Last week, we wrote about how making useful emails with great headlines will get your leads to open and appreciate your emails. But we want to go further—have your leads look forward to opening them, and taking action.
After all, you’re not sending emails to simply give information. You want sales out the other end, the ROI. You do this by having a personality that has leads think of you as a colleague or friend, and making it clear that you want your leads to take action—hit reply, pick up the phone, or download a report.
The best emails to send to leads aren’t always the most polished. The best emails don’t even have to be the most entertaining. Instead, the best emails make your leads feel like they have your attention. For example, compare these two short emails, welcoming a lead to the email list:
“Welcome to the Acme real estate email list. Take a look at our listings, download our pricing reports, and browse our blog.”
“Hi – I saw you just signed up to Acme Real Estate, let me know how I can help.”
One of these emails is better than the other. Can you guess which one?
Of course, it’s the second. The one without the corporate tone, written as if you’re writing to a colleague.
Fortunately, this type of tone is easy to replicate, for any topic and any length of email. Here’s how: Next time you sit down to write to your email list, write the email to a specific colleague or friend. Go so far as to name them.
Then, remove the friend’s name, and file the rest of the email away in your autoresponder. By all means, write the professional one, too. But chances are, the email leads will respond to most is the one that was written to a friend. They’ll feel like you were writing to them, specifically.
Get all the previous steps right, and you’re well on your way to writing emails that leads will enjoy reading. However, you’ll still have no guarantee that they’ll do anything after reading those emails.
To fix this, you need to write a call of action. Like the other steps, this isn’t hard once you follow two simple rules:
1. Always have it
2. Keep it short and specific
Always have it means what it says on the tin: Every single email you write needs to ask the reader to do something. At any one point, a small proportion of your leads will be ready to take the next step, as long as you ask them to. Missing any call to action means that in the space of a sentence, you’ve lost those leads.
Keeping the call to action short and specific means you use only one or two sentences, and show a very clear action you want the reader to take. For example:
“Hit reply to this email and ask me about how to improve your property value for your upcoming sale, without cost or obligation.”
You’re telling the reader exactly what they want done, so there’s no hesitation on their part in wondering what they should do if they’re interested. At the same time, you’re also painting a very specific picture. For example, this call to action, while seemingly similar, is weaker:
“Hit reply to this email and ask me about consulting on your property value, without cost or obligation.”
By taking out the “improve your property value for your upcoming sale” you’ve made the call to action vague, and generic. Really think about how specific you’ve just been when you’re writing your emails. It’s easy to slip into generalities, but doing so reduces your effectiveness.
We hope you’ve found these 4 tips useful. Writing great emails is the heart of any successful real estate marketing. If you’d like more practical tips on getting more real estate leads, make sure to sign up for our white papers by entering your name and email address right here. We release a new paper every month.
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