6 minute read

In 2017, the number of emails sent worldwide per day was projected at 269 billion.

That’s right. 269 billion emails per day.

This means that while most professionals will name email as their favourite mode of communication, whether they actually engage with every email encountered throughout any given day is another story. Understandably, nobody’s got time for that, especially when considering the ways in which email hinders productivity as it is.

The picture painted above is not one of caution, however, it’s one of consideration. After all, email marketing for real estate agents still beats out social media in organic reach, consumer preference, and ROI.

Email is a high performing channel across the board—not just for you, but many other businesses as well. You’re going to be up against competition both in terms of quality content and in volume. This means that making a lasting impression comes down to the first impression.

How can you set forth an introduction email as a real estate agent in a way that’s going to compel the sendee to open, click, and—hopefully—respond?

Start With the Subject Line

To think that the deciding factor standing between your email being read and discarded lies in the persuasiveness of 50-75 characters is somewhat incredible. The whole “less is more” adage certainly holds some kind of truth.

When approaching the subject line of your introduction email, you’re going to want to make it catchy. In addition, establish a sense of familiarity, especially if this is someone you met at an event and are now following up with.

Here are some examples of subject lines to possibly incorporate into your introduction email:

  • [Referral Name] suggested I reach out
  • Great meeting you at [event name]
  • Let’s get coffee on the calendar
  • Continuing our conversation on [topic]

The point is to instil some sense of connection.

If this happens to be someone you’ve yet to meet in person—like when sending a pitch email to a reporter—take a different angle. In these cases, try playing up their expertise (and ego) along the lines of something like, “Looking to pick your brain on [subject of expertise]” or “Long time reader of [blog name]”.

Personalise Your Greeting for the Situation

What’s in a name? More like, what’s in the salutation the precedes a name?

When introducing yourself over email, you’ll open with a greeting. Make sure it’s catered to the style and formality of the relationship you may or may not have with the sendee.

Meaning, do your research.

If the person on the other end seems fairly conservative by nature or industry, consider staying more traditional with a “Dear,” salutation. If you’ve already established friendly rapport with this individual offline or believe them to be more casual in tone, a “Hi”, “Hello”, or “Hey” will generally suffice.

Follow the salutation with their first name rather than a “Mr./Miss/Mrs./Ms. [Last name]”, which can come off as rigid and lacking in personality.

Put the Emphasis on Them

Have you ever opened an email or text from that one friend who goes rogue for months on end only to pop up out of nowhere, bombarding you with requests for favours? We’re talking about annoying situations where there’s no precursor and no feign of care for how you might be doing during their friendship hiatus—it’s just straight to the punch.

If so, then you know your immediate reaction isn’t usually to respond back with, “Sure thing! Whatever you need, pal!”.

The same idea applies to how you structure the body of your introductory email. Rather than jumping right into what you need from them, build up to it.

Start by developing that sense of familiarity. You don’t necessarily want to draw attention to the fact that you’re a complete stranger. Doing this gives your recipient less of a reason to keep reading.

Instead, open with what it is about them that lead you to reach out, or an anecdote relevant to a previous in-person meeting. If it makes sense and doesn’t come off insincere, compliments can also go a long way.

Here are a couple examples for shifting the emphasis to your recipient:

  • I noticed you’re an editor for [real estate publication].
  • We met at the [event name] last week. Have you had any luck tracking down a contractor for your kitchen remodel?

Give Context to Your Intent

Once you’ve established some sort of opening line for your introduction email that’s relevant to the sendee, build context around what may have motivated you in reaching out. This is your soft sell based on whatever it is you’re looking to get out of the exchange.

Think of this as the awareness stage in the funnel that leads to your ultimate ask. Rather than launching immediately into your call-to-action, you’re working up to it: establishing some sense of credibility before offering something of value to the recipient.

Build Up to Your Ask with Goodwill

Before launching into your request, consider offering up a gesture of goodwill as part of your introduction email. It doesn’t have to be grand—just something that shows you value and recognise that meaningful relationships are mutually beneficial. Tit for tat.

If you’re pitching to a real estate reporter, consider leaving public positive commentary on some of their previous work. If you’re following up with a potential client after discussing their home-selling woes at an open house, speak to their frustrations with suggested content to read or resources to dig into.

With your offers on the table, you can feel empowered to put your ask out there.

Whatever your call-to-action might be, make it as easy as possible for your recipient to follow up on it without much back-and-forth. For example, if you’re hoping to set up an in-person meeting, provide a number of specific meeting times for them to choose between.

Should you be looking for your recipient to help in distributing a piece of content you’ve shared on your blog, provide both a link to it as it lives online and a file attachment with the blog’s text, so they don’t have to rely on WiFi to pull it up.

End on a Grateful Note

While it may seem like you have to plan for a lot of factors going into this single introduction email, the point is not to send off a novel. You want to be concise without seeming disingenuine, allowing them to read through your note quickly and feeling motivated enough to respond.

With the email body copy laid out, end with a “thanks” and an email signature that might further bolster your credibility. To finish it off, consider incorporating some sort of positive customer feedback quoted underneath your name and organisation.

Final Thoughts: The Ridiculously Successful Way to Introduce Yourself Over Email

Introducing yourself over email shouldn’t be rocket science. It should come as naturally as any conversation you might have when networking outside of your established circle.

Take the time to research, show interest in their differentiators, offer value, and make it clear what your ask is. Should your recipient not respond after a week or so, feel free to then follow up with a casual reminder—just avoid coming off as pushy and know when it makes sense to let go.

Do you have any tips of your own for drafting a strong introduction email? Let us know in the comments below!

Author: Josh Cobb

Phone Number: 0427 184 183

Email Address: josh@stepps.com.au

Stepps was founded by Josh Cobb in 2014. Josh has advised more than 100 brands since starting the company and hundreds of agents who have attended his workshops. He is the host of the popular Real Estate Pros podcast, oversees digital strategy for top performing real estate agents and teams, and travels the globe with several international speaking engagements each year.

Recently, Josh was named as a finalist in the 2017 REB Awards for Industry Thought Leader of The Year and the winner of  Brisbane Young Entrepreneur of The Year 2017 – Marketing, PR & Events.

In addition to web development and digital strategy consulting, the company also runs Stepps Media, a fast-growing education company that produces an iTunes top-ranked podcasttraining events, email and webinars.