If you’re in real estate, it’s tempting to think that buying an email list is an easy way to generate leads and get your marketing moving faster. After all, who wouldn’t want instant access to hundreds, or even thousands, of potential clients for bulk mailing? But before you take that shortcut, there are some big risks to keep in mind, from legal headaches to harming your brand and even your email deliverability. Here’s what you need to know.
You can face legal risks under POPIA
South Africa’s Protection of Personal Information Act (POPIA) sets the rules for how personal data, including email addresses, can be collected and used. Buying an email list isn’t technically illegal, but sending emails to people who haven’t given you explicit consent can land you in trouble with data privacy laws.
The problem? Most list brokers can’t guarantee that every contact has opted in. And that’s a big risk for your business. The smarter, safer route is to build your own list. Collect email addresses from people who genuinely want to hear from you and make sure they’ve opted in. Not only does this keep you compliant, but it also builds trust with potential clients.
Your sender reputation is at stake
Email service providers (ESPs) watch closely how recipients interact with your emails. If too many people mark your emails as spam, or if a lot of them bounce, your sender reputation takes a hit. And when that happens, even the contacts who did opt in may never see your messages.
Using purchased lists is basically playing roulette with your deliverability. Protecting your sender reputation is key if you want your campaigns to reach the right inboxes and generate real leads.
Your brand could take a hit
Nobody likes spam. If someone doesn’t know your business and suddenly receives marketing emails, it can create a negative impression. Unlike a list of subscribers who’ve actively opted in, purchased lists often include people outside your target market. The result? A frustrated audience and a potential hit to your credibility.
You risk low engagement and poor results
Successful email marketing depends on sending the right message to the right people. When you buy a list, you know very little about the recipients — their interests, behaviours, or whether they’re even potential clients. That means low open rates, minimal click-throughs, and few conversions.
In contrast, an organically grown and segmented list lets you tailor content, like property alerts, newsletters, or promotions, to what your audience actually wants. That’s how you maximise engagement and generate meaningful leads.
Your ESP might block you
Most reputable ESPs don’t allow the use of purchased lists. Why? They want to protect their IP addresses and ensure deliverability for everyone. Breaking their rules can get your account suspended, which stops you from using automation tools or sending campaigns at all.
Alternatives to buying email lists
Instead of taking the shortcut, focus on growing your own database and leveraging a customer relationship management (CRM) system. A CRM helps you track interactions, segment clients, and personalise messages — all while staying POPIA-compliant. Pair it with marketing automation, and you’ll deliver timely, relevant emails that your audience actually wants.
Some content ideas to encourage sign-ups:
By growing your email list organically, you protect your brand, comply with data privacy laws, and create a pipeline of genuinely interested leads — all essential for sustainable lead generation.
Do it the right way from the start
While buying email lists may seem like a shortcut to expand your reach, the risks far outweigh the benefits. Stick to building your own database, use CRM and marketing automation tools, and follow data privacy laws. Your brand, reputation, and long-term lead generation will thank you.
With the right tools, building and nurturing your own audience doesn’t have to be complicated. Our Bulk Mailing Module empowers you to make every campaign count, giving you access to ready-made templates, detailed filtering options, and powerful tagging tools to target your contact database with precision. Send hyper-relevant listing alerts or custom campaigns that speak directly to your clients’ needs, and watch your engagement grow — the compliant, sustainable way.