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Most Important Part of Email Marketing? Your Subject Line

Not just any subject line will do, according to a recent consumer survey. “Just sold in your area” and “real estate market snapshot” topped the list of winners.

NEW YORK – Messages constantly flood consumers’ email inboxes, so how do you make yours stand out? Use effective subject lines that make them take notice.

A consumer survey from ActivePipe, an email marketing firm, found the following subject lines generate the most opens on emails sent from real estate professionals:

  1. “Just sold in your area”
  2. “Real estate market snapshot for your area”
  3. “Have you been wondering what your home is worth?”
  4. “List now or later – why the [enter season] market pays dividends”
  5. “Six steps to get your home ready for a listing”
  6. “Thinking about a vacation home?”

According to the survey, regular electronic communications via email tends to deliver the highest level of client loyalty, especially if the receiver already has a relationship with that Realtor. Clients are more likely to open an email and follow up if there’s an existing relationship and some level of trust.

What type of emails do existing clients prefer?

Once an agent has landed a client, the goal is to keep them engaged but not feeling pressured. For this group, the survey found the highest engagement among buyers tended to be current listings and comps. Among sellers, market trends for the area landed at the top, while “recently sold” data interested both buyers and sellers.

After a transaction, consumers say they prefer monthly emails and newsletters, quarterly phone calls, emails or texts on special occasions, such as birthdays or holidays. They also appreciate a follow-up via telephone follow-up after the transaction to verify satisfaction and success.

Source: “Driving Buyer and Seller Loyalty in Real Estate,” ActivePipe (2021)

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