Here’s an email that’s perfect for converting contacts on your list to sellers.
Your nurture communication to contacts you’ve attracted into your list should mostly be about providing useful information as folks on your list will quickly get tired of you asking them to sell.
But every now and then, you want to send out a general email offering contacts on your list a market update. This email needs to be short and compelling with ONE offer and a simple call-to-action.
I’ve had so much success with the email below, I wanted to share it so you can use it too.
Good luck and be sure to let me know if you have any questions.
Here’s the email:
Subject line: About next week (first name)
Hi (first name), I just wanted to give you the heads up that my team and I will be in your area next week giving sellers a market update on current value.
This is a complimentary service and only takes a few minutes. If you prefer we can do this service virtually.
Let me know if you’d like us to include you next week (first name). Call or text (number) to get on the list for next week.
PS: You’re probably aware that property values in your area are up by more than X% on this time last year. This is tough news for buyers, but sellers like Bill and Wendy Jones are smiling 🙂 Call or text (number) to get on the list for next week
“Hey (your name) many thanks for negotiating the sale of our property in less than 3 weeks. We are still reeling with delight about the price you achieved for us and the reality hasn’t quite sunk in yet. Makes us wonder if other sellers in (your area) might be underselling if they don’t sell with you and your system” Bill and Wendy Jones
It all starts with a subject line that’s going to get your message open. Including your contact’s first name in the subject line will always boost your open rate.
Don’t make it a colorful HTML email with your logo and colors and graphics. Folks will immediately see it as a Black Friday retailer’s email rather than an important message from you.
Just send it as a normal-looking email which is way more personal and more likely to be opened and read.
Then the first line gets straight to the point. This does two things. Increases my chance of having my contact respond to my offer and tells my contact I respect their time and not waffling about stuff like “How are you and I hope you’re doing well” That’s always a hint that a sales pitch is coming so never do it in an email like this.
Note I use short sharp paragraphs that break up the message into easy bite-size chunks that is more likely to be read. People subconsciously groan at big chunks of copy.
I also say the service is complimentary. Using the word ‘free’ is a red flag to spam filters decreasing your overall delivery, open and click rates.
The final paragraph is my call-to-action (CTA) telling them exactly what to do and how to be included. Notice I don’t give them 200 contact options with everything from LinkedIn to carrier pigeons? Just one easy option.
Did you read the PS? What did you think? A bit flash? A bit showy? Not really you? Here’s the thing. In a strong sellers market, unskilled agents are underselling real estate because they don’t know how to negotiate in a strong market and they turn to water if they receive a bully offer or have to deal with multiple buyers. But not you! You’re a pro who knows what to do.
If you have a sizzling client review like the one I used after my PS (and why wouldn’t you?) I believe you have a moral and ethical duty to tell your contact what’s going on in the market and how your ‘system’ and strategies are helping sellers sell for more. Remember, you’re an amazing marketer who also sellers real estate. Bring them into your world and your success.
A good PS needs to repeat the offer and CTA and it needs to be brief and obvious as many readers of hardcopy letters and emails will often scan to the PS to get the message.
Can you see how the PS in this sample segues neatly into the review?