When sourcing the top talents in the real estate industry, sending a recruitment letter or email remains to be a popular method because of its effectiveness. The key is to craft an engaging recruiting letter that will do a big chunk of the work for you.
If this is something you’re interested in, click here and find out how to artfully master writing a real estate recruitment letter. From the email’s subject line and how you format your email, here are things you should focus on to create an engaging real estate recruitment email:
Research about the real estate agent or broker
Before writing a recruitment email, make sure to find out about the person you’re writing to so you can craft a personalized message. Gather as much information as you can without breaching the person’s privacy. Typically, you can do this by looking through the published information on the agent’s social media profile or professional website. There, you can find out about their job history and other interests.
If the prospective agent is a referral, ask the referring employee about them. When inquiring about the candidate, it’s a good idea to stick to their professional life and avoid going into any personal details. Ask about their career and qualifications. If they had a previous profession outside of the real estate business, you might want to ask about those as well so you have an idea of their experience and expertise.
Personalize the email
The main reason you need to do your research before sending the candidate an email is so you can customize the message accordingly. Taking the effort to get to know a bit more about the candidate other than their names can definitely make a positive impact. Personalization also helps with engagement and makes the recipient more likely to respond.
A good tip is to pick some interesting facts about the agent you can briefly talk about in the email without being intrusive. For example, you might have seen in their social media profile that they have had experience in a city that’s different from your area of coverage. You can bring this up in the email to encourage the candidate to talk about their experience. You can also talk about a hobby or their travel experiences. Mentioning these small details in your recruitment email can show the agent that you’ve made the effort to get to know them better.
Use a compelling subject line
If you’re sending an email to a busy real estate agent, they likely have tons of messages in their inbox and might not notice your email. To ensure your email gets opened and read, write a compelling subject line.
Keep in mind that the email’s subject must highlight what the email body talks about. It must also raise the curiosity of the recipient, so make sure to use a short yet punchy statement. You can try using a question to kick-start a conversation. That said, while you want to have a creative subject line, make sure it isn’t too quirky that your prospect will suspect it as a spam message. You don’t want to risk your email getting sent immediately to the trash folder.
Be clear with your call to action
When sending real estate recruitment emails, your objective is to convince the agent to join your team or at least pique their curiosity enough to contact you. You can help drive these behaviours through your email’s call to action. When you have a clear call to action, you can nudge the recipient to respond the way you want. Let the candidate know what to do after reading your email, whether it’s to email you back, give you a call, or let you know when they’re available for an interview.
In addition, keep the call to action simple. Don’t overwhelm the candidate with several instructions. One or two choices should be sufficient to give them options and inform them of what to do next.
Optimize the email for mobile
When writing a real estate recruitment email, consider how your prospect will read it. Nowadays, most emails are read through smartphones and other mobile devices. As such, you must make sure your message could be read easily when opened on phones or tablets. This means the subject line is compact enough to be completely viewed. Also, the font size should be large enough so they’re clear and easy to decipher from arm’s length.
Additionally, the email must be easy to glance through. People typically won’t spend more than 15 seconds or so going through their emails, so make sure to format your message for skimming. At the same time, your prospective agent must get all the information in a single take. You can do this by breaking down the copy into several short paragraphs and keeping the message concise.
Unless your prospect reads and responds to your recruitment email, your efforts will all be in vain. Consider applying the recommendations listed above the next time you write real estate recruitment emails. These will help you get the attention of talented candidates and convince them to join your real estate brokerage so you can continue growing your business.