Email is a wonderful tool in a real estate agent’s arsenal. It allows you to stay in touch with clients throughout the entire homebuying process, without taking up too much time on either end.

You can email them the newest listings or the latest market conditions. It’s quick and it’s free.

Email is a less intrusive way to communicate with clients and prospective clients. There is a line that can be crossed, however. Too many emails, or emails of the wrong kinda, can border on spam or harassment. Instead of having appreciative recipients on your hands, you have referrals who find your tactics pushy and overdone.

How can you keep your emails under control and still effective? Here are a few tips.

First, don’t send mass unsolicited emails. Did you have a referral or client sign up to receive a weekly update? Or did you simply ask for their email to have on file? Most recipients don’t mind an email every now and then, but signing them up unwillingly for mass emails if another matter. Contacting referrals personally is the way to go.

Second, have an option where your client can unsubscribe from updates if they wish. This gives them the control to decide if they want to receive daily, weekly, monthly, or no updates.

Next, avoid overly self-promoting material. Yes, you want to have your emails and newsletters branded, but there’s no need to make it all about you. Real estate is about providing a service, and in this service it’s all about your client.

Be sure your email has a purpose. Make it clear what services you are offering and why a prospect should contact you instead of competitors.

Leave the pushy, flowery sales language in the bottom drawer with the other things from days past. Clients today want transparent sales.

Finally, use a monthly newsletter to keep your clients up-to-date with the latest news and advice. It’s a great way to say hello unobtrusively, all while sharing the latest tips.

Email can be a great way to keep in touch. Use it wisely and you’re sure to have many virtual fans.

Published: June 3, 2011

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