Emailing your list of leads or past clients is important, so it's important to keep this tool sharp. You probably can notice when your inbox is filled with useless emails or the typical buzz words that turn you off. It's the same in real estate.
The "One Size Fits All" Email
This is one of the worst things you can do with your list. It is going to put a gap in any relationship you have with the customers that don't apply to the email. Writing one or two email and blasting it off to your entire list every week, hoping it resonates with the multiple niches you have won't work.
You need to segment them into groups. Buyer leads, sellers and even the different type of homeowners they are will all prevent this. Just make sure when you send out an email, everyone receiving it applies to what you are talking about.
No Clear Call To Action
Make sure it is easy to for the audience to quickly understand the point of the email. This also means that you should never have two reasons or different things to tell them. That is going to cause problems with the relations.
Clear CTAs are proven to lead to higher click-through rates and customer engagement. So keep it simple.
Useless Words or Sentences
If a customer reads a sentence or even a paragraph and doesn't see it useful, they're going to unsubscribe. Don't ramble and waste space. Take as long as you need to get to the point in your messaging, but take no longer.
The only way to get and keep the viewer's attention is to cut straight to the point. Respecting their time keeps a good relationship going.
Bad Email Sign-Offs
Adding some links and logos to take the viewer to your social media pages and your website is one thing, but a picture of you or any of the houses you are listing is not ideal. If the point of the email is to inform buyers of listings, then put that in the body.
It is not the place to have a short bio or a detailed paragraph about your company either.
Bad Timing
The time at which you send your emails out is just important as the message and reason you are sending it. Triggered emails after someone subscribes or puts and gives you their contact information should come right after that.
Buzzwords to Avoid
"I would like to"
This starts off the email poorly and separates you and them. Make the viewer feel like you are (and your goal is) to be a team together.
"Kicking Tires" and "Checking In"
These sort of lead offs signify that you have little to nothing of value. They also can set off spam filters since they are some of the most overused phrases in emails.
"Well-Maintained Home"
If you're broadcasting your listing or you've found some prospective house for someone, this is not a good description. It basically means not the worst. If there are good qualities use them and it will be assumed the home is well-maintained.
"Trendy"
Try to use something else to describe something that is popular. Mostly because saying something is trendy doesn't describe much about it and it can be used and slanted for almost everything.
"Cozy" and "Spacious"
These are almost opposites of each other, but just give the explanation in feet and be straight forward. In an email, the viewers are going to need to know exactly what you mean.
There are plenty more phrases and words that will turn off whoever is looking at the email. The key is to be straightforward and get to the point while working with them and not at them.
Joe Nickelson is a real estate professional dedicated to helping home buyers and sellers achieve their dreams of owning property, and helping real estate agents stop using the sometimes-vicious tactics that weigh on their consciences. He believes that the Smart Agents books will, quite literally, change people’s lives for the better. Check out his full bio here!
