It is widely known that email is an effective form of marketing. However, you may not be seeing the results from your email campaign that you feel you should. The problem is likely that your customers are receiving the “marketing” but not the “message.”
After coaching agents for the past 11 years, I’ve noticed two common beliefs that agents have that cause ineffective marketing: The first is they want to provide value to their entire database, and second is they don’t want to come across too “salesy.”
Their emails are too general and the customers don’t know what they are supposed to do next. The solution is to craft your message to match the audience you wish to respond. In this case, people who want to buy, sell, or invest in real estate.
In this article, I will give you tips on how to write emails that will generate consistent referrals and repeat business. Plus, I will share my six easy email examples that have worked flawlessly for myself and the top producers I coach.
Focus on Who Your Marketing Is Actually Targeting
The secret to generating more repeat and referral business from your database is to get specific with your messaging. The biggest mistake agents make is focusing on the entire database of customers instead of focusing on the small few that would like to or need to buy, sell, or invest in real estate. Here is how you can train your mind to focus on the right audience.
Begin by thinking about the two to three customers in your database who need professional real estate advice today. Maybe they are relocating, interested in investing, or they may know of someone looking to buy a home.
Next, think about what messages that people who need to buy, sell, or invest would likely respond to. One thing that all customers want is answers to their questions. So if you want to receive referrals from your emails, you must write your email messages to answer the questions they may have.
52 Common Real Estate Questions
Here is a list of 52 real estate questions that a customer who is actually interested in buying, selling, or investing in real estate may have. One for each week of the year.
|1||What is the difference between an appraisal and inspection?|
|2||How much down payment do I need to buy a home?|
|3||What fees do I have to pay to sell my home?|
|4||What is the difference between an FHA and conventional loan?|
|5||How long does it take to sell a home?|
|6||Do I have to use a real estate agent to sell a home?|
|7||What is rent to own?|
|8||How do I get approved for a loan?|
|9||Why is my assessed value different from the appraised value?|
|10||How long does it take to buy a home?|
|11||What is a back-up offer?|
|12||How do I buy a foreclosed home?|
|13||How do I negotiate the best price?|
|14||What is mortgage insurance?|
|15||How do I pick an agent to sell my home?|
|16||How much do I pay a real estate agent to buy a home?|
|17||What is the home sale process?|
|18||What do I do if I miss a house payment?|
|19||How does a VA loan work?|
|20||Do I have to sell my home before buying another one?|
|21||How do you buy a brand-new home?|
|22||Is staging really effective?|
|23||Do I need a home warranty?|
|24||What are the best ways to market my home?|
|25||How accurate is the Zillow estimate?|
|26||What is the difference between a Realtor and a real estate agent?|
|27||Do national real estate companies have better exposure?|
|28||Do I have to move twice to sell my home and buy another?|
|29||What is title insurance?|
|30||How do I get an appraisal?|
|31||What are the best sites to search for homes?|
|32||Are all mortgage company interest rates the same?|
|33||Should I do a 15- or 30-year mortgage?|
|34||Do new windows increase the value of my home?|
|35||What home expenses can I write off on my taxes?|
|36||What are five low-cost things you can do to get more money for your house?|
|37||How does an agent come up with the sales price?|
|38||What does owner/seller carry mean?|
|39||How much are closing costs?|
|40||How do I get/find the lowest interest rate?|
|41||Are the prices negotiable?|
|42||What is a seller's market?|
|43||How long does it take to renovate a home?|
|44||What kind of credit score do I need to buy a home?|
|45||What is earnest money?|
|46||Do I need a final walk-through?|
|47||Can a seller reject an offer?|
|48||How long does it take to stage a home?|
|49||When is the best time to sell a home?|
|50||What do I have to disclose to buyers?|
|51||Why are commissions so high?|
|52||How long should a listing agreement last?|
Add a Call to Action
The other component to a successful email that generates referrals and repeat business is a clear call to action (CTA). This gives the reader clear direction as to what you want them to do next. It is important to remember that your goal isn’t to have all the readers read the email or respond. The goal is to have the customers who are interested in buying, selling, or investing today respond to your email. The way to do that is to have a clear CTA.
Consider what your objective is before creating your CTA. Ask yourself, “What do you want the reader to do next?” Do you wish them to email you to schedule an appointment on your website? Be sure your CTA is clear to the reader and only include one CTA per email. This will increase your response rate because the reader knows exactly what they are supposed to do next.
Here are examples of a few solid CTAs that will increase your email responses:
- “Click here for a home pre-list checklist.”
- “Contact me for your free home evaluation.”
- “Click here to read more on my website/blog.”
- “Text 555-555-5555 to schedule an appointment.”
