How to Draft the Best Real Estate Introduction Emails

Email,Marketing,Concept,,Person,Reading,E-mail,On,Smartphone,,Receive,NewIn general, I think it’s safe to say that it’s difficult to make a cold introduction for yourself. At least, I know several people who struggle with cold calls, writing a cold email, or even in social settings. 

Today we’re going to talk about how you can easily and effectively write a successful intro email that breaks the ice, without the stress. 

Once you develop a tried and true formula for making an intro that both sells you as an agent with authenticity of how you are able to help your leads find or list their home the easier these emails will be. 

Also, the faster you are able to make connections and grow your client list. 

Ready to get started? 

Why are intro emails important?

First and foremost, the goal of the intro email is to grow your client list. You want to be able to connect and make a positive impact in the lives of the people you are emailing.

Simply put, more intro emails = more business. 

Which means, this may be the most important email you write. See? This is why a lot of agents sweat the intro email. 

Don’t worry though. If you remove that pressure and stay genuine and informative in your tone and approach, you’re more likely to get a positive response in return and start establishing your trust right away.

Once you do that, you open the conversation. Regardless of whether or not the person you’re emailing is ready to purchase or list at this exact moment… you now have a connection for future business.

So, keep these few things in mind when you’re writing your emails, and you’ll be well on your way to writing an intro email that converts. 

Hand,Of,Businessman,Using,Smartphone,For,Email,With,Notification,Alert,First Impressions Count:

Your introductory email is an opportunity to make a positive and memorable first impression, setting the tone for future interactions. 

  • According to a survey by HubSpot, 78% of consumers say that a company’s first email influences their decision to engage.

Building Trust and Credibility:

The relationship between agent and client relies on significant financial decisions, and clients want to work with agents they trust when dealing with high price points.

An engaging and professional introductory email can help establish credibility and build trust from the start, which is crucial in the real estate industry. 

  • Trustpilot reports that 72% of consumers trust a business more after reading positive reviews.

Increased Engagement and Response Rates:

Well-crafted introductory emails that acknowledge the wants/needs of your client and how you can help them specifically have the potential to capture the attention of recipients and encourage them to respond with familiarity to continue the conversation. 

  • According to findings by Mailmodo an impressive 72% of consumers interact exclusively with messaging that utilizes personalized content. (Source: SmarterHQ)

Email Marketing Effects on Business Growth Rates:

Fascinating statistics from Hubspot point out that that:

  • “There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025. (Statista, 2021)”
  • Hubspot also highlights in their findings that 87% of brands say that email marketing is very critical to business success. (Litmus, 2023)

With hard numbers like this the importance of email marketing and making sure your first impression sparks engagement enough to grow your business is undeniable. 

Mail,Communication,Connection,Message,To,Mailing,Contacts,Phone,Global,LettersWhen to make intro emails

To make the most impact with your intro email its important to know when to reach out with an introduction. 

An obvious reason would be if you are referred by someone, or someone refers you. In these instances, you want to make sure you are writing that email quickly. If you wait, you’re already putting a ding in your element of trust that you are on the lookout for your clients. 

You could come across as lazy… and worse make the person who referred you look bad. A serious lose, lose for you. So, these intro emails are crucial for your reputation. That’s why it’s important to make the message clear with solid email marketing content.

There is nothing wrong with a “cold outreach” to new potential clients. And once you get your formula down for making the intro, this will be second nature to you. 

I suggest using these as a great way to find new listings, but keeping them more general just to establish yourself as a “go to” realtor for their particular neighborhood. 

Another great time to make an introduction is when you want to connect with business for partnerships. Financiers, lawyers, commercial, new constructions, etc. are usually open to meeting agents, and will help you grow your clients lists too. 

Business,Person,Reading,Emails,On,Smartphone,And,Laptop,Computer,ScreenThe anatomy of a good intro email.

These can start to become very formulaic, but it is important not to send the same template out over and over again. Always make your emails personal to the person you are emailing. 

You may even think, “I’m in a big market, how would anyone find out I’m copy and pasting?” They will. People talk. No matter where you are, the more people you know the smaller your circles get.

Acknowledge why you are emailing them specifically, and be honest with how you received their information. Trust, trust, trust. 

Otherwise, you will likely come across as spam, and damage your reputation. So, follow the outline below, but make sure you don’t overuse your templates and make adjustments that meet the needs of the people you are emailing. 

  1. Utilize a personalized subject line (read more about how to craft your subject lines):
    1. Hey Joy, welcome to Los Angeles
  2. A Greeting that uses their name:
    1. Nice to meet you, John
  3. A quick line to say how you got their info: 
    1. I heard you are looking to purchase a new home in (insert neighborhood) from a former client of mine, Maria, and wanted to introduce myself to see if I can help. 
  4. A brief intro of yourself to show you are a successful and reliable agent. Keep it personal if you can.  
    1. I loved working with Maria. We were able to take advantage of the drop in interest rates, and snag her dream home within 48 hours of it hitting the market. I do my best to stay on top of what’s newly listed for my clients and last year closed on (insert x homes) for clients purchasing, and hit record sales for clients that listed with me in the neighborhood. 
  5. Now that you’ve humble bragged about yourself a touch, back up your results with knowledge about the market today. 
    1. Provide stats and data about average home rates in certain ares, etc. 
    2. Careful not to overwhelm. 
  6. Now you can create a bit of urgency. 
    1. Just to give you the inside scoop, the market is really a sellers’ game right now… and they know it. There is a shortage on homes, so if you are ready now is the time to start looking with an agent by your side. Several homes are selling before they are even public.  
  7. This is when you have your call to action. 
    1. I would love to learn more about what you are looking for and how your search is coming along so far. If you have time this afternoon for a call please let me know. 
  8. A ‘thank you’ goes a long way. 
    1. Thank you for taking the time to read this email. Moving can be very overwhelming, and I hope to be able to help take the stress out of finding the perfect new place for you to call home!
  9. Executives,Discussing,Over,Computer,In,OfficeAnd a simple closing.
    1. All the best, GiGi

In Summary

The intro email is huge. It has to contain a lot of information about the market, but more importantly establish the relationship built on trust and showcase your success rates. 

All of the elements written into one email will help build your client base, and at the very least help you establish your reputation for referrals. Once you’ve gotten this down – start using these tips to use email blasts effectively.

Agent Advice Tip: As important as intros are, the follow through is just as important. Make sure to read up on how to master real estate follow up emails.

Sources:

Chris Heller Headshot

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 12/21/2023