repeat clients generated 46% of sales volume and past-client referrals generated 44%. They also reported that nearly 90% of homebuyers and sellers say they would recommend their real estate agent…but there’s just one problem.
Many never do because they forget their agent’s name. Yikes.
So while some real estate agents reap the benefits of staying connected to past clients, many are missing out because they didn’t make themselves the obvious choice.
Your past clients already know, like, and trust you. You just can’t let them forget you.
Storytelling emails help you start personal conversations and keep relationships warm no matter how busy you get. See an example storytelling email here.
If you would like to see a sample 12-email repeat & referral strategy, contact me using the link below. I’ll set up a 30-minute discovery call so we can chat. During the call, we’ll discuss your current setup for past clients, review the strategy, and see if we’re a good fit.
Don’t Let Your Clients
Forget Why They Trusted
You With One of The
Biggest Decisions
of Their Lives
In 2025, the National Association of REALTORS® reported that repeat clients generated 46% of sales volume and past-client referrals generated 44%.
They also reported that nearly 90% of homebuyers and sellers say they would recommend their real estate agent…but there’s just one problem.
Many never do because they forget their agent’s name. Yikes.
So while some real estate agents reap the benefits of staying connected to past clients, many are missing out because they didn’t make themselves the obvious choice.
Your past clients already know, like, and trust you. You just can’t let them forget you.
Storytelling emails help you start meaningful conversations and keep relationships warm no matter how busy you are. See an example storytelling email here.
If you would like to see a sample 12-email repeat & referral strategy, contact me using the link below. I’ll set up a 30-minute discovery call so we can chat. During the call, we’ll discuss your current setup for past clients, review the strategy, and see if we’re a good fit.
In Case You Were Wondering…
What’s wrong with market updates?
There’s nothing wrong with market update emails…except when they’re vague and don’t explain how the current market affects the homeowner. The average person might not understand how the numbers apply to them. In my opinion, I would send market updates in addition to storytelling emails. A market update is news, not nurturing.
Aren’t storytelling emails too long?
Short emails are great when your goal is JUST to get the click, but long emails have been proven to build trust and prime your audience for long-term sales. If your goal is to connect with your audience and deliver value, stories are memorable, relatable, and keep people engaged. Also, not every story needs to be long. Email length should vary and be written to meet the goal.
How are emails better than calls and texts?
Emails don’t replace calling and texting your clients, but they do give you space to share personal stories and valuable information in a way that may feel out of place over the phone or via text. Emails help you maintain consistent personal communication with your clients when you get too busy to call and text them individually. Plus, not every client will answer your calls, reply to your texts, or attend your events, but they can still receive your emails. Emails give you peace of mind.
How are emails different than social media?
Social media is a valuable marketing channel and a strategic way to build your email list, which is great because your account can be suspended in the blink of an eye. With email, you own your list and know exactly who’s opening your messages. Also, email brings more opportunities:
- You create a one-to-one personal connection, whereas social media is one-to-many
- You make it easy for clients to save, search, or print your messages vs. having to hunt for a post
- You have a safe space to share updates and stories you may not want to share in public
- You create a safe space for your clients to share questions, concerns, stories, and referrals
- You can deliver every message to your clients, unlike social media’s ever-changing algorithm
Why do I need a copywriter to write emails?
You need a copywriter to write emails for the same reason you need a plumber to fix your pipes. You could try to do it yourself, and you may think you’ve done a sufficient job, but you don’t know what you don’t know. The same goes for homebuyers who question whether they need a real estate agent. 😉
Yes, anyone can write, but not everyone can write like a copywriter, especially in email marketing. Unlike social media, you have to earn your spot in the inbox, so you want to make it count. A skilled copywriter and marketing strategist can write emails that serve both your clients and your goals.
Do you use AI to write emails?
No, I like to hone my craft and be able to say that I wrote it. I use AI for what it’s good for, and that’s pattern recognition, brainstorming, and research. I also use it to help me edit, check for grammatical errors, and point out my blind spots.
Make no mistake, AI is not a copywriter. It can try to act like one, but it doesn’t know how to use copywriting principles and marketing psychology without a trained copywriter prompting the heck out of it. Even then, a professional copywriter wouldn’t copy and paste AI output to use in their marketing. They would still have to use their copywriter skillset to edit the output.
Won’t this give me more emails to respond to?
Yes and no. Yes, the goal is to get your clients to engage and reply to your emails, but not every reply will require a response from you. It will be up to you to decide which emails to respond to.
Can you guarantee repeat clients and referrals?
No marketing strategy can guarantee repeat clients and referrals. My job is to write emails that start personal conversations, keep relationships warm, and plant seeds that lead to future sales. Every email gives your clients the opportunity to send referrals and ask you questions. The magic happens within the interactions.
Also, the quality of your email list and sending reputation will determine who’s getting your emails and whether they’re showing up in their inbox or spam. This is something we can tweak and test until we get it right.
What is Live Baltimore, and what did you do there?
Live Baltimore is a nonprofit in Baltimore City. Their mission is to recruit and retain Baltimore City residents by marketing the City as a great place to live. They host the Trolley Tour homebuying event, offer educational webinars, and partner with lenders, real estate agents, and title companies. You can think of them as a library for local residents and a marketing agency for neighborhoods.
I was hired as the Program Support Specialist and transitioned into a Customer Service Manager role. I helped countless customers understand neighborhoods, the homebuying process, and their eligibility for incentive programs. I also managed two homebuying programs, Buying into Baltimore and Buy Back the Block.
How do you pronounce your name?
Chadras is not pronounced with a sh sound. It’s not like chandelier, champagne, or Charlotte.
‘Cha’ is pronounced like the sound you make when saying Chalk… but drop the L and the K. Cha.
And ‘dras’ is pronounced like grace… but with a d. drace.
Chadrace.
Chadras.
What’s the next step?
If you haven’t seen the storytelling email, click here. If you want to see a sample 12-email repeat & referral strategy, message me below with your availability or email chat@charmcitychadras.com, and I’ll set up a 30-minute discovery call so we can chat. During the call, we’ll discuss your current setup for past clients, review the strategy, and see if we’re a good fit.
Contact Me
If you haven’t seen the sample storytelling email, click here. If you want to see a sample 12-email repeat & referral strategy, send me a message below with your availability or email chat@charmcitychadras.com, and I’ll set up a discovery call. During the call, we’ll discuss your current setup for past clients, review the strategy, and see if we’re a good fit.