MARKETING THAT MOVES MARKETS:
How We Scaled NYC’s Luxury Real Estate Email Strategy
CLIENT OVERVIEW
Julianne Bond is a distinguished luxury real estate adviser and Associate Broker affiliated with Sotheby’s International Realty, operating at the pinnacle of Manhattan’s highly competitive market.
Known for representing exceptional, high-value properties and serving an exclusive clientele, Julianne sought to strengthen her brand’s digital presence through email marketing. The primary objective was to increase engagement by delivering consistent, value-driven content that builds trust, reinforces a unique brand identity, and drives meaningful traffic to her website.
Challenges Before Engagement
From May 2021 to the present, this project focused on transforming the Julianne Bond Team’s email marketing into a powerful channel that consistently connects with a discerning audience of high-net-worth individuals and investors. This case study details the strategic phases of the campaign, the results achieved, and the insights gained from this ongoing collaboration.
Phase 1: Discovery and Initial Assessment
The project began with a deep dive into the client’s background and challenges. Julianne Bond operates within Sotheby’s International Realty’s luxury segment in New York City, targeting affluent buyers and sellers of premier real estate. Despite the client’s strong market positioning, the team faced significant obstacles with email marketing.
Deliverability was a concern, with only 95.71% of emails successfully reaching the intended recipients out of 13,274 contacts, and 570 emails bouncing. Additionally, engagement metrics were low; only 32.33% of recipients opened emails, and a mere 0.44% interacted with the content.
The lack of a clear, memorable brand identity communicated through email further compounded the challenge. These issues limited the potential for growth and client acquisition.
The primary objectives identified were to increase email open rates by 20%, improve click-through rates by enhancing the relevance and placement of calls to action, reduce unsubscribe rates through personalized, value-driven messaging, and improve the health of the email list to ensure higher deliverability and fewer bounces. Above all, the campaign aimed to position the Julianne Bond Team as a leading expert and trusted advisor in New York City’s luxury real estate market.
Phase 2: Content Strategy Pillars
The email list was segmented carefully, focusing on a core audience of 8,680 recipients to enable precise targeting and more personalized communication. The content strategy was organized around three main pillars to deliver consistent value to the audience.
WEEKLY NEWSLETTERS
State of NYC Real Estate Market
The first pillar was a weekly newsletter titled “State of NYC Real Estate Market,” planned for every Friday. This newsletter provided timely insights, market trends, and data-driven commentary designed to position the brand as a reliable and trusted resource.
MONTHLY NEWSLETTERS
Written & Spoken Word
The second pillar consisted of a monthly “Written & Spoken Word” newsletter. This format offered thought leadership, storytelling, and curated conversations, delivered either as long-form written content or multimedia formats, with the goal of deepening connections and building credibility.
MONTHLY NEWSLETTERS
NYC Listing Blast
The third pillar was a visually engaging “NYC Listing Blast” sent monthly. This newsletter highlighted select luxury listings, targeting subscribers who were actively interested in buying or selling properties.
Phase 3: Implementation and Execution
The campaign followed a consistent schedule, sending weekly market updates on Friday mornings and monthly newsletters mid-week to maximize engagement and avoid inbox competition. Content was aligned with the three pillars—market data, thought leadership, and listing highlights.
Extensive A/B testing of subject lines and send times optimized open and engagement rates. Before launch, the email list was thoroughly cleaned to remove inactive contacts, improving deliverability. The strategy focused on relevance and personalization by targeting segmented audiences to boost interaction.
Phase 4: Results and Performance
DELIVERABILITY
98.99%
(up from 95.71%)
AVERAGE OPEN RATE
44.23%
(up 12 percentage points from 32.33%)
INTERACTION RATE
3.36%
(up from 0.44%)
AVERAGE BOUNCE RATE
46 bounces
(compared to the average of 570 Bounces per email)
Phase 5: Analysis and Insights
Several factors contributed to the success of the campaign. The consistent weekly communication, particularly the “State of NYC Real Estate Market” emails, established a reliable presence in subscribers’ inboxes, which cultivated trust and encouraged repeat engagement. Personalized and segmented content ensured that messaging was relevant to audience interests, boosting interaction rates. Subject line testing and optimized send times further increased open rates, while pre-campaign list cleanup significantly improved deliverability and reduced bounce volume.
However, not all elements performed equally well. The monthly “NYC Listing Blast,” while visually appealing, underperformed in terms of click-through and interaction rates. This suggested that the emails lacked urgency or clear next steps to drive conversions. Additionally, the longer-form “Written & Spoken Word” content attracted strong engagement within a niche audience but did not resonate as broadly, likely due to its length and format. These insights highlighted the importance of ongoing testing and tailoring content formats to audience preferences.
The campaign underscored that consistency, segmentation, and content relevance are critical for sustained email engagement. It also reinforced the need for continual list maintenance to ensure deliverability remains high and for flexible content strategies that adapt to evolving audience behavior.
Highlights
Consistent weekly emails built trust and encouraged repeat engagement.
Personalized and segmented content increased relevance and interaction.
Subject line testing and send-time optimization boosted open rates.
Pre-launch list cleanup improved deliverability and reduced bounces.
“NYC Listing Blast” underperformed due to unclear CTAs and urgency.
Long-form content engaged niche audiences but lacked broad appeal.
Ongoing testing and content format adjustments are vital for success.
Regular list maintenance is key to sustaining high deliverability.
Flexible strategies ensure alignment with evolving audience preferences.
Why This Matters for YOU
Here’s the bottom line: The success of the Julianne Bond Team isn’t just their story—it’s a clear example of what we can achieve together. We developed the strategy, crafted the content, and managed the execution that transformed their marketing and boosted their growth. Now, we’re ready to do the same for your business.
What We Offer (AKA “Why You Should Work With Us”)
Tailored Strategies: We understand that every brand has its own story and goals. That’s why we customize our approach specifically for you, ensuring your message hits home.
Content Creation: From eye-catching visuals to compelling newsletters, we deliver content that not only connects with your audience but drives real results.
Community Building: Growing numbers is great, but building an engaged, loyal community is better. We help foster meaningful relationships that convert.
Analytics Expertise: We don’t just set and forget. Our ongoing analysis and optimization keep your campaigns performing at their best.
Monetization Support: Whether through strategic offers, digital products, or partnerships, we guide you in turning engagement into sustainable revenue.
Key Takeaways (Because We Love a Good Lesson)
Consistency is Key: Delivering content regularly builds trust and keeps your audience coming back.
Authenticity Resonates: Genuine stories and relatable messaging spark deeper connections and higher engagement.
Adaptability Matters: Using data to refine and adjust your strategy ensures continued growth and success.