Over the past few months, email has been the driver behind every marketing tactic we’ve presented. You get people on one of your lists, then you send them emails. But that misses an important step. First, you need to write the emails.
What’s more, you must write those emails in a way that gets them opened, read to the end, and finally actioned. Or at the very least, you want your leads to consider your offer, even if they don’t yet act on it.
There are four components to a great real estate email that does all this:
– A headline that hooks people in
– Provide useful information
– Conversational style that entertains, or at least, is not boring
– A compelling call to action
Today, we’ll discuss the first two. Our next post will address writing emails with style, and including a compelling call to action.
With cluttered inboxes these days, the number one factor that determines whether any email gets read is the headline. Because of this, there are many, many resources out there on “How to write good email headlines.” But here’s an easy tip that gets to the heart of everything:
Think of the most useful thing to say in the most specific way you can. Do that, and you’ll be sure to have leads open your emails.
For example, take this post’s headline: Getting real estate leads to open your emails—not throw them away. I chose this because of its specific usefulness. I didn’t write “How to write good real estate emails.” That’s useful, but not specific. Rather, the chosen headline promotes a specific benefit with focused language.
Here’s a few example headlines that you might like to consider that also scream usefulness:
“Ft Lauderdale house prices: Where they’ll be in a year”
“The how-to for selling your house above market value”
“The exact 3 steps to find the best mortgage rate before buying a house”
When you write email headlines, make sure they come off as specific and useful. You’ll get a lot more email opens.
Does anyone sign up to an email list because they thought it would be entertaining, but useless? Of course not. Your leads want practical information, not an inbox clogged with cheap anecdotes.
Fortunately, finding something useful to say is not difficult. Just answer two questions about your marketing:
1. What’s the point at which you lose most leads?
2. What are those leads thinking at that moment?
That exact point—when leads start to lose interest, you’ve started to falter in your usefulness. Becoming more useful at this specific point will get you more leads.
Once you figure these questions out, you can write an email to address them in a Q&A format. For example, just say you keep losing leads to competitors who provide excellent pricing trends information. You could write:
I know you’d like more information on pricing trends in the neighborhood. Here’s the answers to a few questions I get asked on a regular basis.
1. What has been the recent pricing trends in this area?
2. Where will pricing go to in the future?
3. Where do I go to get more data?
If your leads truly have those questions, and they’re leaving to other competitors because you didn’t answer them in a timely manner, then that is a highly useful email. By quickly answering the questions that your leads have, you’re getting to the heart of lead retention, and you’ll close more deals.
Usefulness by itself is enough to make a great email list, but to truly polish your work, you also need to be engaging, and compel leads to take action. We’ll cover those two next week.
In the meantime, why not take a look at some of our white papers? Using these email tips will allow you to make the most of the marketing tactics we demonstrate. You can get your free white papers by clicking here.