“Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light. “ Joseph Pulitzer

Joseph Pulitzer may never have seen an e-mail in his life, but he understood the format and formal nature of business writing. Let’s begin by following his advice. E-mails should be short and to the point. Decide if it’s a voice mail message or deserves to be in writing. If you have a lot to say, schedule a phone meeting. If what you say in writing can be held against you, don’t write it. Long e-mails, by the way, with lots of information, will rarely be read.

Be specific, clear, and strong. The ideas have to be so clear ---that in a quick glance – a few seconds – someone can understand and appreciate your point. A good phrase to remember: “If in doubt, leave it out.” The average sentence length in business and technical writing is about 20-25 words. Any more than that, and you’re overwhelming your reader.

Picturesquely? Ever see e-mails with abbreviated words, fancy color, faux art, not to mention “forwards,” “downloads,” and “attachments”? Most Internet Consumers who are writing to Realtors want the facts, not the epic. If you want your client to appreciate what you have to say, gear it to that person directly. Check your sources for accuracy. Demonstrate your knowledge, and keep to the point.

Let’s consider, for example, one e-mail a Realtor received recently. It had no name, no phone number, just an e-mail address. We didn’t even know if it came from a man or a woman. The writer asked for information about the “quality of the school system” in Oak Park, a suburb of Los Angeles. “What can I get for something in the mid 300,000’s?” the writer asked. (This is Southern California, by the way, and that doesn’t buy you much. “We want a pool, spa, 4 bedrooms, 3 baths, and some property.” (This guy must be from out-of-state!). “We are not afraid of a fixer, but we want a one story. Let me know. I’ll be out in the area next month.” A key phrase helped me identify the writer: “I don’t want you bothering me at home or at the office. Just e-mail me. By the way, I saw your ad in a magazine.” (What magazine?)

The information tells me a lot about this person. He or she is guarded and private, probably lives outside the area, and is not an outgoing, marketing-savvy person who has done a lot of homework. This is someone who has a specific agenda. If you don’t follow this agenda in your e-mail, it will not be read, let alone appreciated.

Whether the writer is a serious customer or not, an e-mail takes very little time to send. It’s not like we have to type it up, put it an envelope, find a stamp, and drive to the post office. We can afford to e-mail almost anyone. You never know who can turn into a buyer.

The next step is to organize the e-mail using what Dianna Booher in her E-Writing book called the "MADE" formula. Start with your MESSAGE:

“Thank you for your e-mail dated January 3, 2002. The home you’re looking for at the price you want is available. In fact, I have put together a list of a dozen or so choices, and I would be happy to show them to you. Several are in showcase shape, and they’re in the low 400’s. There are a few in the mid 3’s, one of which just came on the market, and it’s a steal. It will sell very quickly. (Note: If you’re going to use color, this line may a good one to accent.)

• ACTION: “You can reach me at 1-800-5551212, and let’s schedule a meeting.”

• DETAILS: “You asked about the school system. Here’s the information.” (Detail it.)

• EXTRAS: “By the way, I am a member of the Presidents Club, have one of the highest rates of referrals in my office, and have lived in Oak Park since 1983. I’ve had 25 years experience out here in the Conejo, and I’d love the opportunity to show you property that will meet all your needs. Let me know what’s a good time for you.”

There have been numerous articles written about the mechanics of e-mail, and they’re even available on this Website, but my experience tells me, that one of the major problems Realtors (and other business professionals) have when writing in this format, is learning to respond specifically to the needs of the customer. In this instance, you are not asked to market yourself. Though we salespeople would love to download information about our personal successes, that is not what this person is looking for; this is why such information would come at the end of the e-mail and not at the beginning.

When you’re writing an e-mail, write to express, not to impress. It’s simply a means to an end. Get the information across so that it can be understood clearly, and you’ll get the results you want.

Published: January 25, 2002

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Dr. Gary Seigel, nationally known speaker, teaches and inspires real estate professionals to write and market their services so that they see results the first time. His topics include, “How to capture E-mail Inquirers and Keep Them as Customers For Life,” “Creating a Brand Position in a Competitive Environment, “ and “Ten of the Most Common Errors We Make When We Sell Ourselves on Paper.” Combining his twenty year experience in the construction business with his background as a Professor of English, Gary now enjoys the opportunity of speaking to groups all over the country. His keynote speeches and grammar, marketing, communication, and e-mail seminars can be customized to meet the needs of any organization. He can be reached at thewritingsnstitue.com, email: garyseigel@sbcglobal.net, or 1-800-815-9507.