4 Email Tactics that Motivate Real Estate Leads to Reply [Zurple Research]
By Maggie Wilson @ Real Estate Daily
May 18, 2018

Consumers today are inundated with unwanted marketing messages, and email is one of the best examples. About 86% of the world’s email traffic is considered junk mail, meaning more than 4 of 5 emails in a lead’s inbox are spam, according to Bloomberg.

Modern email marketing revolves around grabbing and holding the audience’s attention, which is becoming harder every year. Consumers are more likely to respond to an email that is short, addresses their specific problem, and looks personalized. It is also crucial to include a call-to-action to help convert the leads once you have their attention.

Key Takeaways

  • Personalized sign-offs receive higher reply rates than emails with a formal, drip-like sign-off
  • Contain the body of your email to 5 sentences or less
  • Mention to the lead’s specific search criteria or browsing history
  • Include a call-to-action at the end of your email, like a CMA request or home valuation report
Source: Zurple

Excerpt

Zurple, the real estate industry’s leading email automation platform, researched emails sent to buyer and seller leads in 2017.1 Of those emails, those with high response rates shared four similarities. Below we’ve uncovered what those four similarities are.

The Sign-off Looks Personalized

Real estate leads prefer emails that are personalized and tailored to them. Zurple has found that emails with informal sign-offs, such as a dash followed by the agent’s informal name, receive more higher reply rates than emails with a formal, drip-like sign-off. Even when the email is sent to a mass or small amount of contacts, a simplistic sign-off correlates with a higher reply rate.

The Email Contains 5 Sentences or Less

Zurple research has shown emails with fewer sentences receive higher reply rates. In addition, these sentences are short and sweet. If an email paragraph contains five long, daunting sentences, chances are the reader will not read it, nor will they reply.

The Email Contains a Call-To-Action

A call-to-action (CTA) is a marketing term used to describe content that induces the reader to perform a specific act. Common CTAs real estate agents use include CMA requests, home valuation reports, and to schedule a viewing of a property. Research has also shown that leads are more likely to respond to emails when the email ends with a CTA.

The Message Relates Back to their Home Search

Emails encourage a response when the content relates back to the buyer or seller’s specific search criteria and browsing history. Zurple email content varies, but examples include suggestions of specific properties similar to the properties the lead has viewed frequently or favorited, or a request for a listing presentation.

View the original article at Zurple’s blog