Tip for Great E-flyer Email Subjects: Convey a Specific Sense of the Subject Property

When mass-emailing busy real estate agents, literally nothing boosts your eflyer open rate as much as a great, informative email subject. (It is a mistake to rely on overly-vague email subjects in the hopes it will appeal to more agents. Busy agents are much more likely to ignore an eflyer that fails to appeal directly to their current needs.)

Examples: Bad vs. Good E-flyer Email Subject Lines

Too Vague Highly Effective!
Price reduced on Great Home in Great Location Price reduced - 3 BR Rancher near Shopping & Schools
Perfect Gem in Great neighborhood Cute 2 BR bungalow in SoJo District
Broker's Open Thursday 3pm - 5pm Broker's Open Thurs 3-5pm w/ refreshments ~ Newly Remodeled 2BR Condo near Jones Park
4% to Buyer's Agent if Close by January 31st 4% to Buyer's Agent if Close by 1/31/2013 - Updated 3 BR Riverview District Townhome
Great property with Motivated seller 2 Acre Home Site with Motivated Seller
Great family home Two story 5 BR Family home near schools, pools, and parks
Emailing busy real estate professionals (who get so much email) is very different from marketing to consumers. By and large, agents appreciate that the headline in their inbox accurately and specifically conveys a "sense" of the subject property. (Conversely, they dislike being lured into opening a flyer that is not relevant to them due to a misleading or vague headline.)

At a minimum, email subjects should include # beds (or size of lot if a bare lot) and structure type. (Structure type can be the architectural style such as "Craftsman" or "Mid-century Modern" or "Brick Rancher" or "Condo", or, if you're at a loss for words, simply the number of stories such as 'single-story' or 'split-level' or '1.5 story')

The "cabin-vs-condo test"

If the headline would be equally applicable for a cabin in the woods as a condo downtown, it's not describing the property adequately. For example: "Just reduced 10K and Move-in Ready" says nothing about the actual property... that headline could be referring to a cabin, condo, mansion, manufactured home, etc., and is therefore not a suitable headline.

Handy Guidelines for a Great E-flyer Email Subject / Headline

  • Mention upcoming events! If your flyer mentions an event such as a Broker's open, be sure to mention that in the headline as well.
  • If it's not a SFR, say so. If it's not a single family residence, say so. If it's a condo, lot, duplex, etc., the headline needs to say so, so agents viewing your email subject line will have some idea what the flyer is about.
  • Add Property Details. Some agents make the mistake of thinking a detailed headline might give agents a reason to not open their flyer. But the opposite is true: agents are so busy, and get so many emails, that unless your headline appeals to something they are looking for, they're more likely to skip right past it. So be sure to mention that equestrian setup, the RV parking, the trendy neighborhood... whatever details will appeal to your ideal buyer.
  • Avoid Cliches. Your flyer is going to other agents, so do yourself and your client a favor and skip overused cliches such as "Must See" or "Won't last". Seriously, if they get copied over from your MLS listing, it's worth editing them out of the flyer.
  • "Just reduced" is not a headline. There are so many price-reduced properties in every market that fact alone is not attention-worthy. It IS worth mentioning, but only in combination with actual property details.

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