Sales prospecting can be a daunting and downright nerve-wracking part of running a small business. Cultivating strong relationships with the Realtors® in your community will keep you top of mind when the need for a home inspector arises. Did you know that email is 40 times more effective at acquiring customers than Facebook and Twitter combined? On average, there are 319.6 billion emails sent worldwide each day. For many people, the sheer volume of emails received in a day is overwhelming. How do you make sure your email will even get opened? With this guide, you will receive step-by-step tips on how to make sure your email doesn’t get sent to the trash folder.
Ten tips for writing emails to real estate agents
#1 Do your research
Know who your target audience is. If you live in a community with a high density of realtors, you probably won’t contact all of them with the same exact email. Visit the websites of the brokerages and property management companies in your area and include personal details in your email. Better yet, a personalized subject line can help improve the chances that your email gets opened.
#2 Support them on social media before reaching out
Like and follow your local real estate agents, brokerages, and property management companies on social media before you send out your emails. It can increase the likelihood of your emails being opened if your name is familiar. It also helps support others in your local community, which is a great foundation for a business relationship.
#3 Run multiple email campaigns
Each real estate market has its peak season, and many regions have micro markets. Real estate agents experiencing a peak market may be too busy to open, let alone reply to unfamiliar and unsolicited emails. Stagger your emails so multiple days pass before you send a follow up, and if you don’t get a response, try again in 2-3 months.
#4 Use intentional subject lines and salutations
How you address your audience and the tone of the email should be casual but not overly familiar. Write as though you are speaking to someone you respect but not a close friend. If your tone is too formal or impersonal, it can come across as robotic, scripted, or phishing. Your subject line should be direct and give the reader an idea of what you want to tell them. ‘Hello,’ ‘Good afternoon/morning/evening,’ and similar set the right tone for a salutation. As much as possible, include the realtor’s first name – it can make a big difference.
#5 Be genuine and direct
Your email should be direct to avoid wasting a busy realtor’s time. Avoid using any filler content in your email templates, which is any words that don’t serve a specific purpose. As a rule of thumb, email templates should always be under 180 words; ideally closer to 100. Using a writing tool can help you get rid of unnecessary words and improve your email writing overall.
You should also be genuine: don’t write as though you know the realtor any more than you do. You’re not their friend or family member, so avoid making overly personal comments. Instead, use your email to make a strong argument about how you can add value to your business, which is your mutual goal.
#6 Make it skimmable
Let’s face it, most busy people skim through emails without reading the whole thing. Break up your message into short paragraphs, placing the most important information at the left side where skimming starts. Even better, use bullet points or bolding so the most important parts of your message are read.
Aim for 2-4 sentences per paragraph, and the email should not exceed a word count of 200. The optimal word count is between 50 – 125 words.
#7 Add your value proposition
Include details about your values and procedure — whatever sets your business apart from the other inspectors in your area. Mention online features like easy-to-use scheduling and no-hassle pricing. People want to be able to get direct information from the source.
#8 Provide context
You can’t possibly provide all of the context you need in a single email. Avoid the urge to write a novel and instead let the realtor know where on your business website to go for more information. Be cautious when providing a lot of hyperlinks in your email, as this can be mistaken for phishing scams if the recipient doesn’t know you.
#9 End with a call to action
End your email with a call to action — a statement that encourages them to further engage with you. “Contact me today to find out how I can grow your business” or “Follow the links below to learn more” are both examples of a call to action.
#10 Use a professional email signature
A professional email signature can add polish and differentiation to a message that a realtor may get 100 times a day. Your signature should include your name, at least two methods of contact (cell, business, fax, toll-free, email, WhatsApp), links to your social media pages, and your website address.
For a professional look, sites like Hubspot and MySignature.io provide free customizable signature templates to make your emails pop.
Sample Email Templates
Email templates can simplify your sales-prospecting emails and streamline admin for your small business. Here are two sample emails to a real estate agent you can use as a guide to get you started.
Email Intro Template 1
Good afternoon [Agents Name],
I’m [Your Name], the owner and operator of ABC Home Inspection Company. I’m reaching out to introduce myself and see if there’s a way we can work more closely together. I’m the top rated home inspector in [City] with a long track record of satisfied clients and realtor partners. We’ve recently updated our services to make the inspection process easier and faster for both buyers and agents, including:
- Online booking enables the client to see what times are available and choose the one that best suits their needs.
- No-nonsense pricing that is straightforward based on square footage, materials, appliances, and systems in the home to avoid hidden fees.
- Web-based inspection reports with shareable links for agents, homeowners, and lenders.
These enable my team to provide even better service than we are already known for. But don’t take my word for it —we post all our reviews and provide links to our social media channels on our website.
Please let me know if you have some time this week for a meeting or phone call.
[your email signature here]
Email Intro Template 2
Hello [Agents Name],
I’m [Your name] reaching out from ABC Inspection Company in your area. I noticed you’ve done a lot of work in [local area], I’ve done some volunteer work there and love the neighborhood.
I’m reaching out to see how I can help add value to your clients during their home inspection process. Our family-owned and operated inspection company has been in operation for 30 years, and we specialize in [your specialties].
For your clients, our inspection reports are fully comprehensive, accessible online, and are typically delivered within the same working day. I’m known for following up with clients to ensure they understand their report and next steps.
I’d appreciate the opportunity for you and your clients to experience what we have to offer.
Do you have time for a quick phone call or coffee this week to discuss further?
[your email signature here]
The challenges of running a small business can keep anyone up at night. Writing an email doesn’t have to. Use the tips and email templates in this guide to give you the edge you need to grow your business.