We all thought the days of cold calling were coming to an end, right? Wrong!

Although there are a variety of restrictions and extra hoops to jump through to cold dial, there is another method of communication that people are more likely to actually pay attention to! Emailing is the new cold calling and if you’re a real estate agent, it should be one of your priorities.

Chasing Leads Digitally

Real Estate Agents that began their career at least ten or more years ago may remember stuffing envelopes with a short introductory letter that maybe had a teaser listing or an “invitation” to an open-house.  Afterwards, you would cold call each address that had the letter sent to it, and hope somebody answered the phone. Now if you’re a follower of Mike Ferry you may still be “Dialing for Dollars” but even so the digital age has made it a bit harder to legally contact prospects on their phones.

 I would have had them too if it wasn’t for those darn kids—and that DNC list! – In our best Scooby Doo Villain voice

So what is the best way to reach a prospect in the digital age? Why, through email my dear Watson. Instead of stuffing envelopes or dialing numbers all day try writing and sending an email.  Combined with cold calls, you can turn your cold leads to a warm lead with a few well timed touches.

Invite Them In–Get Your Cold Call Email Opened

There is nothing as alluring as being invited to something that at first doesn’t seem free. Using phrases like “Time available in my schedule for a full walkthrough” or “We would love to create an opportunity to discuss the your next home” can trigger a few thoughts in a prospects mind.

1. You’re making time for them, and a realtors time is expensive…right?
2. It seems personalized so they may have a hard time saying no.
3. This is an easy introduction that can lead to positive relationships, whether or not they’re ready to buy or sell just yet.

Introduce Yourself

A friendly “Hi my name is …” will lose anyone who is just browsing through their email. Although a direct sales approach like, “If you’re interested selling your home I’m the realtor for you!” will lose them even faster.

Believe it or not, the best way to introduce yourself through email is exactly how you would in person.  “Good afternoon, I hope you are doing well. I’m [insert name here], and I have a listing …” It’s that simple but sometimes we easily forget how we talk face-to-face once we get behind a screen.

Market Yourself through Follow Up

You can accomplish a few things here. Remember that couple that came in a few months ago and never called you back? Or that friend of a friend who said she needed to speak with a lender first? Odds are, they haven’t purchased a home or sold theirs since they spoke to you. People don’t shop around for real estate agents like they used to.

Follow up emails are both quick and effective. First, you’re using contact information you already have, that’s one step out of the way. Secondly, you’re reminding people you already spoke with of a goal they’ve expressed. Since the last time you had a chat with them, it is very likely that their financial situation may have changed for the better; or their lease is closer to ending. Don’t let this opportunity pass you by. Stay top of mind!

How to Build a Great Cold Call Email

It all starts with the subject line.

Use a subject line that has a keyword which would grab anyone’s attention and keep you out of spam folders.  Use aspects of life that everyone encounters to make the subject line seem personal and meaningful.  Just like in face-to-face sales you want to get to know who you’re talking to more than you want to tell them about yourself.

What is something almost everyone comes into contact with?

• Social media networks
• Job market
• Personal goals

So how do you use these in a subject line or throughout your email to spark someone to read the email and respond?

Appeal to their human side first.

Think of something like, “A growing job market is great for your goals!” or even “Is buying a home one of your goals this year?”

Body and a Call To Action

After you have mastered your subject line you want to give them something valuable in the body and end by prompting them to an action.

To accomplish a successful cold call email you need a body that is informative.

You’re rewarding your reader with a bit of free knowledge. As we know, knowledge is power– Intrigue and arm them with any of these subjects:

• The truth of the current state of the housing market (is it a buyers market? A seller’s market? Going up or down?)
• What are a few things that all first-time homebuyers need to know?
• List five of the most common questions you encounter and let them know there are more you didn’t cover.

Now that you’ve taught your reader’s valuable information it’s time to close the gap between instructor and real estate agent.

How?

We build bridges by using a CTA.

A call to action is that guided step into getting a call out of your cold call email. Which is the whole point right? So, after you’ve given valuable information in the body let them know you are the next step.

Use phrases like, “More information is available by calling…” or “By making an appointment we can discuss how this affects you!” Be sure to use “you” and “we” rather than “I”. The last thing you want to do is make it seem like it’s about you (even though it kind of is). People care about people and companies that can help them. Making it all about sales will drive them off faster than you can say “escrow”.

Use Technology To Your Advantage

As technology evolves, so do real estate agents.

Why does email seem so old, but is just now really getting going as a tool? Because up until recently, calling seemed to have the biggest response, that just isn’t the case anymore.

Recent research shows you could dial 18 different numbers and make only one connection and don’t get me started on call back rates (which sit at less than one percent)!

Every industry is different, but as a whole, less than 24% of emails are opened. Increase your odds using the tips we mentioned here.

Don’t lose out on great leads, and the best opportunity to follow up. Using cold call email is low-cost, and if crafted right, can net a very high response!

Do You Need Bodoni?

If you don’t have the

• time to blog or create high converting emails
• technical know-how
• patience or knack for writing

And you want to

• increase your income
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• get found on google

Then be sure to sign up for a Bodoni Plan. We sell high converting drip campaigns, newsletters, take care of your social media management, and most importantly we take care of your blogging needs. All you need to focus on is converting those leads into buyers.

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