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Why You Need to Master the Art of the Email

having coffee while using a laptop

Email became commonplace many years ago. Today, just about every business and university practices frequent communication via email. It's used as a marketing tool by many organizations. In an email statistics report, The Radicati Group, Inc. noted email is the preferred method of communication in business. It's no wonder that real estate agents are expected to have good email communication skills.1

According to a report by the National Association of Realtors, 93 percent of NAR members prefer to communicate by email. More than 90 percent use email every day, either on a laptop or smartphone.2

This statistic indicates a positive trend, considering more than two-thirds of people who email a real estate agent expect a response within a half hour. Many even said they think agents should respond immediately, according to However, even though the majority of agents use email every day, only 20 percent reply to prospective clients within an hour after they receive an email.

Perks of Email

According to Our Everyday Life, there are many reasons to incorporate email into your strategy as a real estate agent.4 The ability to stay in touch and exchange information quickly and conveniently is something many professionals are grateful for. Plus, for someone working for themselves, having an email address is free. If you have your own website, you'll probably have to pay for the domain, but it usually comes with a small number of email addresses free of charge.

Another great benefit of communicating over email is the ability to keep records of all your exchanges. This can be helpful if a fact needs to be found again or to reread a conversation you had with a client weeks ago.

Most real estate agents prefer to communicate through email, with the majority of agents checking their email daily.

Every professional should know and practice email etiquette. Real estate agents need to take this a step further and use email as a marketing and client retention tool. Together, these skillsets can greatly contribute to gaining new clients and holding onto established ones.

Rapid Response

The no. 1 priority when it comes to emailing with current or potential clients is promptness. Clients turn to real estate agents for advice and information. Agents need to be a reliable resource for them. Prospective homebuyers usually have questions and concerns by the dozen, whether they are first-time buyers or not. A home is likely the largest and one of the most significant purchases a person makes in his or her lifetime. Agents need to be mindful of this and be courteous to clients. Prompt email responses show clients you care about their needs, inspire trust in you as their agent and can help calm anxieties they may be experiencing.

Email Etiquette

Business Insider explained there are certain rules that professionals should follow when sending an email.5 Since emails are written messages, it can be easy to make a grammatical or spelling error that can stand out to the recipient. Make sure to proofread each message before hitting send.

Another tip is to add the recipient last. It isn't hard to accidentally send an email before it's completed. An unfinished message can look unprofessional and the person reading it may not take you as seriously.

When phrasing your emails, make sure they sound professional. Use a clear, direct subject line and begin every email with a salutation, such as "Hi" or "Hello. The language in the body of the email should be clear and concise. Humor isn't always conveyed well over email, so it's best to avoid this during the first few exchanges.

Going Mobile

In today's fast-paced world, many people are checking their emails on mobile devices. According to a report from Moveable Ink, almost half of emails are opened on a smartphone and nearly 20 percent more were opened on a tablet.6 Because only about a third are opened on a computer, it's important that all emails are responsive. This means they look good and are legible on mobile devices as well as on a computer screen.

This is especially important for any marketing emails. Placester explained every real estate agent should be using email as a marketing tool.7 Using programs like MailChimp or Constant Contact can help to design attractive, responsive emails to send to your client list. These should be a combination of promotional, informational and newsletter emails. These will keep you top of mind for your clients. Plus, the ability to share the emails could bring you even more leads.

Sharing Information

Sending newsletter and other informational emails not only keeps you top of mind with your clients but also positions you as a resource and an expert. If you have a blog, you are already generating useful content homeowners and potential homebuyers will enjoy reading. Using these emails is another way to draw more people to your blog, website and business.

When communicating with clients, there are many mediums people prefer. Direct mail, phone conversations, in-person meetings and text messages are used by many agents. However, email is one of the most important tools you can have. To ensure the best communications between you and your clients, make sure you are utilizing it to its full potential.


1 The Radicati Group
2 National Association of Realtors
4 Our Everyday Life
5 Business Insider
6 Marketing Land
7 Placester

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