How to Create the Best Email Subject Lines for Real Estate

[Nick_S]

This article was revised and shortened from the original version by Amanda Dvorak, published on the Constant Contact Blog.

For realtors, email newsletters are a valuable tool for gaining new customers and selling more properties. But when 306 billion emails are sent every day, how can you make your email stand out?

The subject line, often overlooked, is arguably the most important part of your email. When competing in crowded inboxes, a compelling subject line can distinguish you from the rest.

Crafting a compelling subject line is crucial after perfecting your email, as it can attract new leads, maintain connections with past clients, and expand your business.

What makes the best email subject lines for real estate

Effective real estate email subject lines should be relevant, enticing, and intriguing, offering a preview without revealing too much.

Keep these tips in mind when crafting your subject lines:

1. Less is more
   • Keep your subject line under 40 characters or 5-7 words to ensure visibility, especially on mobile devices.

2. Add a sense of urgency
   • To boost email open rates, use subject lines that create urgency, making subscribers feel they might miss out on important information. Highlight time-sensitive matters like expiring listings or a single open house event. However, avoid phrases like "act now" or "call now" to prevent your emails from being marked as spam. More tips on avoiding spam filters will follow.

3. Include personal touches
   • Personalized subject lines boost engagement by making recipients feel directly addressed, especially in significant decisions like real estate transactions. Adding personal touches to your subject lines can show empathy towards the challenges of buying or selling a home, reinforcing to clients that they are valued beyond just a commission.

4. Keep your subject lines relevant
   • Avoid using misleading subject lines to increase email opens, as this can frustrate subscribers and lead to unsubscribes. Ensure your subject lines truthfully represent the email content to maintain authenticity and build trust with your recipients.

5. Ask questions
   • Effective real estate email subject lines often pose questions, naturally prompting readers to seek answers and engage with the content. For example, asking "Is your home ready to sell?" encourages recipients to open the email and consider their readiness to sell their home, fostering interaction and reflection.

Preventing your emails from being marked as spam

Spam filters can be quite sensitive, and some email clients have stricter spam policies than others.

To decrease the chances of your emails being flagged as spam, avoid these common spam triggers in your subject lines:

• Too many punctuation marks in a row, like !!! or ???
• Spammy words and phrases such as “free,” “guarantee,” and “click here”
• Excessive use of symbols such as #, @, and %
• Writing in all caps

Using emojis in your email subject lines

Using emojis in emails should be done carefully. Overusing them can seem unprofessional and clutter the subject line. Also, not all email clients display emojis correctly, which could affect how your message is received. If you choose to use an emoji, select one that best relates to your message content.

Sample real estate subject lines

The best real estate subject lines utilize a combination of all of the strategies mentioned above. They should be clear, concise, and offer value to the email recipient.

Here are a few real estate email subject line examples:

• How does your home compare?
• [Client Name], is your home priced to sell?
• Don’t Miss Out on [XYZ Property]
• Your Dream Home is Waiting
• 10 Secrets Other Realtors Won’t Tell You
• 5 Ways to Boost Your Property Value by 30%

While compelling email subject lines are crucial in real estate marketing, they are just one piece of the puzzle. To truly captivate your audience and keep them engaged, ensure that your email designs are sleek and your content is easily digestible. Without these elements, even the most enticing subject lines may fail to keep readers interested until the final sign-off.