What better way can agents convert leads into clients? Definitely, writing a client email! It is one of the strongest marketing tools in real estate - simple, personal, and straightforward. So, in this article, get ready to dive into learning how to write engaging emails to clients!
Writing 101: Engaging Emails to Clients
As a real estate agent, keep in mind that the industry is competitive. Therefore, importance should always be placed on making good first impressions - especially in a client email.
Listed below are some practical tips to write engaging emails:
Catchy Subject Lines
Start by writing a very catchy subject line. It is the most crucial step because it's the first thing that clients will read. Hence, if the subject line is not interesting, clients are less likely to open the email and more likely to simply ignore it.
Catchy and strong subject lines can be:
- Timely: An email should contain data about the newest events. For instance, special listings, open house tours, and local events.
- Essential: Clients love emails that give them something important. High-value properties and real estate trends, for instance.
- Emotional: Give clients something that will relate to their personal lives.
The Email Structure Matters
While every email is unique, some just need to follow a standard structure. Listed below are some essential elements to consider while writing an engaging client email:
- Create a story: The inbox competition in real estate is hot. As a result, the style of storytelling played a vital role in writing a client email. So, the easiest way to do it is to check the email's tone, story (content), and pitch. In short, always try to write a personal and evocative email.
- Add value: In writing an email, realtors should question themselves. Why should my clients read my email? Remember, there needs to be a concrete answer to that. Therefore, give the clients a reason to read an email by adding value to it. For instance, include call-to-action buttons like free stuff and access to a webinar.
Educate The Clients
An engaging client email is all about giving valuable information. Clients like it more if they gain and use new information. So, to educate the clients, consider preparing these:
- Infographics
- Articles
- Home tips
- Sales information
- Mortgage news and advice
Build Relationships, Not Sales (At first)
A client's pet peeve is an email that constantly pushes them for a sale. Therefore, before digging into the "sales," focus first on educating and entertaining the clients.
For instance, invite them to a newly opened cafe, family tour in a park, or even open house tours. Or, give them information that they'll find helpful and relevant. Build the relationship and credibility first!
Be Authentic
Above all, the most crucial step in writing a client email is to show the real intentions. There is nothing more important than an email with sincere intentions - that what makes a client email engaging!
Agents Need to Determine the Email's ROI
Sure, it's not only essential to know how to write. But, it is also crucial to see how an email takes effect on the real estate business. Consider checking these:
- Open rates
- Click-through rates
- Responses and visits
- Lead volume
- The ratio of hot and cold leads
The Benefits of Engaging Emails
Emails give more control.
Unlike other real estate tools, an email puts a realtor in control. How? For instance, an agent can only post on Twitter and Instagram - and guess the receivers. However, in client emails, agents can send a message directly to a client. Therefore, the chance of getting and converting more leads is higher.
Emails are more personal.
What do clients love the most? It's when agents are more personal - when agents show that they are more than a business. Moreover, emails are like one-on-one, which can create strong relationships with clients.
Emails can segment the clients.
A client email can helps realtors to separate their emails depending on the clients. As a result, agents can send timely and relatable email content to their clients. Typically, it's more effective!
The Bottom Line
In the real estate industry, there are already plenty of styles in writing a client email. Therefore, the most important thing to remember is to write an email that will leave a mark. Keep in mind, an email is useless if it misses the mark in being helpful to the client.
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