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[Best of 2019] 10 Real Estate Email Subject Lines and Why They Work

December 18 2019

We're continuing an annual tradition of counting down our top 10 articles of the year. The following article was originally published in April and is #8 in our countdown. See #9 here.

The average user sends and receives over 100 emails every day. The odds that they will open every email they receive are slim, especially if they're wary of unknown senders. So, how can you ensure that your audience is opening and reading your carefully crafted emails?

The answer lies in the simple, unassuming subject line. While most email subject headlines are less than one or two sentences long, they can spell the difference between a read message and another junk email. About 80 percent of readers never make it past the headline, or in this case, the subject line. Here's how you change that.

Here are ten real estate email subject lines to help you master the art of the email.

1. "Why Now Is Still the Best Time to Sell in [Neighborhood Name]"

This simple yet effective subject line plays into an innate desire to be in the know. Not only do your readers want to know what everyone else knows, they want someone to spell it out for them, clearly and concisely.

The headline piques interest without giving too much information away, which is the ideal situation for any email subject line. It also plays into the power of specificity. By addressing your reader's neighborhood or subdivision directly, you can create a sense of familiarity. Users are far more likely to open emails that they feel are being sent to them specifically, so look for ways to make your readership feel as though you're addressing them personally.

  • Quick Tip: Avoid spammy or gimmicky language. Things like too many exclamation points, ALL CAPS, or the use of a question and exclamation points in the same subject line can turn readers off to your message.

2. "Why Empty Nesters Are Selling Their [Neighborhood Name] Homes"

One of the biggest mistakes that Realtors make when sending out their emails is forgetting their audience. By segmenting your recipients into different groups, you can target their interests more effectively. For instance, if you know that the local golf scene is a major draw to your clients between 50-70 years old in the Charleston subdivision, you might consider targeting that population with an email about property values next to golf courses.

This can apply to any subgroup. Take the extra time to segment your readership into smaller groups in order to target their interests more specifically. You can segment your readership by age, neighborhood, interests, and other groups that will help you create more specific messaging.

By sending your readers useful information that they'll appreciate, you send the message that you're in tune with their interests. This can go a long way in building trust and forming working relationships.

3. "10 Things Most [Neighborhood Name] Real Estate Agents Won't Tell You"

The importance of trust cannot be overstated, particularly when it comes to a high-stakes game like real estate. The goal of this subject line is to inspire your readership to trust that you'll provide them with information that will ultimately help them buy or sell their home. Studies also show that providing information in list form can attract readers, as they are a scannable and succinct, and readers know exactly what they're getting into.

Your email can include information that might help your readers navigate issues specific to their neighborhood, such HOA fees, neighborhood growth rate, and other housing trends. The more valuable the information, the more users will feel they can trust you to handle their real estate needs.

  • Quick Tip: Use engaging preview text that appears friendly and gets to the point of your email. It should serve as a concise introduction to your body text.

4. "Don't Sell Your [Neighborhood Name] Home Until You Do This"

This subject line employs one of the most effective tools in marketing: urgency. The goal is to make your reader feel as though they would regret not clicking on the email, or that they might miss crucial information that will save them time or money. While you want to avoid asking users to buy or subscribe to services that they ultimately don't need, urgency can be used to lead your readers to information that will benefit them.

Remember to use specific neighborhood and subdivision names in each of your subject lines. This should focus your emails on 200-300 recipients rather than thousands, which will ensure that your readers receive information that is most applicable to them.

5. "The 5 Things that Will Boost Your [Neighborhood Name] Home's Value by 40%"

Whether your readers are looking to buy, sell, or live happily ever after in their house, everyone is concerned about their home's value. Few homeowners, however, know what concrete actions they can take to improve the overall value of their property.

To make this subject line as effective as possible, give your readers a specific value and a specific neighborhood. A vague promise to increase their home's value will not be nearly as effective as the promise to increase it by 30 percent or 40 percent. Find a blog or article that will relate to the readers in individual neighborhoods and subdivisions in your area to ensure that they get the most valuable information possible.

  • Quick Tip: Make sure your email subject line is mobile friendly. More than 50 percent of emails are opened on a mobile device, making shorter headlines more easily accessible to mobile readers.

6. "Remodel Your [Neighborhood Name] Home with These 2019 Trends"

Everyone loves a good remodel, and everyone loves being in on the newest trends. If you can equate the latest trends with selling power, you'll have a captive audience.

While not all of your readers are interested in immediately selling their home, odds are they're interested in improving it. By providing your recipients with content that piques their interest, you'll be able to build a loyal readership that trusts your judgment. Provide your readers with trends that have helped you sell homes in individual neighborhoods, if possible.

Link to a blog about the latest home trends from a trusted source like Coco Kelley, Magnolia Home, or Hunted Interior for tips that will impress your readers. For bonus points, link to a local designer or store in your recipient's area.

7. "I Know Someone Who Would Love Your House"

This real estate email subject line works well because it sounds personal. Your recipients will feel compelled to find out if they know you in real life. In addition, they'll be curious about what information you might have about their property.

These emails work best if you can provide sellers with information about what local buyers are looking for in their future homes. The idea that local buyers may already be looking for what their home has to offer might just be the extra push that homeowners need to commit to selling their homeā€”and choosing you as their Realtor.

  • Quick Tip: Add an emoji to your subject line to draw the eye and add personality to your writing. Emojis can make a difference in your open rates and overall engagement levels.

8. "I Sold a Home in [Neighborhood Name]. Here's How It Affects Your Property Value"

This email subject line utilizes both specificity and personalization. Your recipients want to know how their home is being affected by the local real estate market. You'll want to segment your recipients by neighborhood in order for this subject line to work most effectively.

This headline can also serve to highlight your recent selling success in your reader's specific neighborhood. Take this opportunity to discuss what features of the neighborhood made it easy to sell the property and how that might affect your reader's property value in the long run.

9. "Is This the Most Luxurious House in [Neighborhood Name]?"

A simple question can do wonders for getting readers to open your emails. Curiosity is a powerful motivator, especially when it's rooted in strange, over-the-top, or luxurious spectacles. A connection to the local market will also draw readers in.

You can use this email to point out which aspects of the home's decorations add concrete value to the property. You can also talk about the decorating and remodeling trends that buyers in your area most commonly look for.

  • Quick Tip: Email your recipients at least once a quarter. Email marketing research suggests that this is a great way to keep your lists fresh.

10. "Joanna Gaines Would Love This [Neighborhood Name] House"

When it comes to subject lines, name-dropping is always a good thing. While your readers may not have a sense for your personal style, an endorsement from a designer or celebrity with respected taste can pique your readers' curiosity and enthusiasm. Make sure that you choose a name that will resonate with a large audience and familiarize yourself with their style before making claims about what they'd like.

This type of email subject works well when trying to spread the word about a new listing on the market. However, you'll want to use this headline sparingly, as it can alienate users if used too often.

Final Thoughts on Real Estate Email Subject Lines

The emails you send to your recipients serve to build a relationship between your business and your readers, and your subject lines are your first meeting.

As a general rule, your email should be sent to no more than 200 or 300 recipients. If an email is being sent to your entire database, you might consider creating a more curated message for individual areas within your city or town.

To view the original article, visit the Wise Agent blog.