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7 Emails Real Estate Agents Should Send To Leads 


Back in 1971, Ray Tomlinson sent the first electronic mail. It has been more than 50 years and email is still the most relevant way of business communication. Now you have WhatsApp and other instant messaging apps that have made communication super fast. However, businesses still prefer Gmail and other electronic mail services over these instant messaging apps as you can use apps to organize emails. You can mark emails as ‘read’, ‘unread’, ‘important, ‘spam’ and search for a particular message in your ‘inbox’, ‘sent’, ‘trash’ and ‘spam’. It is already well organized and you can make your job much easier with apps to organize emails. Now, let’s get back to seven emails you should send to your potential clients. 

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A person who wants to buy or sell a property receives a lot of calls and emails from multiple real estate agents. They often delete emails after marking them spam. Therefore, you should follow the proper practices to make sure that your potential clients read your emails.  

First Email: Introduction 

Send emails to those leads only who show interest in communicating with you. No one appreciates when someone invades one’s personal space. When you are contacted by a potential buyer or seller, send a welcome email. It should be a quick and casual introduction. Don’t include too much information in the introduction email. A short snippet of your offer with a casual introduction is enough.     

Second Email: Set Expectations 

Send the introduction email immediately after the prospect sends you an email or creates an account on your website. Your next email should set expectations. Send this email one or two days after the first email. Tell them how frequently you will contact them. Include the action you expect the leads to take. Send this email to reaffirm the purpose of reaching out. Include a call-to-action. Provide valuable information about your offer. Make sure that a button or link for call-to-action is easy to notice. Keep in mind that it should not be all about you.

Third Email: Content

This email should include the most valuable information for engagement. You can send a newsletter to share this information. Use content to make your offer more interesting. Show your expertise in the local market. You can provide information such as:

  • Is it a buyer’s market or seller’s market
  • Upcoming real estate events
  • A guide to buying a property in the current market
  • The latest development in the local market

The content in the email should be as valuable and engaging as content on your website, social media channels and blog. Also, include a professional-looking image.

Forth Email: Testimonials

Now you have already shared the required personal information and valuable content that has helped in creating engagement and made the potential client more informed. It is time to convert this lead. You can make your marketing efforts more fruitful with the testimonial email. Testimonials show that you are the right agent or organization to work with. Consider the following to keep things balanced:

  • Tell a story through the recent testimonials.
  • Testimonials should be related to the latest market updates.
  • Testimonials can also serve the purpose of a call-to-action.

Fifth Email: Get to Know

So for, you have the name, email address, phone number and search preferences of the lead. Use this email to learn about the needs and wants of the lead. Use this information to offer tailored services and drive a conversation.

Sixth Email: Have Not Heard From You 

Your potential client has not marked your emails as spam. The client’s email address is still on your subscription list. The lead has a reason to stay in touch. Include the following in this list:

  • Incentives
  • Tools available on your website
  • Recent testimonials
  • Ask if the lead wants to receive emails

Seventh Email: Request a Review

Send a post-deal email after successfully closing the deal. Congratulate your client and show this success to other leads. Request this client to submit a review. 
You are writing emails to multiple leads. It is important to keep track of every single email. This is where email organization tools and the best email productivity tools are of great help.

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