In 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?
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.
First Impressions Count:Your introductory email is an opportunity to make a positive and memorable first impression, setting the tone for future interactions.
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.
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.
Fascinating statistics from Hubspot point out that that:
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.
When to make intro emailsTo 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.
The 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.
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.
About the Author
Chris Heller brings 27 years of experience in real estate. Chris serves on the Agent Advice 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: 8/21/2024
