Despite the fact that email inboxes are flooded with sales pitches, holiday announcements, and just plain ol’ spam, a real estate professional still needs to include email in the real estate agents bag of tricks. Why? You ask. It is simple: your goal is to “touch” as many individuals as possible with your advertising—whether it be online or offline. And, if you can, your goal would be to provide multiple touch points for each buyer and seller prospect, real estate lead, and individual in your sphere of influence.
While there are all sorts of different methods for drawing attention to your emails, here are the three best email techniques for real estate leads.
3 Best Email Techniques for Real Estate Leads
- Subject Line. An intriguing subject line is often the key to getting someone to read your email. If you are not sure where to begin, there are plenty of articles online about how to write a compelling email subject line. Or, take a cue from your own inbox. Conduct a mini-experiment: Pay attention to what emails you open and which ones you delete without opening them. Was it the subject line that motivated you? If so, what did it say and why did you open the email?
- Send to unreads. If you use a platform such as MailChimp or Constant Contact to send your emails (and even if you don’t), you can actually play around with the time you send the emails. In fact, many of these platforms will actually calculate the best time of day to send the emails for optimum engagement. Personally, I’ve noticed that we get more engagement on the weekends, but more opens during the week; this actually makes a lot of sense because people are busier during the weekdays than on weekends. But, another thing to experiment with is resending the email to anyone who did not open it. This is a feature in most platforms, which gives the recipient multiple opportunities to open the email within a short period of time.
- Ask to be fired. Surprisingly, this technique often results in the most engagement, but it involves thick skin and some eloquent working. If you have been following up with the same prospect for months and they do not respond, try asking to be fired. It could be something as simple as this: “Please let me know if you no longer wish to be on my list.” We’ve noticed that asking to be fired also causes recipients to respect you more, and they often become more candid about their personal situation once you let them know your position.
With your 2021 business plan starting in a few short weeks, now is the time to hone your email skills. It is our hope that this article will provide you with some tips and tools that will help you do just that!
Best wishes for a successful 2021. If the team at Pipeline Planner can be a part of that, please do not hesitate to let us know.