5 Email Best Practices for Realtors

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Email isn't new, but it’s an inexpensive and effective marketing tool. It’s also a convenient way to quickly exchange information, such as documents and photos.

Want to get the most out of your time spent on email? These tips from two Annapolis-based Realtors® will put you on the right path.

1. Be responsive

“This business is very email and text-heavy,” says Realtor Scott Schuetter. “In some cases, we may not have had but a couple of phone conversations throughout the process.”

But clients will email questions, and they’ll expect quick responses. If you don’t receive an answer immediately, at least acknowledge receipt and let them know you’ll have a thorough response later.

2. Be top-of-mind but not annoying

Use email to stay in touch with past and potential clients through a paid or free platform. Publish relevant content focusing on the real estate market and current housing trends.

“I don’t use the, 'Do you know someone buying or selling a house?' language,” Schuetter says. “If I do my job as a Realtor right, I don’t need to. Instead, I use email just to keep that connection alive.”

For Schuetter, the appropriate frequency is monthly. “That’s enough to remain in front of my clients, but not so much that I’m bugging them,” he says.

3. Use email for more than just marketing

“We send templated emails to clients when we achieve transaction milestones,” says Realtor David Orso. Though it doesn’t take much time, it’s an easy way to give clients important information and peace of mind.

“Email is also a great way to summarize conversations with clients,” he says. Those emails can become a helpful record of your discussions over the span of months. And because you can search emails by sender, addressee, date and subject, you can find what you’re looking for much faster than rifling through handwritten notes.

4. Remember email is just one part of a suite of communication tools

Email is a good way to stay in front of clients, but combine it with other methods to reduce burnout. For Orso, social media and phone calls also help keep connections alive.

Related: Not using social media? Here’s why real estate agents should be

In addition to traditional phone calls, Schuetter uses another old-school method: greeting cards.

“Four times a year, I’ll send out a card with a seasonal greeting (and nothing about real estate) to stay in touch,” he says.

5. Maintain professionalism

Even when clients show their frustration on email, stay professional. Orso’s rule of thumb: Never write in an email anything you wouldn’t want to have read in court.

With all communications—including emails and texts—spelling and grammar matter. Write in complete sentences and spell-check your work. If you want the best shot at eliminating errors, take a tip from the experts: read it out loud.

“When a Realtor butchers the English language in an email, a client naturally feels less confident in that person’s ability,” Schuetter notes.

Always end with a professional sign-off. The last block should include all your contact information, including professional social media accounts. Remember: Your emails can be like business cards that don’t get lost or thrown away.

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