February 21, 2016
When sending business emails, the general rule is “be professional, direct, and to-the-point,” but how do you translate that wisdom into effective real estate marketing emails, newsletters, and real estate-related correspondence?
Here are some expert tips for increasing the reader engagement and response rate on your real estate business emails:
Keep The Subject Short & to the Point.
The length and content of an email subject line has a major impact on whether or not people open and read it—and if recipients trash your email without reading it, they obviously won’t respond to it either. Market testing reveals that recipients respond most often to emails with only 3-4 words in the subject line, and where the subject gives a clear idea about the content of the message.
For maximum reader engagement, keep your email’s subject short and to the point.
Brief, Effective Email Content Produces the Most Responses
Most people receive dozens of emails every working day. Your real estate email must compete with everything from business correspondence to family photos, and recipients don’t have time—or patience—to read a lengthy promotional letter.
Generally, emails of 125 wordsor less produce the best response rates (often, response rates higher than 50%).This is actually great news for real estate emails—there’s no need to puff your communications with extra content. Get right to the point, and you’ll increase your likelihood of a positive reader response.
Encouraging Messages Attract More Responses Than Negative Ones
Speaking of positive responses—studies show that upbeat, encouraging messages receive up to 15% more responses than emails containing neutral or negative wording. While transparent flattery and overinflated superlatives turn readers off, a sincere, positive email message goes a long way toward encouraging readers to want to work with you.
Have You Considered Asking a Question?
Emails that ask a question are much more likely to prompt responses from readers. Questions like “Would you consider selling your home if you could find a buyer in just one phone call?” are engaging and make readers think. Readers who think often want to answer, and in the case of real estate emails, an answer often means a direct response to you.
Don’t go overboard with questions, though. While emails with a single question (or two) have higher than average response rates, emails with more than two questions start seeing diminishing returns. Too few questions, and you miss a valuable chance for reader engagement—too many, and the readers stop responding.
Avoid Long Sentences and Complex or Technical Wording
Strive to keep your real estate emails professional, but also remember that a conversational tone inspires much higher response rates than a technical, complex, or wordy email. Short, readable sentences and simple words inspire up to 35% more reader responses than emails with longer phrases and complex wording.
While nothing can guarantee more reader responses to a real estate email or newsletter, these tips will improve your chances of engaging readers and prompting a positive response.
Do you have real estate-related questions, or are you curious about how to sell your home with a single phone call? Click here to get more information now!