How to Write Killer Real Estate Email Headlines

Posted by Irina Jordan

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Sep 24, 2015 9:00:00 AM

How to Write Effective Email Headlines

Email marketing is not going anywhere. If you’ve seen the latest Inman report on the effective use of social media by real estate agents and brokers, email is leading the pack. The key is to get people to open your emails and take action – you want your email subscribers to become your clients.

A successful real estate email starts with a compelling headline. You only got a few seconds to make an impression – your email headline is your calling card.

Here are 5 ways to write killer real estate email headlines:

  1. Get to the point

    You might be tempted to use some over the top, attention-grabbing words to get people to open your emails. Don’t! You want to form authentic relationships with your subscriber base. Don’t come across salesy and ego-driven. Always keep your email headline simple and to the point.
  2. Be honest

    Keep your headline consistent with your email copy. Don’t trick your readers with a compelling headline that has no correlation with what you say in the email. Trust is precious – don’t lose it by click baiting.
  3. Use words that connect

    To inspire you, here are a few words that tend to resonate with people and get open rates up:

    subscriber’s first name
    you / your
    time stamp (day, month or year)
    new
    update
    events
    offer

    Use these words strategically to make your headlines irresistible.
  4. Keep it short

    Keep your real estate email headline short and intriguing: fewer than 10 words. You don’t want to give away too much in your email headline. You want to pique curiosity and not to satisfy it without reading an entire email.
  5. Be creative

    The rules above are suggestions. You can come up with your own rules that work for your target audience and are congruent with your professional branding.

    One rule stands no matter what: don’t be spammy and provide value with your email content. You want to give value without asking and people will reciprocate.

One way to power up your headline: you want to state the end result your prospective client wants, mention the benefit or specific amount of time and address any potential objections. E.g. “Want to find a condo in ‘mention any high demand area in your market’ without going broke?” Then in the email you can talk about how your hyper-local expertise and involvement with the community can help them do just that.

To your email marketing success!

What email marketing strategies have proven to be successful for you? Share in the comments below.


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Topics: Lead Gen & Engagement

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