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.)
|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')
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.
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