8 Practical Tips for Dramatically Better Emails

Email marketing is a powerful tool. Successful real estate businesses have been built entirely from scratch with nothing but email. Email newsletters, email updates, transactional email, etc. They all have the power to take your real estate business to the next level. But email is also one of the most abused channels too. Spam is the number one complaint email users cite when it comes to poor real estate business communication. To escape the spam folder and get noticed, follow these eight quick tips.

Make Them Feel Special

People receive tons of email every day. Emails that do not know who they are and do not care who they are. Make your leads feel special and they will read your emails every single time. Achieve this by offering exclusivity. Information that is available exclusively to your mailing list. This could be getting new listings before they hit the market, a sneak peek at an upcoming open house, etc.

Show You Care

Have a conscience when it comes to sending out emails. Don’t put up false emergencies or clickbait in the hope people will open your email. Show you are human instead. Get straight to the point and be as concise as possible. Never send your leads junk either. Your leads will love you for respecting their inbox and time.

Request for Feedback

When asked genuinely and politely, everyone can offer helpful feedback. Knowing how you are doing either in your newsletters, or open houses or any other thing is a fantastic way to let your leads help you for a change. Keep your request for feedback as short as possible. In fact, if you can ask just one question the better. Also avoid things like Google Forms. If possible, ask them to simply hit the reply button to send you feedback.

Build on Social Proof

How many people attended your last open house? How many homes did you sell last month? How many new homes have you listed this week? People love to know that what you have sent them has value. Baking social proof into your emails will communicate this value.

Be Personal

Did anything great or horrible happen last week as you were trying to sell a home? Did you learn any lessons? Talking about your triumphs and failures takes guts but your readers will appreciate it. This does not mean you pointlessly talk about your experiences. If your stories have something that can benefit your readers, like make the process of buying a home easier, then go with this. Be personal but always use context as a filter.

Focus on Conversions

Sending out an email without expecting some outcome is rather pointless. Click and open rates are just not enough to measure engagement. Put in conversions, no matter how small, in all your emails. Follow me on LinkedIn, register for an open house, request a brochure, like my Facebook page. All these are small conversions you can sprinkle your emails with to nudge your readers into action.

Experiment with Downloads

People love downloads. There’s something magical about hitting that download button and getting something free. Use this to engage your leads. Downloads offer an opportunity to share even more information with your leads without putting too much in the email itself. Download ideas could be exclusive high-resolution photos of upcoming open houses, new property listings, how-to guides, etc.

Include a Simple Call to Action

When your leads open your emails, do they know what to do next? Is this abundantly clear? Do note that a conversion is similar but different from a call to action. Conversions are more about engagement while CTAs are about specific things that lead the user closer to becoming a customer. Some simple CTAs are, “Click here to register for the next open house”, or “Register here for my free webinar.”

Email, while traditional, does not have to be dry and boring. If you can work these tips into your emails, you are guaranteed to see some changes shortly. Don’t let your emails find a home in the spam folder. Take steps today to make them worth reading.