Email is one of the most overlooked forms of marketing for your commercial real estate business. First, there are email newsletters that you send to a group of people who have subscribed to be on your email list. Second, there is direct email that you send to one other person (or a team) to communicate directly with them. Email is currently the foundation of communication for most real estate professionals, so let’s talk about how to get the most benefit from it.
Think about how many emails you receive in a given workday. I bet it’s A LOT! I know that my inbox has a constant stream of emails flowing in, and I bet that your clients can relate as well. That’s why it’s important to refine your email strategy to make your emails as powerful and effective as possible.
Keep It Short
Since many of your clients and co-workers are reading emails on their smart phones, keep your emails short, simple, and to the point. If you have a lot to say, sometimes it’s better to just pick up the phone and talk to the person instead of emailing them. A lot can be discussed verbally in a shorter amount of time, and then you don’t have to deal with the back and forth email communication with questions and clarification.
When email is appropriate, be mindful of the recipients time that it will take to read and respond to your email by keeping it short and concise. Put the most important information at the beginning of the email, and make sure it’s clear whether you are asking a question (that you expect a reply to) or if the email is for informational purposes only.
Your subject line should immediately tell the recipient what the email is about, and the first sentence or two should make it very clear what information you are conveying. Be sure to include any relevant attachments and links (if applicable) and include all of the people who should be kept in the loop on the communication. On a similar note, don’t include people on the email who don’t need to be. Stay focused on communicating with the main team members and avoid replying to all if it’s not truly necessary.
Be Mindful of Spelling and Grammar
This may sound like a no-brainer, but take a minute to proof-read your email before you hit send. It’s not professional to send emails with spelling or grammatical errors. As a commercial real estate professional your communication – verbally and through email – is a direct reflection of your personal brand. Make sure you’re making the right impression.
Timing Is Everything
Does your email contain time-sensitive information? Do you need a reply right away? If you are asking an urgent question, or need a response fairly quickly, remember that sometime’s it’s best to just pick up the phone and call; or even send a text if you know the person well enough. While some people check their email constantly, other people only check their inboxes at certain times of the day, so be mindful of that. Also, in the business world the best days to send your email newsletters are on Tuesdays, Wednesdays, and Thursdays. On Monday’s people have a lot of their mind for the upcoming week, and several emails already in their inbox from the weekend, and by Friday a lot of people are mentally checking out and looking forward to their weekend plans. If possible, send your communications during the middle of the business week.
The tips above work for both email newsletters as well as direct emails. Used appropriately, email can save you time, help you reach more people at once, and help you keep a written copy of your communications to refer to in the future.
If you’re looking for other ways to market yourself and your business, be sure to read “50 Ways To Market Your Commercial Real Estate Business.”