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No matter how visually stunning your email is, if the content doesn’t resonate with your audience or prompt them to take action, your efforts will fall flat.
Estate agents must focus on crafting relevant, engaging, and personalised messages that connect with their audience and guide them toward taking meaningful action—whether that’s scheduling a property viewing, requesting a valuation, or signing up for updates.
In this final part of the series, we’ll dive into the Do’s and Don’ts of creating effective email content and messaging for estate agents. This will help you craft emails that not only engage recipients but also drive conversions.
Do: Personalise Your Emails
Personalisation is one of the most powerful tools in email marketing. Estate agents have access to valuable data about their audience, such as buyer preferences, budget and previous interactions. Use this information to personalise your emails, addressing recipients by name, mentioning properties they might be interested in, and tailoring the content based on their stage in the buyer’s or vendor’s journey.
Tip: Use your CRM to segment your audience and deliver targeted, personalised emails. Include personal touches like "Hi [First Name]," or "We have new listings in [Preferred Area]." The more relevant your email feels to the recipient, the more likely they are to engage with it.
Don’t: Send Generic Or Spammy Content
Nothing turns off recipients faster than receiving generic, irrelevant, or spammy content. Sending one-size-fits-all messages or overly promotional emails that don’t offer value can lead to high unsubscribe rates and low engagement. Estate agents need to deliver content that feels relevant and useful to their audience—whether it’s a market update, a new property listing, or expert advice on buying or selling.
Tip: Avoid phrases like "Act now!" or "Limited time!" without context. Instead, focus on delivering content that addresses your audience’s needs or questions, such as tips for selling their home or insights into the local property market.
Do: Keep Your Messaging Concise and Clear
In email marketing, less is more. Recipients typically spend just a few seconds scanning emails, so it’s crucial to get your message across quickly. Keep your email copy concise, to the point, and focused on one main goal or action.
Tip: Use short sentences, bullet points, and headings to break up your content and make it easier to scan. Highlight key points in bold or colour to draw attention to the most important information, such as property listings or upcoming events.
Don’t: Overload with Too Much Information
While it’s tempting to include all the details in one email, overloading your message with too much information can overwhelm your audience. Long paragraphs of text or too many options can cause readers to lose focus or disengage entirely.
Tip: Focus on one main message per email. For example, if you’re highlighting a new property listing, don’t also include a market report and an event invite in the same email. If you have multiple things to share, consider sending a series of emails or a newsletter, rather than cramming everything into one.
Do: Use Strong Calls-to-Action (CTAs)
Every email you send should have a clear and compelling call-to-action (CTA). Your CTA is the next step you want the recipient to take, whether that’s scheduling a viewing, requesting a valuation, or signing up for updates. A strong CTA guides your reader and increases the likelihood of conversion.
Tip: Use action-oriented language for your CTAs, such as "View the Property," "Book a Free Valuation," or "Get Market Updates." Place your CTA buttons in a prominent location, ideally near the top of the email and again toward the bottom.
Don’t: Use Vague or Weak CTAs
Vague or weak CTAs, such as “Click Here” or “Learn More,” don’t give recipients a clear idea of what to expect when they click. This lack of clarity can lead to lower engagement and fewer conversions.
Tip: Make your CTAs specific and clear. For example, instead of “Click Here,” say “View New Properties in [Area].” Tailoring the CTA to the recipient’s needs makes them more likely to take action.
Do: Segment Your Audience for Targeted Messaging
Not all of your contacts are at the same stage in the property journey. Some might be looking to sell their home, while others are actively searching for new properties. Sending the same message to your entire email list—regardless of where recipients are in the sales funnel—can hurt your engagement rates. A first-time visitor to your website might not be interested in the same content as a repeat client who is ready to make a move. Blanket emails can feel impersonal and irrelevant.
Segmenting your email list allows you to send targeted messages to different groups of people, ensuring that each recipient receives relevant content.
Tip: Use your CRM to segment your audience based on factors like location, property interests, buyer vs. vendor status, and past interactions. This ensures that each email is personalised and tailored to the specific needs of the recipient, increasing the chances of engagement.
By onboarding Spectre and Street, you can rely on a real-time two-way sync so your segmentation is as up to date as your audience is.
Do: Incorporate Storytelling and Emotion
Storytelling is a powerful tool in email marketing, especially for estate agents. Incorporating stories into your emails—whether it’s a success story about a vendor who sold their home quickly or a buyer who found their dream property—can make your emails more engaging and relatable.
Tip: Use storytelling to connect with your audience on an emotional level. For example, share stories about recent successful property sales or happy clients. These narratives can build trust and inspire action from your readers.
Don’t: Forget to Proofread
Even the best email content can fall flat if it’s riddled with typos or grammatical errors. Poorly written emails can make your agency look unprofessional and cause recipients to lose trust in your brand.
Tip: Always proofread your emails before sending. Read the email out loud to catch any awkward phrasing or mistakes. Better yet, have a colleague review it for a fresh perspective. Pasting the content into tools like word, can help catch common mistakes and improve readability.
Crafting effective email content and messaging is essential for estate agents looking to engage their audience, build relationships, and drive conversions.
By personalising your emails, keeping your messaging concise, and using strong CTAs, you can create content that resonates with your recipients and prompts them to take action. Segmenting your audience and tailoring your messages to different groups ensures that your emails are relevant, timely, and impactful.
With these Do’s and Don’ts in mind, you’re well-equipped to create email campaigns that not only reach your audience but also engage and convert them into a community for your estate agency.
This concludes our blog series on the Do’s and Don’ts of email creation for estate agents, giving you the tools you need to elevate your email marketing strategy. Want to upgrade your email tool? Reach out to one of our team today about Spectre Email and start sending campaigns that convert!