- “Get the word out by sharing on Facebook.”
Consistency is important if you wish to remain top of mind. Consistency also communicates to your database that you are a reliable person. If your utility bill showed up at random times each month, you would probably start to worry about how long they will stay in business.
Here are a few tips to help make your email campaign consistent. First, use an automated customer relationship management (CRM) software and create your emails weeks or months in advance. Second, send one email on the same day, each and every week. Third, keep the content general in nature and don’t worry about holidays, events, and current matters. You can always send one-off timely emails.
Consistency in your marketing will ensure that repeat and referral leads will continue to come in all year long. If you’re looking for an affordable CRM to help you stay consistent, check out LionDesk. LionDesk allows you to send automated emails and texts for just $25 per month. Try them out with a 30-day free trial.
6 Emails That Are Guaranteed to Drive Referrals
Now that you understand the components of emails that will drive referrals and repeat business, I’d like to give you a head start on your successful email campaign. The following six easy emails have proven to drive consistent repeat and referral business for my coaching clients. They can be duplicated easily. No need to reinvent the wheel here—just reuse these six examples by adding new content and your call to action.
The six easy emails each have a specific purpose. Some to reflect your knowledge about real estate, others to show you are consistently getting results. They are designed to be read quickly and easily by your customers who have real estate on their mind.
Want to reference these templates again later? Download my six proven email templates here.
1. Answering Common Questions About Buying or Selling
Subject: Do New Windows Increase Your Home’s Value?
Contrary to what your custom window salesperson is telling you, new windows will not significantly increase the value of your home. The reason buyers don’t pay extra for new custom windows is because homes are expected to come equipped with windows.
If you were to buy a 2010 Toyota Camry, you wouldn’t likely pay $2,000 extra because the owner put custom wheels and tires on it, would you? Of course not, because a car is expected to come with wheels and tires already.
So remember, when you drop the extra cash for argon gas and custom cranks, you are spending that on your own enjoyment and not as an investment. You are pretty much guaranteed to lose money at the closing table.
Are you interested in learning the top renovations that will increase value in your home or are you planning a renovation and would like to discuss it before you invest the money? Please feel free to consult me before investing money in your home. Think of me as the financial advisor for your home.
Contact me at email@example.com for your free home valuation.
Subject: Thank You, Sincerely!
I just wanted to drop a quick note to say thank you!
Did you know that my business relies on referrals from clients like you? In fact, last year over 20% of my business came from referrals.
Here is another testimonial from a referral I received.
“Sean helped me buy my first home for less than $2,000 down. This is less than if I paid a deposit and first month’s rent!”
— Jamie Smith
If you know someone who is interested in buying a home for as little as $2,000 down, like Jamie, please call me today at 555-555-5555.
3. New Listing Announcements
Subject: New Opportunity!
I am excited to share with you a new opportunity in Governor’s Ranch. This amazing property is offered for sale for the first time in over 20 years. This is a 4-bedroom, 3-bath home on 2 acres, with the best views in Colorado. I’ve attached the link below with all the important information.
Click here to see over 25 beautiful photos of this spectacular property. (Link this to your lead capture website)
4. Upcoming Event
Subject: Save the Date! or You Are Invited!
Our annual client appreciation day is rapidly approaching! Like last year, we will be hosting BBQ and games at Carlton Park. This year will be even better, with a live band and prizes.
Day: Saturday, 10/10/2020
Time: 11:00 a.m. – 3:00 p.m.
Location: Carlton Park
What to bring: Your family and your smile
Please RSVP by clicking here. (Insert link)
Get the word out by sharing on Facebook.
We look forward to seeing you,
Sean and Team
5. Anniversary of Home Purchase
Subject: Happy Anniversary!
Can you believe it has been five years already? It seems like just yesterday when we walked through the front door and said, “Wow!” It’s such a beautiful home, and I’m sure you are still loving it.
I enjoyed working with you and I trust you know that I am here for you if you have any questions regarding your home and home ownership in general. My success is dependent upon your satisfaction and on referrals from clients just like you.
If you know of someone who needs my assistance buying, selling, or investing in real estate, please text me at 555-555-5555.
6. Investment Opportunity
Subject: Beachfront Investment Opportunity
Everyone knows that real estate investing is one of the most reliable ways to build wealth. But very few know that you can begin investing in real estate with as little as 10% down payment.
Investment opportunity: 2-bedroom, 2-bath, beach front condo with over $45,000 in annual short-term rental income
Text 555-555-5555 to schedule an appointment.
Your database is a goldmine of opportunities if you take the time to craft the right message to the customers who are already thinking about buying, selling, or investing in real estate. I hope these emails provide you as much value as they have for me.